全球品牌管理ppt課件-資料下載頁
2024-12-08 03:22本頁面
【正文】 dwide 40 Challenges in Achieving Local Relevance: Mitsubishi “Pajero” ? Several years ago, Mitsubishi planned to introduce its popular European SUV, the ―Pajero,‖ in North and South America ? Although the word ―pajero‖ carries no negative connotations in the Castilian Spanish spoken in parts of Europe, in Latin American slang the term has a seriously derogatory sexual meaning ? The vehicle was renamed and released in the Americas as the ―Montero‖ — averting a potential global branding disaster Averting a Branding Disaster in the Americas 41 42 ? Market development ? Economic differences ? Culture, sociology ? Customer perception ? Competition ? Physical conditions ? Laws ? Level of customer similarity ? Political environment ? Marketing infrastructure ? Technology ? Local tastes Reasons for Adaptation 43 ? Every touchpoint with customers or prospects is an opportunity to reinforce the brand’s position and core messages everywhere the brand is available. ? Critical to understand and control all touchpoints across the entire customer experience — from the prepurchase, to purchase, to postpurchase experience. ? Given instantaneous availability of information and munications, news of a superior customer experience will travel fast — as will news of a bad experience or product. Step 5 Align All Touchpoints 44 Relentlessly Drive Your Brand Promise Through All Touchpoints Consistently The 360176。 Perspective Public Relations Crisis Management Advertising Employees Retail Presence Sponsorships Annual Report Customer Service Word of Mouth Community Relations Direct Mail Online/Blogs Corporate Facilities Events Billing Consistency of Product or Service Performance Return Policies Sales Force Collateral Visual Identity Hiring and Training Practices Brand 45 ? Create an overarching dashboard on the strength and vitality of the brand relative to petitors in each market ? Measure interaction with brand at each touchpoint ? Assess premium brand is capable of manding. ? Gauge level of preference and loyalty for brand ? Reward and recognize marketplace successes ? Share results across markets and regularly with senior management ? Refine strategies and set goals based on findings Step 6 Measure and Report Progress 46 ? Be wary of brand extensions ? Seek local market input — get out of the ivory tower ? No single approach is right in all instances ? Ensure employees are immersed in your brand and understand their obligations ? Share best practices and insights across markets ? Align management with your brand goals ? Strategy is about making choices ? Intensely focus on execution ? Never underestimate the power of local petitors Advice 47 Summary ? Global brands create enormous economic value and petitive insulation ? Local market sensitivity vs. global consistency must be balanced ? A rigorous management process covering six key areas will ensure you are effectively managing your brand ? Learn from others’ mistakes ? Focus on achieving global brand leadership not global brands ? Use the power of marketing for the greater good of society Thank You
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