• Defining distinctive positioning, value proposition, and brand personality to stand out in the category.

• Identifying high-value segments and designing brand-led growth strategies for each.

BBrand Portfolio & Architecture

模块二：品牌组合与架构

Core Issues / 核心议题: Brand Portfolio（品牌组合） · Brand Architecture（品牌架构） · Acquisition & Divestiture（并购与剥离）
Clarifying which brands to grow, fix, or exit.
厘清哪些品牌该投资、整改，还是退出。

• Portfolio Optimization / 组合优化:
• Evaluating brand performance and strategic fit to decide invest / maintain / reposition / divest.
• 评估品牌表现与战略契合度，决定投资/维持/重新定位/剥离。
• Brand Architecture Design / 品牌架构设计:
• Designing branded house / house of brands / hybrid structures to clarify roles and reduce cannibalization.
• 设计单一品牌、多品牌或混合架构，明确各品牌角色并减少内部蚕食。
• M&A Brand Integration / 并购后品牌整合:
• Aligning brand portfolios and architectures after M&A to capture synergies and avoid market confusion.

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Brand Experience & Activation

模块三：品牌体验与激活

Core Issues / 核心议题: Customer Experience（客户体验） · Integrated Activation（整合营销） · Employer Brand（雇主品牌）
Turning brand strategy into felt experiences in every touchpoint.
把品牌战略变成在每个触点可感知的体验。

• Customer Journey Branding / 客户旅程品牌化:
• Embedding brand differentiators into every touchpoint: from app UX to retail environment and service scripts.
• 将品牌差异点植入每个触点：从App体验、零售环境到服务话术。
• Campaign & Content Strategy / 营销战役与内容策略:
• Designing integrated campaigns that build brand equity while driving short-term sales.
• 设计既能累积品牌资产、又能拉动短期销售的整合营销战役。
• Employer Branding / 雇主品牌:
• Building an employer brand that attracts top talent and amplifies the corporate brand.

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Brand Analytics & Valuation

模块四：品牌分析与估值

Core Issues / 核心议题: Brand Equity Measurement（品牌资产衡量） · Brand Valuation（品牌估值） · ROI on Marketing（营销ROI）
Measuring what matters—turning brand from a cost center to a measured asset.
衡量关键指标——把品牌从成本中心变成可衡量的资产。

• Brand Equity Tracking / 品牌资产追踪:
• Designing tracking systems for awareness, consideration, preference, and loyalty.
• 设计知名度、考虑度、偏好度与忠诚度等指标的品牌追踪体系。
• Brand Valuation for M&A & Reporting / 并购与报告用品牌估值:
• Valuing brands for deal pricing, PPA, and internal reporting.
• 为交易定价、收购价分摊（PPA）及内部报告进行品牌估值。
• Marketing ROI & Attribution / 营销ROI与归因:
• Linking brand investments to business outcomes: customer acquisition, pricing power, and CLV.

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