奥美内部培训建立品牌的10大步骤.pptx

世界级品牌(2000) ;品牌力量评估范畴 ;形成品牌的原料;形成品牌的原料;品牌三大核心真象;品牌建立需经年累月 ;品牌的领域在哪里？;建立品牌的10大步骤Ten Steps to Brand Building;步骤 1:Step 1:; 现有公司间的竞争;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;企业成功的6大元素 Corporate Success: 6 Key Factors;企业成功的6大元素(续) Corporate Success: 6 Key Factors (Cont.) ;步骤 2:Step 2:;;领导层的共识Management Consensus;步骤 3:Step 3:;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?;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.;步骤 4:Step 4:;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 ;步骤 5:Step 5:;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:;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:;;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.;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......;整合行销传播Integrated Market