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2019-08-05 发布于广东
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品牌建设与管理.docx

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品牌建设与管理目录第一章品牌概论 ·····················································································································3 第一节品牌的概念 ··································································································3 第二节品牌的作用 ··································································································3 一、品牌——产品或企业核心价值的体现·························································3二、品牌——识别商品的分辨器········································································3三、品牌——质量和信誉的保证········································································3四、品牌——企业的“摇钱树”········································································4【案例】可口可乐的企业传奇········································································4第三节品牌的剖析 ··································································································4 一、品牌的本质——质量 ···················································································5 （一）设计产品时要考虑到顾客的实际需要 ·············································6 （二）建立独特的质量形象········································································6（三）随时掌握消费者对质量要求的变化趋势 ·········································6 （四）产品便于使用 ···················································································6 （五）倾听顾客意见以利改进，倾听专家意见以便突出 ··························6 二、品牌的支撑——服务 ···················································································6 （一）树立“品牌就是服务”的意识·························································7（二）对于“顾客至上”的理解 ································································7 （三）完美服务是留住顾客的奥秘 ····························································7 （四）不可忽视的包装服务········································································7（五）系统完善的售前、售中、售后服务 ·················································7 （六）优化服务措施，加强培训工作·························································7【案例】 IBM 的服务品牌··································································