品牌建立10个步骤资料.ppt

2 1 3 3 4 NOTES: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 5 5 6 6 7 7 1 8 Note: Please pick from this and the following 7 charts those 3 or 4 which you see fit best - depending on your audience. 9 10 1 步骤 4:Step 4: 确认品牌与消费者的关系Identify the relationship between the brand and consumers 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 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” BRANDZ? THE WPP BRAND EQUITY STUDY 步骤 5:Step 5: 品牌策略/品牌识别Brand strategy / brand identity 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 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 步骤 6:Step 6: 品牌责任归属组织运作Brand responsibilityOrganization Operation 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) 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 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 品牌资产的建立 形象 商誉 产品 消费者 视觉 销售渠道 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 eff