冈崎茂生先生演讲

*,*, 書式設定, 書式設定,第 2 ,第 3 ,第 4 ,第 5 ,*,*, 書式設定, 書式設定,第 2 ,第 3 ,第 4 ,第 5 ,*,*,*,*,September 25, 2009,Shigeo Okazaki,冈崎茂生,Visionary Branding,创视界的品牌构筑,Shigeo Okazaki,冈崎茂生,Adjunct Professor of Marketing, Chulalongkorn University,Executive Brand Consultant / Managing Director,Strategic Resource Center, Beijing Dentsu Advertising,Handout materials: For academic use only,1,Seminar (1),Why brand?,为什么要构筑品牌？,2,Marketing Managers Are Pressured for Short-term Success,市场经理们承受着短期盈利的压力,“We are held responsible for day-to-day,sales and profits.”,我们要负责每天的销售和盈利。,“ You all fuss about branding, but does,brand-building really drive sales?”,你们总是强调品牌，可是品牌真的能够带动销售吗？,“ If you prove to me that brand boosts,my daily sales, then I will invest my,money more actively in brand-building.”,除非你能够证明品牌能够提高我的日营业额，我才会,考虑在品牌上投更多的钱。,Typical remarks by brand managers,with bottom-line responsibility,需要对公司成本负责的品牌经理们的典型问题,3,Are They Really Incompatible?,鱼和熊掌真的不能兼得吗？,Marketing,市场营销,Branding,品牌构筑,4,Copyright 2008 DENTSU INC. All rights reserved.,5,Marketing and Branding,市场营销与品牌构筑,Branding,品牌构筑,Marketing,市场营销,Driver,推动力,Driver,推动力,Organization,组织,Corporate,Function,企业总部功能,Business,unit function,事业部功能,Objective,目标,Optimize,stakeholder,attitude as,long-term,Asset,优化利益相关者,对公司愿景的预期,Maximize,profit over,short to,mid-term,中短期收益最大化,Focus,关注点,Share vision,and values,among,Stakeholders,与利益相关者,分享愿景与价值观,Change,consumer,behavior,via 4Ps,通过,4P,改变,消费者行为,5,Marketing and Branding,市场营销与品牌构筑,Real-time operation,实时操控,Problem-solving,解决问题,Forward-looking,远见卓识,Opportunity-focused,着眼机会,Branding,品牌构筑,Marketing,市场营销,Driver,推动力,Driver,推动力,6,Purchase,Intention,购买意向,Brand,Perception,品牌认知,Connecting Branding and Marketing,连接品牌构筑与市场营销,7,A strong brand,一个强大的品牌,Sells more,卖得更多,Sells longer,卖得更久,Sells at higher price,卖得更贵,Brand Boosts Purchase Intention,品牌提升购买意向,Purchase,Intention,购买意向,Recommended to others,推荐给他人,Line extension easier,产品线更容易延伸,Brand,Value,品牌,价值点,Brand,Contact,品牌,接触点,Consumer Perception,消费者认知,0.85,0.73,0.44,0.37,Figures represent simple correlation scores,数据反映的是简单相关系数,Source: Bkat2006 survey in Tokyo with 290 brands,来源：,Bkat2006,调研，东京，针对,290,个品牌,8,Brand,Contact,Points,品牌接触点,Purchase,Intention,购买意向,Brand,Power,品牌力,Brand,Value,品牌价值点,Brand-building Roadmap:,Branding toward enhanced marketing results,品牌构筑路线图：,朝着提升市场营销成果的方向构筑品牌,Brand Perception Drives Marketing,品牌驱动市场营销,9,Brand Perception Drives Marketing,品牌认知概念推动市场营销,Purchase,Intent,购买意向,Reliability,可靠的,Stores,商店,Users,用户,Reputation,声誉,Leadership,领导力,Relevance,相关性,Use,Experience,使用经验,WOM,口碑,Confidence,信心,Sophistication,熟练的,Maturity,成熟的,Product,产品,Saw Users,其他顾客,Vitality,有活力的,Exceed,Expectations,出乎意料的,News/,Articles,新闻,10,Purchase,Intent,购买意向,Vitality,活力,Maturity,成熟,Ads,广告,Customer,顾客,Design,设计,Leadership,领导力,Vision,愿景,Reputation,声誉,Quality,质量,Technology,科技,NP Ads,报纸广告,Mag Ads,杂志广告,Showroom,展厅,WOM,口碑,Car Mags,汽车杂志,Relevance,相关性,News/,Articles,新闻,Brand Perception Drives Marketing,品牌概念推动市场营销,11,A strong brand,一个强大的品牌,Sells more,卖得更多,Sells longer,卖得更久,Sells at higher price,卖得更贵,Brand Boosts Purchase Intention,品牌提升购买意向,Purchase,Intention,购买意向,Recommended to others,推荐给他人,Line extension easier,产品线更容易延伸,Brand,Value,品牌,价值点,Brand,Contact,品牌,接触点,Consumer Perception,消费者认知,0.85,0.73,0.44,0.37,Figures represent simple correlation scores,数据反映的是简单相关系数,Source: Bkat2006 survey in Tokyo with 290 brands,来源：,Bkat2006,调研，东京，针对,290,个品牌,12,Differentiation,差异度,Growth,成长,Confidence,信心,Relevance,相关度,Equity,资产,Activity,活力,AD-VENTURE 21,- Competitive edge,竞争优势,- Added value,附加价值,- Ad/Prom back-up,广告,/,推广支持,- Growth driver,成长动力,- Short-term cash flow,短期现金流,- Massive investment,大量投资,- Large customer base,大量顾客基础,- Stability with reputation,稳定的声誉,- Long-term asset,长期资产,- Sustains renewed Activity,支持更新的活力,- Improved ROI,较高的投资收益率,Past,过去,Future,未来,13,Nobody,无名小卒,Rising,新星,Star,明星,Champion,冠军,Cash Cow,现金牛,Hall-of-Fame,名人堂,AD-VENTURE 21,:,Analytic Frame(1),分析框架（,1,）,Brand Power Evolution,品牌力的发展历程,14,Copyright 2008 DENTSU INC. All rights reserved.,15,BRAND STANDS FOR ,品牌意味着,15,Brand is Relationship,品牌是一种关系,Marketer,营销者,Consumer,消费者,Perception,认知,Relationship,关系,16,BRAND IS ON-GOING PROCESS,品牌是持续渐进的过程,17,Tradition vs. Innovation,传统,vs.,革新,Innovation,革新,Tradition,传统,18,Equity vs. Creation,资产,vs.,创新,Brand Equity,品牌资产,Brand Creation,品牌创新,19,BRAND CONSTITUENTS,品牌的构成,20,What You Do and How You Say,is Defined by Who You Are,“你是谁”定义了你做什么和你怎么说,Who,you are,你是谁,Brand Identity Strategy,品牌识别战略,Communication Strategy,传播层次战略,Business-level Strategy,经营层次战略,BRAND,品牌,What,you do,你做什么,How,you say,你怎么说,21,Copyright 2008 DENTSU INC. All rights reserved.,22,Everything Matters to Branding,每个细节对于品牌都很重要,BRAND,品牌,Management,管理,Scope of business,业务领域,R&D,研究开发,Manufacturing,生产,Products/Services,产品与服务,Distribution,配送,CSR,企业社会责任,Advertisement,广告,Public relations,公共关系,Sales promotions,促销,Event sponsorship,活动赞助,Celebrity endorsers,名人背书,Word-of-mouth,口碑传播,People,人,DNA, Origin DNA,，起源,Value, Philosophy,价值观，哲学,Mission, Vision,任务，愿景,Belief, Passion,信仰，激情,Achievement,成就,22,BRAND MATTERS TO,EVERYONE,品牌事关每个人,23,You benefit from brand thinking,你能够从品牌思维中获益,Regardless of whether your company is,无论你的企业,Big or Small,是大是小,Domestic or International,本土或国内,B-to-C or B-to-B B2C,还是,B2C,Manufacturing or Service,制造业或服务业,Building a strong brand enables you to,win relevance with and enhance purchase,intention among your customers over time.,建立一个强大的品牌，可以使你随着时间赢得消费者的相关性并提高他们的购买意愿。,24,Stakeholders of Your Brand,品牌的相关者,Your brand,perception,Authorities,官方,Government,政府,Municipalities,市民自治体,Customers,顾客,Buyers/users,顾客,/,用户,Potential customers,潜在用户,Suppliers,供应商,Business partners,商业伙伴,Financial institutions,金融机构,Distribution,分销商,Internal,内部,Employees,雇员,General,Public,大众,Media,媒体,Community,社区,Job applicants,应聘者,Shareholders,股东,Investors,投资者,25,Seminar (2),How to build brand,怎样建构品牌,26,HOW TO USE,BRAND ENERGIZERS,怎样使用品牌激活手段,27,Copyright 2008 DENTSU INC. All rights reserved.,28,Brand Energizers,品牌激活手段,1) Product,产品,2) Promotion,推广,3) Sponsorship,赞助,4) Symbol,符号,5) Program,项目,6) CEO,7) Relevance,相关性,8) Word-of-Mouth,口碑,9) Experience,体验,10) Unity,一致性,28,Access,Points,接触点,Messages,信息,Relationship,关系,Copyright 2008 DENTSU INC. All rights reserved.,29,Brand Energizers,品牌激活手段,Product,产品,Unity,一致性,Experience,体验,Word-of-Mouth,口碑,Promotion,推广,Sponsorship,赞助,Symbol,符号,Program,项目,CEO,Relevance,相关性,29,Seminar (3),第三部分,How to manage brand,如何管理品牌,30,HOW TO DESIGN,BRAND IDENTITY,如何设计品牌识别,31,Order of Branding,品牌构筑的顺序,BRAND,品牌,Who,you are,你是谁,What,you do,你做什么,How,you say,你如何说,32,A Little Secret of Branding,Visionary,The first step to successful long-term brand-building,is to look into future and envisage what you wish to,achieve with your brand.,In parallel with mission and domain of your business,create a simple phrase that captures the essential value,of your brand in future.,This will serve as a driver of your business.,一个成功的长效品牌构筑的第一步是：展望未来，想像你希望与你的品牌,达成的成就。在使命和业务范畴之外，编写简单的一段话，抓住你的品牌,在未来的核心价值。这将会成为你事业的动力。,关于创视界品牌构筑的一个小秘密,33,Copyright 2008 DENTSU INC. All rights reserved.,34,Core Value Statement,核心价值宣言,1) Definition of,business,and,brand,定义事业与品牌,2) Expression of,mission,and,vision,表达任务与愿景,3) Promise of,values,and,benefits,承诺价值与利益,Fun,Family,Entertainment,Favorite,Place and Way,to Eat,Rewarding,Everyday,Moments,Authentic,Athletic,Performance,A well-defined core value is the driver,of both business and branding strategies.,一个优秀的核心价值可以同时推动业务发展和品牌战略,34,Copyright 2008 DENTSU INC. All rights reserved.,35,Re-branding Thai Tourism,泰国旅游品牌更新,Personality,个性,Ideal Customer Image,理想客户形象,Emotional Benefit,感性利益,Symbol,标志,Base of Authority,事实基础,Functional Benefit,功能利益,Core Value,核心价值,A peaceful country guided,by the King, with people,embracing Buddhism at,heart, and blessings of,beautiful nature,国王领导的和平国家；,信仰佛教的人民；得天独厚的自然条件,Total relaxation in,exotic environment,with caring people,体验异国风情，在充满关怀的,人文氛围中完全放松身心,Caring hands,that warm,your hearts,(,关怀的手温暖你心,),Enjoyable experience of,Culture, Nature, Food,Art, Fashion, Design,Sports, Treatment that,are provided with warm,human touch,充满享受的体验：,文化、自然、美食、艺术、时尚、设计、,体育、温暖的人们提供的良好招待,Vibrant yet elegant,Kind and attentive,Reassuring and,trustworthy,充满活力又优雅,热心而细心,可靠而值得信赖,Those who wish to unwind,outside daily hustle and,bustle to enjoy a cozy,second home in exotic,environment,希望在异域体验家一般,温馨的环境，逃离日常生活的喧嚣杂乱，,放松身心的消费者。,New logo,新标志,New slogan,新口号,New character,新形象,35,External,Branding,外部品牌构筑,Internal Branding Comes First,内部品牌构筑先行,Brand,Definition,品牌定义,Internal,Branding,内部品牌构筑,Action,Guidelines,行动规范,*Company-wide commitment,公司范围承诺,*Organization,组织,*Power and resource,力量与资源,*Planning and execution,计划与执行,36,Copyright 2008 DENTSU INC. All rights reserved.,37,HOW TO DESIGN,CONTACT-POINT MIX,如何设计接触点组合,37,Copyright 2007 DENTSU INC. All rights reserved.,38,Attention,Interest,Desire,Action,Memory,Attention,Interest,Search,Share,Action,A New Attitudinal Model,一个新的消费者态度模型,38,Copyright 2007 DENTSU INC. All rights reserved.,39,AISAS,-based Media Planning,基于,AISAS,的媒介计划,A,ttention,I,nterest,S,earch,A,ction,S,hare,Website,网站,TVC,电视,Radio,广播,Newspaper,报纸,Magazine,杂志,Outdoors,户外,Events,活动,Mobile site,移动站点,Special site,特殊网站,Mobile phone ad,移动广告,In-store promotion,店内推广,Search engine,搜索引擎,Blog,博客,SNS,社交网络,Banner ad,条幅广告,39,Clothing says a lot, but you can say it better.,衣服可以表达很多，但你自己能表达得更好,UNIQLO designs, manufactures, markets and sells casual wear that can be worn by anyone, any day.,Rather than dictate a look, UNIQLO provides people everywhere with the piece they need to create their own style.,任何人在任何时间都可以穿上,UNIQLO,设计、制造、经营和销售的休闲服装，,UNIQLO,让人们随时随地创造属于自己的风格。,Copyright 2008 DENTSU INC. All rights reserved.,Strong Brand focus,强势的品牌聚焦,Brand Mission and Vision,品牌使命与愿景,40,Copyright 2007 DENTSU INC. All rights reserved.,41,Danone Cuts Out the Cookies,达能出售饼干业务,1996 Product portfolio,1996,年产品系列,*Beer,啤酒,*Glass,*Frozen food,速冻食品,*Pasta sauces,意面酱,*Candies,糖果,*Italian cheese,意大利奶酪,*Cookies,饼干,*Dairy products,乳制品,*Water,水,2007 Product portfolio,2007,年产品系列,*Fresh dairy,鲜乳制品,(Yogurt, Milk-based,desserts,酸奶、乳制甜食,),*Bottled water,瓶装水,*Baby food,婴儿食品,*Hospital meals,医院食品,41,Copyright 2007 DENTSU INC. All rights reserved.,42,Danone Refocus in Business/Brand Strategies,达能在商业、品牌战略上重新聚焦,Transformation,转变,Food & Beverage,Conglomerate,食品与饮料集合,Bring health through,food to maximum,number of people,通过食品向最大量人传播健康,15.6% of sales come,from cookie business,15.6%,的营业额来自饼干业务,Health and nutrition,products,健康与营养产品,Bring health through,food from beginning,to end of your life,通过食物向你从开始到结束,的一生都提供健康,Longer-term growth,更长期的增长,1996,2007,42,Copyright 2008 DENTSU INC. All rights reserved.,43,Brand Strategy Platform,Okazaki-Model,品牌战略平台,冈崎模型,Vision,愿景,Envisage what you wish to achieve:,Business goals,Brand image goals,想像你希望达成的：,商业目标,品牌形象,Resources,资源,Your current core competence,Resources to be added in,future,现在的核心竞争力,未来需要获得的资源,Future Environment,未来环境,Challenges in changing society, market,technology, competition, and customer,不断变化的社会、市场、技术、竞争环境以及消费者所带来的挑战,Customers,顾客,Who will love your brand?,How will you delight them?,谁会喜爱你的品牌？,如何引导、吸引他们,July 7, 2009,Brand Promise,品牌承诺,:,Essential values you deliver to customers,你传递给消费者的核心价值,Brand Personality,品牌个性,:,Attributes that help bring your brand closer to customers,使你的品牌与消费者靠得更近的特点,Brand,Symbol & Slogan,品牌标识与口号,43,Envision future,of your business,预想你的事业前景,Visionary Branding,创视界的品牌构筑,Design your,brand identity,toward future,设计面向未来的品牌,识别,Share the,vision with,your own people,与您的伙伴分享愿景,Create brand,symbols and,use energizers,创作品牌符号，运用,激活手段,Build access-,points for your,brand on AISAS,Flow,使用,AISAS,流程建立,品牌的接触点,Do not forget,every detail,Matters,不要忘记每一个细节,都 很重要,Always know,you are in,people business,牢记，你是在做人的,生意,Keep refreshing,and recharging,your brand,保持品牌的新鲜感与,活力,Focus on,opportunities,not on problems,聚焦在机会上，而不是,问题上,44,