品牌的傳播交流及關(guān)系：一個來自北歐的品牌管理的學(xué)術(shù)觀點(文件)
【正文】 cation 事先計劃好的傳播方式 Charactersitics: 基本特點 Low level of customer interaction and participation 低層次的顧客接觸和參予 Creates possibilities for entering a relationship 為進入一個關(guān)系創(chuàng)造著可能性 Outreach, pany seeks to be exposed to its customers 向外伸延，公司試圖向顧客展示自己 Goals: 目標 Influence brand awareness 影響品牌的知名度 Creates customer interests and hopefully purchasing desire 建立顧客的興趣并期望能產(chǎn)生購買欲望 10 Jian Ming TENG Contact 聯(lián)絡(luò) A continuous, interactive process 持續(xù)的，相互接觸的過程 Characteristics: 基本特點 Initiated by twoway interaction process 由雙向互相接觸的過程所發(fā)起 Ability to gather customerspecific information 擁有收集具體顧客信息的能力 Creates shared understanding 創(chuàng)造相互理解 Involves various munication techniques 涉及著多種傳播交流的技術(shù)手段 11 Jian Ming TENG Connectedness 連接性 Characteristics: 基本特點 Consolidate the customer and the pany 調(diào)整顧客和公司 Developed through partners’ interaction process 通過合作伙伴間的相互接觸過程來發(fā)展的 Oute of the shared understanding and meaning generated by both parties 是通過互相理解由雙方共同創(chuàng)造的意義所產(chǎn)生的結(jié)果 Achieved through dialogues 通過對話來實現(xiàn)的 Branding, the trusty marketing tool of the 20th century is being replaced by 21st century model: ”Dialogues” between the marketer and the customer 品牌創(chuàng)建，這個 20世紀值得信任的市場營銷工具，正被 21世紀的模式：營銷者同顧客間的對話所取代 12 Jian Ming TENG Dynamics of Dialogues 對話的動態(tài)性 Develops insights into what the parties can achieve together 開發(fā)能使雙方共同創(chuàng)造的內(nèi)幕 The oute is new understanding and a basis from which to think and act 其結(jié)果是獲得新的相互理解及以此來思考和行動的根據(jù) Learning through a dialogue 通過對話來相互了解 Customer 顧客 Company 公司 13 Jian Ming TENG Sources of Communication Messages in a Brand Relationship (Gr246。nroos 2023: 291) The main task in branding process is to manage the service (production) process so that they provide the customers with positive brand contacts, which create a favorable brand relationship 品牌化進程中的主要任務(wù)是管理服務(wù)生產(chǎn)過程，以此向顧客提供肯定性的品牌聯(lián)系，從而創(chuàng)建更期望獲得的品牌關(guān)系 The planned marketing munication efforts are only supportive activities in the creation of brand relationships 事先計劃好的營銷傳播行為 僅僅 是品牌關(guān)系創(chuàng)建中起支持性作用的活動 20 Jian Ming TENG How to Create Service Brand Relationships 如何創(chuàng)建服務(wù)品牌關(guān)系 (Berry 1999) Be different 與眾不同 Innovate Vs. Imitate 革新創(chuàng)先與模仿相對比 Determine your own fame 確定自己的聲譽 Creating real value to customers 向顧客提供他們所需的真正的價值 Make an emotional connection 建立感情上的聯(lián)系 Creating feelings of trust, affection and closeness Internalize the brand 使品牌內(nèi)部化 The pany internal spirit of the brand公司內(nèi)部的品牌精神
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