沃顿商学院 市场营销 讲义(15).pdf

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1、!"#$"#"%&"'(%)"**+%"(,%-"+%./%!"01#%)#231442#%BrandMantra’sTheElevatorSpeechPortraysbrandassociationsandresponsesforatargetmarket.Showshowitisactuallyperceived.Askconsumers“WhatcomestomindwhenyouthinkaboutV8?”Thenbrandassociationsaregroupedintocategories.

2、SetofabstractconceptsorphrasesthatcharacterizethefivetotenmostimportantdimensionsofthementalmapofabrandRelatetopoints-of-parityandpoints-of-differenceMentalmapCorebrandvaluesBrandmantraAnarticulationofthe“heartandsoul”ofthebrandSimilarto“brandessence”or“core

3、brandpromise”Shortthree-tofive-wordphrasesthatcapturetheirrefutableessenceorspiritofthebrandpositioningandbrandvaluesConsiderations◦Communicate◦Simplify◦InspireThebrandfunctionsdescribethenatureoftheproductorserviceorthetypeofexperiencesorbenefitsthebrandprov

4、ides.Thedescriptivemodifierfurtherclarifiesitsnature.Theemotionalmodifierprovidesanotherqualifier—howexactlydoesthebrandprovidebenefits,andinwhatway?Usedinternallytoguidedecisions-whatthebrandshouldandshouldnotbeassociatedwith.BrandMantraConsiderations◦Com

5、municate:definethebusinessandboundaries;clarifywhatisuniqueaboutthebrand◦Simplify:Memorable,short,vivid,andcrisp.◦Inspire:Havehigherlevelmeaningfromemployeesandconsumers.