什么是品牌(1)ppt課件

1、什麼是品牌?品牌: 客戶對(duì)有形的產(chǎn)品及附在產(chǎn)品上無(wú)形的價(jià)值,聯(lián)想的認(rèn)知及期望“無(wú)形的“是如何構(gòu)成的？可控制及不可控制的“信息(Messages)媒體,競(jìng)爭(zhēng)對(duì)手客戶的經(jīng)驗(yàn)(Experience),購(gòu)買前及購(gòu)買後客戶的認(rèn)知,置信技術(shù),規(guī)格,價(jià)格,屬性Product Aspect Brand Aspect有形的規(guī)格理性的功能性的分析性可衡量的無(wú)形的好處感性的經(jīng)驗(yàn)性的直覺(jué)的自判的心/主觀的頭腦/客觀的產(chǎn)品與品牌的不同觀點(diǎn)Source: porBRAND名字,品牌,或強(qiáng)勢(shì)品牌知名度獨(dú)特的價(jià)值主張且不斷的執(zhí)行並傳播它展現(xiàn)個(gè)性名字品牌強(qiáng)勢(shì)品牌品牌定位(承諾)(個(gè)性 / 識(shí)別)Personality/Iden

2、tity符合目標(biāo)對(duì)象的喜好公司有才干做的很好競(jìng)爭(zhēng)者尚未擁有符合市場(chǎng)趨勢(shì)目前產(chǎn)品目前服務(wù)品牌定位的要件未來(lái)產(chǎn)品未來(lái)服務(wù)品牌(公司)使命品牌(中心)價(jià)值價(jià)值訴求客戶價(jià)值目標(biāo)客戶品牌戰(zhàn)略的延伸架構(gòu)品牌個(gè)性品牌經(jīng)驗(yàn)在網(wǎng)路上建立品牌在網(wǎng)路上建立品牌網(wǎng)頁(yè)電子郵件網(wǎng)路公關(guān)廣告及贊助內(nèi)容網(wǎng)頁(yè)customerextranetintranetSource: Brand LeadershipA Brand-Building Web SiteA Brand-BuildingWeb SiteCreate a positive experienceEasy to useDeliver ValueInteractive,

3、personalized,And timely2. Reflect and support the brand3. Look for synergywith other communicationprograms5. Differentiate withstrong sub-branded content4. Provide a homefor the loyalistSource: Brand LeadershipFive Important PrinciplesBranding happens; its not optionalCustomers buy brands, not productsBe customer-centric, not product-centricBranding is only as powerful as an organization