品牌营销工程师
1、Brand Marketing engineer?? 品牌营销工程师
A total programme to ensure that all activity relating to
the Brand relflects. builds and stays true to the core
values and spirit of the brand.
品牌营销工程师是一套完整的企划，用以确保所有与品牌相关的活
动都反映到牌本身独有的核心价值及精神。
2、It is simply a means of understanding the consumer's feel-
ings about a profuct and then turning them into a brand
relationship.
简单地说，“品牌营销工程师”意味着理解消费者对产品的感受，
并将之转化为消费者与品牌之间的关系。
3、Brand Marketing engineer?? 品牌营销工程师
THE RAW MDTERIAL THAT MAKES UP A BRAND
营建一个品牌的基本要素
Includes the Tangible? 包括有形要素
Colour 颜色?? Salas Literature? 营销材料???
Staff uiforms 员工制服???? Texture 质地?? Direct marketing 直销行销
Delivery van livery 服装?? Weight manner 重量?????? Promotions 促销?
Telephone manner 电话礼仪???? Distribution 分销??? Advertising 广告
Complaints handling? 投诉处理????? Price? 价格???? Typeface? 字体??????
Facias?? 招牌???????? Competitions? 竞争?????? Music 音乐?
Media context 媒介内容
??????
?4、Brand Marketing engineer?? 品牌营销工程师
基本要素
...and the intangible?????????????? 无形方面
How users approach the Brand??????? 使用者接触品牌的方式
Their daily,weekly experiences in use?? 他们每日每周的体验
Friendships an feelings??????????? 友谊和感情
Ideas and attitudes??????????????? 建议和态度
Needs and wants??????????????????? 需求和需要
5、探索品牌的有形和无形资产????? 理想品牌价值观的定义
Probing the tangible?????????? Definition of the
and intangible assets????????? optimal brand values
of the brand
6、BRAND AUDIT??? BRAND PRINT
进行品牌检验与品牌写真
????????
????
?? 7、Brand Audit?? 品牌检验
An audit form desighed to define the relationship between
the consumerand the brand
是一种特别设计的验定方式，目的是去寻找及定义品牌与消费者之
间的关系。
Its novelty is that it collects intangible as well as
tangibl information
其创新之处是在于可以收集到有形及无形的信息
It is designed to create insights
它是特别设计去获得洞察力
????????
8、BRAND AUDIT??? 品牌检验
For creating new brands from scratch,a similar techniqu
is used ,with the help of stimulus material.
对于全新创立的品牌而言，亦可使用类似的方法，唯
需借助一些能激发思考的材料。
???????????
]
?9、Brand Audit-1?? 品牌检验-1
Think ablut the specific things that trigger this Brand?
identity in your mind...
思考那些可以激发联想起这个品牌形象的具体事情……
When you hear the Brand 担name,what immediately spring to
mind?当听到这个品牌是，什么东西最先跃入您的脑海？
What else?? 还有什么？
Visuals or images?? 视觉的或印象？
Packaging or product elements?包装或者产品元素？
Bits of advertising?? 一点广告的印象？
Signs of Symbols?符号标记？
What do these stimuli suggest or signal about the Brand?
上述内容导致人们想起这个品牌的那些特点？
10、Brand Audit-2 品牌检验-2
Thinking about the feelings an emotions the Bran evokes in
you...???????? 思考这个品牌在你心中产生的感觉和共鸣...
What specific feelings and emotions do you experience in
connection with using this Brand?
使用这个品牌时，你有什么特别的感觉和情绪？
How does this brand make you feel about yourself?
使用这个品牌让你如何看待自己
What is the mood of this brand?这个品牌的情绪？
How do the feelings and emotions this brand evoke in you
differ fron those its leading competitor might evoke?
使用这个品牌与使用主要竞争品牌的心情和感受有何不同？
11、Brand Audit-3品牌检验3
What is the brand of the technical function?
这个品牌的技术功能是什么？
What benifit is the using this brand to person?
使用这个品牌将给人们带来什么好处？
What have the brand of grarantee quality?
有什么样的品质保证？
12、Brand Audit-4 品牌检验 4
Beyond the specific functions they perform,Brands do a
great deal morefor us in our lives.
除了上述品牌功能，品牌还能给我们的生活带不更多的内容
Beyond the technical function it performs,what does this
Brand do for you in your life that others cannot?
除了它的技术功能，这个品牌还能带来哪些别的品牌无法实现的东西？
What unique contribution does it make?
这个品牌独特的贡献是什么？
What special perpective or point of view does it give you
about using the category?
使用这个品牌可以使你对使用这个类别的产品生产什么观点？
What aspects of your own behaviour or way of thinking about
things reinforce what the Brand does for you?
您自己的行为方式和思考方式中那些内容可以强化品牌对你的作用？
13、品牌写真 Brandprint
14、BrandPrint? 品牌写真
Once individual Audits have been consolidated,
the out put is the BrandPrint.
一旦品牌检验得以完成，其结果就用以产出品牌写真
15、It is a description-usually in writing -og the unique
relationship between this brand and the consumer.
它通常是写下来以形容消费者与品牌之间独一无二的关系的文
字描绘。
16、case 1?? 案例1
Ponds BrandPrint?? 旁氏-品牌写真
I believe Ponds would never lie to me.
I believe Ponds would never waste my time.
I believe Ponds would never take chances with my skin.
And if there is anything out there that can make my skin
more beantiful,Ponds will make it.
我相信旁氏绝不会对我撒谎，也绝不会浪费我的时间，也绝不会拿
我的皮肤做试验。如果有一种东西能使我的皮肤变得更美丽，那就
是旁氏。
17、case 2? Dove BrandPrint
多芬香皂-品牌写真
Dove is the promise of femininity restored.
To my skin.And to me.
A personal Pormise that I can be my best.
The promise that when I've put on hold the fact that
I'm a woman,it willremind me.
It is simple and unselfish promise,made to the woman
inside me.
多芬是对女性的承诺，对我的皮肤和本人都一样。它能体现最佳的
我。当我忙于工作而忘记自己是个女人时，她能随时提醒我。这是
一个简单而大公无私的承诺，一个唤醒我是女人的承诺。
18、case3 BMW BrandPrint 案例3 宝马品牌写真
BMW-Core Assets 宝马-核心资产
Power under control 可驾驭的动力
A feeling of superiority achieved by being the tamer of
a powerful,
passionate beast 驾驭脱缰野马般的激情和优越感
A perfect sence of harmony and balance 完美的融全的感受
A car with pure power and passion under its skin
充满内在力量和激情的轿车
|
