品牌的傳播交流及關(guān)系：一個(gè)來(lái)自北歐的品牌管理的學(xué)術(shù)觀點(diǎn)(完整版)
【正文】 The front line employees are essential in brand munication to customers: ”the moment of truth” 21 Jian Ming TENG Branding on the Web 在網(wǎng)絡(luò)上的品牌化 (Ind Riondino 2023) Websites: The right look and feel 網(wǎng)頁(yè)：恰當(dāng)?shù)耐獗砗透杏X(jué) Consistency, content, technical features Interactivity: Exploring the medium’s potential (. technical advances) 相互接觸性：充分發(fā)揮此媒介的潛力 Power to the consumer (. easier to find information) 優(yōu)勢(shì)權(quán)力轉(zhuǎn)向消費(fèi)者 (例如，更容易獲得信息 ) Facilitating the dialogue (. twoway Emails) 增進(jìn)對(duì)話 The Inter is not about transactions, but munications and relationships 因特網(wǎng)并非是關(guān)于進(jìn)行交易而是傳播交流和關(guān)系的 22 Jian Ming TENG 23 Jian Ming TENG A Selected Sample of Famous Brands from the Nordic Countries 一些來(lái)自北歐的世界著名品牌 24 Jian Ming TENG Case 1: Brand Communication of CocaCola 實(shí)例 1：可口可樂(lè)的品牌傳播與交流 Be different and innovative 與眾不同并積極創(chuàng)新 Leading to consumer desires 引導(dǎo)消費(fèi)者欲望 Communicating an image not product 傳播的是整體形象而并非產(chǎn)品本身 (. , “Always, Enjoy, Life tastes good, Obey your thirst, Fun”) Cause related marketing strategy (. Community services, charity, global issues) to municate planned messages and receive unplanned (mostly positive) feedback from media and public 利用“動(dòng)機(jī)相關(guān)”的市場(chǎng)營(yíng)銷策略來(lái)宣揚(yáng)計(jì)劃好的信息并獲取來(lái)自媒體及公眾的多為肯定性的反應(yīng)和報(bào)道 Consistent yet trendy (Keep tradition yet lead latest trends) 保持傳統(tǒng)的一致性且領(lǐng)導(dǎo)最新潮流 25 Jian Ming TENG Case 2: Brand Relationship and Communication: Finnair (A research conducted by CERS, Hanken) Communication Excellence at Finnair Customers describe their relationship with Finnair as a process involves several municative acts and episodes that customers could connect either to their business processes or private relationship processes Customers municated clearly the relational benefits they perceive from the relationship with Finnair The basis for maintaining the relationships with customers is not only fulfilment of promises in service encounters, but rather as a broader foundation that prises more elements such as brand meaning and brand value Further evidence on value creation through munication 26 Jian Ming TENG 實(shí)例 2: 品牌的傳播交流和關(guān)系：芬航 一項(xiàng)由 Hanken CERS 完成的調(diào)查項(xiàng)目 芬航傳播交流的優(yōu)秀性 顧客們將他們與芬航間的關(guān)系描述為一個(gè)涉及到多種傳播交流的行為和情節(jié)的過(guò)程，顧客們可以把這個(gè)過(guò)程同自己的業(yè)務(wù)或者私人關(guān)系的過(guò)程相結(jié)合 顧客們明顯地表達(dá)了他們從與芬航間的關(guān)系中所感受到的相關(guān)利益 保持與顧客間關(guān)系的出發(fā)點(diǎn)并不僅僅是在服務(wù)接觸中履行承諾，而是一個(gè)更主要的基礎(chǔ)包括著例如 品牌意義 和 品牌價(jià)值等因素 近一步的證明通過(guò)傳播交流可以來(lái)創(chuàng)取價(jià)值 27 Jian Ming TENG Case 2: Brand Relationship and Communication； Finnair 實(shí)例 2: 品牌的傳播交流和關(guān)系；芬航 From Finnair
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