文档介绍：Brand positioning & Architecture 品牌定位与品牌建设
Piet Coelewij , Senior Vice President General Manger Philips Consumer Electronics (China)
飞利浦消费电子(中国)
高级副总裁及总经理
郭立为
Date : March 30th 2005
2005年3月30日
Philips heritage : focus on the experience ……
One Philips vision 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
To be a world-class anization , Philips must have a Brand Positioning as its centerpiece . 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。
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Philips Domestic Appliances and Personal Care 飞利浦小家电
Philips Medical Systems 飞利浦医疗系统
Philips Lighting 飞利浦照明
Philips Consumer Electronics 飞利浦消费电子
Philips Semiconductors 飞利浦半导体
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Philips
Brand Positioning 品牌定位
What are the Philips filters and enforcement tools ?
什么是飞利浦的过滤网和执行工具?
Our Brand Positioning can be articulated through the following statement . 以下陈述能够说明我们的品牌定位
Technology is there to help us ,make our lives easier and more productive .So why is it so often such a hassle ,full plexity and frustration?
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?
We are convinced that no plex and advanced a product or solution is ,you should fortable using it. It is this very simplicity that transforms a task into an opportunity ,a burden into pleasure.
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。
Which is why Philips mitted to delivering products and solutions that are easy to experience ,advanced ,and designed around you ,no matter how advanced the technology.
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。
The building blocks of the positioning consist of 3 essential pillars that should be together . 三大支柱共同构建飞利浦品牌定位,缺一不可。
Designed Around You
为您设计
Firstly ,all Philips activities must be driven by insights into how consumers/customers seek to experience the benefits of technology .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。
Designed Around You
为您设计
Business to Business
Is this dri