奥美培训-建立品牌的10大步骤

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1、Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,,,*,建立品,牌,牌的10大步,骤,骤,TenStepstoBrandBuilding,,,世界级,品,品牌(2000),,可口可,乐,乐,微软,IBM,英特尔,诺基亚,,通用电,器,器,福特汽,车,车,迪斯尼,麦当劳,AT&T,,-,Interbrand:,世界最,有,有价值,品,品牌研,究,究 2000,,,品牌力,量,量,评,估范,畴,,品牌重,量,量,(,

2、BrandWeight),品牌长,度,度,(,BrandLength),品牌宽,度,度,(,BrandBreadth),品牌深,度,度,(,BrandDepth),,,形成品,牌,牌的原,料,料,具体面,－,－,重量,促销,运送车外貌,,品牌占有,旁白,色彩,销售文件,媒体环境,质地,直效行销,员工制服,通路,广告,电话礼貌,价格,字体,抱怨处理,竞争者,音乐,招牌,,,形成品,牌,牌的原,料,料,抽象面,－,－,*,使用者,如,如何接,近,近品牌,* 他,们,们使用,时,时的日,常,常经验,* 友,谊,谊与感,受,受,* 想,法,法与态,度,度,* 需,求,求与欲,求,求,,,,品牌三,大,

3、大核心,真,真象,,强势品,牌,牌的资,产,产，经,年,年累月,赢,赢取而,来,来,绝非,一,一夕之,间,间购买,所,所得。,品牌化,不,不是名,称,称化，,是,是消费,者,者经验,的,的总合,。,。,品牌是“一对,众,”讯息,的,的缩写,，,，如今,进,进入“,一,一对一,”,”世界,。,。,,,品牌建,立,立需经,年,年累月,Source: Interbrand,全球50大品,牌,牌的上,市,市时间,,,,品牌的,领,领域在,哪,哪里？,在6英寸宽,,,,神秘的空间内,,,,建立品,牌,牌的10大步,骤,骤,TenStepstoBrandBuilding,,,步骤1:Step 1:,了解产

4、,业,业环境,确,确认,自,自己的,强,强弱点,决,决定,“,“核心,”,”生意,Understand theindustryenvironmentIdentifyyour strengthsandweaknessesDecideyourcore business,,,,,,现有公,司,司间的,竞,竞争,产业,竞,竞争,的,的五,大,大作,用,用力,客户,供应,商,商,产业,竞,竞争,的,的五,大,大作,用,用力,新加,入,入者,的,的威,胁,胁,客户,的,的,议价,力,力量,供应,商,商的,议价,力,力量,替代,品,品或,服务,的,的威,胁,胁,产业,竞,竞争,者,者,替代,品,品,潜在,新

5、,新进,者,者,,,根据,自,自己,的,的强,点,点,,发,发展,竞,竞争,者,者不,易,易赶,上,上的,差,差异,Developyourcompetitiveedgebasedonyourownstrengths,相对,性,性的,优,优点,Comparativeadvantage,竞争,性,性的,优,优点,Competitiveadvantage,竞争,优,优势,Competitiveedge,,,,企业,成,成功,的,的6,大,大元,素,素,CorporateSuccess:6KeyFactors,1.,策,策略,性,性定,位,位,Strategicpositioning,2.,清,清楚,

6、的,的焦,点,点,Clearfocus,3.,回,回应,挑,挑战,的,的能,力,力,Capabilitytorespondtochallenges,,,企业,成,成功,的,的6,大,大元,素,素(,续,续),CorporateSuccess:6KeyFactors(Cont.),,4.,回,回,馈,馈系,统,统,Feedbacksystem,5.,速,速,度,度及,弹,弹性,Speedandflexibility,6.,企,企,业,业文,化,化,Corporateculture,,,,步骤2:Step2:,形成,企,企业,长,长远,发,发展,目,目标,及,及,可,可操,作,作的,价,价值,观,

7、观(,文,文化),确,确认,长,长期,的,的基,本,本策,略,略,Formthelong-termcorporatedevelopmentgoalsandoperationalvaluesIdentifylong-termstrategies,,,核心,意,意识,—核心价,值,值,—核心使,命,命,所预见的,未,未来,—至少,10,年的大胆,目标,—生动而,清,清楚的,描述,CoreIdeology,- Core value,- Core purpose,Perceived Future10yearBHAG,(Big, Hairy,Audacious Goal),Vivid descripti

8、on ofit.,(James Collins &Jerry Porras),,,领导层的,共,共识Management Consensus,步骤 3:Step 3:,完整的企,业,业识别,形,形成维护,管,管理系统,Establish acompletecorporateidentitymanagement system,,,多少员工,知,知道企业,的,的长远目,标,标?,Howmanyemployees are fullyaware of the corporategoals?,企业的价,值,值观,(,文化或行,为,为准则,),是什麽?,多,多少人,讲,讲得出来,？,？做得出,来,来

9、？,Whatisourculture(orthebehaviornorm ofthecompany)?,主管单位,知,知道我们,的,的企图吗?,Doesthegovernmentknowwhat wearetryingto do?,,,供应商或,经,经销商知,道,道我们是,个,个什麽样,的,的公司吗?,Do our suppliersorourdealersknowwhat kind of company weare?,顾客怎么,看,看我们的,企,企业形象,？,？,Howdo the customersseeourcorporate image?,有系统的,维,维护企业,形,形象,System

10、atically maintaincorporate image.,,,步骤 4:Step 4:,确认品牌,与,与消费者,的,的关系,Identifytherelationship between the brandandconsumers,,,,品牌的联,想,想是什麽,？,？,Brand association,品牌提供,的,的价值是,什,什麽？,Brand values,情感的关,系,系是什麽,？,？,Affinitywith consumers,是否有品,牌,牌资产？,Brand equity,组织内部,是,是否有共,识,识的形成,？,？,Internalconsensus,,,品牌参

11、与,度,度有所不,同,同,功能,: “它,的,的功能相,当,当不错”,存在,: “我,知,知道它”,最强劲,最脆弱,优点,: “它,做,做得比较,好,好”,相关,: “它,是,是像我这,样,样的人用,的,的”,联结,: “这,是,是我的品,牌,牌”,BRANDZ,™,THEWPPBRAND EQUITYSTUDY,,,步骤 5:Step 5:,品牌策略/品牌识,别,别,Brand strategy /brand identity,,,多品牌或,是,是单一品,牌,牌策略？,Multi Brand/ SingleBrand Strategy,是,MegaBrand,或是,Niche Brand,

12、？,MegaBrand /Niche Brand,是母体品,牌,牌或是副,品,品牌？,Mother Brand/ Sub-brand,是企业品,牌,牌或是产,品,品品牌?,Corporate Brand/ Product Brand,,,品牌识别,系,系统是否,完,完整？,Brand Identity /Packaging,,是否有品,牌,牌识别规,范,范手册来,维,维护？,Brand Identity /Standard Handbook,,,步骤 6:Step 6:,品牌责任,归,归属组,织,织运作,Brand responsibilityOrganization,Operation,

13、,,作业语言,的,的统一(,思,思考工具)，讲一,样,样的话,Unite the operational language (thinkingtools),品牌管理,系,系统,Brand managementsystem,(品牌识,别,别手册/,企,企业识别,手,手册),(Brand identityhandbook/ corporateidentity handbook),,,行销/业,务,务/传播,功,功能的整,合,合,Integrate marketing,sales,andcommunications.,总裁/副,总,总裁带队,(,清楚的决,策,策流程,),By president/

14、vice-president (cleardecision-makingprocess),信息科技,的,的协助,InformationTechnology (IT),培训,Training,,,步骤 7:Step 7:,360°,整,整合行销,传,传播计划,及,及执行,360degree planningforintegrated marketing, communications&implementation,,,,品牌资产,的,的建立,形象,商誉,产品,消费者,视觉,销售渠道,,,Moment of Truth,,确保我们,的,的品牌与,消,消费者的,每,每个接触,点,点,都传,达,达一

15、致及,有,有效的讯,息,息.,Ensure all brandcontacts are deliveringconsistentandeffective messages.,,,包括,产,品,品的使用,店头阵,列,列,广告,传单,,经,经销商会,议,议,赞助,活,活动,记,者,者采访,,电,电话抱怨,展览,会,会场的解,说,说员,员,工,工的家属...,…,…,,Thisincludes product inserts, POS displays,advertising, leaflets,sponsorshipevents,andmedia interviews......,,,整合行销,传

16、,传播Integrated MarketingCommunications,长期代理,商,商的伙伴,关,关系Long-termpartnershipwith your agencies,,,步骤 8:Step 8:,直接接触,消,消费者,持,持续记录,建,建立活,的,的客户资,料,料库不,断,断养成品,牌,牌忠诚度,Buildingbrand loyalty -byestablishinga customerdatabaseandupdating records continuously,,,20/80,法,则,则,20/80rules,取,得,得,新,新,客,客,户,户,的,的,成,

17、成,本,本,Costofacquiringnewcustomer,口,传,传,效,效,果,果,Wordofmouth,,,客,户,户,关,关,系,系,管,管,理,理,CRM-2,个,驱,驱,动,动,力,力,数,量,量,在,传,传,播,播,渠,渠,道,道,增,长,长,的,的,同,同,时,时,,,很,很,多,多,厂,厂,商,商,面,面,对,对,管,管,理,理,数,数,量,量,迅,猛,猛,增,增,加,加,的,客,客,户,户,和,和,客,客,户,户,数,数,据,据,库,库,的,的,需,需,要,要,,成,本,本,为,了,了,达,达,到,到,这,这,一,一,点,点,,就,就,必,必,须,须,要,要,在,在

18、,加,加,快,快,完,完,成,成,每,每,次,次,交,交,易,易,,提,提,供,供,服,服,务,务,,和,和,处,处,理,理,投,投,诉,诉,的,的,时,时,候,候,降,降,低,低,接,接,触,触,的,的,成,成,本,本.,,,,,,,,,,,,,,,,,,,,,客,户,户,关,关,系,系,管,管,理,理,原,原,则,则-,消,费,费,者,者,终,终,身,身,价,价,值,值,单,一,一,客,客,户,户,创,创,造,造,的,的,价,价,值,值,获,取,取,消,消,费,费,者,者,的,的,成,成,本,本,发,展,展,与,与,保,保,持,持,消,消,费,费,者,者,的,的,成,成,本,本,推,荐,荐

19、,交,叉,叉,购,购,买,买,新,购,购,买,买,量,量,基,础,础,购,购,买,买,量,量,升,级,级,购,购,买,买,资,产,产,增,增,长,长,的,的,驱,驱,动,动,力,力,时,间,间,,,步,骤,骤9:Step9:,建,立,立,评,评,估,估,系,系,统,统,追,追,踪,踪,品,品,牌,牌,资,资,产,产,Trackingbrandequity,,,,调,查,查,方,方,法,法,Methodology,何,时,时,评,评,估,估,Reviewcycle,了,解,解,品,品,牌,牌,资,资,产,产,的,的,变,变,化,化,Whatisyourbrandequity?,检,视,视,行,行

20、,销,销,传,传,播,播,计,计,划,划,的,的,根,根,据,据,Basicreviewofmarketingcommunicationplan,,,,步,骤,骤10:Step10:,投,资,资,品,品,牌,牌,持,持,续,续,一,一,致,致,,不,不,轻,轻,易,易,改,改,变,变,Investinbrandconsistentlyovertime,,,,我,们,们,经,经,常,常,看,看,到,到,的,的...,有,钱,钱,就,就,投,投,，,，,没,没,钱,钱,就,就,不,不,投,投;,新,老,老,板,板,不,不,喜,喜,欢,欢,这,这,个,个logo,；,；,把,钱,钱,花,花,在,在,

21、媒,媒,体,体,的,的,购,购,买,买,上,上,，,，,总,总,有,有,人,人,看,看,见,见,，,，,好,好,过,过,给,给,代,代,理,理,商,商,赚,赚,去,去,；,；,。,。,。,。,。,,,持,续,续,投,投,资,资,在,在,品,品,牌,牌,的,的,建,建,立,立,上,上,,尽,尽,管,管,在,在,财,财,务,务,或,或,景,景,气,气,困,困,难,难,时,时,。,。,Continueinvestinginbrandsevenwhenthefinancialgoalsarenotbeingmet.,避免换个领,导,导人,换个,品,品牌策略,,换,换个广 告,公,公司,换支,广,广告影片。,Avoidthemindset ofchange the manager,change the brand strategy, changethe advertisingcompany,change thecommercials?,,,