12Understand Client Needs Brand Positioning Time Table Build Brand Concept 3 4
客户需求 Understanding of Client Needs
花间集: 一半花朵的温柔、一半竹林的清新 [配首诗]How To Get Brand Stand Out?
Selective recognition Concept “Truth Moment” Value Proposition Brand Extension Marketing Focus Brand Assets Unique Brand Concept Occupy Mind
Jeans Auto Computer Truck Facility Chem 100% 100% 100% 100% 100% 100% Rational Emotional Brand Importance Example Business-to-business Business-to-consumer >1 <1 Establish Super Brand Appeal！
Symbolic & Recognizable！
中国奢侈品服务风向标 Find the right directionUse the right methodGood effectFrom Your Client’s Angle
中国奢侈品服务风向标 Grovac need to find the right brand name (a name need to fit into local culture and be trustworthy, creating a new household electricity appliance catefory), A Clear Brand Concept (know what the brand is , and what benefits it will bring), A Well Designed Logo (International while having strong local appealing)，A Brand Slogan (express brand concept, and easy to remember), if possible, add a Brand pyramid tool. Grovac need to unify brand visual identity (VI System), and design company/service brochures up to brand standards. Branding Needs
品牌概念 Build Brand Concept
WHO IS Grovac?
Latest US KitchenLifestyle
Safe Food Peace of Mind
Health Family, Happy Family
Insights This Is What You Believe Your Food Is
But Actually Your Food Is Like This…... 大肠杆菌等微生物 水源污染 激素污染 农药污染 重金属污染 空气污染
Insights ……And It’s Even This
Newst Wave Of US Technology
Insights 3rd Generation of Human Living Safety 1st GenerationWater Purifier2nd GenerationAir Purifier3rd GenerationFood Cleaner•Chemical•Bacteria•Particle•PM2.5•Formaldehyde•Allergic Particles•Chemical•Pesticide•Bacteria
Insights The Best You Can Provide To Your Family
This Is Grovac
为安全，为明天！ For Safe , For Life！
Grovac Brand System DNA Brand Value Brand Culture Rational Emotional Visual Identity System Brand Style Brand Apperance Brand Concept Brand Value The Apperance Who He Is? The Benefits
品牌定位 Brand Positioning
1 品类名称 食物 净化机 凯特尔 越是简单的品类定位方式，越是有效的； 水净化器 -> 空气净化器 -> 食物净化器，利用大众的思维定势及心理定势； 品牌名 细分领域 产品功能
中国食物净化机开创者与领航者 Grovac品牌定位： 细分领域 占领品牌高地 2 品牌定位 产品功能 彰显品牌地位及目标
国际 形象 高端 品质 崭新 品类 ￥2,880 ￥1,880 3 价格策略
时间表 Time Table
Time Table Market Research Brand Positioning VI System Website Brochure Vedio Social Media WOM Brand Awareness Traffic Acquiring Direct Marketing Sale Through Launch • Chinese Name • Category Design • Brand Slogan • Price Strategy • Channel Strategy Jan. 25th Feb. 25th March. 31st Apr. 31st 启动 Jun. 31st Jul. 1st • Weibo • Wechat • Content - News/Wiki/Doc etc. • Launch Event • PR • Online Event
THANKS
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