冈崎茂生先生演讲详解.ppt

* Okay, brand is perception in people’s mind, and it is on-going transformation of knowledge. In branding, we need to know it is a dynamic process rather than maintaining its current asset. * Tradition and modernity are the keys to any brand’s long-term success, whether it be a French fashion house or a Japanese performing art. * The same idea applies to brand management. While maintaining its core value, a brand must constantly reinvigorate itself with fresh values and new imagery. * Okay, we are all here to discuss something that is crucial to our business. So let me go on to explain how brand can drive higher earnings on higher sales. * * * Now at this point I guess some of you are still wondering that brand is for big guys such as Mercedes, Nike, IBM, etc. But that’s not correct: Indeed, brand thinking is beneficial to any one and any entity. * This idea is applicable to any entity regardless of whether you are big or small, domestic or international, B-to-B or B-to-C, manufacturing or service. * * * Now at this point I guess some of you are still wondering that brand is for big guys such as Mercedes, Nike, IBM, etc. But that’s not correct: Indeed, brand thinking is beneficial to any one and any entity. * * * * I know you want me to be more down-to-earth. * * This is called brand essence, or core value statement. Let’s practice how to do it. * * * * I know you want me to be more down-to-earth. * * * * To start with, let me clarify the notion of ‘brand’. * To start with, let me clarify the notion of ‘brand’. * This brings me to the end of my presentation. Let’s throw the rest of time open for questions and answers. Thank you for your attention. * This brings me to the end of my presentation. Let’s throw the rest of time open for questions and answers. Thank you for your attention. Access Points接触点 Messages 信息 Relationship 关系 Copyright 2008 DENTSU INC. All rights reserved. * Brand Energizers 品牌激活手段 Product 产品 Unity一致性 Experience体验 Word-of-Mou