某通信集團品牌架構(gòu)規(guī)范方案分析-文庫吧資料
2025-01-26 00:16本頁面
【正文】 旗下公司規(guī)劃清晰的品牌與識別架構(gòu)。 ? 並為未來集團發(fā)展新公司時，品牌與識別的運用有一策略性的規(guī)範可循。 Brand Architecture structures and municates the relationships between the anisation as a whole, its divisions, business units, joint ventures and alliances and its products, services and brandbuilding activities in order to maximise brand value. . . . . .how an anisation distributes its brand(s) across its business activities 定義 品牌架構(gòu) 是組織嘗試對不同市場傳播主張的連接方法。 Identity architecture is the anization of capabilities, traits, visual properties and values from an anization, product or service (The Framing and Structure) 品牌架構(gòu)的價值 公司面臨的議題 ? Cost of multiple brands 多品牌的投資成本 ? Market confusion 市 場混淆 ? Rapid change 快 速變遷 ? Increasing anisational plexity 組織複雜度的增加 ? Decentralisation of initiatives 分權(quán) ? MA, joint ventures, alliances 併購、共同投資、策略聯(lián)盟 ? Maximises impact, minimises waste
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