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umenci

oĞü – Ğü menta konsu

relewantno waĪnoĞ dla konsum markaci

ywnoĞü – woĞü nienia konkuren

dystynkty moĪli wyróĪn k

kluczowe kompetencje, przewagi konk., wyróĪniki pole kompetencji, kategoria

wsparcie wsparcie grupa docelowa

postawa, insight

korzyĞci: racjonalne i emocjonalne warto ci

osobowoĞü Ğ

esencja

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STRATEGIA STRATEGIA

MARKI

istota i unikalnoĞü marki:

• esencja markiesencja marki

• osobowoĞü marki

• wartoĞci

• pozycjonowanie

• unikatowa propozycja

d (USP)

sprzedaĪowa (USP)

STRATEGIA KOMUNIKACJI MARKI

przekaz marki:

• wymiar sáowny (nazwa, slogan, kod jĊzykowy marki – tone of voice)

• wymiar graficzny (systemwymiar graficzny (system identyfikacji wizualnej, reklama wizualna)

• relacje wewnĊtrzne i zewnĊtrzne

STRATEGIA REKLAMOWA

PLAN POZOSTAàYCH DZIAàAē KOMUNIK.

PLAN DZIAàAē PR

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