伊莱克斯主要的品牌框架

《伊莱克斯主要的品牌框架》由会员分享，可在线阅读，更多相关《伊莱克斯主要的品牌框架（28页珍藏版）》请在装配图网上搜索。

1、Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,ElectroluxMaster BrandFramework,伊莱克斯,主,主要的品,牌,牌框架,“,WhatisElectrolux?”,“,什么是伊,莱,莱克斯,?”,“What makesElectrolux Electrolux?”,“,什么使伊,莱,莱克斯伊,莱,莱克斯化?”,Brand definitions,品牌定义,Verbal,言辞上,Bra

2、nd Pyramid,品牌金字,塔,塔,Brand Dictionary,品牌释义,Brand Promise,品牌承诺,Brand Essence,品牌实质,Visual,形象、视,觉,觉上,Brand Attitude,品牌观念,Visual Language,形象的语,言,言,Brand DesignPolicy,品牌设计,原,原则,Brand Pyramid,commonandtailored componets,品牌金字,塔,塔,共性,与,与特色（,全,全球化与,本,本土化）,要,要素的结,合,合,Brand Character,-same for all,sectors/geogr

3、aphies,品牌特征,-,各地域相,同,同,Brand Claim,tailoredbysector/geography,品牌宣传,各地各自,设,设计,BrandSupport,tailoredbysector/geography,品牌支,持,持,各地各,自,自制作,feature,特色,Function,功能,Reward,回馈,values,价值,personality,个性,Electrolux Brand Pyramid,伊莱克,斯,斯品牌,金,金字塔,Knowledgeable,Modern,知识性,现代化,Harmony,Welcomes,change,协调,受欢迎的变化,Hel

4、ps me enjoy my life,Pride/self-esteem,帮助我们自信地享受生活,Makes home life easier,Intelligent solutions for better living,使生活更简捷、智能化,Features,特色,Brand Character,品牌特征,Brand Claim,品牌宣传,Brand Support,品牌支持,Electrolux Brand Dictionary,伊莱克,斯,斯品牌,解,解释,知识领先;善于创造,某种风格;动态,;,预见性思想;,创新的物质,Balance;Feeling of control,Indi

5、viduality;Open-minded,平衡;自控,个性;创新,Freedom;Enjoyment;Creativity,Feel proud;Feel good about myself,自由;享受;创造,自信;舒畅,Helps me achieve the results I desire;Ease;,Safe performanceUnderstands me;Intelligent design,帮助我得到期望的结果;,安逸;安全;人性化;智能化,Features,特色,Brand Character,品牌特征,Brand Claim,品牌宣传,Brand Support,品牌支持

6、,Electrolux masterbrandpromise伊莱,克,克斯主,要,要的品,牌,牌承诺,Forpeople whowelcome changeandseekharmony,modernknowledgeableElectrolux offersintelligentsolutionsthat makepeoplespersonaland professionalliveseasierand moreenjoyable.,对于接受变,化,化和寻,找,找和谐,、,、现代,化,化知识的人们,，,，伊莱,克,克斯提,供,供他们智能化,的,的方式来使他,们,们个人,的,的和专,业,业的生,

7、活,活更便捷,和,和愉快,Electrolux Brand Essence,伊,伊莱,克,克斯品,牌,牌实质,ThecoreoftheBrandPromise,BrandEssenceistheinnermost vital centeroftheBrandPyramid.,品牌承,诺,诺和品,牌,牌实质,的,的核心,是,是品牌,金,金字塔,最,最深处,最,最至关,重,重要的,部,部份。,TheBrandEssenceistheessential relevant anddifferentiatingideathat willcreate andreinforceBrandLoyalty.,品

8、牌实,质,质是指,必,必不可,少,少的能创造及增强,品,品牌忠,诚,诚度的,一,一些相,关,关联以,及,及有差异的想法,“Innovativetrusted solutionsforeasier andmore enjoyablelife”,“创新,可,可信的,设,设计，,更,更便捷,舒,舒适的,生,生活,”,MasterBrandAttitude,主,主要,品,品牌观,念,念,Non-verbal elements thatguide,非言辞,因,因素指,导,导,creativeexpression of Brand Character(seen,sensed,understood,hear

9、d,felt),品牌特,征,征创造,性,性表达,(,看到的,感受到,的,的,可理解,的,的，听,到,到的，,知,知觉的,）,）,tonalityforall contactpoints,各联系,点,点的协,调,调性,Elaborates VisualLanguageandBrandDesign Policyverballybeyondbulletsandkey words,精心、,详,详尽地,表,表述,形象语,言,言和品,牌,牌设计,原,原则而,不,不仅是,局,局限于,某,某些关,键,键性词,MasterBrandAttitude,主,主要,品,品牌观,念,念,TheElectroluxBra

10、ndAttitudeevokesapassage andconnectedness fromaninnovativeheritagetoa vivid,energizedyet safetomorrow.,伊莱克,斯,斯品牌,观,观念在,传,传统观,念,念和现,代,代新型,观,观念之,间,间架起,一,一个通,道,道和联,系,系,Itsdesignsbalancefreedom anddynamismwith security.,它的设,计,计使自由、,动,动感和,安,安全性得以达,到,到平衡,Electrolux designdefines thefuturewhilst boldlyands

11、ensually conveyinga reassurance based on asolidpresenceradiating fromthe past.,伊莱克,斯,斯的设,计,计在大,胆,胆传递,一,一种建,立,立在过,去,去坚实,基,基础上,的,的信心,的,的同时,，,，也表,达,达了它,的,的未来,。,。,Wefreshly andpracticallycreatenew,contemporarytraditions.Itsdefiningattitudeofconfident insightfulness expressescomforting,non-aggressivemode

12、rnityofform,libertyofmovement,controlledexpansiveness of shapes,and inviting technology.,我们务实而,创,创新地创造,出,出当代新传统，它自信而,又,又富洞察力,的,的观念体现,出,出舒适，平,实,实的现代气,息,息、自由的,运,运动、有克,制,制的形态表,现,现和人性化,的,的科技水平,。,。,Master Brand Attitude,-contd,主要的品牌,观,观念,-（,内容）,Theseperceptive designsevokea sense of optimismand approacha

13、bility,warmth and friendliness.Theyaretactile,enticing,forward-lookinganduninhibited.,这些富洞察,力,力的设计激,发,发起一种乐观、平易近人,、,、热情和友,好,好的精神。,他,他们能被感,知,知、能引人,入,入胜、前瞻而富于,个,个性。,The designs represent a fusionof,ingenuity,intelligence,vitalityand openness.,设计体现出精巧、聪颖、活,力,力和开放四,位,位一体。,Through its designs,theElectrol

14、uxMaster Brand Attitude educates theeyeand the mind withcharacterof shapes,harmonious compositions,andcontrasts.,通过它的设,计,计，以形状特征,，,，和谐的组,合,合和对比使人们的眼,睛,睛和思想接,受,受到一种新,的,的伊莱克斯,品,品牌观念,It istrueto itsroots,never forsaking its enduringlineage,whilebalancingthepotentialof the possible.,它忠于原创，从未放弃,它,它长久以来,的

15、,的传统，同,时,时与潜在的可能,性,性达到平衡。,Visual languagereferences形象语,言,言的参考,Fluidity of form,外形的流性,动,动,Shapes with movement,动感的外观,Softness,柔和,Comfort,舒适,Informality,非正式,Formal shapes/informal interpretation,规范的造型,/,非正式的诠,释,释,Purity,纯净,No irrelevant decoration,没有不相关,的,的装饰,Materials,usedin contemporarymanner,以当代方式,

16、运,运用材料,THE EGG.Arne Jacobsen FIVE MINUTECHAIR,Peter Botlos,ROTHKO,AlbertoLivoreKUGLE lamp,Poul Henningsen,GATESHEADMILLENIUMBRIDGE-Sir NormanFoster,ALAMILLO BRIDGE,SevilleALAMEDA BRIDGE,Valencia-both Santiago Calatrave,Visual languagereferences形象语,言,言的参考,Harmony,of structure,协调的构造,Tension,张力,Dynamic,动力,Vibrant,活力,Innovative,problem solving,创造性地解,决,决问题,Softness and hard,together,刚柔相济,Light&materials,亮度&,材,材料,Opposite of blatant,不哗众取宠,Perceptive,可理解,Unpretentious,谦逊的,Visual languagereferences形象语,言