A: Can you tell me more about your company?
A: What’s your goal and budget?
B: Well…
做联盟推广、红人营销或者 PR 的同学经常会收到上面的问题。
合作者需要了解我们的品牌、我们的营销目标等相关信息。
而往往这些公司品牌相关的信息并没有梳理清楚。
下面，我们来聊聊这些专业术语，保证一看就会。
我们采用下文的解释。
1. Mission 使命
A mission statement communicates the organization’s reason for being, and how it aims to serve its key stakeholders. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed.
Mission statements answer the questions of “Who are we?” and “What does our organization value?”
简而言之， Mission 表明企业的存在意义，即，我为了什么。
示例：星巴克
https://www.starbucks.com/about-us/
Our Mission: to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
示例：特斯拉
https://www.tesla.com/about
Tesla’s mission is to accelerate the world’s transition to sustainable energy
示例：迪士尼
https://thewaltdisneycompany.com/about/
The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.
示例：脸书
https://about.facebook.com/company-info/
Give people the power to build community and bring the world closer together.
2. Vision （愿景）
A vision statement, in contrast, is a future-oriented declaration of the organization’s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization’s “purpose for being,” and the vision statement then says, “based on that purpose, this is what we want to become.”
Vision statements answer the question “Where is this organization going?”
愿景表明公司长久的目标。即我要成为一家什么样的公司。
示例：领英
https://about.linkedin.com/
Create economic opportunity for every member of the global workforce.
3. Values （价值观）
Values are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested.
Increasingly, organizations also add a values statement which either reaffirms or states outright the organization’s values that might not be evident in the mission or vision statements.
价值观，不言而喻。想一下社会主义核心价值观。
示例：宜家
https://ikea.jobs.cz/en/vision-culture-and-values/
4. Goal & Objective
我们同样采取以下的定义。
Goal 和 Objective 中文都是目标的意思。但是两者有区别。
Goal （大目标）
Goals are outcome statements that define what an organization is trying to accomplish, both programmatically and organizationally. Goals are usually a collection of related programs, a reflection of major actions of the organization, and provide rallying points for managers. For example,
比如，沃尔玛的 Goal 是收入增长 20%。
Objective （小目标）
Objectives are very precise, time-based, measurable actions that support the completion of a goal.
Objectives typically must (1) be related directly to the goal; (2) be clear, concise, and understandable; (3) be stated in terms of results; (4) begin with an action verb; (5) specify a date for accomplishment, and (6) be measurable.
也就是目标设置的 SMART 原则。
- Specific（明确）
- Measurable（可衡量）
- Achievable（可达成）
- Relevant（相关）
- Time-bound（有时限）
Goal 下面有 Objective. 大目标下有小目标, 小目标更为具体。
比如，沃尔玛的 Goal 是收入增长 20%。而 Objective 是 接下来6 个月 新开 20 家店铺。
5. Strategy & Tactics
While strategy is the action plan that takes you where you want to go, the tactics are the individual steps and actions that will get you there. In a business context, this means the specific actions teams take to implement the initiatives outlined in the strategy。
Strategy （战略）是带你到实现目标的行动计划，而 Tactics （战术）是让你达到目标的个别步骤和行动。
举例来说, 为了实现提升品牌美誉度的目标，social marketing 是 strategy, 而做一场 giveaway 抽奖活动是 tactics.
图中的 Action plan 可以理解为 Tactics.
最后，我们选用菲利普·科特勒 《营销管理》一书中的常见营销术语，供学习。豆瓣链接。
英文书名 Marketing Management
Brand （品牌）
a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Branding （品牌化）
1. endowing products and services with the power of a brand
2. the creation of names, symbols, characters, and slogans that (1) help identify a product and (2) create unique positive associations that differentiate it from the competition by (3) creating additional meaning (value) in consumers’ minds.
Brand associations （品牌联想）
all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on, that become linked to the brand node.
Brand image (品牌形象）(online）
a set of associations attached to a brand identity in the minds of its stakeholders.
Brand identity (品牌识别） (online）
a name, symbol or design that identifies a product, service or entity from others.
Brand equity (品牌资产）
the added value endowed to products and services.
Brand elements （品牌要素）
those trademarkable devices that serve to identify and differentiate the brand such as a brand name, logo, or character.
Brand manifesto （品牌宣言） (Hubspot)
A brand manifesto describes why your organization exists, its purpose, and why people should care about your brand. It’s typically an emotional story that captivates your audience, emotionally connects with them, and persuades them to support your brand.
Brand personality （品牌个性）
the specific mix of human traits that may be attributed to a particular brand.
Brand portfolio (品牌组合）
the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.
Brand promise （品牌承诺）
the marketer’s vision of what the brand must be and do for consumers.
Brand slogan （品牌口号）(Hubspot)
A slogan encompasses a company’s mission, what it stands for, and even how it’s helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you’ll see in the list below.
示例
- Nike: ‘Just Do It.’
- Apple: ‘Think Different.’
- McDonald’s: ‘I’m Lovin’ It’
Brand house （品牌屋）(online)
A Branded House is the most common form of brand architecture.
Marketing （营销）
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Marketing channels （营销渠道）
sets of interdependent organizations involved in the process of making a product or service available for use or consumption
Marketing communications （营销传播）
the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about products and brands that they sell.
Marketing communications mix （营销传播组合）
advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling.
Marketing management (营销管理）
the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Marketing plan （营销计划）
written document that summarizes what the marketer has learned about the marketplace, indicates how the firm plans to reach its marketing objectives, and helps direct and coordinate the marketing effort.
更多术语可以 搜索 markting/brand glossary.
总结
营销界有很多名词，很多定义并未统一，每年还会出很多高大上的“新词”。但是，基础的东西永远都会在说，比如使命，愿景，价值观，品牌，品牌化。
弄清楚这些概念是很重要的。重要的事情说三遍。
弄清楚了这些概念后，建议看下品牌官网的 about us 页面。
对比下上面大品牌的 about us 页面。
……
A: Can you tell me more about your company?
B: We are a startup based in Shenzhen, China. We aim to provide the xx products. And we believe xxx, we are a young brand but we have a big dream to make the world better…
推荐阅读
- Glossary of Branding Terms
- Strategic Brand Management Building, Measuring, and Managing Brand Equity by Kevin Lane Keller
- Marketing Management by Philip T. Kotler, Kevin Lane Keller
- Coursera Course | Brand Identity and Strategy