WhatIsTheBrand“Means”And“Is”?品牌的“意义”和“个性”是什么WhyTheNeedForABrandFootprint?为什么需要品牌印记？WhyTheNeedForABrandFootprint?为什么需要品牌印记？WhyTheNeedForABrandFootprint?为什么需要品牌印记？WhatAreThreeDimensions?什么是品牌印记的三个层次HowMuchofAFutureVision?品牌印记的远景如何？HowMuchofAFutureVision?品牌印记的远景如何？HowMuchofAFutureVision?品牌印记的远景如何？HowMuchofAFutureVision?品牌印记的远景如何？ExampleExampleExampleThesellingstrategy销售策略WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？TheSellingStrategyModel销售策略的模式TheBrandPosition品牌位置ExampleTheBrandObjective品牌目标ExampleTheSpecificRoleOfTheAdvertising广告担任的角色ExampleTheSellingIdeaPlatform销售概念架构TheSellingIdeaPlatform销售概念架构A.TheConceptualTarget概念性的目标客层TheSellingIdeaPlatform销售概念架构B.TheCoreDesire最核心的欲望TheSellingIdeaPlatform销售概念架构B.TheCoreDesire最核心的欲望TheSellingIdeaPlatform销售概念架构D.TheCompellingTruth强而有力的支持事实ExampleWhatIsASellingIdea?什么是销售概念Examples1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.Brand/ProductCommunicationStrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTacticsBecombionVitaminsMarketOverviewProductProfileMultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.Productform:syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenGeographicaltargetareaSWOTBecombion品牌印记(BrandFootprint)BecombionBecombion品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildren’sbalancedgrowthBecombionBecombionBecombionBecombionBecombionBecombionBecombionBecombionBecombionBecombionB