What is the branc“ Means”And“Is” 品牌的“意义”和“个性”是什么 What the brand""'is what a brand gets credit for in the eyes of consumers-its reputation across a number of key dimensions 品牌的“意义”是指一个品牌在消费者心目中产生的 印象—即该品牌在几个层面上的声誉 What the brand is" is how we would describe the brand s dominant personality traits-generally those that correspond to its principal meanings 品牌“个性”那些与品牌意义相对应的特征。 英扬传奇CC&E
英扬•传奇 CC&E 1 What Is The Brand “Means” And “Is”? 品牌的“意义”和“个性”是什么 • What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意义”是指一个品牌在消费者心目中产生的 印象——即该品牌在几个层面上的声誉。 • What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征
Why The Need for a brand Footprint? 为什么需要品牌印记? More and more marketers are looking for new growth by leveraging the power of their brand names into new territories global Brands are being built through expansion into new geographies. Megabrands or Hyperbraands are being established across multiple product or service categories 愈来愈多的行销人运用品牌的力量进入新的领域,以 创造新的成长。全球品牌因为领域的扩张而建立起来; “大品牌”或“超级品牌”则是因跨越多项产品或品 类而被建立 英扬传奇CC&E
英扬•传奇 CC&E 2 Why The Need For A Brand Footprint? 为什么需要品牌印记？ • More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories. 愈来愈多的行销人运用品牌的力量进入新的领域，以 创造新的成长。全球品牌因为领域的扩张而建立起来； “大品牌”或“超级品牌”则是因跨越多项产品或品 类而被建立
Why The Need For a Brand Footprint? 为什么需要品牌印记? This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸,让我们必须重新重视并保护 品牌的资产。 英扬传奇CC&E
英扬•传奇 CC&E 3 Why The Need For A Brand Footprint? 为什么需要品牌印记？ This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸，让我们必须重新重视并保护 品牌的资产
Why The Need For a Brand Footprint? 为什么需要品牌印记? as brands are expanded there are pressures of dilution that stem from: 随着品牌的扩张,使品牌有被稀释的危机,这些危机 的因素如下 The need to reexpress the brand in the context of new competitive sets and new cultures 必须就新的竞争条件和新文化的观点来重新表 现品牌。 英扬传奇CC&E
英扬•传奇 CC&E 4 Why The Need For A Brand Footprint? 为什么需要品牌印记？ As brands are expanded, there are pressures of dilution that stem from: 随着品牌的扩张，使品牌有被稀释的危机，这些危机 的因素如下： • The need to reexpress the brand in the context of new competitive sets and new cultures. 必须就新的竞争条件和新文化的观点来重新表 现品牌
What Are Three dimensions? 什么是品牌印记的三个层次 The brand Footprint reflects the truth that most brands-especially powerful ones-are multidimensional. They contain meanings and associations that are built over time 品牌印记所反映的一项事实是:大部分的品 牌—特别是大品牌—都是多层次的。它们 包含了长期建立的意义和联想。 英扬传奇CC&E
英扬•传奇 CC&E 5 What Are Three Dimensions? 什么是品牌印记的三个层次 • The Brand Footprint reflects the truth that most brands—especially powerful ones—are multidimensional. They contain meanings and associations that are built over time. 品牌印记所反映的一项事实是：大部分的品 牌—特别是大品牌——都是多层次的。它们 包含了长期建立的意义和联想
How Much of a future vision? 品牌印记的远景如何? The brand Footprint is more than a consumer- based tool. It needs to incorporate the thinking of the"brand owners," regarding the future course of a brand 品牌印记不只是一个消费者对品牌的看法,它 更须考虑到把这个品牌的“品牌拥有者”对该 品牌未来的看法。 英扬传奇CC&E
英扬•传奇 CC&E 6 How Much of A Future Vision? 品牌印记的远景如何？ • The brand Footprint is more than a consumerbased tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand. 品牌印记不只是一个消费者对品牌的看法，它 更须考虑到把这个品牌的“品牌拥有者”对该 品牌未来的看法
How Much of a future vision? 品牌印记的远景如何? For established, dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in nc with what to protect and what to leverage as the brand is expanded 对已建立起来的领导品牌而言,印记当然是建筑在目 前重级使用者对此品牌的看法。这种情形下,印记的 主要角色是把这些意义表达出来,让每个人同时都知 道当这个品牌扩张或延伸时,要保护什么,以及利用 什么品牌价值。 英扬传奇CC&E
英扬•传奇 CC&E 7 How Much of A Future Vision? 品牌印记的远景如何？ • For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded. 对已建立起来的领导品牌而言，印记当然是建筑在目 前重级使用者对此品牌的看法。这种情形下，印记的 主要角色是把这些意义表达出来，让每个人同时都知 道当这个品牌扩张或延伸时，要保护什么，以及利用 什么品牌价值
How Much of a future vision? 品牌印记的远景如何? For some brands, however, there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic 对某些品牌来说,也许必须增加意乂或调整原 有的意义,以利于扩张或只是让该品牌变得更 具时代性 英扬传奇CC&E
英扬•传奇 CC&E 8 How Much of A Future Vision? 品牌印记的远景如何？ • For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic. 对某些品牌来说，也许必须增加意义或调整原 有的意义，以利于扩张或只是让该品牌变得更 具时代性
How Much of a future vision? 品牌印记的远景如何? Ultimately the final balance between existing vSdesired meanings is a strategic decision--built on the brand's consumer truth and adjusted where needed to provide the vision and inspiration for future growth 最重要的是,平衡这个品牌现存的意义及理想的意义, 就是一项策略性的决定。即建立在该品牌消费者的真 实面上,并加上必要时的调整,以便为该品牌未来成 长之要求提供一个远景与灵感 英扬传奇CC&E
英扬•传奇 CC&E 9 How Much of A Future Vision? 品牌印记的远景如何？ • Ultimately,the final balance between existing vs.desired meanings is a strategic decision—built on the brand’s consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡这个品牌现存的意义及理想的意义， 就是一项策略性的决定。即建立在该品牌消费者的真 实面上，并加上必要时的调整，以便为该品牌未来成 长之要求提供一个远景与灵感
Example For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card Amex and visa Footprints show how the brands are distinguished on these Dimensions 英扬传奇CC&E 10
英扬•传奇 CC&E 10 Example • For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card. Amex and visa Footprints show how the brands are distinguished on these dimensions: