奥美360度品牌管理简装版课件.pptVIP

Brand 品牌 A Brand is a product which has earned a place in customers lives 品牌是在消费者生活中占得一席之地的产品 through perception, experience, beliefs, feelings 通过认知、体验、信任、感受 ....... until a relationship is built …...直到关系的建立 It is the sum of how customers feel about a product 它是消费者如何感受一个产品的总和 A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation, and the way it’s advertised. A Brand is also defined by consumers’ impressions of the people who use it, as well as their own experience” David Ogilvy : 1955 What the Brand-Customer Relationship Is Like品牌-消费者关系是怎样的 Brand Audit 品牌检验 Brand Print 品牌写真 This is the established core of current Brand Stewardship 这是目前品牌管家的核心 Brand Audit品牌检验 Identifies the intangible feelings, impressions, connections, opinions, memories the customer associates with the brand 确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等 where we are in the hearts of the brand’s customers 在品牌消费者的心中，我们在哪里？ Is informed by research among customers; but filled in by ourselves 信息通过调研来自消费者，但有我们自己填写 Projective techniques elicit deeper associations 投射技术得出深层的联系 Gathers insights that draw us into the heart of the customer-brand relationship : the brand’s DNA, which is expressed as the BrandPrint 收集消费者洞察让我们进入消费者--品牌关系的核心：品牌DNA，它通过品牌写真来表述 * * * * * the set up of a proprietary database coordinated use of the database for singleand multibrand communications * * Vision and Values Ask if everyone has seen these statements/ are familiar with them Ask what they mean/ probe Ask what are their implications - immediate/ long term What should we be doing differently as a result? How have they changed us - People - Process - Profit Why have they not changed us as much as they should have? Link back to the ‘least interesting’ issues - draw connections * Steward Explain defini