奥美360度品牌管理简装版详解.ppt

Team Exercise 1分组练习 Pick the brand assigned to your group 根据指定的品牌 Review what you already know about it 重温你们所知道的关于品牌的所有一切 Conduct a Brand Scan on it, using as stimuli 运用工具做“品牌扫描” provocative questions selected from the shuffle card deck “扑克牌”中的问题 the Compass Dial - working from the inside out 指南针---从那到外作业 Define the key Challenge facing the brand 定义品牌面临的挑战 Report back in one and a half hours time 一个半小时后回来报告 * 3 * To be most valued by those who most value brandsThe Ultimate Brand Company * Value 价值观 We work not for ourselves, not for the company, not even for our clients We work for Brands 我们不是为自己工作，也不是为公司，甚至不是为了我们的客户。 我们为品牌而工作。 * Value价值观 We expect our clients to hold us accountable for our Stewardship of their Brands Only if we have built, nourished and developed prosperous Brands, only if we have made them more valuable both to their users and to their owners, may we judge ourselves successful * Derivation of Steward 管家的出处 = Stig Ward = Keeper of the Sty Responsible for the breeding, feeding, health, market value and eventual disposal of every animal given in his care Ultimately responsible for the good name and fortune of the owner A responsibility that, if lightly taken or abused, was rewarded with death Our equivalent of death is being fired * Brand Steward 品牌管家 Anyone who takes on total responsibility for a Brand; its birth, growth, health and market value 肩负品牌所有责任的人，包括品牌的诞生、成长、健康和市场价值 * Within every brand there is 每个品牌后面 都有一个 产 品 不是每个产品 都可以成为品牌 * Product 产品 Tangible: you can touch it, feel it, see it 实际的：你可以触摸得到、感受得到、看得到 Has physical attributes: styles, models, features, price 有物理的特性：样式、模型、外表、价格 Has the right features to meet customer expectations of performance and value 有可以满足消费者要求的正确特性 But this is not sufficient … 但这还不够…... * Brand 品牌 The total experience of a product:一个产品的所有体验 Personality 个性 Trust信赖 Reliability可靠性 Confidence信心 A friend 朋友 Status 地位 Shared experiences 经验的分享 * Bra