Anchor ProfessionalsBrand Identity & CommunicationKONGMING sharing
2Part One.BRAND IDENTITY
3Foundation Framework: Introducing the brand IdentityAs a ladder, Brand benefits build upon each other starting from the bottom and leading towards delivering on our brand promise. Meanwhile, they are influenced by the outside context.Product TruthsFunctional BenefitEmotional BenefitBrand VisionTarget Audience ContextMarket Context⬆⬆⬆Concept in China
4Brand Vision As a ladder, Product Truths, Functional Benefits and Emotional Benefits build upon each other and lead towards delivering on our brand promise.Finding the performance of every business of food⬆⬆⬆
5Brand BenefitsWithin the target audience context and the market context, brand value proposition builds on:Product Truths that are original, relevant, credible and appealing to consumersFunctional Benefits that consumers gain as a result of using our productsEmotional Benefits that consumers feel from using our products*C constantly effects B‘s decision though our brand meanly communicates via B, therefore, brand identity reflects a brand that is relevant for bothBased on needs of Business• Product truths• Functional benefits• Emotional benefitsBased on needs of Consumers• Product truths• Functional benefits• Emotional benefits⬆⬆⬆
6Brand BenefitsWithin the target audience context and the market context, brand value proposition builds on*C constantly effects B‘s decision though our brand meanly communicates via B, therefore, brand identity reflects a brand that is relevant for bothBased on needs of Business• Product truths that are original, relevant, credible and appealing to consumersBrand Image , Product Quality , Supply & Logistic , Price• Functional benefits that consumers gain as a result of using our productsTrust , Good Performance , Adding-Value• Emotional benefits that consumers feel from using our productsPromised Support
7Brand BenefitsWithin the target audience context and the market context, brand value proposition builds on*C constantly effects B‘s decision though our brand meanly communicates via B, therefore, brand identity reflects a brand that is relevant for bothBased on needs of Consumers• Product truths that are original, relevant, credible and appealing to consumersRaw , MFRS , Material• Functional benefits that consumers gain as a result of using our productsSafety , Tasty• Emotional benefits that consumers feel from using our productsCaring Experience
8Target Audience ContextUnderstanding the needs of different target audiences enables us to identify what truly matters to them, and help us ensure the brand resonates with them.小型企业主chef采购主要分为三类 TA⬆⬆⬆
9Target Audience Context姓名：梁子庚职业：小型企业主了解和抓住顾客的需求，能帮助到生意的成长。所以小型企业主们需要寻找在可承受范围能最大化帮助他们抓到更多顾客的合作伙伴他们既 care Business 也 care ConsumerUnderstanding the needs of different target...
