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ElectroluxMasterBrandFramework伊莱克斯主要的品牌框架“WhatisElectrolux?”“什么是伊莱克斯?”“WhatmakesElectroluxElectrolux?”“什么使伊莱克斯伊莱克斯化?”Branddefinitions品牌定义•Verbal言辞上–BrandPyramid品牌金字塔–BrandDictionary品牌释义–BrandPromise品牌承诺–BrandEssence品牌实质•Visual形象、视觉上–BrandAttitude品牌观念–VisualLanguage形象的语言–BrandDesignPolicy品牌设计原则BrandPyramid–commonandtailoredcomponets品牌金字塔–共性与特色（全球化与本土化）要素的结合BrandCharacter-sameforallsectors/geographies品牌特征-各地域相同BrandClaim-tailoredbysector/geography品牌宣传-各地各自设计BrandSupport-tailoredbysector/geography品牌支持-各地各自制作feature特色Function功能Reward回馈values价值personality个性ElectroluxBrandPyramid伊莱克斯品牌金字塔KnowledgeableModern知识性现代化HarmonyWelcomeschange协调受欢迎的变化HelpsmeenjoymylifePride/self-esteem帮助我们自信地享受生活MakeshomelifeeasierIntelligentsolutionsforbetterliving使生活更简捷、智能化Features特色BrandCharacter品牌特征BrandClaim品牌宣传BrandSupport品牌支持ElectroluxBrandDictionary伊莱克斯品牌解释知识领先;善于创造某种风格;动态;预见性思想;创新的物质Balance;FeelingofcontrolIndividuality;Open-minded平衡;自控个性;创新Freedom;Enjoyment;CreativityFeelproud;Feelgoodaboutmyself自由;享受;创造自信;舒畅HelpsmeachievetheresultsIdesire;Ease;SafeperformanceUnderstandsme;Intelligentdesign帮助我得到期望的结果;安逸;安全;人性化;智能化Features特色BrandCharacter品牌特征BrandClaim品牌宣传BrandSupport品牌支持Electroluxmasterbrandpromise伊莱克斯主要的品牌承诺Forpeoplewhowelcomechangeandseekharmony,modernknowledgeableElectroluxoffersintelligentsolutionsthatmakepeople’spersonalandprofessionalliveseasierandmoreenjoyable.对于接受变化和寻找和谐、现代化知识的人们，伊莱克斯提供他们智能化的方式来使他们个人的和专业的生活更便捷和愉快ElectroluxBrandEssence伊莱克斯品牌实质•ThecoreoftheBrandPromise,BrandEssenceistheinnermostvitalcenteroftheBrandPyramid.品牌承诺和品牌实质的核心是品牌金字塔最深处最至关重要的部份。•TheBrandEssenceistheessentialrelevantanddifferentiatingideathatwillcreateandreinforceBrandLoyalty.品牌实质是指必不可少的能创造及增强品牌忠诚度的一些相关联以及有差异的想法“Innovativetrustedsolutionsforeasierandmoreenjoyablelife”“创新可信的设计，更便捷舒适的生活”MasterBrandAttitude主要品牌观念•Non-verbalelementsthatguide非言辞因素指导–creativeexpressionofBrandCharacter(seen,sensed,understood,heard,felt)品牌特征创造性表达(看到的,感受到的,可理解的，听到的，知觉的）–tonalityforallcontactpoints各联系点的协调性•ElaboratesVisualLanguageandBrandDesignPolicyverballybeyondbulletsandkeywords精心、详尽地表述形象语言和品牌设计原则而不仅是局限于某些关键性词MasterBrandAttitude主要品牌观念TheElectroluxBrandAttitudeevokesapassageandconnectednessfromaninnovativeheritagetoavivid,energizedyetsafetomorrow.伊莱克斯品牌观念在传统观念和现代新型观念之间架起一个通道和联系Itsdesignsbalancefreedomanddynamismwithsecurity.它的设计使自由、动感和安全性得以达到平衡Electroluxdesigndefinesthefuturewhilstboldlyandsensuallyconveyingareassurancebasedonasolidpresenceradiatingfromthepast.伊莱克斯的设计在大胆传递一种建立在过去坚实基础上的信心的同时，也表达了它的未来。Wefreshlyandpracticallycreatenew,contemporarytraditions.Itsdefiningattitudeofconfidentinsightfulnessexpressescomforting,non-aggressivemodernityofform,libertyofmovement,controlledexpansivenessofshapes,andinvitingtechnology.我们务实而创新地创造出当代新传统，它自信而又富洞察力的观念体现出舒适，平实的现代气息、自由的运动、有克制的形态表现和人性化的科技水平。MasterBrandAttitude-cont’d主要的品牌观念-（内容）Theseperceptivedesignsevokeasenseofoptimismandapproachability,warmthandfriendliness.Theyaretactile,enticing,forward-lookinganduninhibited.这些富洞察力的设计激发起一种乐观、平易近人、热情和友好的精神。他们能被感知、能引人入胜、前瞻而富于个性。Thedesignsrepresentafusionofingenuity,intelligence,vitalityandopenness.设计体现出精巧、聪颖、活力和开放四位一体。Throughitsdesigns,theElectroluxMasterBrandAttitudeeducatestheeyeandthemindwithcharacterofshapes,harmoniouscompositions,andcontrasts.通过它的设计，以形状特征，和谐的组合和对比使人们的眼睛和思想接受到一种新的伊莱克斯品牌观念Itistruetoitsroots,neverforsakingitsenduringlineagewhilebalancingthepotentialofthepossible.它忠于原创，从未放弃它长久以来的传统，同时与潜在的可能性达到平衡。Visuallanguagereferences形象语言的参考•Fluidityofform外形的流性动Shapeswithmovement动感的外观•Softness柔和•Comfort舒适•Informality非正式Formalshapes/informalinterpretation规范的造型/非正式的诠释•Purity纯净Noirrelevantdecoration没有不相关的装饰•Materialsusedincontemporarymanner以当代方式运用材料THEEGG.ArneJacobsenFIVEMINUTECHAIR,PeterBotlosROTHKO,AlbertoLiévoreKUGLElamp,PoulHenningsen,GATESHEADMILLENIUMBRIDGE-SirNormanFosterALAMILLOBRIDGE,SevilleALAMEDABRIDGE,Valencia-bothSantiagoCalatraveVisuallanguagereferences形象语言的参考•Harmonyofstructure协调的构造•Tension张力•Dynamic动力•Vibrant活力•Innovativeproblemsolving创造性地解决问题•Softnessandhardtogether•刚柔相济•Light&materials亮度&材料•Oppositeofblatant•不哗众取宠•Perceptive可理解•Unpretentious谦逊的Visuallanguagereferences形象语言的参考•Harmonyofstructure协调的构造•Tension张力•Dynamic动力•Vibrant活力•Innovativeproblemsolving创造性地解决问题•Softnessandhardtogether•刚柔相济•Light&materials亮度&材料•Oppositeofblatant•不哗众取宠•Perceptive可理解•Unpretentious谦逊的SIDEHOTEL(Hamburg)SkylobbyMENUHeadquarters(Denmark)Visuallanguagereferences形象语言的参考•Simplicity简洁•Sharing/sociallevel共享/社会化水平•Emotive感动的•Adaptable适应的Innovative创新的•Comforting舒适的•Nothinghard不生硬的•Purity简洁•Flexibility弹性•Noextremefuturism不极端科幻•Highperceivedqualityofmaterial高品质材料•Functionallyinnovative创新功能AUDIA2TOYOTAPOD-reflectsandexpressesthediver’schnagingmoodsVisuallanguagereferences形象语言的参考•FluidityofForm外形的流动性Shapeswithmovement流动的外形•Softness柔和•Comfort舒适•Informality非正式Formalshapes/informalinterpretation外形/不拘礼节的通译•Purity纯净Noirrelevantdecoration没有不相关的装饰•Materialsusedininnovativeways用创新的方式运用材料FUSOLionSabatierVisuallanguagereferences形象语言的参考•Seamlessinterface/interactionbetweenhumanandtechnology无缝的界面（人类与科技的相互作用）•Intuitivesensorye