什么是品牌——透彻解读.ppt

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1、Setting New Standards for Asian Executive Education,什麼是品牌?,品牌: 客戶對有形的產品及附在產品上無形的價值,聯想的認知及期望“無形的“是如何形成的？可控制及不可控制的“信息”(Messages)媒體,競爭對手客戶的經驗(Experience),購買前及購買後客戶的認知,相信技術,規格,價格,屬性,Setting New Standards for Asian Executive Education,Product Aspect Brand Aspect,有形的規格理性的功能性的分析性可衡量的,無形的好處感性的經驗性的直覺的自判的,心/主

2、觀的,頭腦/客觀的,產品與品牌的不同觀點,Source: porBRAND,Setting New Standards for Asian Executive Education,名字,品牌,或強勢品牌,知名度,獨特的價值主張且不斷的執行並傳播它,展現個性,名字,品牌,強勢品牌,Setting New Standards for Asian Executive Education,品牌定位(承諾)(個性 / 識別)Personality/Identity,合乎目標對象的喜好,公司有能力做的很好,競爭者尚未擁有,符合市場趨勢,目前產品,目前服務,品牌定位的要件,未來產品,未來服務,Setting

3、 New Standards for Asian Executive Education,品牌(公司)使命,品牌(核心)價值,價值訴求,客戶價值,目標客戶,品牌策略的延伸架構,品牌個性,品牌經驗,Setting New Standards for Asian Executive Education,在網路上建立品牌,在網路上建立品牌,網頁,電子郵件,網路公關,廣告及贊助內容網頁,customerextranet,intranet,Source: Brand Leadership,Setting New Standards for Asian Executive Education,A Bran

4、d-Building Web Site,A Brand-BuildingWeb Site,Create a positive experienceEasy to useDeliver ValueInteractive, personalized,And timely,2. Reflect and support the brand,3. Look for synergywith other communicationprograms,5. Differentiate withstrong sub-branded content,4. Provide a homefor the loyalist

5、,Source: Brand Leadership,Setting New Standards for Asian Executive Education,Five Important Principles,Branding happens; its not optionalCustomers buy brands, not productsBe customer-centric, not product-centricBranding is only as powerful as an organization allows it to beBranding is a part of everybodys job,