全球品牌管理ppt課件(編輯修改稿)
2025-01-04 03:22 本頁面
【文章內(nèi)容簡介】 alt Disney Company’s Branding Core Essence: Wholesome Family Entertainment 22 ? Governance structure must align with and support brand strategy and architecture ? Degree of centralization determines level of control and flexibility ? Governance model must focus on executional challenges and core problems inherent in managing a global brand Step 2 Determine Governance Structure 23 ? Centralized – Emphasizes brand as a core asset – Monitors consistency of brand positioning across multiple markets – Typically involves senior executives and CEO as brand champion – Ensures adoption of brand requirements across anization – Limits flexibility ? Decentralized – Emphasizes flexibility and adaptation to acmodate local needs – Managed by global brand team that seeks support from upper management – No single person ―owns‖ global brand Organization Structure 24 Core Problems ? Fear of losing local autonomy while being held accountable for results ? Lack of awareness of the brand’s shared characteristics and challenges across markets ? Poor munications that restrict idea exchange ? Little understanding of local marketers’ practices ? Inadequate support from corporate center and inflexible and static guidelines 25 ? Provides anizational touchstone, both internally and externally ? Basis for strategic roadmap guiding brand positioning, munications, brand extendibility and measures Step 3 Define the Brand’s Identity 26 Brand Identity Provides Strategic Direction Brand Essence Summary of the brand’s identity — the heart and soul of the brand. Core Identity Core values, key petencies and associations that remain consistent across products, markets and through time. Extended Identity Elements that provide texture and pleteness。 personality, anization, product characteristics. 27 Virgin’s Brand Identity Brand Essence Core Identity Elements Extended Identity Elements Richard Branson Value Innovation Service Quality Fun amp。 Entertainment Personality Underdog Irreverence 28 = Irreverence = Performance, passion for driving = Authentic, real, original = Wholesome family entertainment = Innovation = Ubiquity All Brands Must Articulate Their Brand Essence And Manage It Consistently 29 ? What is positioning? – Grows out of the brand’s core identity – The case you make which establishes your relevance and superiority vs. the petition. It is the space you want to occupy on the consumer’s mental map that distinguishes your brand while redefining your petitors Step 4 Establish a Distinctive Positioning 30 BMW’s Brand Positioning Brand Essence ? Performance ? Passion for driving Core Identity Elements ? Heritage/engineering ? Quality ? Styling ? Logo Extended Identity Elements ? Fun ? Youthful ? Nimble ? Status “The Ultimate Driving Machine” 31 Role of a Tagline ? Accelerates and reinforces understanding of brand by enhancing meaning, relevance and/or appeal ? Functions as a succinct, catchy and pelling phrase to municate what the anization is, how it does business or its benefits to audiences ? Works in conj
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