{"id":710,"date":"2022-02-12T07:27:39","date_gmt":"2022-02-12T07:27:39","guid":{"rendered":"https:\/\/bigbobchang.com\/?p=710"},"modified":"2022-05-16T03:24:52","modified_gmt":"2022-05-16T03:24:52","slug":"brand-mission-vision","status":"publish","type":"post","link":"https:\/\/bigbobchang.com\/zh\/brand-mission-vision\/","title":{"rendered":"\u54c1\u724c\u8425\u9500\u672f\u8bed\uff1a\u4f7f\u547d\uff0c\u613f\u666f\uff0c\u4ef7\u503c\u89c2\u7b49"},"content":{"rendered":"<p>\u200bA: Can you tell me more about your company?<br \/>\nA: What&#8217;s your goal and budget?<br \/>\nB: Well&#8230;<\/p>\n<p>\u505a\u8054\u76df\u63a8\u5e7f\u3001\u7ea2\u4eba\u8425\u9500\u6216\u8005 PR \u7684\u540c\u5b66\u7ecf\u5e38\u4f1a\u6536\u5230\u4e0a\u9762\u7684\u95ee\u9898\u3002<br \/>\n\u5408\u4f5c\u8005\u9700\u8981\u4e86\u89e3\u6211\u4eec\u7684\u54c1\u724c\u3001\u6211\u4eec\u7684\u8425\u9500\u76ee\u6807\u7b49\u76f8\u5173\u4fe1\u606f\u3002<br \/>\n\u800c\u5f80\u5f80\u8fd9\u4e9b\u516c\u53f8\u54c1\u724c\u76f8\u5173\u7684\u4fe1\u606f\u5e76\u6ca1\u6709\u68b3\u7406\u6e05\u695a\u3002<\/p>\n<p><!--more--><\/p>\n<p>\u4e0b\u9762\uff0c\u6211\u4eec\u6765\u804a\u804a\u8fd9\u4e9b\u4e13\u4e1a\u672f\u8bed\uff0c\u4fdd\u8bc1\u4e00\u770b\u5c31\u4f1a\u3002<br \/>\n\u6211\u4eec\u91c7\u7528\u4e0b\u6587\u7684\u89e3\u91ca\u3002<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"m6RcB3LCa2\"><p><a href=\"https:\/\/open.lib.umn.edu\/principlesmanagement\/chapter\/4-3-the-roles-of-mission-vision-and-values\/\">4.3 The Roles of Mission, Vision, and Values<\/a><\/p><\/blockquote>\n<p><iframe class=\"wp-embedded-content lazyload\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;4.3 The Roles of Mission, Vision, and Values&#8221; &#8212; Principles of Management\" data-src=\"https:\/\/open.lib.umn.edu\/principlesmanagement\/chapter\/4-3-the-roles-of-mission-vision-and-values\/embed\/#?secret=Re3XcM0aWa#?secret=m6RcB3LCa2\" data-secret=\"m6RcB3LCa2\" width=\"474\" height=\"267\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-711\" src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/Key-Roles-of-Mission-and-Vision.jpg\" alt=\"Key Roles of Mission and Vision\" width=\"1192\" height=\"699\" srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Key-Roles-of-Mission-and-Vision.jpg 1192w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Key-Roles-of-Mission-and-Vision-300x176.jpg 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Key-Roles-of-Mission-and-Vision-1024x600.jpg 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Key-Roles-of-Mission-and-Vision-768x450.jpg 768w\" sizes=\"(max-width: 1192px) 100vw, 1192px\" \/><\/p>\n<h2><strong>1. Mission \u4f7f\u547d<\/strong><\/h2>\n<p>A mission statement communicates the organization\u2019s 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.<\/p>\n<p>Mission statements answer the questions of \u201cWho are we?\u201d and \u201cWhat does our organization value?\u201d<\/p>\n<p>\u7b80\u800c\u8a00\u4e4b\uff0c Mission \u8868\u660e\u4f01\u4e1a\u7684\u5b58\u5728\u610f\u4e49\uff0c\u5373\uff0c\u6211\u4e3a\u4e86\u4ec0\u4e48\u3002<\/p>\n<p>\u793a\u4f8b\uff1a\u661f\u5df4\u514b<br \/>\nhttps:\/\/www.starbucks.com\/about-us\/<br \/>\nOur Mission: to inspire and nurture the human spirit \u2013 one person, one cup, and one neighborhood at a time.<\/p>\n<p>\u793a\u4f8b\uff1a\u7279\u65af\u62c9<br \/>\nhttps:\/\/www.tesla.com\/about<br \/>\nTesla\u2019s mission is to accelerate the world\u2019s transition to sustainable energy<\/p>\n<p>\u793a\u4f8b\uff1a\u8fea\u58eb\u5c3c<br \/>\nhttps:\/\/thewaltdisneycompany.com\/about\/<br \/>\nThe 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\u2019s premier entertainment company.<\/p>\n<p>\u793a\u4f8b\uff1a\u8138\u4e66<br \/>\nhttps:\/\/about.facebook.com\/company-info\/<br \/>\nGive people the power to build community and bring the world closer together.<\/p>\n<h2><strong>2. Vision \uff08\u613f\u666f\uff09<\/strong><\/h2>\n<p>A vision statement, in contrast, is a future-oriented declaration of the organization\u2019s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization\u2019s \u201cpurpose for being,\u201d and the vision statement then says, \u201cbased on that purpose, this is what we want to become.\u201d<\/p>\n<p>Vision statements answer the question \u201cWhere is this organization going?\u201d<\/p>\n<p>\u613f\u666f\u8868\u660e\u516c\u53f8\u957f\u4e45\u7684\u76ee\u6807\u3002\u5373\u6211\u8981\u6210\u4e3a\u4e00\u5bb6\u4ec0\u4e48\u6837\u7684\u516c\u53f8\u3002<\/p>\n<p>\u793a\u4f8b\uff1a\u9886\u82f1<br \/>\nhttps:\/\/about.linkedin.com\/<br \/>\nCreate economic opportunity for every member of the global workforce.<\/p>\n<h2><strong>3. Values \uff08\u4ef7\u503c\u89c2\uff09<\/strong><\/h2>\n<p>Values are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested.<\/p>\n<p>Increasingly, organizations also add a values statement which either reaffirms or states outright the organization\u2019s values that might not be evident in the mission or vision statements.<\/p>\n<p>\u4ef7\u503c\u89c2\uff0c\u4e0d\u8a00\u800c\u55bb\u3002\u60f3\u4e00\u4e0b\u793e\u4f1a\u4e3b\u4e49\u6838\u5fc3\u4ef7\u503c\u89c2\u3002<\/p>\n<p>\u793a\u4f8b\uff1a\u5b9c\u5bb6<br \/>\nhttps:\/\/ikea.jobs.cz\/en\/vision-culture-and-values\/<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-712 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/IKEA-values.png\" alt=\"IKEA values\" width=\"992\" height=\"781\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/IKEA-values.png 992w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/IKEA-values-300x236.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/IKEA-values-768x605.png 768w\" data-sizes=\"(max-width: 992px) 100vw, 992px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 992px; --smush-placeholder-aspect-ratio: 992\/781;\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>4. Goal &amp; Objective<\/strong><\/h2>\n<p>\u6211\u4eec\u540c\u6837\u91c7\u53d6\u4ee5\u4e0b\u7684\u5b9a\u4e49\u3002<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"GuR2QfbKby\"><p><a href=\"https:\/\/open.lib.umn.edu\/principlesmanagement\/chapter\/6-3-the-nature-of-goals-and-objectives\/\">6.3 The Nature of Goals and Objectives<\/a><\/p><\/blockquote>\n<p><iframe class=\"wp-embedded-content lazyload\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;6.3 The Nature of Goals and Objectives&#8221; &#8212; Principles of Management\" data-src=\"https:\/\/open.lib.umn.edu\/principlesmanagement\/chapter\/6-3-the-nature-of-goals-and-objectives\/embed\/#?secret=TrlvzyQ2G6#?secret=GuR2QfbKby\" data-secret=\"GuR2QfbKby\" width=\"474\" height=\"267\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-713 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/strategy.jpg\" alt=\"strategy\" width=\"1471\" height=\"971\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/strategy.jpg 1471w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/strategy-300x198.jpg 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/strategy-1024x676.jpg 1024w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/strategy-768x507.jpg 768w\" data-sizes=\"(max-width: 1471px) 100vw, 1471px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1471px; --smush-placeholder-aspect-ratio: 1471\/971;\" \/><\/p>\n<p>Goal \u548c Objective \u4e2d\u6587\u90fd\u662f\u76ee\u6807\u7684\u610f\u601d\u3002\u4f46\u662f\u4e24\u8005\u6709\u533a\u522b\u3002<\/p>\n<p><strong>Goal \uff08\u5927\u76ee\u6807\uff09<br \/>\n<\/strong>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,<\/p>\n<p>\u6bd4\u5982\uff0c\u6c83\u5c14\u739b\u7684 Goal \u662f\u6536\u5165\u589e\u957f 20%\u3002<\/p>\n<p><strong>Objective \uff08\u5c0f\u76ee\u6807\uff09<br \/>\n<\/strong>Objectives are very precise, time-based, measurable actions that support the completion of a goal.<\/p>\n<p>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.<\/p>\n<p>\u4e5f\u5c31\u662f\u76ee\u6807\u8bbe\u7f6e\u7684 SMART \u539f\u5219\u3002<\/p>\n<ul>\n<li>Specific\uff08\u660e\u786e\uff09<\/li>\n<li>Measurable\uff08\u53ef\u8861\u91cf\uff09<\/li>\n<li>Achievable\uff08\u53ef\u8fbe\u6210\uff09<\/li>\n<li>Relevant\uff08\u76f8\u5173\uff09<\/li>\n<li>Time-bound\uff08\u6709\u65f6\u9650\uff09<\/li>\n<\/ul>\n<p>Goal \u4e0b\u9762\u6709 Objective. \u5927\u76ee\u6807\u4e0b\u6709\u5c0f\u76ee\u6807, \u5c0f\u76ee\u6807\u66f4\u4e3a\u5177\u4f53\u3002<\/p>\n<p>\u6bd4\u5982\uff0c\u6c83\u5c14\u739b\u7684 Goal \u662f\u6536\u5165\u589e\u957f 20%\u3002\u800c Objective \u662f \u63a5\u4e0b\u67656 \u4e2a\u6708 \u65b0\u5f00 20 \u5bb6\u5e97\u94fa\u3002<\/p>\n<h2><strong>5. Strategy &amp; Tactics<\/strong><\/h2>\n<blockquote class=\"js_blockquote_wrap\" data-type=\"2\" data-url=\"\" data-author-name=\"\" data-content-utf8-length=\"221\" data-source-title=\"asana.com\">\n<section class=\"js_blockquote_digest\">\n<section>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\u3002<\/section>\n<\/section>\n<\/blockquote>\n<p>Strategy \uff08\u6218\u7565\uff09\u662f\u5e26\u4f60\u5230\u5b9e\u73b0\u76ee\u6807\u7684\u884c\u52a8\u8ba1\u5212\uff0c\u800c Tactics \uff08\u6218\u672f\uff09\u662f\u8ba9\u4f60\u8fbe\u5230\u76ee\u6807\u7684\u4e2a\u522b\u6b65\u9aa4\u548c\u884c\u52a8\u3002<\/p>\n<p>\u4e3e\u4f8b\u6765\u8bf4,\u00a0\u4e3a\u4e86\u5b9e\u73b0\u63d0\u5347\u54c1\u724c\u7f8e\u8a89\u5ea6\u7684\u76ee\u6807\uff0csocial marketing \u662f strategy,\u00a0\u800c\u505a\u4e00\u573a giveaway \u62bd\u5956\u6d3b\u52a8\u662f\u00a0tactics.<\/p>\n<figure id=\"attachment_714\" aria-describedby=\"caption-attachment-714\" style=\"width: 573px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-714 size-full lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/plan-flow.png\" alt=\"plan flow\" width=\"573\" height=\"331\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/plan-flow.png 573w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/plan-flow-300x173.png 300w\" data-sizes=\"(max-width: 573px) 100vw, 573px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 573px; --smush-placeholder-aspect-ratio: 573\/331;\" \/><figcaption id=\"caption-attachment-714\" class=\"wp-caption-text\">Source: Digital Marketing Strategy<\/figcaption><\/figure>\n<p>\u56fe\u4e2d\u7684 Action\u00a0plan \u53ef\u4ee5\u7406\u89e3\u4e3a Tactics.<\/p>\n<p>\u6700\u540e\uff0c\u6211\u4eec\u9009\u7528\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u00a0\u300a\u8425\u9500\u7ba1\u7406\u300b\u4e00\u4e66\u4e2d\u7684\u5e38\u89c1\u8425\u9500\u672f\u8bed\uff0c\u4f9b\u5b66\u4e60\u3002<a href=\"https:\/\/book.douban.com\/subject\/26879263\/\" target=\"_blank\" rel=\"noopener\">\u8c46\u74e3\u94fe\u63a5<\/a>\u3002<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-715 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/\u8425\u9500\u7ba1\u7406-15.jpg\" alt=\"\u8425\u9500\u7ba1\u7406 \u8c46\u74e3\" width=\"270\" height=\"379\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/\u8425\u9500\u7ba1\u7406-15.jpg 270w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/\u8425\u9500\u7ba1\u7406-15-214x300.jpg 214w\" data-sizes=\"(max-width: 270px) 100vw, 270px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 270px; --smush-placeholder-aspect-ratio: 270\/379;\" \/><\/p>\n<p>\u82f1\u6587\u4e66\u540d\u00a0<em>Marketing\u00a0 Management<\/em><br \/>\n<em><img decoding=\"async\" class=\"alignnone wp-image-716 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/\u8425\u9500\u7ba1\u7406.png\" alt=\"\u8425\u9500\u7ba1\u7406\" width=\"269\" height=\"344\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/\u8425\u9500\u7ba1\u7406.png 715w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/\u8425\u9500\u7ba1\u7406-234x300.png 234w\" data-sizes=\"(max-width: 269px) 100vw, 269px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 269px; --smush-placeholder-aspect-ratio: 269\/344;\" \/><\/em><\/p>\n<p><strong>Brand \uff08\u54c1\u724c\uff09<\/strong><br \/>\na 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.<\/p>\n<p><strong>Branding \uff08\u54c1\u724c\u5316\uff09<\/strong><br \/>\n1. endowing products and services with the power of a brand<\/p>\n<p>2.\u00a0the 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\u2019 minds.<\/p>\n<p><strong>Brand associations \uff08\u54c1\u724c\u8054\u60f3\uff09<br \/>\n<\/strong>all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on, that become linked to the brand node.<\/p>\n<p><strong>Brand image<\/strong>\u00a0<strong>(\u54c1\u724c\u5f62\u8c61\uff09<\/strong>(online\uff09<br \/>\na set of associations attached to a brand identity in the minds of its stakeholders.<\/p>\n<p><strong>Brand identity (\u54c1\u724c<\/strong><strong>\u8bc6\u522b\uff09<\/strong>\u00a0(online\uff09<br \/>\na name, symbol or design that identifies a product, service or entity from others.<\/p>\n<p><strong>Brand equity (\u54c1\u724c\u8d44\u4ea7\uff09<\/strong><br \/>\nthe added value endowed to products and services.<\/p>\n<p><strong>Brand elements \uff08\u54c1\u724c\u8981\u7d20\uff09<\/strong><br \/>\nthose trademarkable devices that serve to identify and differentiate the brand such as a brand name, logo, or character.<\/p>\n<p><strong>Brand manifesto \uff08\u54c1\u724c\u5ba3\u8a00\uff09<\/strong>\u00a0(Hubspot)<br \/>\nA brand manifesto describes why your organization exists, its purpose, and why people should care about your brand. It\u2019s typically an emotional story that captivates your audience, emotionally connects with them, and persuades them to support your brand.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-717 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/Apple.png\" alt=\"Apple brand \" width=\"960\" height=\"539\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Apple.png 960w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Apple-300x168.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/Apple-768x431.png 768w\" data-sizes=\"(max-width: 960px) 100vw, 960px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 960px; --smush-placeholder-aspect-ratio: 960\/539;\" \/><\/p>\n<p><strong>Brand personality \uff08\u54c1\u724c\u4e2a\u6027\uff09<br \/>\n<\/strong>the specific mix of human traits that may be attributed to a particular brand.<\/p>\n<p><strong>Brand portfolio (\u54c1\u724c\u7ec4\u5408\uff09<br \/>\n<\/strong>the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.<\/p>\n<p><strong>Brand promise \uff08\u54c1\u724c\u627f\u8bfa\uff09<br \/>\n<\/strong>the marketer\u2019s vision of what the brand must be and do for consumers.<\/p>\n<p><strong>Brand slogan \uff08\u54c1\u724c\u53e3\u53f7\uff09<\/strong>(Hubspot)<br \/>\nA slogan\u00a0encompasses a company&#8217;s mission, what it stands for, and even how it&#8217;s helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you&#8217;ll see in the list below.<\/p>\n<p>\u793a\u4f8b<\/p>\n<ul class=\" list-paddingleft-2\">\n<li>Nike: &#8216;Just Do It.&#8217;<\/li>\n<li>Apple: &#8216;Think Different.&#8217;<\/li>\n<li>McDonald&#8217;s: &#8216;I&#8217;m Lovin&#8217; It&#8217;<\/li>\n<\/ul>\n<p><strong>Brand house \uff08\u54c1\u724c\u5c4b\uff09<\/strong>(online)<br \/>\nA Branded House is the most common form of brand architecture.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-718 lazyload\" data-src=\"http:\/\/bigbobchang.com\/wp-content\/uploads\/2022\/02\/brand-\u54c1\u724c\u5c4b.png\" alt=\"brand \u54c1\u724c\u5c4b\" width=\"877\" height=\"718\" data-srcset=\"https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/brand-\u54c1\u724c\u5c4b.png 877w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/brand-\u54c1\u724c\u5c4b-300x246.png 300w, https:\/\/bigbobchang.com\/zh\/wp-content\/uploads\/2022\/02\/brand-\u54c1\u724c\u5c4b-768x629.png 768w\" data-sizes=\"(max-width: 877px) 100vw, 877px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 877px; --smush-placeholder-aspect-ratio: 877\/718;\" \/><\/p>\n<p><strong>Marketing \uff08\u8425\u9500\uff09<\/strong><br \/>\nthe activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large<\/p>\n<p><strong>Marketing channels \uff08\u8425\u9500\u6e20\u9053\uff09<\/strong><br \/>\nsets of interdependent organizations involved in the process of making a product or service available for use or consumption<\/p>\n<p><strong>Marketing communications \uff08\u8425\u9500\u4f20\u64ad\uff09<\/strong><br \/>\nthe means by which firms attempt to inform, persuade, and remind consumers\u2014directly or indirectly\u2014about products and brands that they sell.<\/p>\n<p><strong>Marketing communications mix \uff08\u8425\u9500\u4f20\u64ad\u7ec4\u5408\uff09<\/strong><br \/>\nadvertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling.<\/p>\n<p><strong>Marketing management (\u8425\u9500\u7ba1\u7406\uff09<\/strong><br \/>\nthe art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.<\/p>\n<p><strong>Marketing plan \uff08\u8425\u9500\u8ba1\u5212\uff09<\/strong><br \/>\nwritten 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.<\/p>\n<p>\u66f4\u591a\u672f\u8bed\u53ef\u4ee5 \u641c\u7d22 markting\/brand\u00a0glossary.<\/p>\n<h2>\u603b\u7ed3<\/h2>\n<p>\u8425\u9500\u754c\u6709\u5f88\u591a\u540d\u8bcd\uff0c\u5f88\u591a\u5b9a\u4e49\u5e76\u672a\u7edf\u4e00\uff0c\u6bcf\u5e74\u8fd8\u4f1a\u51fa\u5f88\u591a\u9ad8\u5927\u4e0a\u7684\u201c\u65b0\u8bcd\u201d\u3002\u4f46\u662f\uff0c\u57fa\u7840\u7684\u4e1c\u897f\u6c38\u8fdc\u90fd\u4f1a\u5728\u8bf4\uff0c\u6bd4\u5982\u4f7f\u547d\uff0c\u613f\u666f\uff0c\u4ef7\u503c\u89c2\uff0c\u54c1\u724c\uff0c\u54c1\u724c\u5316\u3002<\/p>\n<p>\u5f04\u6e05\u695a\u8fd9\u4e9b\u6982\u5ff5\u662f\u5f88\u91cd\u8981\u7684\u3002\u91cd\u8981\u7684\u4e8b\u60c5\u8bf4\u4e09\u904d\u3002<\/p>\n<p>\u5f04\u6e05\u695a\u4e86\u8fd9\u4e9b\u6982\u5ff5\u540e\uff0c\u5efa\u8bae\u770b\u4e0b\u54c1\u724c\u5b98\u7f51\u7684 about us \u9875\u9762\u3002<\/p>\n<p>\u5bf9\u6bd4\u4e0b\u4e0a\u9762\u5927\u54c1\u724c\u7684 about us \u9875\u9762\u3002<\/p>\n<p>&#8230;&#8230;<\/p>\n<p>A: Can you tell me more about your company?<br \/>\nB: We are a startup based in Shenzhen,\u00a0China.\u00a0We aim to provide the xx products. And we\u00a0believe xxx, we are a young brand but we have a big dream to make the world better&#8230;<\/p>\n<p><strong>\u63a8\u8350\u9605\u8bfb<br \/>\n<\/strong><\/p>\n<ul>\n<li class=\"post-header__title\"><a href=\"https:\/\/blog.hubspot.com\/marketing\/brand-manifesto\" target=\"_blank\" rel=\"noopener\"><span id=\"hs_cos_wrapper_name\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">How to Craft a Brand Manifesto<\/span><\/a><\/li>\n<li class=\"post-header__title\"><a href=\"https:\/\/blog.hubspot.com\/marketing\/brand-slogans-and-taglines\" target=\"_blank\" rel=\"noopener\"><span id=\"hs_cos_wrapper_name\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">26 Companies With Really Catchy Slogans &amp; Brand Taglines<\/span><\/a><\/li>\n<li class=\"post-header__title\"><a href=\"https:\/\/blog.hubspot.com\/marketing\/inspiring-company-mission-statements\" target=\"_blank\" rel=\"noopener\"><span id=\"hs_cos_wrapper_name\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">27 Mission and Vision Statement Examples That Will Inspire Your Buyers<\/span><\/a><\/li>\n<li><a href=\"https:\/\/brandsbyovo.com\/glossary-of-branding-terms\/\" target=\"_blank\" rel=\"noopener\">Glossary of Branding Terms<\/a><strong><br \/>\n<\/strong><\/li>\n<li><em>Strategic Brand Management Building, Measuring, and Managing Brand Equity<\/em> by Kevin Lane Keller<\/li>\n<li><em>Marketing Management<\/em> by Philip T. Kotler, Kevin Lane Keller<\/li>\n<li>Coursera Course | <a href=\"https:\/\/www.coursera.org\/learn\/brand-identity-strategy#syllabus\" target=\"_blank\" rel=\"noopener\">Brand Identity and Strategy<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u200bA: Can you tell me more about your company? A: What&#8217;s your goal and budget? B: Well&#8230; \u505a\u8054\u76df\u63a8\u5e7f\u3001\u7ea2\u4eba\u8425\u9500\u6216\u8005 PR \u7684\u540c\u5b66\u7ecf\u5e38\u4f1a\u6536\u5230\u4e0a\u9762\u7684\u95ee\u9898\u3002 \u5408\u4f5c\u8005\u9700\u8981\u4e86\u89e3\u6211\u4eec\u7684\u54c1\u724c\u3001\u6211\u4eec\u7684\u8425\u9500\u76ee\u6807\u7b49\u76f8\u5173\u4fe1\u606f\u3002 \u800c\u5f80\u5f80\u8fd9\u4e9b\u516c\u53f8\u54c1\u724c\u76f8\u5173\u7684\u4fe1\u606f\u5e76\u6ca1\u6709\u68b3\u7406\u6e05\u695a\u3002<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[40],"tags":[53],"class_list":["post-710","post","type-post","status-publish","format-standard","hentry","category-marketing-tool-guide","tag-brand-term"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - 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