奧美 360度品牌管理(ppt 90頁)(文件)

　

【正文】 brilliant carver of wooden elephants 記住 Neil French 關于偉大的木象雕刻匠的故事 ? His secret for making perfect elephants was to cut away everything that was not elephant 它創造完美大象的秘訣是，去掉所有不是大象的部分 Examples of Shorter BrandPrints 精悍的品牌寫真 例如 ? Jaguar Original ? Impulse ? The Economist ? Bank of China ? American Express Jaguar (USA) The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It’s about soul, passion and originality A Jaguar is a copy of nothing ... just like its owners Jaguar和其他轎車的差別不僅在鋼板和引擎技術 在于精神、熱情和原創性 Jaguar都是獨一無二的 就象它的主人 Impulse (Europe) Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into womanhood As I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself The Economist (Asia) The Economist is red and daring Its bold covers hint at what lies within: provocative, brutally honest and nonconformist opinions Beholden to no one, it refuses to ‘kow tow’ to popularity, and sees through the new clothes of emperors, politicians and taipans alike Bank Of China (Singapore) The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets ... the Wisdom of Wealth American Express … is not for everybody. It is for those who think bigger thoughts, do bigger things, and paint bigger pictures American Express Additional Ways to Approach Writing a BrandPrint 其他形成品牌寫真的方法 ? A to Z ? Photomontage 圖片集錦 A To Z A Verbal Bank ? Using word association to articulate suppressed feelings and emotions 運用詞匯聯系來表達潛在的感覺和情緒 ? Can be used in addition to Brand Audit to enrich vocabulary 除了可以運用在品牌檢驗，還可以豐富詞匯 . BMW (New Zealand) How It Works 如何運用 ? Generate word associations for the brand beginning with the letter A and write them down 將字母 A開頭的與本品牌有關的詞匯都寫下來 ? Then for the letter B, then for letter C etc etc to Z 接著字母 B， 字母 C…… 到字母 Z ? Review your Word Bank 重新檢視你的詞匯銀行 ? Select one association for each letter 每一個字母選擇一個有聯系的內容 ? Write a summary 寫下小結 Adult Blitzkrieg Cultured Driveable Envy Flat Out Grunt Handling Independent Jumping Kraut Look Out Modern Noticed Active Bold Classic Dynamic Energetic Fast German Harmony Individual Jive King Lover Muscle Notorious Arrogant Ballsy Confident Discerning Engineered Fashionable Glamour Hi tech Intelligent Jazz Killer Luxury Manly Not old Ambitious Better Conservative Drive me Expensive Fast German Hot Integrity Knowledge Long term Meticulous Nurtured Achievement Competitive Elite Goal Important Leader Me Nuance A B C D E F G H I J K L M N Overt Prestigious Quick Revs Suave Trustworthy Unbeatable Vamp Youth Xcuse Me 0 100 Overdrive Passionate Quality Refined Stylish Thrusting Unique Vibrant Wealth SeXy Young Zoom Pride Red Sleek Tailored Understand Virile Wayward Xciting Yearn Zealot Pleasure Reliable Silent Throaty Verve Wish Xuberant Yes Zippy Positive Selfish Torque Values Wanton Xcellence O P Q R S T U V W X Y Z Arrogant, aspirational Ballsy, bold Com/fort, classy, confident Demanding, discerning Exclusive, engineered Fashion Glamour Hot Individual, intelligent Jazz Killer Lovers Manly Not old, not slow Overt Passionate Quality Red Sleek (Tailored) Unique Virile Wealth Xciting Yearning Zealot A B C D E F G H I J K L M N O P Q R S T U V W X Y Z We saw a BMW as: Having power under control A feeling of superiority achieved by being the tamer of a powerful, passionate beast A perfect sense of harmony and balance in a car which has pure power and passion under its skin The Brand Print was crafted from this point Photomontage A Visual Bank 圖片集錦 視覺銀行 ? Captures spontaneous/implicit perceptions 抓住自發的、有暗示意義的認知 ? Very useful in understanding petitive differences 在理解競爭性差異時非常有用 ? Can be used in addition to other techniques to enrich visual images 可以運用在其他技術上以豐富視覺形象 How It Works 如何運用 ? Take a pile of old magazines of all types 找出一對舊的各式各樣的雜志 ? Issue everyone with scissors 發給每個人一把剪刀 ? Get the group to cut out pictures of images that seem relevant to the brand and form them into collages 讓小組建下與品牌有關的圖片，并將他們貼起來 ? Ask each individual to explain their collage 讓每個人解釋他們的圖片 ? Summarise 總結 ? Use for petitors too 對競爭品牌用同樣的方法 What A Brandprint Is 什么是品牌寫真 ?A vivid statement of the unique relationship that exists between a consumer and a brand 一句有關消費者和品牌間獨特關系的生動的陳述 ?The Brand’s DNA of its fingerprint 品牌指紋的 DNA ?The core truth and spirit 核心事實和精神 ?Unique to the brand. Impos