伊萊克斯主要的品牌框架28p

第一頁(yè)，共二十九頁(yè)。Electrolux

MasterBrandFramework

伊萊克斯主要的品牌框架“WhatisElectrolux?”“什么是伊萊克斯?”“WhatmakesElectroluxElectrolux?”“什么使伊萊克斯伊萊克斯化?”第二頁(yè)，共二十九頁(yè)。Branddefinitions

品牌定義Verbal言辭上BrandPyramid品牌金字塔BrandDictionary品牌釋義BrandPromise品牌承諾BrandEssence品牌實(shí)質(zhì)Visual形象、視覺(jué)上BrandAttitude品牌觀(guān)念VisualLanguage形象的語(yǔ)言BrandDesignPolicy品牌設(shè)計(jì)原則第三頁(yè)，共二十九頁(yè)。BrandPyramid–commonandtailoredcomponets

品牌金字塔–共性與特色（全球化與本土化）要素的結(jié)合BrandCharacter-sameforall

sectors/

geographies品牌特征-各地域相同BrandClaimtailoredby

sector/geography品牌宣傳各地各自設(shè)計(jì)BrandSupporttailoredby

sector/geography品牌支持各地各自制作feature

特色Function

功能Reward

回饋values價(jià)值personality個(gè)性第四頁(yè)，共二十九頁(yè)。ElectroluxBrandPyramid

伊萊克斯品牌金字塔KnowledgeableModern知識(shí)性現(xiàn)代化HarmonyWelcomes

change協(xié)調(diào)受歡迎的變化HelpsmeenjoymylifePride/self-esteem幫助我們自信地享受生活MakeshomelifeeasierIntelligentsolutionsforbetterliving使生活更簡(jiǎn)捷、智能化Features特色BrandCharacter品牌特征BrandClaim品牌宣傳BrandSupport品牌支持第五頁(yè)，共二十九頁(yè)。ElectroluxBrandDictionary

伊萊克斯品牌解釋知識(shí)領(lǐng)先;善于創(chuàng)造某種風(fēng)格;動(dòng)態(tài);預(yù)見(jiàn)性思想;創(chuàng)新的物質(zhì)Balance;FeelingofcontrolIndividuality;Open-minded平衡;自控個(gè)性;創(chuàng)新Freedom;Enjoyment;CreativityFeelproud;Feelgoodaboutmyself自由;享受;創(chuàng)造自信;舒暢HelpsmeachievetheresultsIdesire;Ease;SafeperformanceUnderstandsme;Intelligentdesign幫助我得到期望的結(jié)果;安逸;安全;人性化;智能化Features特色BrandCharacter品牌特征BrandClaim品牌宣傳BrandSupport品牌支持第六頁(yè)，共二十九頁(yè)。Electroluxmasterbrandpromise伊萊克斯主要的品牌承諾Forpeoplewhowelcomechangeandseekharmony,modernknowledgeableElectroluxoffersintelligentsolutionsthatmakepeople’spersonalandprofessionalliveseasierandmoreenjoyable.對(duì)于接受變化和尋找和諧、現(xiàn)代化知識(shí)的人們，伊萊克斯提供他們智能化的方式來(lái)使他們個(gè)人的和專(zhuān)業(yè)的生活更便捷和愉快第七頁(yè)，共二十九頁(yè)。ElectroluxBrandEssence

伊萊克斯品牌實(shí)質(zhì)ThecoreoftheBrandPromise,BrandEssenceistheinnermostvitalcenteroftheBrandPyramid.品牌承諾和品牌實(shí)質(zhì)的核心是品牌金字塔最深處最至關(guān)重要的部份。TheBrandEssenceistheessentialrelevantanddifferentiatingideathatwillcreateandreinforceBrandLoyalty.

品牌實(shí)質(zhì)是指必不可少的能創(chuàng)造及增強(qiáng)品牌忠誠(chéng)度的一些相關(guān)聯(lián)以及有差異的想法“Innovativetrustedsolutionsforeasierandmoreenjoyablelife”“創(chuàng)新可信的設(shè)計(jì)，更便捷舒適的生活”第八頁(yè)，共二十九頁(yè)。MasterBrandAttitude

主要品牌觀(guān)念Non-verbalelementsthatguide非言辭因素指導(dǎo)creativeexpressionofBrandCharacter(seen,sensed,understood,heard,felt)品牌特征創(chuàng)造性表達(dá)(看到的,感受到的,可理解的，聽(tīng)到的，知覺(jué)的）tonalityforallcontactpoints各聯(lián)系點(diǎn)的協(xié)調(diào)性ElaboratesVisualLanguageandBrandDesignPolicyverballybeyondbulletsandkeywords精心、詳盡地表述形象語(yǔ)言和品牌設(shè)計(jì)原則而不僅是局限于某些關(guān)鍵性詞第九頁(yè)，共二十九頁(yè)。MasterBrandAttitude

主要品牌觀(guān)念TheElectroluxBrandAttitudeevokesapassageandconnectednessfromaninnovativeheritagetoavivid,energizedyetsafetomorrow.伊萊克斯品牌觀(guān)念在傳統(tǒng)觀(guān)念和現(xiàn)代新型觀(guān)念之間架起一個(gè)通道和聯(lián)系Itsdesignsbalancefreedomand

dynamismwithsecurity.它的設(shè)計(jì)使自由、動(dòng)感和安全性得以達(dá)到平衡Electroluxdesigndefinesthefuturewhilstboldlyandsensuallyconveyingareassurancebasedonasolidpresenceradiatingfromthepast.伊萊克斯的設(shè)計(jì)在大膽傳遞一種建立在過(guò)去堅(jiān)實(shí)基礎(chǔ)上的信心的同時(shí)，也表達(dá)了它的未來(lái)。Wefreshlyandpracticallycreatenew,contemporarytraditions.Itsdefiningattitudeofconfidentinsightfulnessexpressescomforting,non-aggressivemodernityofform,libertyofmovement,controlledexpansivenessofshapes,andinvitingtechnology.我們務(wù)實(shí)而創(chuàng)新地創(chuàng)造出當(dāng)代新傳統(tǒng)，它自信而又富洞察力的觀(guān)念體現(xiàn)出舒適，平實(shí)的現(xiàn)代氣息、自由的運(yùn)動(dòng)、有克制的形態(tài)表現(xiàn)和人性化的科技水平。第十頁(yè)，共二十九頁(yè)。MasterBrandAttitude-cont’d

主要的品牌觀(guān)念-（內(nèi)容）Theseperceptivedesignsevokeasenseofoptimismandapproachability,warmthandfriendliness.Theyaretactile,enticing,forward-lookinganduninhibited.這些富洞察力的設(shè)計(jì)激發(fā)起一種樂(lè)觀(guān)、平易近人、熱情和友好的精神。他們能被感知、能引人入勝、前瞻而富于個(gè)性。Thedesignsrepresentafusionof

ingenuity,intelligence,vitalityandopenness.設(shè)計(jì)體現(xiàn)出精巧、聰穎、活力和開(kāi)放四位一體。Throughitsdesigns,theElectroluxMasterBrandAttitudeeducatestheeyeandthemindwithcharacterofshapes,harmoniouscompositions,andcontrasts.通過(guò)它的設(shè)計(jì)，以形狀特征，和諧的組合和對(duì)比使人們的眼睛和思想接受到一種新的伊萊克斯品牌觀(guān)念I(lǐng)tistruetoitsroots,neverforsakingitsenduringlineagewhilebalancingthepotentialofthepossible.

它忠于原創(chuàng)，從未放棄它長(zhǎng)久以來(lái)的傳統(tǒng)，同時(shí)與潛在的可能性達(dá)到平衡。第十一頁(yè)，共二十九頁(yè)。Visuallanguagereferences

形象語(yǔ)言的參考Fluidityofform

外形的流性動(dòng)Shapeswithmovement動(dòng)感的外觀(guān)Softness柔和Comfort舒適Informality非正式

Formalshapes/

informalinterpretation規(guī)范的造型/非正式的詮釋Purity純凈

Noirrelevantdecoration沒(méi)有不相關(guān)的裝飾Materialsusedincontemporarymanner以當(dāng)代方式運(yùn)用材料

THEEGG.ArneJacobsenFIVEMINUTECHAIR,PeterBotlosROTHKO,AlbertoLiévore KUGLElamp,PoulHenningsen,第十二頁(yè)，共二十九頁(yè)。GATESHEADMILLENIUMBRIDGE-SirNormanFosterALAMILLOBRIDGE,SevilleALAMEDABRIDGE,Valencia-bothSantiagoCalatraveVisuallanguagereferences

形象語(yǔ)言的參考Harmonyofstructure協(xié)調(diào)的構(gòu)造Tension張力Dynamic動(dòng)力Vibrant活力Innovativeproblemsolving創(chuàng)造性地解決問(wèn)題Softnessandhardtogether剛?cè)嵯酀?jì)Light&materials亮度&材料Oppositeofblatant不嘩眾取寵Perceptive可理解Unpretentious謙遜的第十三頁(yè)，共二十九頁(yè)。Visuallanguagereferences

形象語(yǔ)言的參考Harmonyofstructure協(xié)調(diào)的構(gòu)造Tension張力Dynamic動(dòng)力Vibrant活力Innovativeproblemsolving創(chuàng)造性地解決問(wèn)題Softnessandhardtogether剛?cè)嵯酀?jì)Light&materials亮度&材料Oppositeofblatant不嘩眾取寵Perceptive可理解Unpretentious謙遜的SIDEHOTEL(Hamburg)SkylobbyMENUHeadquarters(Denmark)第十四頁(yè)，共二十九頁(yè)。Visuallanguagereferences

形象語(yǔ)言的參考Simplicity簡(jiǎn)潔Sharing/sociallevel共享/社會(huì)化水平Emotive感動(dòng)的Adaptable適應(yīng)的Innovative創(chuàng)新的Comforting舒適的Nothinghard不生硬的Purity簡(jiǎn)潔Flexibility彈性Noextremefuturism不極端科幻Highperceivedqualityofmaterial高品質(zhì)材料Functionallyinnovative創(chuàng)新功能AUDIA2TOYOTAPOD-reflectsandexpressesthediver’schnagingmoods第十五頁(yè)，共二十九頁(yè)。Visuallanguagereferences

形象語(yǔ)言的參考FluidityofForm外形的流動(dòng)性

Shapeswithmovement流動(dòng)的外形Softness柔和Comfort舒適Informality非正式

Formalshapes/

informalinterpretation外形/不拘禮節(jié)的通譯Purity純凈

Noirrelevantdecoration沒(méi)有不相關(guān)的裝飾Materialsusedininnovativeways用創(chuàng)新的方式運(yùn)用材料FUSOLionSabatier第十六頁(yè)，共二十九頁(yè)。Visuallanguagereferences形象語(yǔ)言的參考Seamlessinterface/interactionbetweenhumanandtechnology無(wú)縫的界面（人類(lèi)與科技的相互作用）Intuitivesensoryenhancement直覺(jué)的強(qiáng)化Relevantuseoftechnology相關(guān)技術(shù)的運(yùn)用Humanisingtechnology人性化科技social–personal社會(huì)化的---個(gè)人的Accessible容易理解的Emotionalergonomics感性的人機(jī)工程學(xué)Technologythatshowsyouhowitfeelstouse

顯示你如何感受運(yùn)用的技術(shù)F52STAND–FSseriesMissionElectronicsSONYMDR-Q33LP/Sheadphonekitwithinterchangeblecaps第十七頁(yè)，共二十九頁(yè)。BrandDesignPolicy

品牌設(shè)計(jì)原則DefinesElectroluxexperience確定伊萊克斯的體驗(yàn)Consistencyacrosscontactpoints各個(gè)聯(lián)系點(diǎn)的一致性Products產(chǎn)品Services服務(wù)environment/architecture環(huán)境/建筑retailexperience零售經(jīng)驗(yàn)Communications傳媒Advertising廣告Literature報(bào)紙exhibitions/events展覽Packaging包裝Internet網(wǎng)絡(luò)第十八頁(yè)，共二十九頁(yè)。BrandDesignPolicy

品牌設(shè)計(jì)原則Simplicity簡(jiǎn)潔Intuitive/Perceptive直覺(jué)敏銳Purity純凈Comforting/Cocooning舒適Humanizingtechnology

人性化科技

socialandpersonal

社會(huì)化的和個(gè)人的Freedomofmovement

活動(dòng)自由Dictionaryforeachitem每一個(gè)要素解釋第十九頁(yè)，共二十九頁(yè)。BrandDesignPolicy:Simplicity

品牌設(shè)計(jì)原則:簡(jiǎn)潔Uncluttered,withoutunnecessarydecoration,easytorelateto,visuallyclean,clear,clarityofsurface,contemporaryexpression.整潔、不累贅、無(wú)任何多余的裝飾、感觀(guān)上清潔、簡(jiǎn)單，表面清楚、給人深刻的現(xiàn)代印象第二十頁(yè)，共二十九頁(yè)。BrandDesignPolicy:Intuitive/Perceptive

品牌設(shè)計(jì)原則:直覺(jué)敏銳Itspurposeisobvious,transparencyofpurpose,clearlyunderstood,communicatesitsintentwithminimalexplanationneeded,matchesmeandmysurroundings,responsible.目的明確、透明度高、易理解、無(wú)需太多的解釋也能了解其目的、和個(gè)人和周?chē)h(huán)境相符第二十一頁(yè)，共二十九頁(yè)。BrandDesignPolicy:Purity

品牌設(shè)計(jì)原則:純凈Quietelegance,honestyofmaterials,honestyofperformance,clean/cleanliness,clarity,truetothedesign,novisualnoise,confidence,single-minded,balance.寧?kù)o、優(yōu)雅、材質(zhì)清晰、運(yùn)作明確、潔凈、忠于設(shè)計(jì)、無(wú)視覺(jué)干擾、自信、思路清晰、平穩(wěn)第二十二頁(yè)，共二十九頁(yè)。BrandDesignPolicy:Comforting/Cocooning

品牌設(shè)計(jì)原則:舒適/安全Security,safety,welcoming,reassuring,non-alien,inviting,non-aggressive,non-intimidating,non-oppressive.安全,保險(xiǎn),受歡迎,可靠,相通,引人入勝的,非功擊性的,非脅迫的,非壓制性的.第二十三頁(yè)，共二十九頁(yè)。BrandDesignPolicy:Humanizingtechnology-socialandpersonal品牌設(shè)計(jì)原則:人性化的科技–社會(huì)化的與個(gè)人的Emotionalergonomics,adaptable,flexible,rewarding,nottechnologyfortechnology’ssake,simplifiesandeasesthetaskwhethershopping,cooking,browsing,etc.Knowledgeofpeopleandtasks,ensuringpeoplegetthemostoutofthetask,connectedness,attuned,technologythataddsvaluetoliving.運(yùn)用人類(lèi)工程學(xué),適應(yīng)性強(qiáng),靈活,有回饋,不為科技而科技,簡(jiǎn)化購(gòu)物,烹調(diào),閱讀等程序。理解人及其工作,確保他們從工作、交流、協(xié)調(diào)和技術(shù)中得到最大收獲，為生活增添價(jià)值。第二十四頁(yè)，共二十九頁(yè)。BrandDesignPolicy:Freedomofmovement

品牌設(shè)計(jì)原則:活動(dòng)自由Fluidity,invitinginteraction,creativefreedom,foresight,anticipatory.

流動(dòng)性,吸引人的相互作用,創(chuàng)造性的自由,有預(yù)見(jiàn)性的.

第二十五頁(yè)，共二十九頁(yè)。BrandDesignPolicyextremesElectroluxisNOT...

品牌設(shè)計(jì)原則關(guān)鍵在于伊萊克斯不是...Cluttered累贅的Domineering/Aggressive權(quán)威的/好斗的Bla