- 轻品牌项目背景介绍
一、企业为什么想做品牌塑造
- 品牌升级, 希望提高品牌形象、品牌竞争力;
- 增加企业的业务模式, OEM卷价格战维系老客户,OBM发展小B客户;
- 降低大客户业务风险, 丰富企业的客户类型, 大客户小客户中型客户多重保障;
二、企业在品牌塑造过程中遇到的问题
- 找不到合适的专业团队
- 之前的品牌内容做好无法落地
- 没有海外本土化的品牌专家
- 品牌塑造过程中涉及商标注册等非常多的细分专业问题需要资源型服务商协助
- 大部分的4A广告团队仅负责内容塑造, 缺少从“内容塑造-渠道搭建-品牌营销-品牌销售”的全局经验,导致品牌高大上但无法落地执行.
- 企业品牌形象前后对比
品牌塑造前
旧品牌身份
- 品牌愿景：For sustainable development of the earth
- 品牌任务：To be a leader in electric personal mobility
- 品牌价值：Keep own idea Leave others say
旧品牌介绍
品牌塑造后
新品牌身份
- 品牌Slogan：Creating a Future With Thinking
- 品牌愿景：Help The World Through Futuristic Thinking
- 品牌任务：We want to build a community who share our principles of futuristic thinking, togetherness and community and user focused design to create a better world.
- 品牌价值：
FUTURISM
Create with the future in mind. Long-term vision, thinking and innovation.
TOGETHERNESS
Communities build better worlds. Covenience, environment and people.
USER FOCUSED DESIGN
Precision, minimalism, simplicity and function defines how we create at Kugoo.
新品牌故事
When a team of innovators, creators, helpers and thinkers come together special things can happen. Kugoo is an e-scooters brand but to be frank with you, we’re much more than that.
When we created Kugoo we had a vision of helping the world. We wanted to be an inspiration for change in the community, environment and just be an active instrument of dynamism in peoples lives. We’re thinkers, believers and most importantly futurists.
When you think of Kugoo, think of a community of forward-thinking individuals dedicated to making a difference.
- 企业品牌增长趋势
- 企业品牌手册
1.Logo&Icon应用规范
2.媒体素材应用参考
