揭开建立品牌的奥秘.ppt

1、Managing Brands in Challenging Times,Dr. Royce Yuen Visiting Associate Professor, HKU Chairman, Ogilvy Hong Kong Chairman, HK4As,Value of Brand is widely recognized,In mid-2002, the stock market value of Coca-Cola was US$ 136 billion Yet the book value was only US$ 10.5 billion Estimated value of Co

2、ca-Cola brand name was US$ 70 billion, well over half of its intangible value,Yet building brand has never been more challenging !,Two Major Factors,Two Major Factors,Ordinary people can spread good and bad information about brands faster than marketers. Ray Johnson,This is particularly true in the

3、Internet Age,Words of mouth becomes words of mouse,Kryptonite,The “unbreakable bonds”,The hit that affects the world,“A brand is more than a logo. A brand is a promise.” - Mike Holland,The trust is gone !,As a result ,Consumers are becoming more skeptical,How can brands win back the heart of consume

4、rs ?,Hint Number One,Under promise, over deliver,Hint Number Two,Do what matters to consumers, not you Focus on consumer insight,Case - Acuvue,Hint Number Three,Manage all the stakeholders,Authorizers,Business partners,External influencers,Customers,Government Regulators Board of Directors Professio

5、nal societies Shareholders,Demographics Market segments Geography High value Mass,Employees Unions Suppliers Distributors Service providers,Activist groups Journalists Experts Analysts Community groups,The Stakeholder Universe,Hint Number Four,Take prompt and decisive action,Hint Number Five,Respect

6、 the local culture,And be sensitive about “how you say it”,And be sensitive about “how you say it”,Hint Number Six,Be sensitive to political implications,The Marco Polo Bridge (luguoqiao) Incident marked the beginning of the Sino-Japanese War (1937 1945),What is acceptable in one country may not be

7、acceptable in another country What may be humourous can be seen as an offense,Hint Number Seven,Its not only what you do, its also what you dont do,Hint Number Eight,Dont try to please everybody You will end up pleasing nobody,The World Car that drops out from the world,Be relevant,Cowboy is COOL !,Hint Number Nine,Be relevant,Well may be !,Be relevant,Hint Number Ten,Social value of brand Are brands good for business, bad for society ?,Being socially responsible is different from being a passive donor,Being socially responsible is different from being a passive donor CSR