630度品牌管理预案分析.ppt

Where Have We Got to?我们已经知道什么？ We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge 我们已经从360度角度审视品牌, 寻找它的弱点品牌挑战 We have explored the subjective aspects of the brand to arrive at a BrandPrint 我们已经发掘出品牌的主要方面, 形成品牌写真 Putting the BrandPrint together with the Challenge sparks the Idea 品牌写真与品牌挑战一起, 激发出品牌IDEA We now have to take the Idea out into the world of the customer and maximise their involvement 我们必须将品牌IDEA带入消费者的世界, 让品牌与消费者的融入度达到最大化 Creating a Brand World创造一个品牌世界 Brand World 品牌世界 Points of Contact 接触点 Idea What We Are Trying to Do