part 5 品牌宣言：电梯简报
mental map（意识地图）
Portrays brand associations and responses for a target market. Shows how it is actually perceived.
Ask consumers “What comes to mind when you think about V8?”
Then brand associations are grouped into categories.
Set of abstract concepts or phrases that characterize the five to ten most important
dimensions of the mental map of a brand（选出5-10个特点，由导图所获）
Relate to points-of-parity and points-of difference（依据类同点和类异点提取精华）
Mental map ——》Core brand values ——》 Brand mantra
brand mantra（品牌宣言）
-An articulation of the “heart and soul” of the brand
-Similar to “brand essence” or “core brand promise”（品牌的精髓与承诺）
-Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values
-Considerations
◦ Communicate
◦ Simplify
◦ Inspire
essence of brands（三个基本要素）
The brand functions describe the nature of the product or service or the type of experiences or benefits the brand provides.（品牌的功能，产品的属性，介绍了品牌所能提供的利益）
The descriptive modifier further clarifies its nature.（描述性的修改，阐明品牌所表现出的属性）
The emotional modifier provides another qualifier—how exactly does the brand provide benefits, and in what way?（情感上的选择，具体解释那些提供的利益以及品牌传递他们的方式）
uses of brand mantra
Used internally to guide decisions- what the brand should and should not be associated with.（用来指导内部做决策）
品牌宣言不仅仅表述品牌是什么，同样，也表述了他不是什么。
Brand Mantra Considerations
◦ Communicate: define the business and boundaries;clarify what is unique about the brand
◦ Simplify: Memorable, short, vivid, and crisp.
◦ Inspire: Have higher level meaning from employees and consumers
