创业公司的营销与品牌管理教材.pptxVIP

By Estela Kuo 郭伟琼 2003年12月12日 江西南昌;培训内容;想像你刚刚成立了一个公司...;市场部功能的演进;The Evolution of a Marketing Organization;市场部功能的演进;The Evolution of a Marketing Organization;市场部功能的演进;The Evolution of a Marketing Organization;市场部功能的演进;成长中企业的营销组织阶段;Marketing Effectiveness Audit营销效果检验;Marketing Effectiveness Audit营销效果检验;Marketing Effectiveness Audit营销效果检验;Marketing Effectiveness Audit营销效果检验; ;定做你的OO果汁!;游戏规则;题目;OO果汁新产品发布会;在游戏结束后……;360o的品牌管理;;;;’00-‘01 China Ranking 奥美中国传播集团排名; What sets us apart is the power of integration in brand management. 品牌管理的整合力量,让奥美独占鳌头 ;What is a BRAND? 品牌是什么?; ; ;The totality of a brand. 品牌的全貌 ;Ogilvy 360 Degrees Brand Stewardship 奥美360度品牌管家;;;;;;;;;;What Have We Got?我们已经知道什么？;What Have We Got?我们已经知道什么？;Creating a Brand World创造一个品牌世界;What We Are Trying to Do Differently我们试图有哪些不同的做法?;What Greater Involvement Is About较强的融入度是关于;Multiple Connections多维联系;Different Points of Contact offers the Customer Different Encounters With the Brand 于不同的接触点, 消费者与品牌有不同的接触状况;Close Your Eyes. Imagine Seeing a Fish闭上眼睛. 想象你正看到一条鱼;Being a Fish, not Seeing a Fish变成鱼...不是看着鱼;;Points of Contact接触点;Some Techniques To Stimulate Point of Contact Opportunities 几个帮助激发接触点的技巧;Day in the Life生活中的一天;Colours 色彩;Things We Need to Know About Our Customers我们必须了解消费者的…...;Stimuli Card提示卡;;Using Your Impression of What Is Happening in the World at Large运用你自己对身边发生的事情的印象;Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同 ;Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同 ;More Obvious Points of Contact明显的接触点;Less Obvious Points of Contact不太明显的接触点;A Wine Cork葡萄酒软木塞;Have a Break小憩片刻;Fun Fitnessin an MTR Mirror轻松瘦身;Long, long, long, long life - Duracell;Moving Through;;Evaluation评估;;Summary 小结;Workshop 2 ;分享与反馈;郭伟琼 Estela Kuo 奥美行动营销中国董事总经理 estela.kuo@ 13901234632