某手機(jī)如何塑造品牌分析

1、品牌 & 營(yíng)銷傳播公司品牌部?jī)?nèi)容提要什么是品牌 什么是華為品牌 電信市場(chǎng)行業(yè)分析華為品牌客戶調(diào)研華為的品牌戰(zhàn)略如何塑造華為品牌整合營(yíng)銷傳播Visual Identity 視覺識(shí)別系統(tǒng)Page 2品牌是什么Page 3Page 4品牌.品牌不僅是一個(gè)圖標(biāo)、一句標(biāo)語(yǔ)，或者對(duì)使命的宣言，更是在企業(yè)所有的決策、行動(dòng)，以及客戶互動(dòng)中永遠(yuǎn)堅(jiān)守的承諾。James & Gregory塑造企業(yè)品牌Page 5產(chǎn)品和品牌是一樣的嗎產(chǎn)品品牌Page 6產(chǎn)品和品牌是一樣的嗎產(chǎn)品關(guān)注產(chǎn)品、服務(wù)本身功能性利益研發(fā)、加工、銷售同質(zhì)化價(jià)格競(jìng)爭(zhēng)可被抄襲品牌關(guān)注客戶與公眾溝通體驗(yàn)：情感利益一致性、持續(xù)性長(zhǎng)期客戶關(guān)系溢價(jià)空間獨(dú)一無(wú)

2、二，不可復(fù)制Page 7Page 8品牌的定義新的定義：experience 體驗(yàn)品牌意味著承諾體現(xiàn)在人們與企業(yè)互動(dòng)的每個(gè)接觸點(diǎn)它是人們對(duì)企業(yè)體驗(yàn)的總和傳統(tǒng)定義: See企業(yè)標(biāo)識(shí) Logo視覺識(shí)別 Visual identity命名、口號(hào)、包裝Everything that we proactively produce and send out.A brand is what our audience see and experience.Page 9一個(gè)成功的品牌并非是在工廠中制造出來(lái)的，它存在于人們的心里Page 10內(nèi)容提要什么是品牌 什么是華為品牌 電信市場(chǎng)行業(yè)分析華為品牌客戶調(diào)研華為

3、的品牌戰(zhàn)略如何塑造華為品牌整合營(yíng)銷傳播Visual Identity 視覺識(shí)別系統(tǒng)Page 11電信市場(chǎng)的行業(yè)分析Page 12競(jìng)爭(zhēng)加劇，行業(yè)巨頭紛紛轉(zhuǎn)型合并Page 13AlcatelPage 14Alcatel-LucentPage 15Ericsson - Taking You ForwardPage 16Nokia Siemens NetworksPage 17CISCOPage 18華為品牌客戶調(diào)研Page 19華為品牌客戶調(diào)研2007年全球范圍訪談目標(biāo)客戶決策層51人，客戶普遍認(rèn)可華為的技術(shù)創(chuàng)新能力、熱情投入的員工，快速響應(yīng)客戶需求，是一家快速發(fā)展、積極進(jìn)取的公司技術(shù) Techni

4、cal技術(shù)創(chuàng)新 “They are pioneers and experienced and have unique technologies.” 產(chǎn)品可靠 “I find Huawei equipment reliable, even though they may not be the best the industry”客戶化 ”willing to customize“ 全面的產(chǎn)品 ”offers a broad portfolio“ 服務(wù) Service快速響應(yīng)，良好運(yùn)作與維護(hù)能力“Huawei has fast manufacturing and delivery, with go

5、od operations and maintenance.”CommunicationsRelationship with client員工 People熱情的員工，非常樂(lè)于幫助Dedicated staff are “very willing to help”整體形象Overall image“華為具有巨大潛力，他們努力獲取新客戶，利用優(yōu)質(zhì)服務(wù)和新技術(shù)保證發(fā)展”. ”選擇華為，因?yàn)門CO很有競(jìng)爭(zhēng)力，商務(wù)靈活，易于讓步“Average of attribute ratingsCurrent customers N=44, Potential customers N=7Page 20華為的品牌

6、戰(zhàn)略Page 21品牌戰(zhàn)略的要素愿景使命品牌定位與特性快速響應(yīng)開拓創(chuàng)新穩(wěn)健共贏價(jià)值承諾貢獻(xiàn)社會(huì)推動(dòng)行業(yè)成就客戶回報(bào)員工政府公眾媒體分析師行業(yè)組織產(chǎn)業(yè)鏈發(fā)達(dá)市場(chǎng)移動(dòng)新興市場(chǎng)移動(dòng)全球固網(wǎng)客戶中方員工外籍員工豐富人們的溝通和生活全力以赴Page 22華為的品牌定位Huawei is a world-leading telecom solutions provider focused on building long-term partnerships with telecom operators. Through our passionate employees and unmatched R&D

7、capabilities, we can react quickly to customers needs with a comprehensive, customized set of offerings.我們是誰(shuí)？為誰(shuí)服務(wù)？依靠哪些差異化競(jìng)爭(zhēng)優(yōu)勢(shì)為客戶創(chuàng)造商業(yè)價(jià)值？華為是全球領(lǐng)先的電信解決方案供應(yīng)商，專注于與電信運(yùn)營(yíng)商建立長(zhǎng)期的合作伙伴關(guān)系。我們擁有熱誠(chéng)的員工和強(qiáng)大的研發(fā)能力，快速響應(yīng)客戶需求，提供客戶化的產(chǎn)品和端到端的服務(wù)。Page 23華為的品牌特性穩(wěn)健共贏 Progressive 開拓創(chuàng)新 Innovative快速響應(yīng) Responsive 基于強(qiáng)大的研發(fā)能力，華為圍繞客戶需求持續(xù)創(chuàng)

8、新，通過(guò)客戶化的產(chǎn)品與解決方案，幫助客戶提升競(jìng)爭(zhēng)力，推進(jìn)行業(yè)發(fā)展。聚焦客戶關(guān)注的壓力和挑戰(zhàn)，華為快速滿足客戶需求，以優(yōu)質(zhì)的交付，幫助客戶快速拓展業(yè)務(wù)，贏得市場(chǎng)先機(jī)。華為與客戶建立長(zhǎng)期的合作伙伴關(guān)系，助力客戶商業(yè)成功，并實(shí)現(xiàn)社會(huì)、行業(yè)與自身共同的可持續(xù)發(fā)展。 華為是全球領(lǐng)先的電信解決方案供應(yīng)商，專注于與電信運(yùn)營(yíng)商建立長(zhǎng)期的合作伙伴關(guān)系。我們擁有熱誠(chéng)的員工和強(qiáng)大的研發(fā)能力，快速響應(yīng)客戶需求，提供客戶化的產(chǎn)品和端到端的服務(wù)。品牌定位品牌特性全力以赴 Dedicated Page 24內(nèi)容提要什么是品牌 什么是華為品牌 電信市場(chǎng)行業(yè)分析華為品牌客戶調(diào)研華為的品牌戰(zhàn)略如何塑造華為品牌整合營(yíng)銷傳播Visu

9、al Identity 視覺識(shí)別系統(tǒng)Page 25客戶對(duì)品牌的認(rèn)知來(lái)自傳播、產(chǎn)品、服務(wù)三個(gè)方面培訓(xùn)Training技術(shù)支持Support呼叫中心Call Center咨詢客戶傳播服務(wù)產(chǎn)品功能特性研發(fā)創(chuàng)新技術(shù)路標(biāo)廣告AD公共關(guān)系PR事件營(yíng)銷EventsWeb 網(wǎng)絡(luò)我們通過(guò)營(yíng)銷傳播向客戶做出承諾，設(shè)定客戶期望。通過(guò)產(chǎn)品和服務(wù)的交付履行承諾，實(shí)現(xiàn)客戶滿意。在B2B領(lǐng)域，面對(duì)面溝通對(duì)客戶影響巨大，所以一線員工是品牌傳播的主要渠道。Page 26以客戶為中心的整合營(yíng)銷傳播分析細(xì)分客戶的認(rèn)知現(xiàn)狀，設(shè)定傳播目標(biāo)，編輯關(guān)鍵信息，規(guī)劃各傳播渠道的營(yíng)銷活動(dòng)目標(biāo)受眾Audiences營(yíng)銷傳播Communicatio

10、ns傳播目標(biāo)ObjectivesHow are we communicating?How should we be communicating?How should we be managing the brand on an ongoing basis?Who are our targets?What do they know?What do we want them to know?Page 27目標(biāo)受眾排序：以戰(zhàn)略客戶、中堅(jiān)客戶為重點(diǎn)Highest priorityLowest priority行業(yè) Expert客戶 Customers華為員工 Employees社會(huì)公眾社會(huì)公眾政府社區(qū)

11、合作伙伴潛在員工Audience categories戰(zhàn)略客戶:尚未實(shí)現(xiàn)規(guī)模收益，對(duì)華為沒有了解，未來(lái)三至五年能帶來(lái)潛在收益的戰(zhàn)略客戶。如：DT、FT、 Vodafone本土子網(wǎng)、比利時(shí)電信、Singtel、日、韓。中堅(jiān)客戶：連續(xù)兩年實(shí)現(xiàn)規(guī)模收益，已有成功交付，對(duì)華為已有了解，逐步建立信任，未來(lái)繼續(xù)帶來(lái)收益的中堅(jiān)客戶。如：BT、KPN、TI、Vodafone在Spain子網(wǎng)。行業(yè)意見領(lǐng)袖行業(yè)分析師行業(yè)媒體行業(yè)協(xié)會(huì)標(biāo)準(zhǔn)組織戰(zhàn)略客戶決策層戰(zhàn)略客戶技術(shù)層中堅(jiān)客戶決策層中堅(jiān)客戶技術(shù)層中國(guó)員工外籍員工傳播目標(biāo)客戶的品牌認(rèn)知隨客戶關(guān)系進(jìn)展逐漸加深忠誠(chéng) Loyalty試用 Action偏好 Preferen

12、ce認(rèn)可 Consideration認(rèn)知 Awareness長(zhǎng)期合作Buildinglong-term partnership認(rèn)可 Understanding認(rèn)知 AwarenessPage 29快速響應(yīng) Responsive開拓創(chuàng)新 Innovative務(wù)實(shí)共贏 ProgressiveFactsHuawei has more than 10,000 professional service employees and over 1,500 corporate partners to provide customers with timely project delivery and spec

13、ialized service support.Of Huaweis over 62,000 employees worldwide, 48% are engaged in R&D.Huawei has been very successful in its overseas development, over 65% of revenue is from abroad, and contributes most to revenue growth.Today, 31 of the worlds top 50 operators use Huawei technology to serve o

14、ver 1 billion telecom users in over 100 countries.StrengthsHuawei has a track record of getting the job done, applying as many resources as needed to implement customized solutions, complete projects and satisfy customers.Huaweis broad end-to-end portfolio of offerings supports customers in developi

15、ng value-chain benefits.With extensive experience in mobile, fixed and IP networks and implementing innovative network transformation, Huawei can help customers succeed in the IP convergence era. Huawei has established ALL-IP FMC as its technology investment strategy, allowing the company to not onl

16、y meet current customer needs, but provide unique high value solutions for the future.As of March 2007, Huawei has already won 50 WCDMA contracts in the 3G market, CultureHuawei is committed to long-term development in local regions - we have set up more than 100 representative offices, local sales

17、and service institutions, R&D centers, training centers, technical support centers and production centers worldwide.Huawei engineers and technical staff have a pioneering spirit to create customized solutions to meet customer requirement, reduce cost and provide unique services to end users.Although

18、 Huawei is not a listed company, KPMG audits Huaweis annual report to keep the company transparent, and to allow our customers to understand us better.Future DirectionHuawei aspires to become recognized as a leading global telecom solutions partner in the convergence era.Huaweis investments focus on

19、 becoming a leader of ALL-IP FMC technology.Huawei is committed to furthering its internationalization and localization efforts.關(guān)鍵信息從事實(shí)、優(yōu)勢(shì)、文化、未來(lái)等方面，層層深入為品牌傳播提供內(nèi)容支撐Page 30傳播渠道的分類MassTargetedFace-to-face渠道特點(diǎn)大范圍，廣覆蓋形象化、視覺化信息內(nèi)容較少客戶參與互動(dòng)較少信息知會(huì)作用快速建立潛在客戶的認(rèn)知選擇性覆蓋主動(dòng)控制受眾范圍豐富、持續(xù)信息內(nèi)容客戶參與互動(dòng)信息高可信性與特定客戶建立較強(qiáng)的聯(lián)系點(diǎn)對(duì)點(diǎn)交

20、流自主選定客戶傳遞定制化信息客戶高度參與、全面交流互動(dòng)交流效果及時(shí)確認(rèn)強(qiáng)化客戶信任，建立長(zhǎng)期關(guān)系品牌接觸點(diǎn)形象廣告行業(yè)軟文媒體新聞網(wǎng)絡(luò)廣告門戶網(wǎng)站直郵Newsletters行業(yè)專刊營(yíng)銷資料新聞發(fā)布會(huì)第三方展會(huì)、論壇展示網(wǎng)站權(quán)限欄目總部參觀客戶銷售拜訪大客戶專家團(tuán)隊(duì)展會(huì)、論壇、現(xiàn)場(chǎng)會(huì)交流CEO年會(huì)、CTO論壇、用戶大會(huì)Page 31根據(jù)客戶傳播目標(biāo)，選定關(guān)鍵信息、傳播渠道客戶現(xiàn)狀傳播目標(biāo)關(guān)鍵信息傳播渠道戰(zhàn)略客戶決策層對(duì)華為沒有了解，懷疑華為的技術(shù)和交付能力，對(duì)中國(guó)公司有負(fù)面認(rèn)知認(rèn)知、認(rèn)可了解華為穩(wěn)健發(fā)展?fàn)顩r，證明華為的管理水平、技術(shù)、交付能力，打破負(fù)面印象。華為服務(wù)于世界領(lǐng)先運(yùn)營(yíng)商。華為持續(xù)創(chuàng)新

21、，為客戶提供全面的解決方案。華為在全球建立分支機(jī)構(gòu)。70000多名專注敬業(yè)的員工，為客戶提供快速、優(yōu)質(zhì)的服務(wù)。行業(yè)頂級(jí)展覽、峰會(huì)高端商業(yè)論壇贊助與發(fā)言PR高端新聞?dòng)?jì)劃PR思想領(lǐng)導(dǎo)者計(jì)劃形象廣告戰(zhàn)略客戶技術(shù)層尚未體驗(yàn)過(guò)華為的產(chǎn)品和解決方案，對(duì)技術(shù)能力缺乏了解認(rèn)可加大對(duì)華為解決方案的了解。證明產(chǎn)品質(zhì)量、研發(fā)和全球交付的能力持續(xù)資金投入研發(fā)創(chuàng)新。加入國(guó)際標(biāo)準(zhǔn)組織，獲得授權(quán)專利。FMC、IMS、WiMAX、IPTV等領(lǐng)域推出解決方案。華為服務(wù)于世界一流運(yùn)營(yíng)商。第三方技術(shù)論壇發(fā)言分析師發(fā)言邀請(qǐng)客戶化營(yíng)銷資料成功故事軟文中堅(jiān)客戶決策層已有成功交付，對(duì)華為已經(jīng)熟悉，逐步建立信任，需要確信華為對(duì)未來(lái)的承諾建立

22、長(zhǎng)期關(guān)系以信任為基礎(chǔ)建立緊密關(guān)系，傳達(dá)華為的行業(yè)愿景和價(jià)值定位，未來(lái)共同發(fā)展華為推動(dòng)電信行業(yè)發(fā)展，保護(hù)客戶投資與運(yùn)營(yíng)商緊密合作，掌握最終用戶要求提供全面解決方案。創(chuàng)新，提供咨詢、運(yùn)維等新型服務(wù)，提升客戶的競(jìng)爭(zhēng)力，與客戶共同發(fā)展。華為Events CXO論壇華為愿景戰(zhàn)略的高端交流行業(yè)頂級(jí)展覽、峰會(huì)社會(huì)責(zé)任報(bào)告PR思想領(lǐng)導(dǎo)者計(jì)劃中堅(jiān)客戶技術(shù)層已經(jīng)熟悉華為的產(chǎn)品和解決方案，需要確定華為未來(lái)的技術(shù)發(fā)展建立長(zhǎng)期關(guān)系證明產(chǎn)品質(zhì)量、交付、解決方案，展現(xiàn)技術(shù)的領(lǐng)導(dǎo)力與客戶合作，華為理解行業(yè)技術(shù)趨勢(shì)。開發(fā)產(chǎn)品、服務(wù)，提升客戶的競(jìng)爭(zhēng)力。持續(xù)關(guān)注3G/LTE, IMS與Multi-Play解決方案推進(jìn)ALL IP網(wǎng)絡(luò)演進(jìn)，提供豐富的FMC業(yè)務(wù)成為ALL-IP FMC技術(shù)的領(lǐng)先者. 華為Events 用戶年會(huì)華為技術(shù)路標(biāo)交流成功故事集網(wǎng)站解決方案專題欄目Page 32Visual Identity 視覺識(shí)別系統(tǒng)Page 33Page 34Page 35Page 36組成要素Page 37企業(yè)標(biāo)識(shí)Page 38華為字體Page 39企業(yè)色彩Page 40設(shè)計(jì)元素Page 41圖片Page 42PPT Demo: text & image Lorem ipsum sed torpet tincidunt aures. Ar