Philips品牌定位与品牌架构课件

Brandpositioning&Architecture

品牌定位与品牌建设PietCoelewij,SeniorVicePresidentGeneralMangerPhilipsConsumerElectronics(China)飞利浦消费电子（中国）高级副总裁及总经理郭立为Date:March30th20052005年3月30日Brandpositioning&Architectu1Philipsheritage:focusontheexperience……Philipsheritage:focusonth2OnePhilipsvision

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OnePhilipsvision

一个飞利浦Medic3Tobeaworld-classmarketingorganization,PhilipsmusthaveaBrandPositioningasitscenterpiece.

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。????PhilipsDomesticAppliancesandPersonalCare飞利浦小家电PhilipsMedicalSystems飞利浦医疗系统PhilipsLighting飞利浦照明PhilipsConsumerElectronics飞利浦消费电子PhilipsSemiconductors飞利浦半导体??PhilipsBrandPositioning品牌定位WhatarethePhilipsfiltersandenforcementtools?什么是飞利浦的过滤网和执行工具？Tobeaworld-classmarketing4OurBrandPositioningcanbearticulatedthroughthefollowingstatement.

以下陈述能够说明我们的品牌定位Technologyistheretohelpus,makeourliveseasierandmoreproductive.Sowhyisitsooftensuchahassle,fullofcomplexityandfrustration?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？

Weareconvincedthatnomattercomplexandadvancedaproductorsolutionis,youshouldbecomfortableusingit.Itisthisverysimplicitythattransformsataskintoanopportunity,aburdenintopleasure.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。WhichiswhyPhilipsiscommittedtodeliveringproductsandsolutionsthatareeasytoexperience,advanced,anddesignedaroundyou,nomatterhowadvancedthetechnology.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。OurBrandPositioningcanbea5Thebuildingblocksofthepositioningconsistof3essentialpillarsthatshouldbetogether.

三大支柱共同构建飞利浦品牌定位，缺一不可。DesignedAroundYou为您设计Thebuildingblocksofthepos6Firstly,allPhilipsactivitiesmustbedrivenbyinsightsintohowconsumers/customersseektoexperiencethebenefitsoftechnology.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。DesignedAroundYou为您设计BusinesstoBusinessIsthisdrivenbyacustomerinsight?

是否以客户“洞察”为导向？Isthistheresultofcollaboration?

是否是协作的结果？

BusinesstoConsumer

Isthisdrivenbyacustomerinsight?是否以客户“洞察”为导向？

Arebothaestheticandfunctionaldesignsbasedonend-userresearch?美观和功能是否都已最终用户为研究对象？Firstly,allPhilipsactivitie7Productsandservicesmustbeconvenientandeasytoexperienceinordertoremovethehasslesoftenassociatedwithtechnology.产品和服务必须方便简易，使人轻松享受科技带来的惬意而任何顾虑。EasytoExperience轻松体验DesignedAroundYou为您设计BusinesstoBusinessArewetheeasiesttodobusinesswith?我们是否是最简易的贸易伙伴？Doweseamlesslyintegratewithcustomers?

我们是否与客户亲密无间？

BusinesstoConsumer

WillIneedamanualtouseit?使用这项技术需要看使用手册吗？

Isitaccessibletoallpeople,regardlessoftheirfamiliaritywithtechnology?无论人们对技术熟练与否，是否都能应用自如？Productsandservicesmustbe8Atthesametime,productsmustbecontinuetodeliverthebenefitsassociatedwithinnovation.

同时，产品必须与创新同步，不断带来更多好处。Advanced尖端科技DesignedAroundYou为您设计EasytoExperience轻松体验BusinesstoBusinessDoweofferforward-thinkingsolutions?

我们是否提供前瞻的思考解决方案？Isitadaptable,future-proof,andinteroperable?技术是否兼容、超前?BusinesstoConsumer

Isitatangibleimprovement?是否切实的改进？Doesatechnologicalinnovationdeliverabetterexperiencetoend-users?技术创新是否为最终客户带来更好的体验？Atthesametime,productsm9ThesethreepillarscollectivelygivePhilipsadistinctpositionandactasfilterstoensureallcompanyactivitiessupporttheBrandPositioning.

三项品牌柱石共同塑造独特的地位，并像过滤网一样确保所有公司活动都支持品牌定位EasytoExperience轻松体验Advanced尖端科技DesignedAroundYou为您设计Thesethreepillarscollective10DeliveringtheBrandPositioningviaproof-pointsinallPhilipsproductdivisions.

通过各飞利浦产品部门的产品证实并完成品牌定位。MedicalSystems医疗系统

HeartStart,Brilliance40sliceCTLighting照明

Xenoncarheadlights,HaloIn-storecommunication

ConsumerElectronics消费电子

AmbientLightingFlatTV，DVDharddisk

Semiconductors半导体

Nearfieldcommunication,NexperiaDVD+RWdesignDomesticAppliancesandPersonalCare小家电philipsaveCoolskin,SenseoDeliveringtheBrandPositioni11Proof-pointsinConsumerElectronics

消费电子的证明产品FlatTVwithambientlighting流光溢彩彩电EasytoExperience:SeeingisbelievingAdvanced:UniquePhilipsinventionofcoloredbacklightsmaketheviewingexperiencemuchmoreintenseandimmersiveDesignedAroundYou:Consumerdataconfirmssignificantimprovementoftheviewingexperienceversusnon-backlightsystemsProof-pointsinConsumerElect12Proof-pointsinConsumerElectronics

消费电子的证明产品DVDRecorder/HardDiskDVD刻录机/硬盘EasytoExperience:Recordupto130hrsonHardDiskandpreserveforlifeonDVDAdvanced:PhilipsfirsttoEuropeanmarketwithanElectronicProgramGuideforpointandchickTV

Recording:nomoreprogramminghassleDesignedAroundYou:WithFlexTimeyoucaneasilyPauseLiveTVandwatchthebeginningwhileyourecordendProof-pointsinConsumerElect13DrivingtheBrandPositioninginCE

在消费电子内部推动品牌定位BrandPositioningBusinessCreationBuildingthePhilipsBrandGo–to–MarketCEMarketingStrategyConsistentdeliveryinalltoughpointsCEVision&AmbitionPre-PurchaseUsePurchaseDrivingtheBrandPositioning14BrandPositioningandMarketingconceptsdeterminethetoplevelbenefitsofallproducts

品牌定位和营销观念决定所有产品的最大益处MarkingConceptSpecificValuePropositionBrandPositioningBrandPositioningandMarketin15TheValuePropositionHousebringsitalltogether

价值组成屋将所有要素结合DiscriminatorBenefitsReasonstoBelieveBrandPositioningTargetMarketingConceptConsumerinsightCompany

EnvironmentInside-OutOutside-InHowcanwetranslateourinsightsintoattractive,relevant,credibleanddistinctivePhilipspropositions?Howcanweunderstandwhatpeoplearelookingforandwhomwewanttoserve?BrandPositioning

HowcanwemakeitDesignedAroundYou,EasytoExperienceandAdvanced?TheValuePropositionHousebr16PhilipsiscompetitiveonallBrandPositioningpillarswithastrongerpositiononSimplicitybutdoesnotstandoutyet.

飞利浦在三项品牌柱石上都有竞争力，精简方面更强，但还不十分突出EasytoExperienceMakesmefeelcomfortablewithtechnologyProductsareeasytouseandoperateAdvancedAlwayshavethebestresultsLeadingininnovationExceedsmyexpectationsDesignedAroundYouReallyunderstandsmyneedsProductssowell-designedIfeelfamiliarwiththemSimplicitySimplifiesmylifeSmartproductsassimpleaspossibleReachwhatIwantmorequicklyGMBMarketIntelligence–HeartBEAT2004wave3December2004LagsbehindToptwoonattributesLeader,standingoutPhilipsiscompetitiveonall17BrandarchitectureprovidesenormousflexibilitytoexpandthebusinessportfoliounderthePhilipsbrand

品牌建设为拓展事业领域提供巨大的适应性AccessoriesPeripheralsComputersphoneDigitalAudioAccessoriesMobileDigitalTVConnectedproductsDigitalTVCEITBrandarchitectureprovidesen18Brandpositioning&Architecture

品牌定位与品牌建设PietCoelewij,SeniorVicePresidentGeneralMangerPhilipsConsumerElectronics(China)飞利浦消费电子（中国）高级副总裁及总经理郭立为Date:March30th20052005年3月30日Brandpositioning&Architectu19Philipsheritage:focusontheexperience……Philipsheritage:focusonth20OnePhilipsvision

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OnePhilipsvision

一个飞利浦Medic21Tobeaworld-classmarketingorganization,PhilipsmusthaveaBrandPositioningasitscenterpiece.

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。????PhilipsDomesticAppliancesandPersonalCare飞利浦小家电PhilipsMedicalSystems飞利浦医疗系统PhilipsLighting飞利浦照明PhilipsConsumerElectronics飞利浦消费电子PhilipsSemiconductors飞利浦半导体??PhilipsBrandPositioning品牌定位WhatarethePhilipsfiltersandenforcementtools?什么是飞利浦的过滤网和执行工具？Tobeaworld-classmarketing22OurBrandPositioningcanbearticulatedthroughthefollowingstatement.

以下陈述能够说明我们的品牌定位Technologyistheretohelpus,makeourliveseasierandmoreproductive.Sowhyisitsooftensuchahassle,fullofcomplexityandfrustration?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？

Weareconvincedthatnomattercomplexandadvancedaproductorsolutionis,youshouldbecomfortableusingit.Itisthisverysimplicitythattransformsataskintoanopportunity,aburdenintopleasure.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。WhichiswhyPhilipsiscommittedtodeliveringproductsandsolutionsthatareeasytoexperience,advanced,anddesignedaroundyou,nomatterhowadvancedthetechnology.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。OurBrandPositioningcanbea23Thebuildingblocksofthepositioningconsistof3essentialpillarsthatshouldbetogether.

三大支柱共同构建飞利浦品牌定位，缺一不可。DesignedAroundYou为您设计Thebuildingblocksofthepos24Firstly,allPhilipsactivitiesmustbedrivenbyinsightsintohowconsumers/customersseektoexperiencethebenefitsoftechnology.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。DesignedAroundYou为您设计BusinesstoBusinessIsthisdrivenbyacustomerinsight?

是否以客户“洞察”为导向？Isthistheresultofcollaboration?

是否是协作的结果？

BusinesstoConsumer

Isthisdrivenbyacustomerinsight?是否以客户“洞察”为导向？

Arebothaestheticandfunctionaldesignsbasedonend-userresearch?美观和功能是否都已最终用户为研究对象？Firstly,allPhilipsactivitie25Productsandservicesmustbeconvenientandeasytoexperienceinordertoremovethehasslesoftenassociatedwithtechnology.产品和服务必须方便简易，使人轻松享受科技带来的惬意而任何顾虑。EasytoExperience轻松体验DesignedAroundYou为您设计BusinesstoBusinessArewetheeasiesttodobusinesswith?我们是否是最简易的贸易伙伴？Doweseamlesslyintegratewithcustomers?

我们是否与客户亲密无间？

BusinesstoConsumer

WillIneedamanualtouseit?使用这项技术需要看使用手册吗？

Isitaccessibletoallpeople,regardlessoftheirfamiliaritywithtechnology?无论人们对技术熟练与否，是否都能应用自如？Productsandservicesmustbe26Atthesametime,productsmustbecontinuetodeliverthebenefitsassociatedwithinnovation.

同时，产品必须与创新同步，不断带来更多好处。Advanced尖端科技DesignedAroundYou为您设计EasytoExperience轻松体验BusinesstoBusinessDoweofferforward-thinkingsolutions?

我们是否提供前瞻的思考解决方案？Isitadaptable,future-proof,andinteroperable?技术是否兼容、超前?BusinesstoConsumer

Isitatangibleimprovement?是否切实的改进？Doesatechnologicalinnovationdeliverabetterexperiencetoend-users?技术创新是否为最终客户带来更好的体验？Atthesametime,productsm27ThesethreepillarscollectivelygivePhilipsadistinctpositionandactasfilterstoensureallcompanyactivitiessupporttheBrandPositioning.

三项品牌柱石共同塑造独特的地位，并像过滤网一样确保所有公司活动都支持品牌定位EasytoExperience轻松体验Advanced尖端科技DesignedAroundYou为您设计Thesethreepillarscollective28DeliveringtheBrandPositioningviaproof-pointsinallPhilipsproductdivisions.

通过各飞利浦产品部门的产品证实并完成品牌定位。MedicalSystems医疗系统

HeartStart,Brilliance40sliceCTLighting照明

Xenoncarheadlights,HaloIn-storecommunication

ConsumerElectronics消费电子

AmbientLightingFlatTV，DVDharddisk

Semiconductors半导体

Nearfieldcommunication,NexperiaDVD+RWdesignDomesticAppliancesandPersonalCare小家电philipsaveCoolskin,SenseoDeliveringtheBrandPositioni29Proof-pointsinConsumerElectronics

消费电子的证明产品FlatTVwithambientlighting流光溢彩彩电EasytoExperience:SeeingisbelievingAdvanced:UniquePhilipsinventionofcoloredbacklightsmaketheviewingexperiencemuchmoreintenseandimmersiveDesignedAroundYou:Consumerdataconfirmssignificantimprovementoftheviewingexperienceversusnon-backlightsystemsProof-pointsinConsumerElect30Proof-pointsinConsumerElectronics

消费电子的证明产品DVDRecorder/HardDiskDVD刻录机/硬盘EasytoExperience:Recordupto130hrsonHardDiskandpreserveforlifeonDVDAdvanced:PhilipsfirsttoEuropeanmarketwithanElectronicProgramGuideforpointandchickTV

Recording:nomoreprogramminghassleDesignedAroundYou:WithFlexTimeyoucaneasilyPauseLiveTVandwatchthebeginningwhileyourecordendProof-pointsinConsumerElect31DrivingtheBrandPositioninginCE

在消费电子内部推动品牌定位BrandPositioningBusinessCreationBuildingthePhilipsBrandGo–to–MarketCEMarketingStrategyConsistentdeliveryinalltoughpointsCEVision&AmbitionPre-PurchaseUsePurchaseDrivingtheBrandPositioning32BrandPositioningandMarketingconceptsdeterminethetoplevelbenefitsofallproducts

品牌定位和营销观念决定所有产品的最大益处MarkingConceptSpecificValuePropositionBrandPositioningBrandPositioningandMarketin33TheValuePropositionHousebr