思睿高 - 打造世界级品牌的重要准则.pdf

Building World Class Brands: The Essential Principles : David B. Srere, Co-President and CEO Introduction Siegel+Gale is a global strategic branding firm. Introduction Alan Siegel 42 years 42 225 people 225 8 offices An Omnicom company Our Promise We build world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. Our Core Capabilities Brand Strategy Brand Research Brand Architecture Verbal + Visual Identity + Naming Digital Strategy + Design Customer Experience Simplification Our Goal: Help Build the Next Generation of World Class Brands : “A journey of a thousand miles begins with a single step.” + Confucius + The Branding Market is Still Emerging 1980’s: 1990’s – to date: Emerging Now: Birth of a Market Economy The Age of Advertising A Shift to Brand Building +  Evolved from a centrally +  Mass advertising confused +  A gradual but noticeable shift planned economy with branding towards brand-building +  Dominated by international +  Consumer affinity towards +