揭开建立品牌的奥秘.pptVIP

Managing Brands in Challenging Times Dr. Royce Yuen Visiting Associate Professor, HKU Chairman, Ogilvy Hong Kong Chairman, HK4As In mid-2002, the stock market value of Coca-Cola was US$ 136 billion Yet the book value was only US$ 10.5 billion Estimated value of Coca-Cola brand name was US$ 70 billion, well over half of its intangible value Yet building brand has never been more challenging ! Two Major Factors Two Major Factors Ordinary people can spread good and bad information about brands faster than marketers. Ray Johnson This is particularly true in the Internet Age Words of mouth b