Philips品牌定位与品牌架构.ppt

Brand positioning & Architecture 品牌定位与品牌建设 Piet Coelewij , Senior Vice President General Manger Philips Consumer Electronics (China) 飞利浦消费电子(中国) 高级副总裁及总经理郭立为 Date : March 30th 2005 2005 年3月 30 日 Philips heritage : focus on the experience …… One Philips vision 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 照明 Display – JVs 显示-合资 Healthcare 医疗保健 Lifestyle 时尚生活 Technology 核心技术 To be a world-class anization , Philips must have a Brand Positioning as its centerpiece . 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。??? ? Philips Domestic Appliances and Personal Care 飞利浦小家电 Philips Medical Systems 飞利浦医疗系统 Philips Lighting 飞利浦照明 Philips Consumer Electronics 飞利浦消费电子 Philips Semiconductors 飞利浦半导体? ? Philips Brand Positioning 品牌定位 What are the Philips filters and enforcement tools ? 什么是飞利浦的过滤网和执行工具? Our Brand Positioning can be articulated through the following statement . 以下陈述能够说明我们的品牌定位 Technology is there to help us ,make our lives easier and more productive .So why is it so often such a hassle ,full plexity and frustration? 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? We are convinced that no plex and advanced a product or solution is ,you should fortable using it. It is this very simplicity that transforms a task into an opportunity ,a burden into pleasure. 我们坚信,飞利浦的产品和解决方案,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。 Which is why Philips mitted to delivering products and solutions that are easy to experience ,advanced ,and designed around you ,no matter how advanced the technology. 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。 The building blocks of the positioning consist of 3 essential pillars that should be together . 三大支柱共同构建飞利浦品牌定位,缺一不可。 Designed Around You 为您设计 Firstly ,all Philips activities must be driven by insights into how consumers/customers seek to experience the benefits of technology . 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。 Designed