Philips品牌定位与品牌架构解析课件.ppt

《Philips品牌定位与品牌架构解析课件.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、Brandpositioning&Architecture品牌定位与品牌建设PietCoelewij,SeniorVicePresidentGeneralMangerPhilipsConsumerElectronics(China)飞利浦消费电子（中国）高级副总裁及总经理郭立为Date:March30th20052005年3月30日Philipsheritage:focusontheexperience……OnePhilipsvision一个飞利浦Medical医疗DAP小家电CE消费电子Lighting照明Semiconductors半导体Lighting

2、照明Display–JVs显示-合资Healthcare医疗保健Lifestyle时尚生活Technology核心技术Tobeaworld-classmarketingorganization,PhilipsmusthaveaBrandPositioningasitscenterpiece.成为世界级的市场营销型组织，飞利浦必须以品牌定位为核心。????PhilipsDomesticAppliancesandPersonalCare飞利浦小家电PhilipsMedicalSystems飞利浦医疗系统PhilipsLighting飞利浦照明PhilipsCons

3、umerElectronics飞利浦消费电子PhilipsSemiconductors飞利浦半导体??PhilipsBrandPositioning品牌定位WhatarethePhilipsfiltersandenforcementtools?什么是飞利浦的过滤网和执行工具？OurBrandPositioningcanbearticulatedthroughthefollowingstatement.以下陈述能够说明我们的品牌定位Technologyistheretohelpus,makeourliveseasierandmoreproductive.Sowh

4、yisitsooftensuchahassle,fullofcomplexityandfrustration?科技能让生活变得更轻松，更有效率。可是为什么用起来总是那么麻烦，那么复杂又令人沮丧？Weareconvincedthatnomattercomplexandadvancedaproductorsolutionis,youshouldbecomfortableusingit.Itisthisverysimplicitythattransformsataskintoanopportunity,aburdenintopleasure.我们坚信，飞利浦的产品和解

5、决方案，无论多复杂和先进，在使用时都应该让人觉得轻松自如。正是这种简化将工作转化成机遇，将负担转化为乐趣。WhichiswhyPhilipsiscommittedtodeliveringproductsandsolutionsthatareeasytoexperience,advanced,anddesignedaroundyou,nomatterhowadvancedthetechnology.为此，飞利浦致力于为您科技领先却容易使用的产品和解决方案。无论其科技多么先进和尖端，我们都确保飞利浦的产品能为您的生活平添自在轻松。Thebuildingblockso

6、fthepositioningconsistof3essentialpillarsthatshouldbetogether.三大支柱共同构建飞利浦品牌定位，缺一不可。DesignedAroundYou为您设计Firstly,allPhilipsactivitiesmustbedrivenbyinsightsintohowconsumers/customersseektoexperiencethebenefitsoftechnology.深入了解消费者/客户的需要，飞利浦的所有活动都必须让用户体会科技带来的好处。DesignedAroundYou为您设计Busi

7、nesstoBusinessIsthisdrivenbyacustomerinsight?是否以客户“洞察”为导向？Isthistheresultofcollaboration?是否是协作的结果？BusinesstoConsumerIsthisdrivenbyacustomerinsight?是否以客户“洞察”为导向？Arebothaestheticandfunctionaldesignsbasedonend-userresearch?美观和功能是否都已最终用户为研究对象？Productsandservicesmustbeconvenientandeas

8、ytoexperienc