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97/ SAC0414A.PPT/ * 找讲师、公开课，上诺达名师网，中国最大的培训平台 Coca-Cola Architecture 97/SAC0414A.PPT/ 1 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. What is Architecture? The construction of the brand in the consumer mind Key components of the brand Organization of the components How components are dimensionalized Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Architecture vs. Positioning: The House Model In buying a house: Architecture: The structure of the house; how is it put together? What is it made of? Positioning: The view the consumer has of the house; the appearance, the overall impression it leaves. Localizing: Taking that same structure, the same impression, and giving it a local twist. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Previous Architecture Burn and bite at the back of your throat Big, bold cola flavor Ice cold Carbonation Body Satisfies a thirst Deep down refreshment Goes well with food Energizes Mind Stimulates Invigorates Spirit Rejuvenates Uplifts Revitalizes 111-year-old secret recipe Enduring values Special relationships Coca-Cola moments Genuine things Always part of your life Folklore Real Cola Taste Refreshment (for) Authenticity Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Recognizes the significance of... Taste Refreshment Authenticity ...as key brand components Places equal importance on all three Does not establish any relationship between the three pillars Architecture Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Localizing the Global Position Research in six countries (representing a range of development/competition): U.S.A., Mexico, Belgium, Hungary, China, Indonesia First, in-depth qualitative to generate express