冈崎茂生先生演讲.pptxVIP

Copyright 2008 DENTSU INC. All rights reserved.1September 25, 2009Shigeo Okazaki 冈崎茂生 Visionary Branding创视界的品牌构筑Shigeo Okazaki 冈崎茂生Adjunct Professor of Marketing, Chulalongkorn University 朱拉隆功大学市场营销学教授 Executive Brand Consultant / Managing Director, Strategic Resource Center, Beijing Dentsu Advertising北京电通广告有限公司战略资源中心 本部长 执行品牌顾问Handout materials: For academic use only Copyright 2008 DENTSU INC. All rights reserved.2Seminar (1) Why brand? 为什么要构筑品牌？ Copyright 2008 DENTSU INC. All rights reserved.3Marketing Managers Are Pressured for Short-term Success　　　　　　　　　　市场经理们承受着短期盈利的压力“We are held responsible for day-to-day sales and profits.” 我们要负责每天的销售和盈利。“ You all fuss about branding, but does brand-building really drive sales?” 你们总是强调品牌，可是品牌真的能够带动销售吗？“ If you prove to me that brand boosts my daily sales, then I will invest my money more actively in brand-building.”除非你能够证明品牌能够提高我的日营业额，我才会考虑在品牌上投更多的钱。 Typical remarks by brand managers with bottom-line responsibility　需要对公司成本负责的品牌经理们的典型问题 Copyright 2008 DENTSU INC. All rights reserved.4Are They Really Incompatible?鱼和熊掌真的不能兼得吗？Marketing市场营销Branding品牌构筑 Copyright 2008 DENTSU INC. All rights reserved.5Marketing and Branding市场营销与品牌构筑Branding品牌构筑Marketing市场营销Driver推动力Driver推动力Organization组织CorporateFunction企业总部功能Businessunit function事业部功能Objective目标Optimizestakeholderattitude aslong-termAsset优化利益相关者对公司愿景的预期Maximizeprofit overshort tomid-term中短期收益最大化Focus关注点Share visionand valuesamongStakeholders与利益相关者分享愿景与价值观Changeconsumerbehaviorvia 4Ps通过4P改变消费者行为 Copyright 2008 DENTSU INC. All rights reserved.6Marketing and Branding市场营销与品牌构筑Real-time operation 实时操控Problem-solving 解决问题Forward-looking 远见卓识Opportunity-focused 着眼机会Branding品牌构筑Marketing市场营销Driver推动力Driver推动力 Copyright 2008 DENTSU INC. All rights reserved.7PurchaseIntention购买意向BrandPerception品牌认知Connecting Branding and Marketing连接品牌构筑与市场营销 Copyright 2008 DENTSU INC. All rights reserved.8A strong brand一个强大的品牌Sells more 卖得更多Sells longer 卖得更久Sells at higher price 卖得更贵 Brand Boosts