伊莱克斯主要的品牌框架(ppt 29页)108222.pptx
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1、Electrolux Master Brand Framework伊莱克斯主要的品牌框架伊莱克斯主要的品牌框架“What is Electrolux?”“什么是伊莱克斯什么是伊莱克斯?”“What makes Electrolux Electrolux?”“什么使伊莱克斯伊莱克斯化什么使伊莱克斯伊莱克斯化?”Brand definitions品牌定义品牌定义Verbal 言辞上言辞上Brand Pyramid 品牌金字塔品牌金字塔Brand Dictionary 品牌释义品牌释义Brand Promise 品牌承诺品牌承诺Brand Essence 品牌实质品牌实质Visual 形象、视觉上形
2、象、视觉上Brand Attitude 品牌观念品牌观念Visual Language 形象的语言形象的语言Brand Design Policy 品牌设计原则品牌设计原则Brand Pyramid common and tailored componets 品牌金字塔品牌金字塔 共性与特色(全球化与本土化)要素的结合共性与特色(全球化与本土化)要素的结合Brand Character-same for allsectors/geographies品牌特征-各地域相同Brand Claim-tailored bysector/geography品牌宣传-各地各自设计Brand Support-
3、tailored bysector/geography品牌支持-各地各自制作feature 特色特色Function 功能功能Reward 回馈回馈values价值价值personality个性个性Electrolux Brand Pyramid伊莱克斯品牌金字塔伊莱克斯品牌金字塔KnowledgeableModern知识性知识性现代化现代化HarmonyWelcomes change协调协调受欢迎的变化受欢迎的变化Helps me enjoy my lifePride/self-esteem帮助我们自信地享受生活帮助我们自信地享受生活Makes home life easierIntelli
4、gent solutions for better living使生活更简捷、智能化使生活更简捷、智能化Features特色特色Brand Character品牌特征Brand Claim品牌宣传Brand Support品牌支持Electrolux Brand Dictionary伊莱克斯品牌解释伊莱克斯品牌解释知识领先知识领先;善于创造善于创造某种风格某种风格;动态动态;预见性思想预见性思想;创新的物质创新的物质Balance;Feeling of controlIndividuality;Open-minded平衡平衡;自控自控个性个性;创新创新Freedom;Enjoyment;Cre
5、ativityFeel proud;Feel good about myself自由自由;享受享受;创造创造自信自信;舒畅舒畅Helps me achieve the results I desire;Ease;Safe performanceUnderstands me;Intelligent design帮助我得到期望的结果帮助我得到期望的结果;安逸安逸;安全安全;人性化人性化;智能化智能化Features特色特色Brand Character品牌特征Brand Claim品牌宣传Brand Support品牌支持Electrolux master brand promise伊莱克斯主要的
6、品牌承诺伊莱克斯主要的品牌承诺For people who welcome change and seek harmony,modern knowledgeable Electrolux offers intelligent solutions that make peoples personal and professional lives easier and more enjoyable.对于接受变化和寻找和谐、现代化知识的人们,伊莱克斯提供他们智能化的方式来使他们个人的和专业的生活更便捷和愉快Electrolux Brand Essence伊莱克斯品牌实质伊莱克斯品牌实质The cor
7、e of the Brand Promise,Brand Essence is the innermost vital center of the Brand Pyramid.品牌承诺和品牌实质的核心是品牌金字塔最深处最至关重要的部份。The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty.品牌实质是指必不可少的能创造及增强品牌忠诚度的一些相关联以及有差异的想法“Innovative trusted solutions fo
8、r easier and more enjoyable life”“创新可信的设计,更便捷舒适的生活创新可信的设计,更便捷舒适的生活”Master Brand Attitude主要品牌观念主要品牌观念Non-verbal elements that guide 非言辞非言辞因素指导因素指导creative expression of Brand Character(seen,sensed,understood,heard,felt)品牌特征创造性表达品牌特征创造性表达(看到的看到的,感受到的感受到的,可可理解的,听到的,知觉的)理解的,听到的,知觉的)tonality for all cont
9、act points 各联系点的协调性各联系点的协调性Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words 精心、详尽地表述精心、详尽地表述形象语言和品牌设计原形象语言和品牌设计原则而不仅是局限于某些关键性词则而不仅是局限于某些关键性词Master Brand Attitude主要品牌观念主要品牌观念The Electrolux Brand Attitude evokes a passage and connectedness from an innovative her
10、itage to a vivid,energized yet safe tomorrow.伊莱克斯品牌观念在传统观念和现代新型观念之间架起一个通道和联系Its designs balance freedom and dynamism with security.它的设计使自由、动感和安全性得以达到平衡Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past.伊莱克斯的设计在大胆
11、传递一种建立在过去坚实基础上的信心的同时,也表达了它的未来。We freshly and practically create new,contemporary traditions.Its defining attitude of confident insightfulness expresses comforting,non-aggressive modernity of form,liberty of movement,controlled expansiveness of shapes,and inviting technology.我们务实而创新地创造出当代新传统,它自信而又富洞察
12、力的观念体现出舒适,平实的现代气息、自由的运动、有克制的形态表现和人性化的科技水平。Master Brand Attitude-contd主要的品牌观念主要的品牌观念-(内容)内容)These perceptive designs evoke a sense of optimism and approachability,warmth and friendliness.They are tactile,enticing,forward-looking and uninhibited.这些富洞察力的设计激发起一种乐观、平易近人、热情和友好的精神。他们能被感知、能引人入胜、前瞻而富于个性。The
13、designs represent a fusion of ingenuity,intelligence,vitality and openness.设计体现出精巧、聪颖、活力和开放四位一体。Through its designs,the Electrolux Master Brand Attitude educates the eye and the mind with character of shapes,harmonious compositions,and contrasts.通过它的设计,以形状特征,和谐的组合和对比使人们的眼睛和思想接受到一种新的伊莱克斯品牌观念It is tru
14、e to its roots,never forsaking its enduring lineage while balancing the potential of the possible.它忠于原创,从未放弃它长久以来的传统,同时与潜在的可能性达到平衡。Visual language references形象语言的参考形象语言的参考Fluidity of form 外形的流外形的流性动性动 Shapes with movement 动感的外观Softness 柔和柔和Comfort 舒适舒适Informality 非正式非正式 Formal shapes/informal interp
15、retation规范的造型/非正式的诠释Purity纯净纯净 No irrelevant decoration 没有不相关的装饰Materials used in contemporary manner以当代方式运用材料 THE EGG.Arne Jacobsen FIVE MINUTE CHAIR,Peter BotlosROTHKO,Alberto Livore KUGLE lamp,Poul Henningsen,GATESHEAD MILLENIUM BRIDGE-Sir Norman FosterALAMILLO BRIDGE,Seville ALAMEDA BRIDGE,Valen
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