规定企业使命.ppt

* * * * * * * Note to Instructor The text has an excellent example from Pampers: Pampers used to be thought of as functional benefits. Listening very closely to customers they learned Pampers are more about parent-child relationships and total baby care. They set to “be a brand experience; we want to be there to help support parents and babies as they grow and develop.” The equity of great brands has to be something that a consumer finds inspirational and the organization finds inspirational. “You know, our baby care business didn’t start growing aggressively until we changed Pampers from being about dryness to being about helping mom with her baby’s development.” * Note to Instructor The text has example for each of these: It should suggest something about the product’s benefits and qualities. Examples: Beautyrest, Die Hard, Intensive Care, Curves (women’s fitness centers). It should be easy to pronounce, recognize, and remember: Tide, Silk, iPod Touch, JetBlue. The brand name should be distinctive: Lexus, Zappos. It should be extendable: A began as an online bookseller but chose a name that would allow expansion into other categories. The name should translate easily into foreign languages. Before changing its name to Exxon, Standard Oil of New Jersey rejected the name Enco, which it learned meant a stalled engine when pronounced in Japanese * Note to Instructor Discussion Question Are you familiar with GEICO advertisements? If so, what is their positioning? The Web link is to a YouTube ad. The question is what do they promote as their difference. It is that they cost less and they are easy to use. The instructor might want to play competitor’s ads to see what differences they promote (State Farm) is a good example. * * 品牌战略：建立强势品牌 品牌战略决策包括： 产品属性 产品利益 产品信仰和价值观 品牌定位 品牌战略：建立强势品牌 应满足： 表明利益和质量 易读、易认和易记 独特 可扩展 便于翻译以全球化 可注册和获得法律保护 品牌名称选择 加以宣传的竞争优势应具备： 选择恰当的竞争优势 差异化和定位 经济型酒店 0星的附件服务 1星的运营成本 2星的客房价位 3星的客房服务 4星的客房床铺 5星的客房卫生 6星的甜甜微笑 7星的客人口碑 8星的客人回顾 海南椰奶 白白嫩嫩