2013年品牌的定位及基本要素培训教材.pptVIP

* * 5. PR —定量（PR力度） —定性（企业形象） —危机公关 服务品牌构建的八个渠道 * * PR是精心策划，长期实施并有效维护组织与公众的相互理解。 Good works well told Persuasive communication designed to influence specific publics Winning of public acceptance by acceptable performance Performance plus Recognition PR的定义: (British Institute of Public Relation) * * 6. 赞助、代言人 7. 会展 8. 独立机构认证，ISO, 金钥匙，最佳商务酒店…... 服务品牌构建的八个渠道 * * 深化品牌的广告策略（1） 潜在价值：SPA，新西兰V饮料 社会规范：璩美凤，绿色食品，妇 幼产品，以人为本 习惯：条件反射，概念抽屉， 分类 （百事新一代）， 分级 （Intel 高科） Most of the advertising is shamefully ineffective. —David Ogilvy 身份：消费者认同品牌 品牌赋予消费者某种身份 情感：张贤亮的黄河水，柏林砖，Marlboro浪漫牛仔 * * 深化品牌的广告策略（2） Co Branding —Intel的成功经验： Intel Inside —星空联盟 —携程的经验 * * 深化品牌的广告策略（3） 服务品牌的广告诉求 从广泛性中提炼出差异性 从不可预知中推出例证 从感性展示中升华出理念 —— 从响应营销到创造营销 (Demand Stimulation) * * * * 服务品牌的维护 品牌的依托：客户忠诚度 忠诚度金字塔 坚定 不坚定 转移型 不设定品牌者 误区：习惯性购买行为≠品牌忠诚度 * * 品牌忠诚度测量 —消费者再次使用率 —消费者连续使用百分比 —消费者中选用特定品牌的比例 * * 品牌忠诚度数值 品牌忠诚度数值（L)=L1+L2+L3+L4+L5-L6 L1: 服务体验 L2: 性价比 L3: 积分奖励 L4: 可选择品牌 L5: 品牌效应 L6: 受挫程度 * * 服务品牌定位的Checklist 1. Who you are and what you stand for? 2. Does it set you apart and show how you are different? 3. Does it have benefits for your target market? 4. Does it provide tangible evidence or clues? 5. Does it feature the one or two things your client wants most? 6. Is it consistent with strategy? 7. Does it have credibility? 8. Does it make a promise you can keep? * * 服务品牌 Checklist The loyalty of the customer base Perceived Quality Brand Awareness Brand Association Brand Position Brand Name and Symbols The degree to which customers are satisfied, have switching costs, like the brand , and committed to it. Improved prices and market share, provides a reason to buy and a point of differentiation. The strength of recognition and top of mind recall. Anything mentally leads to the brand, these include a point of differentiation, a reason to buy, positive attitudes and feelings, customer benefits. How the brand is pe