醫療行業企業品牌的意義和個性講義(ppt 108頁)

醫療行業企業品牌的意義和個性講義目錄：
一、The selling strategy銷售策略
二、Becombion
三、Becombion品牌印記(Brand Footprint)
四、Becombion銷售策略(Selling Strategy)
五、Seven Seas Multivitamin Syrup
六、品牌印記(Brand Footprint)
七、Dr Freeman Cough & Cold Syrup for Children

醫療行業企業品牌的意義和個性講義內容提要：
What Is The Brand “Means” And “Is”?品牌的“意義”和“個性”是什麼
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“意義”是指一個品牌在消費者心目中產生的印象——即該品牌在幾個層麵上的聲譽。
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“個性”那些與品牌意義相對應的特征。
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Why The Need For A Brand Footprint?為什麼需要品牌印記？
This expansion puts renewed focus on the need to protect brand equity.
這種擴張及延伸，讓我們必須重新重視並保護品牌的資產。
As brands are expanded, there are pressures of dilution that stem from:
隨著品牌的擴張，使品牌有被稀釋的危機，這些危機的因素如下：
The need to reexpress the brand in the context of new competitive sets and new cultures.
必須就新的競爭條件和新文化的觀點來重新表現品牌。
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How Much of A Future Vision?品牌印記的遠景如何？
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.
品牌印記不隻是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。
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.
對已建立起來的領導品牌而言，印記當然是建築在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些意義表達出來，讓每個人同時都知道當這個品牌擴張或延伸時，要保護什麼，以及利用什麼品牌價值。

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