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ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsManagingBrandsinChallenging1ValueofBrandiswidelyrecognizedValueofBrandiswidelyrecog2Inmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueInmid-2002,thestockmarket3Yetbuildingbrandhasneverbeenmorechallenging!Yetbuildingbrand4TwoMajorFactorsTwoMajorFactors5TwoMajorFactorsTwoMajorFactors6 "Ordinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers."

RayJohnson

"Ordinarypeoplecanspreadg7ThisisparticularlytrueintheInternetAgeThisisparticularlytrueint8WordsofmouthbecomeswordsofmouseWordsofmouthbecomeswordso9KryptoniteThe“unbreakablebonds”KryptoniteThe“unbreakablebon10新時代品牌管理講座(英文版)11ThehitthataffectstheworldThehitthataffectstheworld12新時代品牌管理講座(英文版)13“Abrandismorethanalogo.Abrandisapromise.”-MikeHolland“Abrandismorethanalogo.14Thetrustisgone!Thetrustisgone!15Asaresult…ConsumersarebecomingmoreskepticalAsaresult…Consumersarebec16 Howcanbrandswinbacktheheartofconsumers? Howcanbrandswinbacktheh17HintNumberOneUnderpromise,overdeliverHintNumberOneUnderpromise,18新時代品牌管理講座(英文版)19HintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightHintNumberTwoDowhatmatters20Case-AcuvueCase-Acuvue21新時代品牌管理講座(英文版)22新時代品牌管理講座(英文版)23新時代品牌管理講座(英文版)24新時代品牌管理講座(英文版)25新時代品牌管理講座(英文版)26新時代品牌管理講座(英文版)27新時代品牌管理講座(英文版)28新時代品牌管理講座(英文版)29新時代品牌管理講座(英文版)30HintNumberThreeManageallthestakeholdersHintNumberThreeManageallth31AuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesShareholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseAuthorizersBusinesspartnersE32新時代品牌管理講座(英文版)33新時代品牌管理講座(英文版)34新時代品牌管理講座(英文版)35HintNumberFourTakepromptanddecisiveactionHintNumberFourTakepromptan36新時代品牌管理講座(英文版)37新時代品牌管理講座(英文版)38新時代品牌管理講座(英文版)39新時代品牌管理講座(英文版)40HintNumberFiveRespectthelocalcultureHintNumberFiveRespectthelo41Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo42Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo43HintNumberSixBesensitivetopoliticalimplicationsHintNumberSixBesensitiveto44新時代品牌管理講座(英文版)45TheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)TheMarcoPoloBridge(luguoqi46WhatisacceptableinonecountrymaynotbeacceptableinanothercountryWhatmaybehumourouscanbeseenasanoffenseWhatisacceptableinonecoun47新時代品牌管理講座(英文版)48新時代品牌管理講座(英文版)49新時代品牌管理講座(英文版)50HintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberSevenIt’snotonl51新時代品牌管理講座(英文版)52HintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyHintNumberEightDon’ttryto53TheWorldCarthatdropsoutfromtheworldTheWorldCarthatdropsoutf54BerelevantCowboyisCOOL!HintNumberNineBerelevantCowboyisCOOL!Hin55BerelevantWell…maybe!BerelevantWell…maybe!56BerelevantBerelevant57HintNumberTenSocialvalueofbrandArebrandsgoodforbusiness,badforsociety?HintNumberTenSocialvalueof58BeingsociallyresponsibleisdifferentfrombeingapassivedonorBeingsociallyresponsibleis59BeingsociallyresponsibleisdifferentfrombeingapassivedonorCSRhastotieinwiththerolethatthebrandplaysinsocietyBeingsociallyresponsibleis60新時代品牌管理講座(英文版)61新時代品牌管理講座(英文版)62Firstcoverage-out8thJan-CloserMagazine(wkly)Firstcoverage-out8thJan-63新時代品牌管理講座(英文版)64新時代品牌管理講座(英文版)65ThankYou新時代品牌管理講座(英文版)66ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsManagingBrandsinChallenging67ValueofBrandiswidelyrecognizedValueofBrandiswidelyrecog68Inmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueInmid-2002,thestockmarket69Yetbuildingbrandhasneverbeenmorechallenging!Yetbuildingbrand70TwoMajorFactorsTwoMajorFactors71TwoMajorFactorsTwoMajorFactors72 "Ordinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers."

RayJohnson

"Ordinarypeoplecanspreadg73ThisisparticularlytrueintheInternetAgeThisisparticularlytrueint74WordsofmouthbecomeswordsofmouseWordsofmouthbecomeswordso75KryptoniteThe“unbreakablebonds”KryptoniteThe“unbreakablebon76新時代品牌管理講座(英文版)77ThehitthataffectstheworldThehitthataffectstheworld78新時代品牌管理講座(英文版)79“Abrandismorethanalogo.Abrandisapromise.”-MikeHolland“Abrandismorethanalogo.80Thetrustisgone!Thetrustisgone!81Asaresult…ConsumersarebecomingmoreskepticalAsaresult…Consumersarebec82 Howcanbrandswinbacktheheartofconsumers? Howcanbrandswinbacktheh83HintNumberOneUnderpromise,overdeliverHintNumberOneUnderpromise,84新時代品牌管理講座(英文版)85HintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightHintNumberTwoDowhatmatters86Case-AcuvueCase-Acuvue87新時代品牌管理講座(英文版)88新時代品牌管理講座(英文版)89新時代品牌管理講座(英文版)90新時代品牌管理講座(英文版)91新時代品牌管理講座(英文版)92新時代品牌管理講座(英文版)93新時代品牌管理講座(英文版)94新時代品牌管理講座(英文版)95新時代品牌管理講座(英文版)96HintNumberThreeManageallthestakeholdersHintNumberThreeManageallth97AuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesShareholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseAuthorizersBusinesspartnersE98新時代品牌管理講座(英文版)99新時代品牌管理講座(英文版)100新時代品牌管理講座(英文版)101HintNumberFourTakepromptanddecisiveactionHintNumberFourTakepromptan102新時代品牌管理講座(英文版)103新時代品牌管理講座(英文版)104新時代品牌管理講座(英文版)105新時代品牌管理講座(英文版)106HintNumberFiveRespectthelocalcultureHintNumberFiveRespectthelo107Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo108Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo109HintNumberSixBesensitivetopoliticalimplicationsHintNumberSixBesensitiveto110新時代品牌管理講座(英文版)111TheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)TheMarcoPoloBridge(luguoqi112WhatisacceptableinonecountrymaynotbeacceptableinanothercountryWhatmaybehumourouscanbeseenasanoffenseWhatisacceptableinonecoun113新時代品牌管理講座(英文版)114新時代品牌管理講座(英文版)115新時代品牌管理講座(英文版)116HintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberSevenIt’snotonl117新時代品牌管理講座(英文版)118HintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyHintNumberEightDon’

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