Electrolux Master Brand Framework 伊莱克斯主要的品牌框架 “What is Electrolux?”“什么是伊莱克斯?”“What makes Electrolux Electrolux?”“什么使伊莱克斯伊莱克斯化?” Brand definitions 品牌定义 Verbal 言辞上 Brand Pyramid 品牌金字塔 Brand Dictionary 品牌释义 Brand Promise 品牌承诺 Brand Essence 品牌实质 Visual 形象、视觉上 Brand Attitude 品牌观念 Visual Language 形象的语言 Brand Design Policy 品牌设计原则 Brand Pyramid – common and tailored componets 品牌金字塔–共性与特色（全球化与本土化）要素的结合 Brand Character - same for all sectors/ geographies 品牌特征-各地域相同 Brand Claim tailored by sector/geography 品牌宣传各地各自设计 Brand Support tailored by 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 Electrolux Brand Pyramid 伊莱克斯品牌金字塔 Electrolux Brand Dictionary 伊莱克斯品牌解释 Electrolux master brand promise伊莱克斯主要的品牌承诺 For people who welcome change and seek harmony, modern knowledgeable Electrolux offers intelligent solutions that make people’s personal and professional lives easier and more enjoyable.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 Electrolux Brand Essence 伊莱克斯品牌实质 The core of the Brand Promise, Brand Essence is the innermost vital center of the Brand Pyramid.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。 The Brand Essence is the essential relevant and differentiating idea that will create and reinforce Brand Loyalty. 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“Innovative trusted solutions for easier and more enjoyable life”“创新可信的设计，更便捷舒适的生活” Master Brand Attitude 主要品牌观念 Non-verbal elements that guide 非言辞因素指导 creative expression of Brand Character (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） tonality for all contact points 各联系点的协调性 Elaborates Visual Language and Brand Design Policy verbally beyond bullets and key words 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 Master Brand Attitude 主要品牌观念 The Electrolux Brand Attitude evokes a passage and connectedness from an innovative heritage to a vivid, energized yet safe tomorrow.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 Its designs balance freedom and dynamism with security.它的设计使自由、动感和安全性得以达到平衡 Electrolux design defines the future whilst boldly and sensually conveying a reassurance based on a solid presence radiating from the past.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。 We freshly and practically create new, contemporary traditions. Its defining attitude of confident insightfulness expresses comforting, non-aggressive modernity of form, liberty of movement, controlled expansiveness of shapes, and inviting technology.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。 。。。以上简介无排版格式，详细内容请下载查看