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1、1,华旗资讯（爱国者）品牌形象塑造规划方案,AICI 2002.1,2,面对21世纪，激烈的市场竞争给IT行业带来无限生机。企业的产品、服务与竞争同业同质化程度高，缺乏显著的差异，而国际化品牌竞争愈趋激烈，如何建立华旗资讯公司印象个性化的外貌，与维护良好的企业形象，成为企业经营的重要课题。,华旗资讯（爱国者）公司面临的课题：,3,华旗（爱国者）的主张是什么？消费者喜欢吗？,SNMSUNG,三星自由生活，自主选择,acer,数字生活每一天，给生活更多空间,Sony,梦想，把微妙的世界清晰展现,BenQ,科技+享乐=（快乐）2,Panasonic,力图社会生活之改善和提高,磐英公司,真实性能，卓越
2、表现,华硕电脑,华硕品质 坚若磐石,4,一、华旗资讯公司（爱国者）品牌形象塑造整体开发流程,5,华旗资讯公司（爱国者）品牌形象塑造整体开发流程：,核心定位概念提炼,企业定位,品牌定位,爱国者SLOGN,A、B、C方案（优劣势分析）,VI设计建议,VI形象策略,品牌承诺,广告传讯策略,6,二、华旗资讯公司（爱国者）形象定位,7,2.1、华旗资讯公司企业理念：,8,2.2-1、2001至2002年度IT市场状况分析：,9,2.2-2、“爱国者”品牌市场状况分析：,10,2.3、国外竞争品牌市场状况分析：,11,2.4、消费者状况分析：（有关产品与品牌认知部分）,12,2.5、华旗资讯公司形象定位：
3、,华旗资讯公司形象定位：立足IT行业提供专业多元的科技产品及个性化的星级服务，打造e时代具中国特色的国际知名品牌形象。,市场状况分析：稳定持续增长竞争多元化形象统一化品牌个性化,消费者状况分析：优质产品与服务质量年轻化、科技化、个性化的品牌形象,企业理念：专家、执著、专业、六赢拉近中国人与电脑的距离立足IT业服务全国中国特色国际品牌,国外竞争品牌状况分析：具有技术、科技、服务等综合竞争力强国际化知名品牌,13,2.6、“爱国者”品牌形象定位：,爱国者,功能：IT行业科技产品的供应商,价值：追求完美、创造满意合作共享,反应：代理商：保证成功的希望消费者：智慧的、个性的、流行的,个性：友善的、智慧
4、的、朝气的、有恒心,形象：积极探索科技应用未来的实践家,品牌形象定位：智慧科技生活应用专家,14,2.7、“爱国者”品牌承诺：,品牌形象定位：智慧科技生活应用专家,品牌承诺：在高品质、低价格的基础上，以近乎傻瓜的沟通界面，快速拉近人与科技的距离，从而获得自由驾驭科技的神奇体验。（快感、便利、轻松、智慧、健康、成功）,15,三、华旗资讯（爱国者）品牌形象SLOGAN,16,3.1、“爱国者”品牌形象SLOGAN提炼流程：,3.2同业品牌形象概念分析,3.3同业品牌形象关键词提炼,3.4“爱国者”品牌形象概念区隔,3.5“爱国者”品牌形象SLOGAN描述,华旗资讯形象定位爱国者品牌定位,爱国者品牌
5、承诺,17,3.2、同业品牌形象概念分析：,18,同业品牌形象概念分析：,19,同业品牌形象概念分析：,20,同业品牌形象概念分析：,21,自由、最好、未来窗、全球、梦想数字生活、快乐、生活改善、顾客第一、品质奇迹、全球主导者、性能卓越、服务、名牌,规模诉求,服务诉求,心理诉求,产品诉求,3.3、同业品牌形象概念关键词：,22,3.4、“爱国者”品牌形象概念区隔：,23,3.5-1、“爱国者”品牌形象SLOGAN描述：,自由、最好未来窗、全球、梦想数字生活、快乐、生活改善顾客第一、品质、奇迹全球主导者、性能卓越服务、名牌,24,3.5-2、“爱国者”品牌形象SLOGAN描述：,智慧、自由驾驭、
6、个性、友善科技生活、应用专家实践家、成功希望积极、傻瓜、简单神奇体验、健康、自我表现、年轻,爱国者品牌形象概念关键词,“爱国者”品牌形象SLOGAN：爱国者，SHOW出自我SHOW出自我，自由驾驭科技科技应用主义科技之本 源于简单科技生活应用专家专业科技专为你简单+智慧=自由让智慧畅扬与科技 更自由专心成就专业,25,四、华旗资讯（爱国者）视觉设计策略,26,4.1、华旗资讯（爱国者）视觉设计策略流程,消费者视觉现况调研分析,同业视觉设计分析,未来视觉设计期盼,品牌定位,视觉设计策略,27,4.2、消费者视觉认识调研分析：（有关品牌视觉传播部分）,28,4.3-1、同业视觉设计分析（丰富表现分
7、析）,29,4.3-2、同业视觉设计分析（单一表现分析）,30,同业视觉设计分析（单一表现分析）,31,同业视觉设计分析（单一表现分析）,32,4.3-3、同业视觉设计分析（综合结论分析）,33,4.4、华旗资讯（爱国者）未来视觉设计期盼：,34,4.5、华旗资讯（爱国者）视觉设计策略：,以简洁明快具现代感的设计风格，突出人性化、科技化、个性化诉求展现具有国际知名品牌形象集团公司,品牌定位,消费者视觉现况分析,同业视觉设计分析,未来视觉设计期盼,1、华旗公司形象定位：立足IT行业提供专业多元的科技产品及个性化的星级服务，打造e时代具中国特色的国际知名品牌形象。2、产品形象定位：智慧科技生活应用
8、专家,1、中文标识认知：中文字体的演变，突出 中文标识；2、英文标识认知：英文标识增加识别力；3、图标认知：灰色印象较浅，红色印象深刻；4、组合认知：中文标识与英文标识差 异化诉求；“爱国者”本身意义局限性大；,1、设计造型：由繁入简 由直角直线到圆融曲线2、标志组合：国内企业中文+英文+图 形居多，国际企业以英 文居多；图形标志+英文+Slogan 组合；企业品牌与产品品牌同 一性；,1、具有现代感、超前意识 和积极和卓越的服务精 神；2、品牌诉求拥有强烈、正 义、诚恳、亲切等人性 化概念；3、标志颜色：红、黄。,35,4.6、华旗资讯（爱国者）标志组合优劣分析：,36,4.7、华旗资讯（爱
9、国者）标志组合建议：,37,五、华旗（爱国者）形象推广传讯策略,38,5.1、对“爱国者”品牌的思考,爱国者这个产品品牌下涵盖了显示器、移动存储器、刻录机、优递卡、手写输入板、键盘等诸多产品。,怎么样能让消费者统一的清晰的看待爱国者品牌？,受众对此品牌进行提及后会产生什么样的联想？,39,5.2、“爱国者”现阶段产品结构状况,华旗资讯,爱国者,显示器,移动存储王,优递卡,手写输入,刻录机,键盘鼠标,机箱,高端产品,中低端产品,40,AICI建议从划分产品层次，明晰产品结构，构筑新的推广战略，高端占位产品入手(品牌认知基点)通过对“高端占位产品”品牌塑造(具体清晰的认知途径)引领科技趋势。以中端
10、畅销产品渗透占领市场，扩大市场份额分上量产品维护销售额，维护竞争优势。,5.3、对“爱国者”产品架构的规划,“爱国者”品牌是一个高包容度、产品跨度较大的品牌，从单一产品形象角度来直接切入会使受众对品牌承诺无具体清晰感受，形成模糊的个体自主认定，不利于总体品牌价值的求诉与形象树立。,41,5.4、华旗资讯-“爱国者”企业形象与产品品牌关系：,只有明确清晰的企业形象定位、核心价值与产品形象定位、核心价值，才能建立统一整合的传讯核心概念，使企业形象与产品互为助力，相互作用，有效建立“爱国者”品牌知名度与认知度，推动企业形象升华，达成任务。,42,5.5、“爱国者”品牌广告传讯目的：,43,5.6、“
11、爱国者”品牌传讯发展规划：,求诉,手段,C、爱国者-产品,A、爱国者-产品,产品品牌形象定位,以产品力强化品牌号召力,产品核心价值的持续诉求+品牌价值,以品牌支持产品持续发展,B、华旗资讯,（目的）保持领先,（目的）优势的传达,企业形象与产品品牌互辉映,有力支持了华旗资讯的企业形象（目的）,44,5.7、“爱国者”品牌传讯传播层面划分：,累积性传播,利用（NP、MG、OD、DM、TV）等传播工具进行递进的诉求，建立认知。,促进性传播,关联性传播,通过SP活动等促进形式的强化传播，促成购买决策的形成。,PR与SP的紧密结合，形成口碑传播效应，以丰富企业及产品的印象，从而达成购买及使用。,45,5
12、.8、“爱国者”品牌传讯传播工具的设定：,常规广告,NP、MG、Out-Door、DM、TV、On-Line,PR/SP,公关：新闻、论坛、发布会促销：促销活动（路演）,46,六、华旗资讯（爱国者）形象塑造规划导入内容,47,华旗资讯（爱国者）形象塑造规划导入内容,48,49,七、关于未来的缔造者 AICI公司,50,7.1、关于AICI公司,1992年成立 2001年度总营收突破 RMB150,000,000元 7余家分支机构广布国际、国内 与全球最大的形象设计公司美国LANDO公司、亚洲最卓著的 CIS权威机构日本paos公司为协作伙伴。融合了兼具享誉全球的4A恒美广告机构的专业广告运作经
13、验。拥有1+12的缔 造、建设、推广、传播国际一流品牌的经验与能力。全面提供从企业形象定位、开发塑造、传播推广、企业诊断、咨询、空间形 象展示、影像、多媒体制作的全程服务。根据客户需求整合服务资源，提供更加方便、更为专业、最具策略与创意的 品牌传播公司，立争成为中国服务最好的广告代理商。,51,7.2、AICI公司的荣誉,亚洲CI联盟常务理事成员单位（中国唯一）99年被亚洲CI联盟评为中国最具代表CI开发公司（最高荣誉）2000年荣获2008年奥运会申办委员会会徽征集优秀作品奖 2000年荣获三地设计专家申奥会徽设计邀请赛金奖 2000年荣获全国昆仑杯公益广告创意大奖及平面最佳设计奖 1999
14、-2000年度公益广告大奖 2008奥运会设计委员会组织单位之一,52,7.3、AICI全球战略合作服务系统,53,7.4、AICI公司的客户范围与群体,中国工商银行 中国外运集团 中国杉杉集团 威克瑞电线电缆有限公司 河南万丰集团公司 北京商品交易所 锡华集团 美国奇宝电子 四通松下 北京烟草专卖局 怡美家园 兰盟战略投资顾问有限公司 四通药业 北京兴和公司 SONY手机 贵州西众塑胶有限公司 贝斯特空运 四通利方科技 美生肥克 东芝笔记本电脑 吉通公司 群英会集团 中国包装纸张 中国电子科技集团 东方集团 益泰集团 黄金叶烟叶集团 四通集团 海尔冰箱 中国石油润滑油公司 中国广奥集团 屯河
15、股份 中核久安 东方家园 宏大兴业 中信证券 中航技集团 江钻股份 日本中央监查法人QM研究所 万众房地产公司 北京翠宫饭店 贵州信邦制药公司 良世嘉业有限公司 赛特集团 住友商事 新奥集团 山东肉食蛋进出口集团 富龙热力 新新家园 青旅在线 首都航天集团 鲁冰花集团 圣泰世纪物业集团 北京2008年奥运会申办委员会,54,55,56,57,58,59,60,61,62,63,64,65,66,67,中电集团,68,69,70,71,72,73,74,75,76,77,78,Better ideas.Better results.更佳的创意，更佳的结果,独创竞争的创新,79,Thank you
16、！谢 谢！,&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we hav
17、e all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target a
18、udience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,
19、New Information orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mi
20、nd are they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷
21、漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-exp
22、ert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找
23、出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而
24、非情感,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN ME
25、SSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise
26、(what Ive told you)Meaning/action what I want you to do or understand as a result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last
27、 study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion:Pr
28、oblem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-
29、New flavours-New advertising,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog
30、competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics
31、/Facts,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert
32、(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,Slow Build to a Grand Finale,Int
33、ro,Background,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand Finale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,AnyQuestions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Excited,How we got there?,Here It Is and
34、 We Are Excited,Why its right?,Here It Is and We Are Excited,Any Questions?,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,Planning Cycle Format,Matching Your Communication Style to
35、Your Clients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireTo
36、neMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you don
37、t some will feel excluded.,How to Develop Trust,Exercise:Paperclips Revisited,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,People are More Likely to Listen to Someone who:,They
38、respect and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,Is clearly organisedSho
39、ws the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,Active Listening,Version 1.1 5/96,Send reinforcementswere going to advance,Send three and four pen
40、ce were going to a dance,Confusion,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,Hearing with half an earGiving into day dreams
41、and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,Appearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,Paying atte
42、ntionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,Blue Dress,AgencyAttentionLevel,T
43、ime,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,The wor
44、k youve just sold deserves the highest level of listening.Listen actively and non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,They judge that the presenter really cares about their busi
45、nessThe idea seems right because of the support offeredMajor concerns have been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,Five Step Model,Act,Adopt,Present,Prepare,Plan,They are asked to act on itThe action requir
46、ed is not too much troubleThey have previous positive experience with the originator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,What we bring,What is e
47、xpected,Preparing the way,What we bring,What is expected,Find ways toreframeexpectations,Find ways topresell the idea,Preparing the way,What we bring,Preparing the way,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,Know who they areKnow what we want from th
48、emHave decided our core idea and supportsHave worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY,Once we.,Ourselves,The frame of BuyingImpeccable logicEnergy&enthusiasmBe Yourself,Act,Adopt,Present,Prepare,Plan,Know when to stop,&,In the beginning was the ideaI
49、dea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时
50、间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,Act,Adopt,P
