Value Proposition, Brand Identity, and Positioning Why Your Brand Needs All Three.docVIP

Value Proposition, Brand Identity, and Positioning: Why Your Brand Needs All Three 《价值主张、品牌识别和品牌定位：构建品牌三者缺一不可》 on Tuesday, 15 January 2013. Posted in Brands and Marketing In the business of marketing, words matter. Sadly, marketers disagree over baisc brand terminology. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be? 营销业务很讲究说话的技巧。然而，营销人员在基本的品牌术语中存在分歧。由于对“任务”、“愿景”、“价值主张”、“mantra”、“实质”和“识别”这些术语的滥用以及缺乏精准的定义，这种混乱的局面使得从战略角度思考品牌变得更加困难，同时也削弱了营销人员的能力。如果营销人员在最基本的术语和框架上达成共识，那么品牌战略业务将会充满危机。 How We Got Here In the 1990‘s, UC Berkeley Haas School of Business Professor, David Aaker, introduced the concept of brand as an asset to be managed for the benefit of the corporation, thus wresting responsibility for ‘branding’ from ad agencies and putting it in the hands of marketing managers. Since then, many agencies, consultants and academics have built on Aaker’s foundation, making their own contributions to the art and science of branding. Years of adaptation, melding and cherry picking have resulted in a world where marketers have no consistent frameworks or proven models from which to work. 20世纪90年代，加州大学伯克利分校哈斯商学院的教授,大卫·阿克，为了公司利益，引入了品牌资产管理理念，从广告代理商手中夺走了塑造“品牌化”的职责，还将该职责交到了营销经理人手中。从此以后，在Aaker的基础上，许多代理商、顾问和学者在品牌艺术和科学上做出了自己的贡献。多年的发展适应之后，互相的融合已经为营销人员构造了一个全新的世界——并无一致的框架或是已经证实的模型。 Our experience teaching brand strategy to MBA and undergraduate marketing students and working with clients at Brand Amplitude tells us the answer is to integrate much of the work that has been done into a coherent framework, grounded in common principles, terms and frameworks. The work begins with understanding the necessity of Value Proposition, Brand Identity and Positioning.  我们对工商管理硕士、市场营销专业的硕士讲授品牌战略的经验以及同