【KONGMING孔明】安佳BrandIdentity&Communication提案-40P

AnchorProfessionalsBrandIdentity&CommunicationKONGMINGsharing3PartOne.BRANDIDENTITY4FoundationFramework:IntroducingthebrandIdentityAsaladder,Brandbenefitsbuilduponeachotherstartingfromthebottomandleadingtowardsdeliveringonourbrandpromise.Meanwhile,theyareinfluencedbytheoutsidecontext.ProductTruthsFunctionalBenefitEmotionalBenefitBrandVisionTargetAudienceContextMarketContext???ConceptinChina5BrandVisionAsaladder,ProductTruths,FunctionalBenefitsandEmotionalBenefitsbuilduponeachotherandleadtowardsdeliveringonourbrandpromise.Finding?the?performance?of?every?business?of?food???59BrandBenefitsWithinthetargetaudiencecontextandthemarketcontext,brandvaluepropositionbuildson:ProductTruthsthatareoriginal,relevant,credibleandappealingtoconsumersFunctionalBenefitsthatconsumersgainasaresultofusingourproduc