战略决策--AccentureBrandStrategyServices.pptVIP

Copyright ? 2005 Accenture All Rights Reserved. Accenture’s Brand Strategy Services  Our brand management practice is focused on generating substantial and sustainable value from the brand . Overview of our Brand Management Services We assist clients across a broad range of brand issues---from strategy through implementation and measurement of value creation and return on brand investment. We use brand pyramid/funnel analysis to answer key questions about current brand value and to locate the most important opportunities for driving value. Statistical modeling allows us to understand how the brand should be optimally positioned……. And the economic impact which is gained by growing brand equity. We employ a number of conceptual frameworks in dissecting the components of brand value and choice for effective measurement. Understanding the trajectory of a brand is also important. We also help our clients focus their operations and investments in all aspects of the customer experience to create brand loyalty and market/shareholder impact. Customer/Market Segmentation Competitive Analysis Brand Positioning A positioning is… The essence of sacrifice A unifying, overarching idea in the minds of key audiences A defined and differentiated perceptual space relative to space occupied by other competitors A description of the strategic intent, style, personality and competencies of the organization A springboard for communications Aspirational in nature Brand Architecture Value Proposition Development New Product Development New Product Development Pricing Optimization Messaging and Communication Planning Customer Experience Design Marketing Mix Optimization Advertising and Testing Marketing Resource Management Naming/Nomenclature Brand Tracking and Modeling Marketing Mix Analysis Brand Funnel/Pyramid Analysis Brand Driver Analysis Financial Impact Analysis Key Differentiators for Accenture and the Brand Strategy Practice Selected list of clients Brand Measurement Purpose: Ma