【正文】 以外界利益為基礎(chǔ)，尤其是 利益相關(guān)者。 步驟三：實施 這意味著策略的執(zhí)行和參與因素包括： 計劃：聽眾，目標(biāo)，信息，戰(zhàn)術(shù)，行程安排，預(yù)算 履行：進行活動 檢測：包括覆蓋率，競爭者活動，立法發(fā)展趨勢，這些將有助于活動和公司品牌定位 步驟四：反饋評估 反饋評估明顯是根據(jù)客戶要求量身定做的，可能涵蓋的內(nèi)容如下： 覆蓋率：媒體完成覆蓋率的階段層次和質(zhì)量 成果：客戶對于公司預(yù)先商定下的表現(xiàn)的滿意度 結(jié)果：聽眾對于品牌感知度的變化和 /或聽眾行為的改變 目標(biāo) ：向預(yù)先商定的活動目標(biāo)靠近，對下一階段的企業(yè)品牌建設(shè)活動提出推薦性建議 結(jié)論 企業(yè)品牌建設(shè)意味著通過創(chuàng)造企業(yè)和聽眾之間的情感聯(lián)想來維系企業(yè)持續(xù)不斷地競爭優(yōu)勢。這份協(xié)議是其為了獲得保險傭金而做的， 它包括產(chǎn)品提供在銀行攻擊戰(zhàn)術(shù)和房屋建設(shè)實際附加條件保險。 這不僅僅是說說而已，更要付諸行動的：采取行動改正錯誤，或者為利益相關(guān)者提供更好的生活。難點在于，大的公司的內(nèi)外部交流（更不用說操作，銷售和營銷活動）通常因為不同部門和權(quán)力結(jié)構(gòu)而有所差異。公司在信息傳達過程中等于對其聽眾做了一個承諾。 通常，這是最難的。非常重要的一點是，將品牌聯(lián)想從 the Cooperative Bank 分離出來是不現(xiàn)實的。 “價值”是一個公司所代表的通過政策和實踐體現(xiàn)出來的原則。 “視覺”是一個給予并能看到的東西：公司為其員工，客戶，產(chǎn)業(yè)，當(dāng)?shù)匾约翱赡艿纳鐓^(qū)所做的貢獻。假如有一天我們謠言說 Mercedes 要上市三輪車，我們將期待其擁有它生產(chǎn)的汽車的質(zhì)量保證。 事實上，他們根本不是在購買一個品牌而是在購買產(chǎn)品。 品牌是客戶頭腦中的一個聯(lián)想的集合。 例如， Asda 對于書籍，醫(yī)藥品和奢侈名品的備受爭議的高利潤定價活動體現(xiàn)了其活動定位在客戶群上。 在此班門弄斧，反復(fù)強調(diào)，是因為它的重要性： “公司的價格優(yōu)勢可以被削弱，性能優(yōu)勢可以被超越，但是情感差異可以永久地產(chǎn)生潛在溢價需求。 “產(chǎn)品品牌”這個術(shù)語衍生出客戶公關(guān)，它也是我們工作的一部分。 首先，我們不想疏遠(yuǎn)那些沒有將自己組織看做品牌的客戶。也就是說，雇人“建立自己的品牌”聽起來更加讓人覺得有概念和有所用處。假如有人在隱喻意義下的雞尾酒會上問作者“你的工作是什么？”作者不能想象自己會說“哦，我 是管理聲譽的”。s point of view. (This is another reason, by the way, the term reputation management should be killed. It emphasises the firm39。 pressure groups media: national, regional, trade , consumer, broadcast, new media and Inter policies, products and practices: putting the firm39。 insurance products to mortgage agreements in order to earn mission on the insurance. Entitled A billion pound burglary, Direct Line39。 to municate vision and values as spokespeople in the media. The right people are not always the most senior people. On the other hand, it requires ensuring that everyone, not just the chosen heroes, understands the vision and values and municates these appropriately in contact with external audiences, especially customers. In municating its corporate brand proposition, a firm is making a promise to its audiences. It must deliver behind the promise, or be pilloried for incon sistency and betrayal. People will judge a firm far more on their personal experience face to face or on the phone than on what they read about it in the newspapers. This means checking that policies, products, practices, systems in fact, the firm39。 brand are virtually indistinguishable. If it was rumoured one day that Mercedes were launching a threewheeler, we would expect it to have similar qualities to their fourwheelers. It is this equality of intangibility that makes it possible to build a brand around a firm (corporate brand) as readily as around a product (product brand). But corporate brand building is more plex and more challenging, because products are objects, while anisations are people. The author39。s controversial and highprofile pricing campaigns on books, pharmaceuticals and now luxurybranded goods express its positioning as a consumer champion. The message that es through the campaigns is not so much our prices are cheaper as we are taking up cudgels on your behalf against artificially high prices. WHAT IS A CORPORATE BRAND? Some people make a distinction between corporate brands and product brands, and some think of brands only as product brands. But the author believes there is little practical difference between corporate and product brands, especially when it es to building them. A brand is a set of associations in the mind of the consumer. If we agree with Ogilvy, a good product brand offers the consumer positive associations based on emotion as much as on reason. Individuals share or aspire to the values behind that brand. They buy