伊莱克斯主要的品牌框架28p

第一页，共二十九页。Electrolux

MasterBrandFramework

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?”第二页，共二十九页。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品牌设计原则第三页，共二十九页。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-sameforall

sectors/

geographies品牌特征-各地域相同BrandClaimtailoredby

sector/geography品牌宣传各地各自设计BrandSupporttailoredby

sector/geography品牌支持各地各自制作feature

特色Function

功能Reward

回馈values价值personality个性第四页，共二十九页。ElectroluxBrandPyramid

伊莱克斯品牌金字塔KnowledgeableModern知识性现代化HarmonyWelcomes

change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品牌支持第五页，共二十九页。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品牌支持第六页，共二十九页。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第七页，共二十九页。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”第八页，共二十九页。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第九页，共二十九页。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Itsdesignsbalancefreedomand

dynamismwithsecurity.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。第十页，共二十九页。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。Thedesignsrepresentafusionof

ingenuity,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。第十一页，共二十九页。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,AlbertoLiévore KUGLElamp,PoulHenningsen,第十二页，共二十九页。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谦逊的第十三页，共二十九页。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)第十四页，共二十九页。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’schnagingmoods第十五页，共二十九页。Visuallanguagereferences

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FUSOLionSabatier第十六页，共二十九页。Visuallanguagereferences形象语言的参考Seamlessinterface/interactionbetweenhumanandtechnology无缝的界面（人类与科技的相互作用）Intuitivesensoryenhancement直觉的强化Relevantuseoftechnology相关技术的运用Humanisingtechnology人性化科技social–personal社会化的---个人的Accessible容易理解的Emotionalergonomics感性的人机工程学Technologythatshowsyouhowitfeelstouse

显示你如何感受运用的技术F52STAND–FSseriesMissionElectronicsSONYMDR-Q33LP/Sheadphonekitwithinterchangeblecaps第十七页，共二十九页。BrandDesignPolicy

品牌设计原则DefinesElectroluxexperience确定伊莱克斯的体验Consistencyacrosscontactpoints各个联系点的一致性Products产品Services服务environment/architecture环境/建筑retailexperience零售经验Communications传媒Advertising广告Literature报纸exhibitions/events展览Packaging包装Internet网络第十八页，共二十九页。BrandDesignPolicy

品牌设计原则Simplicity简洁Intuitive/Perceptive直觉敏锐Purity纯净Comforting/Cocooning舒适Humanizingtechnology

人性化科技

socialandpersonal

社会化的和个人的Freedomofmovement

活动自由Dictionaryforeachitem每一个要素解释第十九页，共二十九页。BrandDesignPolicy:Simplicity

品牌设计原则:简洁Uncluttered,withoutunnecessarydecoration,easytorelateto,visuallyclean,clear,clarityofsurface,contemporaryexpression.整洁、不累赘、无任何多余的装饰、感观上清洁、简单，表面清楚、给人深刻的现代印象第二十页，共二十九页。BrandDesignPolicy:Intuitive/Perceptive

品牌设计原则:直觉敏锐Itspurposeisobvious,transparencyofpurpose,clearlyunderstood,communicatesitsintentwithminimalexplanationneeded,matchesmeandmysurroundings,responsible.目的明确、透明度高、易理解、无需太多的解释也能了解其目的、和个人和周围环境相符第二十一页，共二十九页。BrandDesignPolicy:Purity

品牌设计原则:纯净Quietelegance,honestyofmaterials,honestyofperformance,clean/cleanliness,clarity,truetothedesign,novisualnoise,confidence,single-minded,balance.宁静、优雅、材质清晰、运作明确、洁净、忠于设计、无视觉干扰、自信、思路清晰、平稳第二十二页，共二十九页。BrandDesignPolicy:Comforting/Cocooning

品牌设计原则:舒适/安全Security,safety,welcoming,reassuring,non-alien,inviting,non-aggressive,non-intimidating,non-oppressive.安全,保险,受欢迎,可靠,相通,引人入胜的,非功击性的,非胁迫的,非压制性的.第二十三页，共二十九页。BrandDesignPolicy:Humanizingtechnology-socialandpersonal品牌设计原则:人性化的科技–社会化的与个人的Emotionalergonomics,adaptable,flexible,rewarding,nottechnologyfortechnology’ssake,simplifiesandeasesthetaskwhethershopping,cooking,browsing,etc.Knowledgeofpeopleandtasks,ensuringpeoplegetthemostoutofthetask,connectedness,attuned,technologythataddsvaluetoliving.运用人类工程学,适应性强,灵活,有回馈,不为科技而科技,简化购物,烹调,阅读等程序。理解人及其工作,确保他们从工作、交流、协调和技术中得到最大收获，为生活增添价值。第二十四页，共二十九页。BrandDesignPolicy:Freedomofmovement

品牌设计原则:活动自由Fluidity,invitinginteraction,creativefreedom,foresight,anticipatory.

流动性,吸引人的相互作用,创造性的自由,有预见性的.

第二十五页，共二十九页。BrandDesignPolicyextremesElectroluxisNOT...

品牌设计原则关键在于伊莱克斯不是...Cluttered累赘的Domineering/Aggressive权威的/好斗的Bla