华为品牌咨询报告课件.ppt

* * * * * * * Presentation title in Notes Header Date in Notes Header * * Presentation title in Notes Header Date in Notes Header * * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * * * * * * * * * * * * * * * * * * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * * * * * Presentation title in Notes Header Date in Notes Header * ? Enterprise IG Limited * We do need to agree on a common definition of what it is. Even though it is not a new concept the is confusion about what it is and what it can do. This is a recent attempt at defining what brand architecture is…. * * * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * * Presentation title in Notes Header Date in Notes Header * Presentation title in Notes Header Date in Notes Header * * * * * * * * * * * * * * * * * * Presentation title in Notes Header Date in Notes Header * * Presentation title in Notes Header Date in Notes Header * * * 我们的工具及方法 做到准确 Get it right STRATEGIC PLANNING PUBLICIS 内外兼备的品牌信息管理系统 品牌 （审核） Get it right PUBLICIS STRATEGIC PLANNING 把握 准确概念 （调研） 追踪 创意 概念 创意发展测试 从对手及自身角度 从概念角度 从观点角度 从结果角度 Get it right STRATEGIC PLANNING PUBLICIS 第一步：品牌审核 Get it right STRATEGIC PLANNING PUBLICIS 目标 首先形成一个“品牌传播如何作用于该品牌”的想法和观念 … 因此 谁是我们的目标受众? 赋予该品牌何种概念可以使其有魅力，有吸引力并引人关注? 这样就可以使计划者发展出一个潜在品牌概念的样本，用以给Get it right 研究和评估。 品牌审核应由客户，媒体和创意小组共同执行。 因为他们的观点十分重要。 品派审核应每年更新。 第一步：品牌审核 Get it right STRATEGIC PLANNING PUBLICIS 此审核可以解释该品牌在竞争中目前所处的位置。该审核应覆盖： 品牌 那些关键趋势会影响该品牌所在的市场类系? 哪些是该品牌的主要优势? 企业品牌或母品牌如何影响该品牌? 该品牌有哪些与众不同之处（