伊莱克斯主要的品牌框架

ElectroluxMasterBrandFramework伊莱克斯主要的品牌框架“WhatisElectrolux?”“什么是伊莱克斯?”“WhatmakesElectroluxElectrolux?”“什么使伊莱克斯伊莱克斯化?”策划必备.《策划大全》www.pagcf.comQ234777305Branddefinitions品牌定义Verbal言辞上BrandPyramid品牌金字塔BrandDictionary品牌释义BrandPromise品牌承诺BrandEssence品牌实质Visual形象、视觉上BrandAttitude品牌观念VisualLanguage形象的语言BrandDesignPolicy品牌设计原则策划必备.《策划大全》www.pagcf.comQ234777305BrandPyramid–commonandtailoredcomponets品牌金字塔–共性与特色（全球化与本土化）要素的结合BrandCharacter-sameforallsectors/geographies品牌特征-各地域相同BrandClaimtailoredbysector/geography品牌宣传各地各自设计BrandSupporttailoredbysector/geography品牌支持各地各自制作feature特色Function功能Reward回馈values价值personality个性策划必备.《策划大全》www.pagcf.comQ234777305ElectroluxBrandPyramid伊莱克斯品牌金字塔KnowledgeableModern知识性现代化HarmonyWelcomeschange协调受欢迎的变化HelpsmeenjoymylifePride/self-esteem帮助我们自信地享受生活MakeshomelifeeasierIntelligentsolution