建立品牌的10大步骤ppt模板.pptVIP

10 1 我们经常看到的... 有钱就投，没钱就不投; 新老板不喜欢这个logo； 把钱花在媒体的购买上，总有人看见，好过给代理商赚去； 。。。 持续投资在品牌的建立上,尽管在财务或 景气困难时。 Continue investing in brands even when the financial goals are not being met. 避免换个领导人,换个品牌策略,换个广 告公司,换支广告影片。 Avoid the mindset of change the manager, change the brand strategy, change the advertising company, change the commercials? 1 2 1 3 3 4 NOTES: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 5 5 6 6 7 7 1 8 Note: Please pick from this and the following 7 charts those 3 or 4 which you see fit best - depending on your audience. 9 多少员工知道企业的长远目标? How many employees are fully aware of the corporate goals? 企业的价值观(文化或行为准则)是什麽? 多少人讲得出来？做得出来？ What is our culture (or the behavior norm of the company)? 主管单位知道我们的企图吗? Does the government know what we are trying to do? 供应商或经销商知道我们是个什麽样的公司吗? Do our suppliers or our dealers know what kind of company we are? 顾客怎么看我们的企业形象？ How do the customers see our corporate image? 有系统的维护企业形象 Systematically maintain corporate image. 步骤 4:Step 4: 确认品牌与消费者的关系Identify the relationship between the brand and consumers 品牌的联想是什麽？ Brand association 品牌提供的价值是什麽？ Brand values 情感的关系是什麽？ Affinity with consumers 是否有品牌资产？ Brand equity 组织内部是否有共识的形成？ Internal consensus 品牌参与度有所不同 功能: “它的功能相当不错” 存在: “我知道它” 最强劲 最脆弱 优点: “它做得比较好” 相关: “它是像我这样的人用的” 联结: “这是我的品牌” BRANDZ? THE WPP BRAND EQUITY STUDY 步骤 5:Step 5: 品牌策略/品牌识别Brand strategy / brand identity 多品牌或是单一品牌策略？ Multi Brand / Single Brand Strategy 是Mega Brand或是Niche Brand？ Mega Brand / Niche Brand 是母体品牌或是副品牌？ Mother Brand / Sub-brand 是企业品牌或是产品品牌? Corporate Brand / Product Brand 品牌识别系统是否完整？