奥美--360度品牌管理.ppt

1、,1,360 Degrees Brand Cascade June 30th- July1st Shanghai,Do You Feel That You Are.你是否觉得你是.,In the right industry? 在一个正确的行业工作? With the right agency? 在一个正确的公司工作? At the right time? 在正确的时间?,360 Degree Branding is a terrific opportunity for our brands, our clients its birth, growth, health and market v

2、alue 肩负品牌所有责任的人，包括品牌的诞生、成长、健康和市场价值,Within every brand there is 每个品牌后面 都有一个,产 品,不是每个产品 都可以成为品牌,Product 产品,Tangible: you can touch it, feel it, see it实际的：你可以触摸得到、感受得到、看得到 Has physical attributes: styles, models, features, price有物理的特性：样式、模型、外表、价格 Has the right features to meet customer expectations of

3、performance and value有可以满足消费者要求的正确特性 But this is not sufficient 但这还不够.,Brand 品牌,The total experience of a product:一个产品的所有体验 Personality 个性 Trust信赖 Reliability可靠性 Confidence信心 A friend 朋友 Status 地位 Shared experiences 经验的分享,Brand 品牌,A Brand is a product which has earned a place in customers lives 品牌是在

4、消费者生活中占得一席之地的产品 through perception, experience, beliefs, feelings 通过认知、体验、信任、感受 . until a relationship is built .直到关系的建立 It is the sum of how customers feel about a product 它是消费者如何感受一个产品的总和,A Brand is a complex symbol. It is the intangible sum of a products attributes, its name, packaging, and price

5、, its history, reputation, and the way its advertised. A Brand is also defined by consumers impressions of the people who use it, as well as their own experience” David Ogilvy : 1955,What the Brand-Customer Relationship Is Like品牌-消费者关系是怎样的,Brand Audit 品牌检验,Brand Print 品牌写真,This is the established co

6、re of current Brand Stewardship 这是目前品牌管家的核心,Brand Audit品牌检验,Identifies the intangible feelings, impressions, connections, opinions, memories the customer associates with the brand确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等 where we are in the hearts of the brands customers在品牌消费者的心中，我们在哪里？ Is informed by research among customers; but filled in by ourselves信息通过调研来自消费者，但有我们自己填写 Projective techniques elicit deeper associations投射技术得出深层的联系 Gathers insights that draw us into the heart of the customer-brand rela