伊莱克斯主要的品牌框架(一)

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2021/2/8,#,Electrolux Master Brand Framework,伊莱克斯主要的品牌框架,“,What is Electrolux?”,“,什么是伊莱克斯,?”,“What makes Electrolux Electrolux?”,“,什么使伊莱克斯伊莱克斯化?”,Brand definitions,品牌定义,Verbal,言辞上,Brand Pyramid,品牌金字塔,Brand Dictionary,品牌释义,Brand Promise,品牌承诺,Brand Essence,品牌实质,Visual,形象、视觉上,Brand Attitude,品牌观念,Visual Language,形象的语言,Brand Design Policy,品牌设计原则,Brand Pyramid,common and tailored componets,品牌金字塔,共性与特色（全球化与本土化）要素的结合,Brand Character,-same for all,sectors/geographies,品牌特征,-,各地域相同,Brand Claim,tailored bysector/geography,品牌宣传,各地各自设计,Brand Support,tailored bysector/geography,品牌支持,各地各自制作,feature,特色,Function,功能,Reward,回馈,values,价值,personality,个性,Electrolux Brand Pyramid,伊莱克斯品牌金字塔,Knowledgeable,Modern,知识性,现代化,Harmony,Welcomes,change,协调,受欢迎的变化,Helps 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,伊莱克斯品牌解释,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,Individuality;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,Electrolux master brand promise伊莱克斯主要的品牌承诺,For people who,welcome change and seek harmony,modern knowledgeable,Electrolux offers,intelligent solutions,that make peoples personal and professional lives,easier and more enjoyable,.,对于,接受变化和寻找和谐、现代化知识,的人们，伊莱克斯提供他们,智能化的方式,来使他们个人的和专业的生活,更便捷和愉快,Electrolux Brand Essence伊莱克斯品牌实质,The core of the Brand Promise,Brand Essence is the innermost vital center of the Brand Pyramid.,品牌承诺和品牌实质的核心是品牌金字塔最深处最至关重要的部份。,The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty.,品牌实质是指必不可少的能,创造,及增强品牌忠诚度的一些相关联以及有,差异,的想法,“Innovative trusted solutions for easier and more enjoyable life”,“创新可信的设计，更便捷舒适的生活,”,Master Brand Attitude主要品牌观念,Non-verbal elements that guide,非言辞因素指导,creative expression of Brand Character(seen,sensed,understood,heard,felt),品牌特征创造性表达,(,看到的,感受到的,可理解的，听到的，知觉的）,tonality for all contact points,各联系点的协调性,Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words,精心、详尽地表述,形象语言和品牌设计原则而不仅是局限于某些关键性词,Master Brand Attitude主要品牌观念,The Electrolux Brand Attitude evokes a passage and connectedness from an innovative heritage to a vivid,energized yet safe tomorrow.,伊莱克斯品牌观念在传统观念和现代新型观念之间架起一个通道和联系,Its designs balance,freedom and,dynamism with security,.,它的设计使,自由、动感和安全性,得以达到平衡,Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past.,伊莱克斯的设计在大胆传递一种建立在过去坚实基础上的信心的同时，也表达了它的未来。,We freshly and practically create new,contemporary traditions.,Its defining attitude of confident insightfulness expresses comforting,non-aggressive modernity of form,liberty of movement,controlled expansiveness of shapes,and inviting technology.,我们务实而创新地创造出,当代新传统,，它自信而又富洞察力的观念体现出舒适，平实的现代气息、自由的运动、有克制的形态表现和人性化的科技水平。,MasterBrandAttitude,-cont,d,主要的,品,品牌观,念,念,-（,内容）,Theseperceptive designsevokea sense of optimismandapproachability,warmthand friendliness.Theyaretactile,enticing,forward-lookingand uninhibited.,这些富,洞,洞察力,的,的设计,激,激发起,一,一种乐观、平易,近,近人、,热,热情和,友,友好的,精,精神。,他,他们能,被,被感知,、,、能引,人,人入胜,、,、前瞻而,富,富于个,性,性。,Thedesignsrepresentafusionof,ingenuity,intelligence,vitalityand openness.,设计体,现,现出精巧、聪颖,、,、活力,和,和开放,四,四位一,体,体。,Through itsdesigns,theElectroluxMasterBrandAttitudeeducatesthe eyeandthe mindwithcharacterofshapes,harmoniouscompositions,andcontrasts.,通过,它,它的,设,设计,，,，以形,状,状特,征,征，,和,和谐,的,的组,合,合和,对,对比使人,们,们的,眼,眼睛,和,和思,想,想接,受,受到,一,一种,新,新的,伊,伊莱,克,克斯,品,品牌,观,观念,Itistruetoitsroots,neverforsakingitsenduringlineage,whilebalancingthepotentialofthepossible.,它忠,于,于原创，从,未,未放,弃,弃它,长,长久,以,以来,的,的传,统,统，,同,同时,与,与潜在,的,的可,能,能性达到,平,平衡,。,。,Visuallanguagereferences,形,形,象,象语,言,言的,参,参考,Fluidityofform,外形的流,性,性动,Shapes withmovement,动感的外,观,观,Softness,柔和,Comfort,舒适,Informality,非正式,Formal shapes/informalinterpretation,规范的造,型,型,/,非正式的,诠,诠释,Purity,纯净,No irrelevant decoration,没有不相,关,关的装饰,Materials,usedincontemporarymanner,以当代方,式,式运用材,料,料,THEEGG.Arne Jacobsen FIVEMINUTE CHAIR,PeterBotlos,ROTHKO,AlbertoLivoreKUGLElamp,PoulHenningsen,GATESHEAD MILLENIUMBRIDGE-SirNormanFoster,ALAMILLOBRIDGE,SevilleALAMEDA BRIDGE,Valencia-both Santiago Calatrave,Visual languagereferences形,象,象语言的,参,参考,Harmony,of structure,协调的构,造,造,Tension,张力,Dynamic,动力,Vibrant,活力,Innovative,problemsolving,创造性地,解,解决问题,Softnessandhard,together,刚柔相济,Light&materials,亮度&,材,材料,Oppositeofblatant,不哗众取,宠,宠,Perceptive,可理解,Unpretentious,谦逊的,Visual languagereferences形,象,象语言的,参,参考,Harmony,of structure,协调的构,造,造,Tension,张力,Dynamic,动力,Vibrant,活力,Innovative,problemsolving,创造性地,解,解决问题,Softnessandhard,together,刚柔相济,Light&materials,亮度&,材,材料,Oppositeofblatant,不哗众取,宠,宠,Perceptive,可理解,Unpretentious,谦逊的