President of Ogilvy amp;amp; Mather China talks.doc

 PAGE \* MERGEFORMAT 6 President of Ogilvy amp;amp; Mather China talks 1, the former half an hour, Mr. Song explained ‘Ogilvy 363 Degree Brand Stewardship’ primary meaning. He believes that a brand apart from the content of the specific surface, more importantly, is ‘an abstract face’ aspect. China is now a lot of ‘brand’ has done a decent thing, but in the ‘abstract face’ aspect, but far from sufficient. The main consumers of ‘close-degree’ connection, the effort is not enough. A brand of abstract face, should include: (1) consumers on how to approach the brand; (2) the consumer experience; (3) consumers of friendship and feelings; (4) The consumer’s thoughts and attitudes; (5) consumer needs and desires. Ogilvy amp;amp; Mather’s ‘360-degree Brand Stewardship ‘is a complete operational process to ensure that all activities are able to reflect the establishment of, and loyal to the brand’s core values and spirit. The so-called 360-degree, that is: (1) Each point of contact with consumers to achieve the desired results; (2) Every point of contact able to accurately convey information; (3) experience is more easily accessible, the information richer. Accumulated brand equity, it is necessary to work on six areas: (1) Product (2) the reputation of (3) Customer (4) store access (5) visual recognition (6) Image 2, Ogilvy amp;amp; Mather classic case of newer 1, left bank cafe - a myth from scratch 2, Taiwan’s Eslite Bookstore 3, Ericsson image reconstruction 3, strong brand 10 Features 1, excellent to convey the brand’s core values and core interests of the points 2, the brand is closely related to the progress of all with the times 3, excellent pricing strategy, consumers can get the full recognition 4, positioning moderate, and differences in homogeneity Jane Gu 5, advertising and brand image of the demands to maintain a sustained and consistent 6, brand portfolio with the systemic group 7, can be continuously integrated mark