揭开建立品牌的奥秘资料教材.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 becomes words of mouse Kryptonite The “unbreakable bonds” The hit that affects the world “A brand is more than a logo. A brand is a promise.” - Mike Holland As a result … Consumers are becoming more skeptical How can brands win back the heart of consumers ? Hint Number One Under promise, over deliver Hint Number Two Do what matters to consumers, not you Focus on consumer insight Case - Acuvue Hint Number Three Manage all the stakeholders Hint Number Four Take prompt and decisive action Hint Number Five Respect the local culture And be sensitive about “how you say it” And be sensitive about “how you say it” Hint Number Six Be sensitive to political implications The Marco Polo Bridge (luguoqiao) Incident marked the beginning of the Sino-Japanese War (1937 – 1945) What is acceptable in one country may not be acceptable in another country What may be humourous can be seen as an offense Hint Number Seven It’s not only what you do, it’s also what you don’t do Hint Number Eight Don’t try to please everybody You will end up pleasing nobody Hint Number Nine Be relevant Be relevant Be relevant Hint Number Ten Social value of brand Are brands good for business, bad for society ? Being socially responsible is different from being a passive donor Being socially responsible is different from being a passive donor CSR has to tie in with the role that the brand plays in society Thank