电通品牌讲座.pptVIP

三得利烏龍茶的「品牌核心主张」 星巴克咖啡的「品牌核心主张」 Olympus CAMEDIA数码相机的「品牌核心主张」 * * * * * * * * If I may assume the Differentiation route is not very useful in Thailand, then we should allocate our communication resource to other routes. My final point is about an idea of how to draw a strategic roadmap of effective brand building. * We live in a highly competitive business world. When I talk to my clients, many of them are brand managers, they often respond with these remarks: “You all fuss about brand-building but are you sure branding benefits us who are held responsible for profit-making on a daily basis? Tell me how it helps boost my sales and profit figures.” * * * * * Brand is about all the things you do and say. First, everything you do identifies who you are. Many companies attempt to beautify themselves with cool advertisement, but you can’t disguise what you actually do. Second, when there are more than one player in the same category, the one who is most articulate and attractive in communicating what they do wins the marketing game. If you are a baby food manufacturer, don’t ever aspire to become a dynamic brand; instead please focus on honest and caring imagery. So branding strategy always has to go hand in hand with your business strategy. * * * * Good morning ladies and gentlemen. I’m Shigeo Okazaki, Chief Brand Consultant with Dentsu. It is a great honor for Dentsu and myself to give a presentation here at MATRADE. * * Product as a hero; when you create a product of this magnitude, you win tons of favorable reviews and see your brand energized with favorable perception pervading all kinds of stakeholders. * * * * * * She signed endorsement contracts with Nike and Sony, reportedly at combined 10 million US dollars per annum. But when you find these celebrities much too bigger than your wallet, there is an alternative way to create an eye-catching symbol of your own brand. A case in point from Japan is this little monkey named Bazaar de Gozaar who serve