岡崎茂生先生演講(完整版)
【正文】 higeo 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。 New logo 新 標(biāo) 志 New slogan 新口號(hào) New character 新形象 Copyright 2023 DENTSU INC. All rights reserved. 36 External Branding 外部品牌構(gòu)筑 Internal Branding Comes First內(nèi)部品牌構(gòu)筑先行 Brand Definition 品牌定 義 Internal Branding 內(nèi)部品牌構(gòu)筑 Action Guidelines 行 動(dòng)規(guī) 范 *Companywide mitment 公司范 圍 承 諾 *Organization 組織 *Power and resource 力量與 資 源 *Planning and execution 計(jì) 劃與 執(zhí) 行 Copyright 2023 DENTSU INC. All rights reserved. 37 HOW TO DESIGN CONTACTPOINT MIX 如何 設(shè)計(jì) 接觸點(diǎn) 組 合 Copyright 2023 DENTSU INC. All rights reserved. 38 Ａ Ｉ Ｄ Ｍ Ａ Attention Interest Desire Action Memory Ａ Ｉ Ｓ Ａ Ｓ Attention Interest Search Share Action A New Attitudinal Model 一個(gè)新的消 費(fèi) 者 態(tài) 度模型 Copyright 2023 DENTSU INC. All rights reserved. 39 AISASbased Media Planning 基于 AISAS的媒介 計(jì) 劃 Attention Interest Search Action Share Website 網(wǎng)站 TVC 電視 Radio 廣播 Newspaper報(bào)紙 Magazine 雜 志 Outdoors 戶 外 Events 活 動(dòng) Mobile site移 動(dòng) 站點(diǎn) Special site特殊網(wǎng)站 Mobile phone ad 移 動(dòng) 廣告 Instore promotion店內(nèi)推廣 Search engine搜索引擎 Blog 博客 SNS社交網(wǎng)絡(luò) Banner ad 條幅廣告 Clothing says a lot, but you can say it better. 衣服可以表達(dá)很多，但你自己能表達(dá)得更好 UNIQLO designs, manufactures, markets and sells casual wear that can be worn by anyone, any day. Rather than dictate a look, UNIQLO provides people everywhere with the piece they need to create their own style. 任何人在任何時(shí)間都可以穿上 UNIQLO設(shè)計(jì)、制造、經(jīng)營和銷售的休閑服裝， UNIQLO讓人們隨時(shí)隨地創(chuàng)造屬于自己的風(fēng)格。 Copyright 2023 DENTSU INC. All rights reserved. 25 Stakeholders of Your Brand 品牌的相關(guān)者 Your brand perception Authorities 官方 Government 政府Municipalities 市民自治體 Customers 顧 客 Buyers/users 顧 客 /用 戶 Potential customers 潛在用 戶 Suppliers 供 應(yīng) 商 Business partners 商 業(yè)伙伴 Financial institutions 金融機(jī)構(gòu) Distribution 分 銷 商 Internal 內(nèi)部 Employees 雇 員 General Public 大眾 Media 媒體 Community 社區(qū) Job applicants 應(yīng) 聘者 Shareholders 股 東 Investors 投 資 者 Copyright 2023 DENTSU INC. All rights reserved. 26 Seminar (2) How to build brand 怎 樣 建構(gòu)品牌 Copyright 2023 DENTSU INC. All rights reserved. 27 HOW TO USE BRAND ENERGIZERS 怎 樣 使用品牌激活手段 Copyright 2023 DENTSU INC. All rights reserved. 28 Brand Energizers 品牌激活手段 1) Product 產(chǎn) 品 2) Promotion 推廣 3) Sponsorship 贊 助 4) Symbol 符號(hào) 5) Program 項(xiàng) 目 6)
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