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you are你是 誰(shuí) What you do你做什么 How you say 你如何 說(shuō) Copyright 2023 DENTSU INC. All rights reserved. 33 A Little Secret of Branding The first step to successful longterm brandbuilding is to look into future and envisage what you wish to achieve with your brand. In parallel with mission and domain of your business, create a simple phrase that captures the essential value of your brand in future. This will serve as a driver of your business. 一個(gè)成功的 長(zhǎng) 效品牌構(gòu)筑的第一步是:展望未來(lái),想像你希望與你的品牌 達(dá)成的成就。Copyright 2023 DENTSU INC. All rights reserved. 1 September 25, 2023 Shigeo Okazaki 岡 崎茂生 Visionary Branding 創(chuàng)視 界的品牌構(gòu)筑 Shigeo Okazaki 岡 崎茂生 Adjunct Professor of Marketing, Chulalongkorn University 朱拉隆功大學(xué)市 場(chǎng)營(yíng)銷 學(xué)教授 Executive Brand Consultant / Managing Director, Strategic Resource Center, Beijing Dentsu Advertising 北京 電 通廣告有限公司 戰(zhàn) 略 資 源中心 本部 長(zhǎng) 執(zhí) 行品牌 顧問 Handout materials: For academic use only Copyright 2023 DENTSU INC. All rights reserved. 2 Seminar (1) Why brand? 為 什么要構(gòu)筑品牌? Copyright 2023 DENTSU INC. All rights reserved. 3 Marketing Managers Are Pressured for Shortterm Success 市 場(chǎng)經(jīng) 理 們 承受著短期盈利的 壓 力 “We are held responsible for daytoday sales and profits.” 我 們 要 負(fù)責(zé) 每天的 銷 售和盈利。在使命和 業(yè)務(wù) 范疇之外, 編 寫 簡(jiǎn)單 的一段 話 ,抓住你的品牌 在未來(lái)的核心價(jià) 值 。 Copyright 2023 DENTSU INC. All rights reserved. Strong Brand focus 強(qiáng)勢(shì) 的品牌聚焦 Brand Mission and Vision 品牌使命與愿景 Copyright 2023 DENTSU INC. All rights reserved. 41 Danone Cuts Out the Cookies 達(dá)能出售 餅 干 業(yè)務(wù) 1996 Product portfolio 1996年 產(chǎn) 品系列 *Beer啤酒 *Glass *Frozen food速 凍 食品 *Pasta sauces意面 醬 *Candies糖果 *Italian cheese意大利奶酪 *Cookies餅 干 *Dairy products乳制品 *Water水 2023 Product portfolio 2023年 產(chǎn) 品系列 *Fresh dairy鮮 乳制品 (Yogurt, Milkbased desserts酸奶、乳制甜食 ) *Bottled water瓶裝水 *Baby food嬰 兒食品 *Hospital meals醫(yī)院食品 Copyright 2023 DENTSU INC. All rights reserved. 42 Danone Refocus in Business/Brand Strategies 達(dá)能在商 業(yè) 、品牌 戰(zhàn) 略上重新聚焦 Transformation 轉(zhuǎn)變 Food Beverage Conglomerate 食品與 飲 料集合 Bring health through food to maximum number of people 通 過(guò) 食品向最大量人 傳 播健康 % of sales e from cookie business %的 營(yíng)業(yè)額 來(lái)自 餅 干 業(yè)務(wù) Health and nutrition products 健康與 營(yíng) 養(yǎng) 產(chǎn) 品 Bring health through food from beginning to end of your life 通 過(guò) 食物向你從開始到 結(jié) 束 的一生都提供健康 Longerterm growth 更 長(zhǎng) 期的增 長(zhǎng) 1996 2023 Copyright 2023 DENTSU INC. All rights reserved. 43 Brand Strategy Platform OkazakiModel 品牌 戰(zhàn) 略平臺(tái) —— 岡 崎模型 Vision 愿景 Envisage what you wish to achieve: (1) Business goals (2) Brand image goals 想像你希望達(dá)成的: (1) 商業(yè)目標(biāo) (2) 品牌形象 Resources資 源 (1) Your current core petence (2) Resources to be added in future (1)現(xiàn)在的核心競(jìng)爭(zhēng)力 (2)未來(lái)需要獲得的資源 Future Environment未來(lái) 環(huán) 境 Challenges in changing society, market, technology, petition, and customer 不斷變化的社會(huì)、市場(chǎng)、技術(shù)、競(jìng)爭(zhēng)環(huán)境以及消費(fèi) 者所帶來(lái)的挑戰(zhàn) Customers顧 客 (1) Who will love your brand? (2) How will you delight them? (3)誰(shuí)會(huì)喜愛你的品牌? (4)如何引導(dǎo)、吸引他們 July 7, 2023 Brand Promise品牌承 諾 : Essential val