【導(dǎo)讀】此概念極為重要，因系有關(guān)如何發(fā)展、是擁有具市場(chǎng)優(yōu)勢(shì)的品牌。許多企業(yè)樂于付高價(jià)購(gòu)買品牌。過多削價(jià)促銷“教育”消費(fèi)者以價(jià)格為購(gòu)買。許多行銷人員想充份利用品牌資產(chǎn)，來發(fā)揮。銷售渠道本身開始建立自己的品牌。介紹給客戶的產(chǎn)品。品牌是一種錯(cuò)綜復(fù)雜的象征，它是品牌。方式的無形總和。品牌同時(shí)也因消費(fèi)者對(duì)其。使用者的印象，以及自身的經(jīng)驗(yàn)而有所界定.者所購(gòu)買的東西。從我們隨手?jǐn)X取的稻草雜物建造而成。有適當(dāng)?shù)奶匦阅軡M足消費(fèi)者對(duì)其功能與價(jià)值的。但這一切并不足夠......在重要的功能利益點(diǎn)以外，尚存在著決定所。有忠實(shí)度與購(gòu)買決策的情感層面。售價(jià)較高，獲利較高。更大彈性對(duì)抗競(jìng)爭(zhēng)者的活動(dòng)，如功能的改善,占有率比較穩(wěn)定。以營(yíng)建顧客的親身感受為其競(jìng)爭(zhēng)力。1986年的新可口可樂上市。因?yàn)榭煽诳蓸放c使用者之間的強(qiáng)勁情緒與。因?yàn)樗麄兊恼{(diào)查沒有考慮到整個(gè)生活大環(huán)。傳播是為了建造品牌，我們的責(zé)任是協(xié)助管理品牌資產(chǎn)。提升消費(fèi)者使用滿意度

　　

【正文】 于我的柔軟肌膚片刻不見時(shí)，它承諾找還給我。 當(dāng)我有時(shí)不得不暫時(shí)遺忘我是個(gè)女人時(shí)，它承諾會(huì)提醒我。 當(dāng)我的皮膚需要保護(hù)和營(yíng)養(yǎng)時(shí)，它承諾給我重新滋潤(rùn)。 它是一個(gè)簡(jiǎn)單而無私的承諾，對(duì)我心底里女人的天性 MasterBrand Positioning 主品牌定位 Dove helps a woman look and feel her best by helping her experience noticeably softer, more beautiful skin 多芬?guī)椭孙@著體驗(yàn)更柔軟更美麗的皮膚，由此讓女人的外表和內(nèi)心都處于最佳狀態(tài) IBM Information Technology Brands 信息技術(shù)品牌 ? The BEST technology does not always win 最好的技術(shù)并不總能贏 ? The BEST brand does 最好的品牌卻可以 ? These panies did not manage their brand 這些公司沒有好好管理他們的品牌 – Novel – WordPerfect – Silicon Graphics Situation Pre 1994 IBM Stumbles 蹣跚而行的 IBM ? Reputation diminished, declining 名聲下降 ? $18 billion losses over 3 years 三年中虧損 180億 ? Breakup into 13 “Baby Blues” considered 可能分化為 13個(gè)小公司 ? 50+ agencies, 200+ campaigns 50多家代理商， 200多個(gè)不同的廣告活動(dòng) Oamp。M Appointed ? Single worldwide agency, June 1994 奧美成為全球唯一代理 – Advertising – Direct Marketing – Promotions – Inter Global Brand Audit ? Professional 專業(yè) ? Quality 質(zhì)量 ? Ramp。D, a national asset 研發(fā) ? The standard against which all others are judged 衡量別人的標(biāo)準(zhǔn) ? You don39。t have a laugh with IBM你不會(huì)與 IBM一起歡笑 ? IBM will only talk to your boss, everyone else is insignificant IBM只會(huì)與你的老板交談，其他人都不重要 ? Monolithic, for big business only, “fortress IBM” 只做大生意 ? Not a leader in working, software, services 在網(wǎng)絡(luò)，軟件，服務(wù)上落后 ? Trying to be “all things, to all people”, unsuccessfully 總想成為萬能 ? No clear vision amp。 focus 目標(biāo)含糊 Oamp。M Strengths and problems consistent worldwide Challenge挑戰(zhàn) ? Increase perceived value of anything from IBM 提升價(jià)值感 ? Establish new relevance in considering IBM 樹立相關(guān)性 ? Convey new, more approachable, customer driven attitude 帶出新的，易于接近的，客戶導(dǎo)向的態(tài)度 ? Reinforce latent strengths… 加強(qiáng)潛在優(yōu)勢(shì) – Global scope – Technological leadership – Reliability Speak With One Voice 眾口一聲 ? Consolidate all munications to build and leverage the brand – Focus budgets for maximum effect to solve IBM?s primary problem: “If they don?t buy your brand, they won?t even consider your products” 集中解決主要問題 ：“如果他們不買你的品牌，他們對(duì)你的產(chǎn)品根本連考慮都不考慮” – Make the whole more than the sum of the parts The IBM BrandPrint IBM is the underlying fabric of the Information Age— the intellectual horsepower to conceive the truly amazing and the will to deliver its promise. It is the power to transform our lives and realize the most unexpected possibilities … IBM bines global stature with a human voice—gentle, positive, occasionally even selfdeprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust. Oamp。M IBM品牌寫真 IBM是信息時(shí)代的基礎(chǔ) 改變我們生活的推動(dòng)力 … IBM站在全球發(fā)展的高度，兼顧人性化的需求 溫和，積極，甚至偶爾也會(huì)自嘲一番 你可以相信 IBM的魔力 “Solutions for a Small Pla” “小小環(huán)球的解決之道” 47 countries, 30 languages Subtitles Campaign Idea Unexpected users from everywhere are enfranchised into the world of technology. 在任何一個(gè)角落，連你想象不到的那些人們也被解放到科技的世界里來了。 Dramatic Immediate Impact 立竿見影，戲劇性的效果 ? Significant improvements in all key attributes in Worldwide Tracking Study – Retained strengths 維持既有優(yōu)勢(shì) – Enhanced emotional aspects of the brand 提升了品牌情的感面 – Perceptions of arrogance and bureaucracy declined around the world 對(duì)其傲慢和官僚的印象在全球范圍內(nèi)下降 Results ? Worldwide Tracking: – 1 on global leadership, quality products/services, trust 在全球領(lǐng)先，質(zhì)量，服務(wù)和信任度上位居第一 – Continuing significant declines on arrogant, bureaucratic 傲慢官僚的負(fù)面印象持續(xù)顯著減少 – Those exposed to advertising rate IBM higher than those not exposed across the board 接觸過 IBM廣告的人對(duì) IBM的評(píng)價(jià)明顯好于那些沒有接觸過的人 ? From Fortune?s Dinosaur to Wire39。s “What?s Hot” 從“財(cái)富”雜志的“恐龍”變成“在線”雜志的 “熱門” Results ? Financial World?s Most Valuable Brands: “財(cái)政世界”雜志最有價(jià)值的品牌： – From 293 in ?94 to 3 in ?96 從第 293位升至 1996年的第 3位 ? Stock price remains at all time highs 股價(jià)持續(xù)最高