1. 品牌塑造：市场营销战略和品牌定位

part 5 品牌宣言：电梯简报

---

mental map（意识地图）

 Portrays brand associations and responses for a target market. Shows how it is        actually perceived.

 Ask consumers “What comes to mind when you think about V8?”

 Then brand associations are grouped into categories.

Set of abstract concepts or phrases that characterize the five to ten most important

dimensions of the mental map of a brand（选出5-10个特点，由导图所获）

Relate to points-of-parity and points-of difference（依据类同点和类异点提取精华）

Mental map ——》Core brand values ——》 Brand mantra

brand mantra（品牌宣言）

-An articulation of the “heart and soul” of the brand

-Similar to “brand essence” or “core brand promise”（品牌的精髓与承诺）

-Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values

-Considerations

◦ Communicate

◦ Simplify

◦ Inspire

essence of brands（三个基本要素）

 The brand functions describe the nature of the product or service or the type of experiences or benefits the brand provides.（品牌的功能，产品的属性，介绍了品牌所能提供的利益）

 The descriptive modifier further clarifies its nature.（描述性的修改，阐明品牌所表现出的属性）

 The emotional modifier provides another qualifier—how exactly does the brand provide benefits, and in what way?（情感上的选择，具体解释那些提供的利益以及品牌传递他们的方式）

uses of brand mantra

 Used internally to guide decisions- what the brand should and should not be associated with.（用来指导内部做决策）

品牌宣言不仅仅表述品牌是什么，同样，也表述了他不是什么。

 Brand Mantra Considerations

◦ Communicate: define the business and boundaries;clarify what is unique about the brand

◦ Simplify: Memorable, short, vivid, and crisp.

◦ Inspire: Have higher level meaning from employees and consumers