【正文】 的品牌管理 .... . Ogilvy Worldwide 奧美集團(tuán) ? Part of the largest global munication group, WPP ? Annual billing US$ billion ? 90 countries, 312 offices ? Global client service work 全球客戶服務(wù)網(wǎng)絡(luò) ? Leading skills on brand building and management ? 領(lǐng)先的品牌建立與管理技巧 ? Global leadership on integrated munication ? 獨(dú)步全球的整合傳播理論 .... . ? Ahmedabad ? Auckland ? Bangalore ? Bangkok ? Beijing ? Brisbane ? Calcutta ? Chennai ? Colombo ? Dhaka ? Guangzhou ? Ho Chi Minh ? Hyderabad ? Hong Kong ? Islamabad ? Jakarta ? Karachi ? Kuala Lumpur ? Lahore ? Manila ? Melbourne ? Mumbai ? New Delhi ? Pune ? Seoul ? Shanghai ? Shenyang ? Singapore ? Sydney ? Taipei ? Tokyo ? Wellington Largest Network In AsiaPacific . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .... . Ogilvy China 奧美中國 Ogilvy Beijing 230 Ogilvy Shanghai 150 Ogilvy Guangzhou 83 Ogilvy Hong Kong 300 Total: 1,127 staffs Ogilvy Taipei 364 .... . ’ 00‘ 01 China Ranking 奧美中國傳播集團(tuán)排名 1. OgilvyMather 2. J Walter Thompson 3. Bates 4. DDB Worldwide 5. Leo Burt 6. Saatchi Saatchi 7. Grey 8. FCB 9. Euro RSCG Partnership 10. McCannErickson Guangming Source: HK4As,based on consolidated ine .... . What sets us apart is the power of integration in brand management. 品牌管理的整合力量 ,讓奧美獨(dú)占鰲頭 .... . What is a BRAND? 品牌是什么 ? .... . “ A brand is a plex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history and reputation, and the way it’s advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience. “ David Ogilvy 1955 品牌是一個(gè)復(fù)雜的象征 ,是無形的產(chǎn)品元素的總和 ,包括包裝 , 名稱 ,價(jià)格 ,歷史 ,信譽(yù) ,還有傳播的方式 . 品牌是由使用者基于 印象和使用經(jīng)驗(yàn)來定義的 . 1955年大衛(wèi)奧格威 .... . How it?s advertised. 傳播的方式 Consumers? impressions of its users. 消費(fèi)者對(duì)使用 者的印象 History and reputation. 歷史和信譽(yù) Name and packaging. 名稱和包裝 Product?s physical attributes. 產(chǎn)品的實(shí)際組成 The totality affects the users? experience, and in turn defines the brand. 影響品牌和使用經(jīng)驗(yàn)的總體 .... . The totality of a brand. 品牌的全貌 ? TVC ? Newspaper ad ? Magazine ad ? Radio ad ? Web banners ? Outdoor ad ? POP ? Relationship Marketing ? Roadshows ? Sponsorship ? User base ? Age ? Psychograph ? Image ? Ine ? Education ? Achievement ? “Negatives” ? Heritage ? Company culture ? Figurehead ? Hard facts ? Soft news ? Social and political standings ? Community involvement ? Trade environment ? Styles ? Materials ? Features ? Texture ? Colors ? Price ? Quantity ? Weight ? Brand Logo ? Packaging ? Brand name ? Shopping bag ? Website ? Uniform ? Showroom ? Service .... . Ogilvy 360 Degrees Brand Stewardship 奧美 360度品牌管家 .... . 360 Degrees Brand Stewardship 360度品牌管家 Advertising廣告 Public Relations 公關(guān) Activation 行動(dòng)營銷 Identity視覺管理 Direct Marketing 直效營銷 Interactive 互動(dòng) .... . 360 Degrees Brand Stewardship 360度品牌管家 ? We place your brand in the centre 把品牌放在中心點(diǎn) ? And build it to its full potential 發(fā)揮全部的潛力 – Crossing disciplines in a 360 Degrees way 跨專業(yè) – Crossing borders 跨地域 – Challenging barriers 挑戰(zhàn)障礙 – Taking it all the way through 直到終點(diǎn)