电通蜂窝课件.ppt

内容 第一部分电通品牌塑造的方法 电通塑造品牌的哲学 我们树立品牌的方式方法 电通蜂窝模式 Honeycomb Model? 电通蜂窝模式TM 电通蜂窝模式TM 电通蜂窝模式TM 权威特质品牌的事实非常重要 理想的用户形象识别并描述品牌的核心消费群 品牌个性个性是非常重要的 功能上的和情感上的利益这两方面不可混淆 标识使品牌显得与众不同 核心价值TM：品牌的承诺表现出品牌对消费者的自身承诺 蜂窝模式中的品牌陈述 多芬：品牌陈述的案例 多芬：创意策略开发的案例 电通品牌传播的流程 品牌传播的流程 品牌传播的流程 战略沟通计划：TPCM 战略沟通计划：TPCM 海尔氧吧空调：产品上市的课题 如何在销售淡季一炮打响，并与美的、格力拉开距离。 氧吧空调的产品权威特质 产品的“富氧功能” 海尔氧吧空调的品牌核心 氧吧空调的品牌承诺 传播内容（创意策略） 通过空调转换室内环境，使自己的家中就像世界著名的风景区那样，健康、自然、环境优雅。 李宁：品牌概念的调查结论 根据对潜在运动产品用户的调查，消费者认为： 李宁属于运动品牌的产品，但同样适合休闲场合穿着。 用户最愿意接受的品牌概念是：李宁不断为你带来创新的运动时尚。 李宁的品牌核心 李宁的品牌承诺 氧吧空调的承诺 致：夏季空调病烦恼的更新换代用户 由于品牌所含有的：添加氧气的富氧装置 品牌能提供给您：室内氧气充沛的“有氧”环境 它能以：生活品质的倡导者一般 使消费者感觉到：健康、舒适和活力 这个产品是由 海尔氧吧空调 提供的。 海尔向您承诺：海尔氧吧空调 ，有氧有活力！ 谢谢您的宝贵时间！ Let me introduce myself. My name is Mariko Yasue from Overseas Planning Services Department, Tokyo which is responsible for Research and Development for effective Asian communication planning. Our mission is to facilitate multinational brand communications collaborating with local offices, whether for Japanese clients or other Asian or Western clients. We develop various planning tools as DENTSU’s media lob does, and extract Asian consumer insights. Both can be used by each local office, too. Then, we actually implement those tools for clients’ advertising communication in case of multinational brand communications. There are seven planners in our department including persons from Hong Kong and China. It is necessary for us to have several Asian natives because they raise collaboration efficiency between HQ and local offices. Even some of those working at DENTSU for a long time do not know this model yet. We have not made an official announcement to local offices. Informally we did last summer, and intend to formally do so next fiscal year. We are applying this model to some clients in recent years, finalizing the whole DENTSU’s brand communication planning procedure. Please just be aware of. I’d like to show how Dentsu supports clients in branding by show