奥美 建立品牌的10大步骤72页.pptVIP

Corporation Brand Operating companies Subbrands Masterbrand plus (sub) brands Product brands 步骤 6: Step 6: 品牌责任归属 组织运作 Brand responsibility Organization Operation ? 作业语言的统一 ( 思考工具 ) ，讲一样的话 Unite the operational language (thinking tools) ? 品牌管理系统 Brand management system ( 品牌识别手册 / 企业识别手册 ) (Brand identity handbook / corporate identity handbook) ? 行销 / 业务 / 传播功能的整合 Integrate marketing, sales, and communications. ? 总裁 / 副总裁带队 ( 清楚的决策流程 ) By president / vice-president (clear decision- making process) ? 信息科技的协助 Information Technology (IT) ? 培训 Training 步骤 7: Step 7: 360 °整合行销传播计划及执行 360 degree pl