「视界广告机构」
是一家拥有经验丰富专业从事于企业品牌整合和推广的广告公司。自2000年创立以来，始终坚持以市场调研为基础，以“专业，创造品牌价值”为服务理念，以“一切都是为了销售”为服务宗旨的广告机构。为企、事业单位提供国际化、专业化、个性化的服务。

视界语录：
不可过分理性。广告学并非逻辑学，它只与受众群体的情感、联想、印象有关！

如何打造您的品牌?
How to forge your brand?

品牌诊断：
在品牌打造之前，我们需要了解我们是谁？我们能做什么？我们在哪一行业或领域？我们的优势与劣势？了解我们处于何种位置，这就是品牌诊断的目的，只有如此，我们才能为品牌的定位和品牌战略的实施提供明确并正确的方向。品牌诊断要从企业的硬件、软件资源整合、行业特色、商业环境、竞争者、消费者认知、传播策略等多方面进行。

Brand diagnose:
Before forging the brand, we need to know who we are, what we can do, to which industry we belong, what are our advantages and disadvantages and in which position we are. This is the purpose of brand diagnose. Only after doing so, we could indicate a clear and correction direction for the brand positioning and the implement of brand strategy. Brand diagnose should be carry out at the aspects of resource conformity of enterprise's hardware and software, industry characteristics, commercial environment, competitors, consumers' recognition and transmission strategy.

品牌承诺：
品牌承诺就是一个品牌给消费者的所有保证。品牌承诺包含产品承诺，又高于产品承诺。一个整体的产品概念包括三个方面：核心产品、形式产品、延伸产品，一个产品在这三个方面的标准就是产品承诺。
西门子的冰箱完全可以达到让食物保鲜（核心产品承诺），在包装设计上非常美观、体积小、重量轻等（形式产品承诺），在售后服务体系健全，让消费者放心等（附加产品承诺）。一个品牌产品，必须做到所有的产品承诺。但这些还不够，品牌还有一个更为重要的承诺，就是精神承诺。可口可乐和其他的碳酸饮料一样，其核心价值是为了解渴。但如果只是为了解渴，为什么那么多人只选择可口可乐？如果可口可乐从一开始就宣传自己是"最解渴的汽水"，相信它还只是一个汽水产品，而不是世界上最著名的品牌之一。事实上，可口可乐百年以来一直向大家讲述这样的理念：可口可乐不分年龄、性别、种族、职业，都能给大家带来激情和活力，因此，喝可口可乐，其实是为了拥有激情和活力的感觉。品牌承诺的核心不是产品承诺，而是更为深层次的精神承诺。精神承诺以产品承诺为根基，它的主要意义在于，使品牌在不同时间、用不同的方式持续的和消费者沟通，并产生情感的共鸣，从而使产品具有更广泛的意义。品牌承诺不仅是要告诉消费者，我们的产品或者服务与别人比有何与众不同，更重要的是我们如何履行我们的承诺，使这些保证真正的让消费者感知和认可。就此意义上而言，品牌承诺的履行更为重要。

Brand promise:
Brand promise is all guarantees that a brand promises to consumers. Brand promise consists of product promise but not limited to product promise. The concept of a whole product consists of three parts: core product, format product and extended product. The standards of a product at the three parts are product promise. A refrigerator of Siemens can make food fresh (core product promise). The package design is very beautiful and small in size and light in weight (format product promise). And the good after-sale services can make consumers release (supplementary product promise). A brand product must keep all product promises. But these are not sufficient. The brand has a more important promise, i.e. spirit promise. Similar to other carbonic acid drinks, the core value of Coca Cola is to satisfy people's thirst. But if it is only for satisfying people's thirst, why so many people choose Coca Cola only? If from the very beginning, Coca Cola promoted itself as "the carbonated drink that satisfying thirst best", we can believe that it can not be one of the most famous brands in the world but only a carbonated drink product. In fact, for hundred years, Coca Cola keeps on telling us an idea that regardless of age, sex, race and career, Coca Cola can bring people enthusiasm and energy. So, drinking Coca Cola is for the sense of possessing of enthusiasm and energy. The core of brand promise is not product promise but spirit promise in a further level. Spirit promise is on the base of product promise. Its significance is to communicate continuously with consumers at different time and by different ways and to get a resonance of feeling so that the product could get a wider meaning. Brand promise tells consumers not only how our products or services are different from others but also how we keep our promises and makes consumers feel and recognize these guarantees. At this aspect, the implementation of brand promise becomes more important.

品牌规划：
如果说品牌承诺是品牌打造的原则和精神大旗，那么，品牌规划则是品牌打造的设计蓝图。就像建造一幢摩天大厦一样，无论我们所描绘的摩天大厦如何令人振奋，但没有设计图纸和结构分析，第一块砖的堆砌都无从谈起的。现在，让我们看看品牌规划的设计图上都有哪些东西！

Brand planning:
If brand promise is the principle and a flag of spirit for brand forging, brand planning is the blueprint of brand forging. When we make a skyscraper, no matter how exciting the skyscraper we described is, we can't talk about it for putting the first brick if there is no design drawing and structure analysis. Now, let us see what the design drawing of brand planning contains!

品牌打造实施：
让品牌规划成为现实，让品牌设计蓝图成为真正的摩天大厦，需要从品牌的一砖一瓦开始，构建品牌。品牌实施就是执行过程，如果没有正确的意识，没有实施的决心，品牌的打造会最终毁于实施。再美丽的、理性的设想都终究只是设想，只有完全的实施才能带来真正的结果。

Implementation of brand forging:
To realize brand planning and let the blue print of brand design become a real skyscraper, we should set up the brand by the bricks of brand. Brand implementation is a process of execution. Without correct sense and without the decision of implementation, brand forging will be destroyed in the implementation. Any beautiful and reasonable imagines are imagines only. Only the complete implementation can bring a real result.

培育品牌文化：
培育品牌文化，就是要所有的企业人甚至企业的合作伙伴都从心底认同品牌文化的理念，对品牌特色、理念、行为加深认识，并不断提高自身的能力更好的履行品牌承诺，从而为品牌打造做出贡献。只有不断和消费者的需求保持同步，增加品牌的魅力。

Breeding brand culture:
Breeding brand culture is to let all enterprise people, even its partners, identify from their hearts with the idea of brand culture, strengthen the cognition to brand character, idea and behavior and keep on improve themselves to perform better brand promise so that they may contribute to brand forging. Only keeping in phase with the needs of consumers, the charm of brand can be enriched.

构建品牌优势：
大多数消费者希望购买有品牌的商品，但他们也同时对企业所做的品牌承诺表示怀疑，这是任何品牌都无法回避的矛盾。因此，打造了一个新品牌，更要建立他的优势。构建品牌优势最核心之处在于要从不同层面用事实证明企业在非常好的履行着自己的品牌承诺。

Set up brand advantages:
Most of consumers hope to purchase brand commodities. But at the same time, they doubt about the brand promise given by the enterprise. This is the conflict that any brands cannot slide over. So, when forging a new brand, it is necessary to set up its advantages. The core of setting up brand advantages is to convince by fact from different sides that the enterprise is carrying out its brand promise very well.