奥美品牌管理PPT学习教案

1、会计学1奥美品牌管理奥美品牌管理第1页/共127页第2页/共127页第3页/共127页第4页/共127页第5页/共127页第6页/共127页Direct related tonew distributionHigh endPRCEOBrandManager品牌经理品牌经理Marketing Director行销总监行销总监Strategic策略的策略的Operational运作的运作的Tactical战术的战术的DirectAdvertisingSales PromotionLow endPR第7页/共127页第8页/共127页第9页/共127页第10页/共127页Imagine all co

2、mmunications reflecting the same deep insight试想一下, 所有的传播都反映到相同深度的洞察Imagineall media contributing to the campaignas a whole试想一下, 所有媒介都整体贡献在传播活动上第11页/共127页第12页/共127页Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia BangladeshChina Hong Kong India Indonesia Jap

3、anMalaysia New Zealand Pakistan Philippines Singapore South Korea Sri Lanka Taiwan Thailand Vietnam第13页/共127页第14页/共127页CREATIVE（创意）Adv广告Finance, Admin and IT partners （财务、行政、IT部门）SalesPromotion销售推广 Head主管 Head主管 Head主管 Head主管One直效行销Public Relations公共关系Identity视觉设计 Head主管HEAD OF COUNTRY（地区主管）Consulti

4、ng第15页/共127页第16页/共127页第17页/共127页 Finance, Admin and IT partners Head Head Head Head HeadHEAD OF COUNTRYMulti-disciplinary Brand Teams ConsultingIMAGINEERSAdvSalesPromotion OnePublic RelationsIdentityCREATIVE第18页/共127页第19页/共127页Six inches wide6英寸宽Grey and wetMysterious第20页/共127页Line extensions产品延伸Sal

5、es promotion促销活动Service experience服务经验Word of mouth口碑Receptionists style接待人员的风格Prejudices偏见Quality质量Design and colour设计和色彩Packaging包装Retail environment零售环境Delivery trucks送货车Your showrooms展示厅Corporate reputation企业声誉Telemarketing scripts电话行销记录Taste口味Price价格The way the telephone is answeredSocial attit

6、udes社会态度Collective memory记忆累计Government endorsement政府认可News media新闻媒体Employeerelations雇员关系A Brand Is The Totality Of What The Customer Experiences一个品牌是消费者所经历的总和第21页/共127页第22页/共127页A 360 Degree Brand第23页/共127页第24页/共127页第25页/共127页populist slogan in IndonesianDiscovers the power of self discovery in Ch

7、ina第26页/共127页第27页/共127页第28页/共127页第29页/共127页第30页/共127页第31页/共127页Direct直效行销Public Relations公共关系第32页/共127页第33页/共127页第34页/共127页第35页/共127页A large tower for the storage of grain or cement一个储藏谷物或水泥的塔形建筑No windows to lookin or out of没有窗可以从里面看到外面或从里面看到外面第36页/共127页第37页/共127页第38页/共127页nSearch for better value

8、from brand spending在品牌投资中寻求更好的价值第39页/共127页?第40页/共127页融入度第41页/共127页The New 360 Degree Branding Approach新的360度品牌建立方式 Ensure interplay between all executional elements to bring the Brand Idea alive whether 确保所有可执行元素间的相互影响， 以使品牌IDEA诞生，无论 single, dual or multiple disciplines are used 是否运用到单一、双重还是多元的专业 Og

9、ilvy companies deliver all the executions or not 是否所有的执行工作都由奥美的公司完成第42页/共127页第43页/共127页第44页/共127页To Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要： Practice to ensure we can锻炼可以保证我们 pick the rough diamonds from the river gravel在沙砾中筛选出钻石 cut and polish them to give our brands true brilliance切割、打磨

10、，给予我们的品牌真正的光彩 Cases to inspire us along the way 案例可以激发我们第45页/共127页第46页/共127页第47页/共127页第48页/共127页第49页/共127页第50页/共127页Brand Scan品牌扫描Brand Audit品牌检验Points of contact接触点第51页/共127页Discover the Challengefacing the brand in a 360 Degree way从360度的角度，发掘品牌面临的挑战Describe the Brands DNA描述品牌的DNACreate a world whi

11、ch maximises the interplay between the brand and its customers at various points of contact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化第52页/共127页Brand Audit品牌检验Brand Scan品牌扫描Points of contact接触点Gathering, ordering and interpreting information about the brand in a 360 Degree way从360度的角度，收集、整理、解释关于品牌的各种讯息Unde

12、rstanding the unique relationship between the brand and its customers 了解消费者与品牌的独特关系Defining the areas where the brand can intensify the impact it has on peoples lives确定品牌可以增强其对人们生活影响的接触点第53页/共127页2第54页/共127页第55页/共127页Brand Scan品牌扫描Challenge挑战第56页/共127页第57页/共127页Image形象Goodwill商誉Product产品Customer消费者V

13、isual视觉Channel销售渠道第58页/共127页How strong the brands customer franchise is品牌消费者的特权有多强？第59页/共127页第60页/共127页第61页/共127页Unusually thisBrand was built with no advertising support通常这个品牌没有广告的支持第62页/共127页ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannel第63页/共127页ImageGoodwillPr

14、oductCustomerVisualChannelImageGoodwillProductCustomerVisualChannel第64页/共127页第65页/共127页第66页/共127页第67页/共127页第68页/共127页Stimuli Questions in the Shuffle Deck: Product Equity“扑克牌”中的问题：产品层面Does this product have the optimum price-value equation?是否这个产品具有最佳的价格-价值比？If there is a range of products, how do th

15、ey clarify or confuse the proposition?如果有一系列产品，他们是否让主张变得更清晰或者更混乱？If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive?如果你可以自由发挥， 是否有任何你希望改变的方面，（包括：设计、尺寸等），让这个产品更具吸引力？第69页/共127页第70页/共127页第71页/共127页Stimuli for Image E

16、quity形象层面Is there a strong idea underpinning the brands image? 在品牌的形象背后，是否存在一个很强的“IDEA”？To what extent is the brands share of voice an influence on its image strength? 品牌的“SOV”对品牌强弱的影响有多大？If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way

17、? 如果存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？第72页/共127页第73页/共127页第74页/共127页Stimuli for Customer Equity消费者层面What is the value to the brand of its best or most loyal customers?品牌忠实消费者对品牌的价值是什么？Is the brand over-dependent either on its loyal customers or a constant arrival of new users?是否本品牌过分依赖于忠实消费者和新进消

18、费者？Is this brand getting its fair share of the customers wallet?是否本品牌得到其应该得到的份额？Does this brand treat its best customers as customers for life?是否该品牌对待它最好的消费者如同生活中的消费者？第75页/共127页nTherefore the ability to realise the value of the customer in portfolio and through time有能力了解消费者的价值第76页/共127页第77页/共127页Sti

19、muli for Channel Equity销售渠道方面Can sales leads be traced if they are sold through the channel?销售痕迹是否可以被追踪到？How important is the brand to the channel, and how does the Trade feel about the brand?本品牌对销售渠道的重要性如何？销售渠道对品牌的意见如何？What do potential customers know about where to find the brand, and is it enough

20、?潜在消费者是否知道在哪里可以买得到本品牌？这是否足够？Are Business Partners working to the best advantage of the brand?商业伙伴是否给本品牌最大的益处？How effectively does after-sales service support the brand?售后服务如何有效地支持本品牌？第78页/共127页第79页/共127页Stimuli for Visual Equity视觉方面Is the brand present everywhere in the outside world?本品牌在外部世界是否得可以看得

21、见？How strong is the visual impact of the brand in store?品牌在店头的视觉冲击力有多强？To what degree are all the aspects of the brands visual presence consistent with each other?品牌视觉各个方面的一致性如何？第80页/共127页第81页/共127页Stimuli for Goodwill Equity商誉方面How favourable is the media coverage this brand receives?这个品牌得到的媒体方面的照顾

22、有多好？How do professional experts feel about recommending the brand to others?专家在推荐这个品牌时的感受如何？Does the brand publicly live up to its promises?是否这个品牌符合它的承诺？Is the brand a good citizen of the community?本品牌是否是一个良好的社会公民？How do the brands own employees feel about being associated with the brand? Is their b

23、ehaviour aligned with the CEOs vision?当与本品牌有联系时， 品牌自己雇员的感受如何？第82页/共127页第83页/共127页第84页/共127页第85页/共127页The Compass Dial罗盘（指南针）As we move outwards the elements become more tangible 越往外部，元素变得越来越可操作 The quality of the loyalty programme, the strength of the brand idea忠诚度活动的质量； 品牌“IDEA”的力度On the outer rim

24、are the points of contact themselves - the physical places where the brand presents itself to the customer 最外面的边缘， 是与消费者的接触点；是品牌呈现自己的物理地点第86页/共127页第87页/共127页Brand Scan Helps Us Diagnose the Areas of Sickness in the Brand品牌扫描帮助我们诊断品牌的弱点For example 例如 Key customers whom the brand is not addressing pro

25、perly品牌没有照顾好的主要客户 Where the brand needs to build stronger relationships品牌需要建立更强关系的地方 Inconsistencies in the various points of contact between the brand and its customers品牌与其消费者在各个不同联系点上的不一致性第88页/共127页第89页/共127页Using the Compass Dial运用罗盘（指南针）Explore whether the creative idea is leveraged throughout t

26、he compass and what the scope is for interplay between the elements 探索创意IDEA是否在罗盘上得以发挥，各元素间的相互影响达到哪种程度？Ask yourself whether your brand has weaknesses that need to be addressed - the compass dial will not tell you the solution. But it will point you to a definition of what the problem is 自问你的品牌是否存在弱点

27、？罗盘不会告诉你解决方法， 但可以帮助你了解问题的所在。第90页/共127页The biggest challenge the brand faces品牌所面临的最大挑战 第91页/共127页ImageGoodwillProductCustomerVisualChannel第92页/共127页第93页/共127页第94页/共127页第95页/共127页第96页/共127页第97页/共127页第98页/共127页Image Whether the Brands Image Is Strong and Engaging是否品牌形象够强且吸引人Customer How Strong the Bran

28、ds Customer Franchise Is品牌消费者的特权有多强ChannelHow Well the Brand Is Leveraged in the Trade Environment品牌在销售环境中的调节作用有多强ProductWhether the Brand Presents a Clear Consistent and Differentiating Presence是否品牌保持清晰的、持续的，并且具有差异化的呈现VisualWhether the Brand Presents a Clear Consistent and Differentiating Presence是

29、否品牌保持清晰的、持续的，并且具有差异化的呈现Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可第99页/共127页ImageGIGFY persists and is seen as old-fashionedSerious drink - needs to lighten up to invite younger drinkers into the brand“Guinness is good for you ”有持续性

30、，但被认为过时严肃饮品-需要让年轻消费群进入本品牌Customer People come late to the brand an old mans drink Young tend to dip in and out of brand人们接触品牌较晚，是一个老年男性的品牌年轻人如蜻蜓点水般尝试一下ChannelFocuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveragedYounger drinkers surpr

31、ised if Guinness is not available - but forgive outlet & switch brands集中在终端没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌Product People measure Guinness against beer, therefore are continually surprised by its bitterness人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受Visual Blackness is visibly different, striking and signif

32、ies masculinityIn-bar signage is dusty黑色是视觉差异， 意味着男性酒吧内的象征是灰尘GoodwillCampaign approach irreverent, but doesnt do much for the community at largeBut awareness of Irish pubs introduces an authentic feel which appeals to the young广告方式有点叛逆、不尊重的感觉，但并没有太过分爱尔兰酒吧带来可信的感觉，并且吸引年轻人第100页/共127页Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit寻求一些方法，鼓励年轻消费者尝试“Guinness”，并且将其尝试经验保留成为饮用习惯第101页/共127页第102页/共127页第103页/共127页第104页/共127页第105页/共127页第106页/共127页第107页/共127页第108页/共127页第109页/共127页 Thin