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德尔惠广告 on the way篇一
380 million mark. has also developed into china's sports shoes industry's most development potential of the group of professional shoe-making enterprises. brand introduction
brand identity: deer: chinese means "deer", deer with handsome, noble, cute, innate elegance, running fast, strong endurance.
way: implied "road, process, means" means, reflecting the young people break the rules of restraint, enjoy the spirit of the movement process. brand slogan: on my way
brand personality: young and cool trend of fashion
brand vision: china "sports life" representative brand
brand positioning: sports life
brand spirit: freedom to break the limits of self-challenge the spirit of the sport
interpretation of signs
"deerway" from the english root deer and way. deer chinese means "deer" deer with handsome, noble, cute, innate elegance, deer's running fast, durable and strong. "way" implied "road, process, means" means, reflecting the young people break the rules of restraint, enjoy the spirit of the movement process. mark the overall performance of the straight line and arc, edge and rational, dynamic and harmonious combination of the perfect, both with the characteristics of movement, but also with international brands solemn calm. logo graphic resembles the wings of the eagle, with sharp eyes and transmission out of the edge of the opponent is not cold, the performance of del hui to the eagle's perspective, deer speed to conquer the world momentum.
德尔惠广告 on the way篇二
1.百事(pepsi)：新的一代 generation next 新一代的选择 the choice of a new generation
2.雪碧：服从你的渴望 obey your thirst
3.麦氏咖啡(maxwell)：滴滴香浓，意犹未尽 good to the last drop
4.雀巢冰激凌：尽情享受吧 take time to indulge
5.雀巢咖啡：味道好极了 the taste is great
6.七喜(seven-up)：提神醒脑，喝七喜 fresh-up with seven-up
7.可口可乐(coca-cola)：饮可口可乐，万事如意 things go better with coca-cola 请喝可口可乐 enjoy coca-cola
8.喜力(heineken)：as natural as rain
9.轩尼诗酒：对我而言，过去平淡无奇;而未来，却是绚烂缤纷 to me,the past is black and white,but the future is always color
martin xo(香港人头马)：人头马一开，好事自然来 exclusively fine champagne cognac.
11.佳洁士牙膏(crest toothpaste)：健康笑容来自佳洁士 behind that healthy smile,there"s a crest kid
12.列维斯(levi's牛仔服装)：质量与风格共存 quality never goes out of style
13.雷达牌(radar)驱虫剂：蚊子杀杀杀 mosquito bye bye bye
14.欧米茄(omega)：凝聚典雅 the sign of excellence
15.斯沃奇手表：天才地久 time is what you make of it
16.柯达相纸/胶卷(kodak)：就在柯达一刻 a kodak moment
17.奥林巴斯(olympus)：瞄准生活 focus on life
18.索尼影碟机：数码新时代 the new digital era
19.理光复印机：我们领先，他人仿效 we lead,other copy
20.佳能打印机：使不可能变为可能 impossible made possible
21.摩托罗拉手机(motorola)：智慧演绎，无处不在 intelligence everywhere 沟通无极限 communication unlimited
22.爱立信(ericsson)：理解就是沟通 make yourself heard
23.诺基亚(nokia)：科技以人为本 connection people
24.飞利浦(philips)：让我们做的更好 let's make things better
25.三星电子：感受新境界 feel the new space
26.东芝电子：拥有东芝，拥有世界 take toshiba,take the world
27.因特尔奔腾(intel pentium)：给电脑一颗奔腾的“芯”intel inside
28.苹果公司(apple/macintosh)：不尝不知道，苹果真奇妙 kids can't wait
29.太阳微系统公司(sun micro-syst)：我们就是网络 we're the dot
公司：没有不做的小生意，没有解决不了的大问题 no business too small,no problem too big
31.英飞凌科技公司：探索未来，永无止境 never stop thinking
32.梅赛德斯-奔驰(mercedes-benz)：人类精神的动力 engineered to move the human spirit
33.本田(honda)：康庄大道 for the road ahead
34.丰田(toyota)：动态的诗，向我舞近 poetry in motion，dancing close to me 车到山前必有路，有路必有丰田车 where there is a way for car there is a toyota
35.凌志汽车(lexus)：追求完美，永无止境 the relentless pursuit of perfection
德尔惠广告 on the way篇三
first, the company profile
after many years of development, has established a comprehensive quality management, scientific brand marketing, a mature sales network and efficient after-sales service. system, is committed to providing chinese consumers with a dynamic, a type of sports life equipment. the face of a high degree of homogeneity of the industry competitive situation, dell's sports industry in line with the trend of life, extreme sports as the carrier, the interpretation of freedom and vitality, challenge beyond the spirit of the brand; to show the trend of the streets, highlighting the young, cool brand personality , qingli build the trend of china's sports life industry brand.
second, comprehensive analysis
third, the development of internal:
(1), the spirit of enterprise
del hui-footwear co., ltd. uphold the "quality of survival, the credibility of development" business ideas, the implementation of brand strategy. del hui people soberly aware that only build first-class brand, first-class corporate culture, is the magic weapon of the modern enterprise. the company has always been adhering to the people-oriented, and create a family atmosphere, to build a warm home management philosophy, in the company to create a relaxed, friendly and honest human environment, creating a humanistic concern, mutual trust between employees, between upper and lower barrier-free communication, leading cadres mutual exchange of views of the harmonious atmosphere, in order to promote the harmonious development of modern enterprise family culture to build a platform. the company has nearly 10,000 square meters of cultural venues, including medical rooms, libraries, table tennis room, basketball courts and other places, to facilitate staff to carry out amateur sports activities, and the purchase of table tennis, color tv sound, vcd and other equipment,activities of the normal development to provide a guarantee; investment of several hundred thousand yuan on the staff canteen conducted a comprehensive renovation and transformation. each year with "51", "11"
and other holidays, organized by the staff basketball, table tennis, poker games, chess gamesand other activities, greatly enriched the amateur cultural life of company also pay attention to labor protection, caring for the health of employees and so on. company employees also reflected in the care of the conscious attention to meet the psychological and spiritual needs of employees. the company regularly selected a number of outstanding awards in recognition of employees, loyal employees, advanced technical staff and other activities, greatly stimulated the staff love the enterprise, love the work of enthusiasm and promote the harmonious development of enterprises, and have been higher authorities as advanced grass-roots level trade unions, workers advanced enterprises, advanced grass-roots party organizations such as a number of honorary titles.
after more than 20 years of del hui people's efforts, the company in 1999 was "well-known trademarks in quanzhou city," the title in 20xx was named fujian famous brand and brand-name products in fujian in early 20xx, and in 20xx and 20xx for two consecutive years was awarded as "double excellence enterprise award" by china association of enterprises with foreign investment. in 20xx, it was appraised as the "national exemption product quality" by china quality inspection and quarantine administration. in 20xx, it was awarded "china famous trademark" and "china famous brand product "of the honorary title.
(2), e-commerce in 20xx, the company identified the development of e-commerce channel development strategy. after a period of careful preparation, the company decided to officially landed e-commerce in 20xx.1.8 to del hui taobao official flagship store as a breakthrough, started dell e-commerce first battle. the market speaks on the k is a brand to the rapid development of the guarantee. del hui's market correction is from 20xx, gradually from the wholesale market to the retail market, is the brand building needs, but also the brand to mature an important step in the overall layout of the head office, the number of retail outlets is our 20xx year in the network construction of the rigid targets in various provinces and cities nationwide, in line with the principle of point to point in a very short period of time, 3500 retail outlets to build up, in this process, we almost did not take any detours.
(3), sales channels
integrated sporting goods enterprises, is committed to sports shoes and accessories and research and development, production and marketing, is committed to providing chinese consumers with fashion sports life equipment, and establish a comprehensive quality management, scientific brand marketing, mature sales network and efficient after - sales service system. sales network, is an important factor in the development of the brand. del hui in the next year or two, while ensuring the basic security of the network, it will strive to establish an orderly operation, point and surface layout of the appropriate network system.
(4) the attitude of stability and progress
into 20xx, del-hui companies stressed the importance of ensuring the number of retail networks at the same time, vigorously strengthen the quality of the retail network, store image as an important symbol of high-quality retail network. del hui in a very short period of time, introduced the image of del-mei store standards, with this specification, so that dealers have a basis around, sichuan, nanchang, quanzhou, changchun flagship stores have been established, del hui's image has been obvious . with the growing maturity of the brand, del benefits on the brand image of a more in-depth understanding of the surface of the vigorous, it is better to do some practical things down. in fact, to win the maximum profit, is the most convincing image, unrealistic to establish the image of the store over the standard, and finally make ends meet, difficult to support, hastily withdraw troops, this is a blow to the confidence of dealers, the impact of the brand will be very profound. therefore, del hui company stressed that where to build shops, build a large number of stores, input-output ratio is much ... these problems should have a scientific and objective demonstration process, not hastily launched.
(5), enterprise competitiveness
as the special development of jinjiang, most of the lack of corporate management personnel, the original management tools, management concepts backward, management has become the "bottleneck" of enterprise development. into the brand competition is an important stage, many companies recognize that the management level will be involved in the competition and win the competition is a crucial factor. mature enterprises need to have a reasonable core of the spirit. management is an important condition for the formation of the spirit of enterprise. as a sporting goods company, with the spirit of sporting spirit of the corporate philosophy, corporate culture even more indispensable. for del hui, we can learn from the example of their ten years, or even decades of exploratory business practice for us to explore a successful management experience. quality management, talent management, production management, customer management, financial management, logistics management, information management, etc. must be coordinated development, not neglected. comprehensive strength is our guarantee for sustainable development.
fourth, external factors
(1) celebrity endorsement
delve chinese famous brand ------ by the superstar "jay chou" image endorsement; full three-dimensional advertising investment, advertising including cctv, local television, entertainment, sports and so on. del hui and jay chou and other stars through a number of entertainment programs and closely linked to social hot events in the movement elements on the basis of adding fashion, entertainment, leisure and other trend elements, the formation of the most differentiated product positioning, segment competitors, from the same quality competition come to the fore.
(2) china national mountaineering team official strategic partner (3) reshape the brand and the olympic business opportunities
after the spring festival in 20xx, the chinese veteran class sports brand del hui logo, advertising language, brand english name and so quietly changed. these are just a prelude to dell's brand promotion strategy. this year, del hui will set off a continuous three-year brand to enhance the storm, and all this goal, will point to the 20xx beijing olympic games to bring sports opportunities.
in the process of brand strategy promotion for del hui, we found that shaping a strong brand to promote the development of enterprises to avoid price war and improve the premium, is the inevitable choice of sports shoes enterprises.
heavy advertising packaging, light brand overall strategy has been a major weakness of chinese enterprises. as a veteran of the chinese sports brand, del hui did not indulge in recent years to achieve results, recognizing the current crisis situation. from 20xx onwards, according to the new brand strategy planning, del hui from the brand, marketing, human resources, terminal market, graphic design, space design, production management and other seven aspects of integration, and around the brand awareness, image and other eight aspects promotion.
one of the most intuitive performance is, del hui's advertising content has changed: the original english name for the branding of the alphabet "deerhui" into "deer-way", advertising language "my personality" also replaced the "on the
way. logo english culture, will be the development trend of local brands and trends, the new english name is also more international, fashion sense, trust and sense of quality, is conducive to improving the brand's premium capabilities. further reflect the brand positioning and core values, is conducive to the continuous improvement of brand image.
this year, del hui plans to add more than 700 stores, will use all the new decoration style. according to industry practice, a brand every two to three years, will store the store to upgrade the style, or even a face-lift. from the beginning of this year, del hui plans to use 3 years, the 2,000 stores across the country to gradually replace the new look.
(4), according to the flavor of the times, in the development of change
speaking of why such a huge investment in human and material resources, the implementation of such a huge brand promotion strategy, del hui brand spokesman explained that the international sports brand, always according to different times breath, and constantly on the original meaning of the brand new upgrade and interpretation . in fact, with the arrival of the 20xx beijing olympics, the entire industry in the past two years in the rapid development of adjustment, the international brand from the raging, the domestic brands are constantly progress and enhance. if you do not grasp this opportunity, with the olympic sports craze fade, this golden opportunity will be difficult to have. from the wholesale market fade out, is a painful choice, which means that part of the vested interest to give up, wholesale is a double-edged sword, simple process, you can put profits into the bag, and brand value in the process serious damage, because the laissez-faire of the terminal, wholesale sales of a serious shackles of brand consolidation and expansion. del hui company to take the principle of walking on two legs, the use of geographical advantage in wholesale, while efforts to develop stores, shopping malls into the counter, to june 20xx statistics, dell retail network has covered 85% of the local area. the formation of the retail network for dell's brand promotion to create the basic conditions.
v. summary
a hard work, a harvest. del hui to a placid calm and steady, quietly tapping the potential in the sneakers market, and has made gratifying achievements. del hui has access to the best image of chinese enterprises aaa level, china international leisure products and technology exhibition gold award. 95 years was named hundreds of millions of people's favorite products - footwear gold award. 99 years, "china quality miles," the quality of fixed-line activities of the unit, in 20xx was named the famous brand in fujian province, access to changsha sports expo business, showing two gold medals. in the future development of the new milestone, del hui group will work together to continuously improve the internal management and brand management mechanism. as always, adhere to the brand development of the road, in order to continuously accelerate and expand the implementation of dell brand strategy, and strive to open up and innovation.
德尔惠广告 on the way篇四
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德尔惠广告 on the way篇五
1, unique extraordinary, to create extraordinary
2, moonlight to create a warm and charming world
3, for the world tim glory
4, expanding high-definition vision, the pursuit of a wider realm
5, science and technology to light life, saving cast wealth
6, after dusk, true color still
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11, professional is the winner
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13, wonderful world, colorful presentation
14, as one dedicated to the pursuit of excellence in science and technology, his hands presented in good faith to create brilliant
15, to win the professional quality of the market, at a reasonable price rate first
