什么是品牌

1、Setting New Standards for Asian Executive Education,什麼是品牌?,品牌: 客戶對有形的產(chǎn)品及附在產(chǎn)品上無形的價值,聯(lián)想的認(rèn)知及期望“無形的“是如何形成的？可控制及不可控制的“信息”(Messages)媒體,競爭對手客戶的經(jīng)驗(Experience),購買前及購買後客戶的認(rèn)知,相信技術(shù),規(guī)格,價格,屬性,Setting New Standards for Asian Exe

2、cutive Education,Product Aspect Brand Aspect,,有形的規(guī)格理性的功能性的分析性可衡量的,無形的好處感性的經(jīng)驗性的直覺的自判的,心/主觀的,,頭腦/客觀的,,產(chǎn)品與品牌的不同觀點,Source: porBRAND,Setting New Standards for Asian Executive Education,名字,品牌,或強(qiáng)勢品牌,知名度,獨特的價值主張

3、且不斷的執(zhí)行並傳播它,展現(xiàn)個性,名字,品牌,強(qiáng)勢品牌,,Setting New Standards for Asian Executive Education,品牌定位(承諾)(個性 / 識別)Personality/Identity,合乎目標(biāo)對象的喜好,公司有能力做的很好,競爭者尚未擁有,符合市場趨勢,,,,,,,目前產(chǎn)品,目前服務(wù),,,,,品牌定位的要件,未來產(chǎn)品,未來服務(wù),Setting New Stan

4、dards for Asian Executive Education,品牌(公司)使命,品牌(核心)價值,價值訴求,客戶價值,目標(biāo)客戶,品牌策略的延伸架構(gòu),品牌個性,品牌經(jīng)驗,,,,,Setting New Standards for Asian Executive Education,,,在網(wǎng)路上建立品牌,在網(wǎng)路上建立品牌,網(wǎng)頁,電子郵件,網(wǎng)路公關(guān),廣告及贊助內(nèi)容網(wǎng)頁,customerextranet,intranet,,,S

5、ource: Brand Leadership,Setting New Standards for Asian Executive Education,,,A Brand-Building Web Site,A Brand-BuildingWeb Site,Create a positive experienceEasy to useDeliver ValueInteractive, personalized,And tim

6、ely,2. Reflect and support the brand,3. Look for synergywith other communicationprograms,5. Differentiate withstrong sub-branded content,4. Provide a homefor the loyalist,,Source: Brand Leadership,Setting New Stand

7、ards for Asian Executive Education,Five Important Principles,Branding happens; it’s not optionalCustomers buy brands, not productsBe customer-centric, not product-centricBranding is only as powerful as an organization