360度品牌管理 - No Slide Title培训资料.ppt

Whether the Brand’s Image Is Strong and Engaging在哪些方面品牌形象较强 Image 形象 Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持续性，但被认为过时 Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品---需要让年轻消费群进入本品牌 How Strong the Brand’s Customer Franchise Is Customer People come late to the brand an old man’s drink 人们接触品牌较晚，是一个老年男性的品牌 Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下 How Well the Brand Is Leveraged in the Trade Environment Channel 销售渠道 Focuses on extremes (hawker centres Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在终端 Younger drinkers surprised if Guinness is not available - but forgive outlet switch brands 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌 Whether the Brand Presents a Clear Consistent and Differentiating Presence Visual 视觉 Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异， 意味着男性 In-bar signage is dusty 酒吧内的象征是灰尘 Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives Goodwill 商誉 Campaign approach irreverent, but doesn’t do much for the community at large 广告方式有点叛逆、不尊重的感觉，但并没有太过分 But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young 爱尔兰酒吧带来可信的感觉，并且吸引年轻人 Image Whether the Brand’s Image Is Strong and Engaging 是否品牌形象够强且吸引人 Customer How Strong the Brand’s Customer Franchise Is 品牌消费者的特权有多强 Channel How Well the Brand Is Leveraged in the Trade Environment 品牌在销售环境中的调节作用有多强 Product Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的，并且具有 差异化的呈现 Visual Whether the Brand Presents a Clear Consistent and Differentiating Presence是否品牌保持清晰的、持续的，并且具有差异化的呈现 Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可 Image GIGFY persists and is seen as old-fashioned Serious drink - needs to lighten up to invite younger drinkers int