建立品牌的十个步骤(奥美广告公司)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,建立品牌的十个步骤,Ten Steps to Brand Building,BY奥美,1,世界级品牌(2000),可口可乐,微软,IBM,英特尔,诺基亚,通用电器,福特汽车,迪斯尼,麦当劳,AT&T,-,Interbrand:,世界最有价值品牌研究 2000,2,品牌力量,评,估范,畴,品牌重量,(,Brand Weight),品牌长度,(,Brand Length),品牌宽度,(,Brand Breadth),品牌深度,(,Brand Depth),3,形成品牌的原料,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,4,形成品牌的原料,抽象面,*,使用者如何接近品牌,*他们使用时的日常经验,*友谊与感受,*想法与态度,*需求与欲求,5,品牌三大核心真象,强势品牌的资产，经年累月赢取而来,绝非一夕之间购买所得。,品牌化不是名称化，是消费者经验的总合。,品牌是,“一对,众,”讯息的缩写，如今进入“一对一”世界。,6,品牌建立需经年累月,Source: Interbrand,全球50大品牌的上市时间,7,品牌的领域在哪里？,在6英寸宽,神秘的空间内,8,建立品牌的10大步骤,Ten Steps to Brand Building,9,步骤 1:Step 1:,了解产业环境确认自己的强弱点决定“核心”生意,Understand the industry environmentIdentify your strengths and weaknessesDecide your core business,10,现有公司间的竞争,产业竞争的五大作用力,客户,供应商,产业竞争的五大作用力,新加入者的威胁,客户的,议价力量,供应商的,议价力量,替代品或,服务的威胁,产业竞争者,替代品,潜在新进者,11,根据自己的强点,发展竞争者不易赶上的差异,Develop your competitive edge based on your own strengths,相对性的优点,Comparative advantage,竞争性的优点,Competitive advantage,竞争优势,Competitive edge,12,企业成功的6大元素,Corporate Success: 6 Key Factors,1. 策略性定位,Strategic positioning,2. 清楚的焦点,Clear focus,3. 回应挑战的能力,Capability to respond to challenges,13,企业成功的6大元素(续),Corporate Success: 6 Key Factors (Cont.),4. 回馈系统,Feedback system,5. 速度及弹性,Speed and flexibility,6. 企业文化,Corporate culture,14,步骤 2:Step 2:,形成企业长远发展目标及可操作的价值观(文化)确认长期的基本策略,Form the long-term corporate development goals and operational values Identify long-term strategies,15,核心意识,核心价值,核心使命,所预见的未来,至少,10,年的大胆,目标,生动而清楚的,描述,Core Ideology,- Core value,- Core purpose,Perceived Future 10 year BHAG,(Big, Hairy, Audacious Goal),Vivid description of it.,(James Collins & Jerry Porras),16,领导层的共识Management Consensus,步骤 3:Step 3:,完整的企业识别形成维护管理系统,Establish a complete corporateidentity management system,18,多少员工知道企业的长远目标?,How many employees are fully aware of the corporate goals?,企业的价值观,(,文化或行为准则,),是什麽? 多少人讲得出来？做得出来？,What is our culture (or the behavior norm of the company)?,主管单位知道我们的企图吗?,Does the government know what we are trying to do?,19,供应商或经销商知道我们是个什麽样的公司吗?,Do our suppliers or our dealers know what kind of company we are?,顾客怎么看我们的企业形象？,How do the customers see our corporate image?,有系统的维护企业形象,Systematically maintain corporate image.,20,步骤 4:Step 4:,确认品牌与消费者的关系,Identify the relationship between the brand and consumers,21,品牌的联想是什麽？,Brand association,品牌提供的价值是什麽？,Brand values,情感的关系是什麽？,Affinity with consumers,是否有品牌资产？,Brand equity,组织内部是否有共识的形成？,Internal consensus,22,品牌参与度有所不同,功能,: “它的功能相当不错”,存在,: “我知道它”,最强劲,最脆弱,优点,: “它做得比较好”,相关,: “它是像我这样的人用的”,联结,: “这是我的品牌”,BR,A,ND,Z,THE WPP BRAND EQUITY STUDY,23,步骤 5:Step 5:,品牌策略/品牌识别,Brand strategy / brand identity,24,多品牌或是单一品牌策略？,Multi Brand / Single Brand Strategy,是,Mega Brand,或是,Niche Brand,？,Mega Brand / Niche Brand,是母体品牌或是副品牌？,Mother Brand / Sub-brand,是企业品牌或是产品品牌?,Corporate Brand / Product Brand,25,品牌识别系统是否完整？,Brand Identity / Packaging,是否有品牌识别规范手册来维护？,Brand Identity / Standard Handbook,26,步骤 6:Step 6:,品牌责任归属组织运作,Brand responsibilityOrganization,Operation,27,作业语言的统一(思考工具)，讲一样的话,Unite the operational language (thinking tools),品牌管理系统,Brand management system,(品牌识别手册/企业识别手册),(Brand identity handbook / corporate identity handbook),28,行销/业务/传播功能的整合,Integrate marketing, sales, and communications.,总裁/副总裁带队,(,清楚的决策流程,),By president / vice-president (clear decision-making process),信息科技的协助,Information Technology (IT),培训,Training,29,步骤 7:Step 7:,360整合行销传播计划及执行,360 degree planning for integrated marketing, communications & implementation,30,品牌资产的建立,形象,商誉,产品,消费者,视觉,销售渠道,31,Moment of Truth,确保我们的品牌与消费者的每个接触点,都传达一致及有效的讯息.,Ensure all brand contacts are delivering consistent and effective messages.,32,包括,产品的使用,店头阵列,广告,传单,经销商会议,赞助活动,记者采访,电话抱怨,展览 会场的解说员,员工的家属 .,This includes product inserts, POS displays, advertising, leaflets, sponsorship events, and media interviews.,33,整合行销传播Integrated Marketing Communications,长期代理商的伙伴关系Long-term partnership with your agencies,35,步骤 8:Step 8:,直接接触消费者持续记录建立活的客户资料库不断养成品牌忠诚度,Building brand loyalty -by establishing a customer databaseand updating records continuously,36,20 / 80,法则,20 / 80 rules,取得新客户的成本,Cost of acquiring new customer,口传效果,Word of mouth,37,客户关系管理,CRM -,2,个驱动力,数量,在传播渠道,增长的同时,很多厂商面对管理数量,迅猛增加,的客户和客户数据库的需要,成本,为了达到这一点,就必须要在加快完成每次交易, 提供服务, 和处理投诉的时候降低接触的成本.,38,客户关系管理原则 -,消费者终身价值,单一客户创造的价值,获取消费者的成本,发展与保持消费者的成本,推荐,交叉购买,新购买量,基础购买量,升级购买,资产增长的驱动力,时间,39,步骤 9:Step 9:,建立评估系统追踪品牌资产,Tracking brand equity,40,调查方法,Methodology,何时评估,Review cycle,了解品牌资产的变化,What is your brand equity?,检视行销传播计划的根据,Basic review of marketing communication plan,41,步骤 10:Step 10:,投资品牌持续一致,不轻易改变,Invest in brandconsistently over time,42,我们经常看到的.,有钱就投，没钱就不投;,新老板不喜欢这个logo；,把钱花在媒体的购买上，总有人看见，好过给代理商赚去；,。,43,持续投资在品牌的建立上,尽管在财务或 景气困难时。,Continue investing in brands even when the financial goals are not being met.,避免换个领导人,换个品牌策略,换个广 告公司,换支广告影片。,Avoid the mindset of change the manager, change the brand strategy, change the advertising company, change the commercials?,44,