奥美广告公司360度品牌管理.docVIP

奥美广告公司360度品牌管理 本文由苏打沈贡献 What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司？ The Unlimited Brand Company 无限品牌公司 A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和 Corporate reputation Collective memory 企业声誉 Packaging包装 记忆累计 Word of mouth 口碑 Social attitudes社会态度 Price 价格 Government endorsement 政府认可 Delivery trucks送货车 News media新闻媒体 Your showrooms展示厅 Prejudices偏见 Retail environment零售环境 Quality 质量 Taste Receptionists style Design and colour 口味 接待人员的风格 设计和色彩 Line extensions Telemarketing scripts电话行销记录 产品延伸 Sales promotion Employee Service experience 促销活动 relations 服务经验 The way the telephone is answered 雇员关系 The Elements 主要元素 Brand Scan 品牌扫描 Challenge 挑战 Points of contact 接触点 Brand World 品牌世界 Brand Audit 品牌检验 Idea BrandPrint 品牌写真 Executions 执行 What We Need Discover the Challenge facing the brand in a 360 Degree way 从360度的角度，发掘 品牌面临的挑战 Describe the Brand’s DNA 描述品牌的DNA BrandPrint 品牌写真 Idea Brand World 品牌世界 Challenge 挑战 Create a world which maximises the interplay between the brand and its customers at various points of contact创造一个世界，让品牌和它的消 费者之间在各个不同接触点的相互影响达到最大化 How We Get There 如何达到？ Gathering, ordering and interpreting information about the brand in a 360 Degree way 从360度的角度，收集、整理、解 释关于品牌的各种讯息 Understanding the unique relationship between the brand and its customers 了解消费者与品牌的 独特关系 Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点 From Brand Scan to Challenge 从品牌扫描到挑战 A Composite of Six Interrelated Equities 6个方面资产的组合 Product 产品 Visual 视觉 Channel 销售渠道 Customer 消费者 Image 形象 Goodwill 商誉 Stimuli Questions in the Shuffle Deck: Product Equity “扑克牌”中的问题：产品层面 What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些？ Does the product performance live up to expectations in all its aspects? 产品的表现符合在所有方面的期望？ Are there things about this product which, if better known, would enhance its appeal? 是否存在有关这个产品的某些事情，如果大家都知道，可 以增加这个产品的吸引力？