岡崎茂生先生演講

September25,2009ShigeoOkazaki岡崎茂生

VisionaryBranding創(chuàng)視界的品牌構筑ShigeoOkazaki岡崎茂生AdjunctProfessorofMarketing,ChulalongkornUniversityExecutiveBrandConsultant/ManagingDirector,StrategicResourceCenter,BeijingDentsuAdvertisingHandoutmaterials:Foracademicuseonly1Seminar(1)Whybrand?為什么要構筑品牌？2MarketingManagersArePressuredforShort-termSuccess

市場經理們承受著短期盈利的壓力“Weareheldresponsibleforday-to-daysalesandprofits.”我們要負責每天的銷售和盈利?！癥ouallfussaboutbranding,butdoesbrand-buildingreallydrivesales?”你們總是強調品牌，可是品牌真的能夠帶動銷售嗎？“Ifyouprovetomethatbrandboostsmydailysales,thenIwillinvestmymoneymoreactivelyinbrand-building.”除非你能夠證明品牌能夠提高我的日營業(yè)額，我才會考慮在品牌上投更多的錢。Typicalremarksbybrandmanagerswithbottom-lineresponsibility

需要對公司成本負責的品牌經理們的典型問題3AreTheyReallyIncompatible?魚和熊掌真的不能兼得嗎？Marketing市場營銷Branding品牌構筑4Copyright2008DENTSUINC.Allrightsreserved.5MarketingandBranding市場營銷與品牌構筑Branding品牌構筑Marketing市場營銷Driver推動力Driver推動力Organization組織CorporateFunction企業(yè)總部功能Businessunitfunction事業(yè)部功能Objective目標Optimizestakeholderattitudeaslong-termAsset優(yōu)化利益相關者對公司愿景的預期Maximizeprofitovershorttomid-term中短期收益最大化Focus關注點SharevisionandvaluesamongStakeholders與利益相關者分享愿景與價值觀Changeconsumerbehaviorvia4Ps通過4P改變消費者行為5MarketingandBranding市場營銷與品牌構筑Real-timeoperation實時操控Problem-solving解決問題Forward-looking遠見卓識Opportunity-focused著眼機會Branding品牌構筑Marketing市場營銷Driver推動力Driver推動力6PurchaseIntention購買意向BrandPerception品牌認知ConnectingBrandingandMarketing連接品牌構筑與市場營銷7Astrongbrand一個強大的品牌Sellsmore賣得更多Sellslonger賣得更久Sellsathigherprice賣得更貴BrandBoostsPurchaseIntention品牌提升購買意向PurchaseIntention購買意向Recommendedtoothers推薦給他人Lineextensioneasier產品線更容易延伸BrandValue品牌價值點BrandContact品牌接觸點ConsumerPerception消費者認知0.850.730.440.37Figuresrepresentsimplecorrelationscores數據反映的是簡單相關系數Source:Bkat2006surveyinTokyowith290brands來源：Bkat2006調研，東京，針對290個品牌8BrandContactPoints品牌接觸點PurchaseIntention購買意向BrandPower品牌力BrandValue品牌價值點Brand-buildingRoadmap:Brandingtowardenhancedmarketingresults品牌構筑路線圖：朝著提升市場營銷成果的方向構筑品牌BrandPerceptionDrivesMarketing品牌驅動市場營銷

9BrandPerceptionDrivesMarketing品牌認知概念推動市場營銷

PurchaseIntent購買意向Reliability可靠的Stores商店Users用戶Reputation聲譽Leadership領導力Relevance相關性UseExperience使用經驗WOM口碑Confidence信心Sophistication熟練的Maturity成熟的Product產品SawUsers其他顧客Vitality有活力的ExceedExpectations出乎意料的News/Articles新聞10PurchaseIntent購買意向Vitality活力Maturity成熟Ads廣告Customer顧客Design設計Leadership領導力Vision愿景Reputation聲譽Quality質量Technology科技NPAds報紙廣告MagAds雜志廣告Showroom展廳WOM口碑CarMags汽車雜志Relevance相關性News/Articles新聞BrandPerceptionDrivesMarketing品牌概念推動市場營銷

11Astrongbrand一個強大的品牌Sellsmore賣得更多Sellslonger賣得更久Sellsathigherprice賣得更貴BrandBoostsPurchaseIntention品牌提升購買意向PurchaseIntention購買意向Recommendedtoothers推薦給他人Lineextensioneasier產品線更容易延伸BrandValue品牌價值點BrandContact品牌接觸點ConsumerPerception消費者認知0.850.730.440.37Figuresrepresentsimplecorrelationscores數據反映的是簡單相關系數Source:Bkat2006surveyinTokyowith290brands來源：Bkat2006調研，東京，針對290個品牌12Differentiation差異度Growth成長Confidence信心Relevance相關度Equity資產Activity活力AD-VENTURE21-Competitiveedge競爭優(yōu)勢-Addedvalue附加價值-Ad/Promback-up廣告/推廣支持-Growthdriver成長動力-Short-termcashflow短期現金流-Massiveinvestment大量投資-Largecustomerbase大量顧客基礎-Stabilitywithreputation穩(wěn)定的聲譽-Long-termasset長期資產-SustainsrenewedActivity支持更新的活力

-ImprovedROI較高的投資收益率Past過去Future未來13Nobody無名小卒Rising新星Star明星Champion冠軍CashCow現金牛Hall-of-Fame名人堂AD-VENTURE21:

AnalyticFrame(1)分析框架（1）BrandPowerEvolution品牌力的發(fā)展歷程14Copyright2008DENTSUINC.Allrightsreserved.15BRANDSTANDSFOR…品牌意味著…15BrandisRelationship品牌是一種關系Marketer營銷者Consumer消費者Perception認知Relationship關系16BRANDISON-GOINGPROCESS品牌是持續(xù)漸進的過程

17Traditionvs.Innovation

傳統(tǒng)vs.革新Innovation革新Tradition傳統(tǒng)18Equityvs.Creation

資產vs.創(chuàng)新BrandEquity品牌資產BrandCreation品牌創(chuàng)新19BRANDCONSTITUENTS品牌的構成20WhatYouDoandHowYouSayisDefinedbyWhoYouAre“你是誰”定義了你做什么和你怎么說Whoyouare你是誰BrandIdentityStrategy品牌識別戰(zhàn)略CommunicationStrategy傳播層次戰(zhàn)略Business-levelStrategy經營層次戰(zhàn)略BRAND品牌Whatyoudo你做什么Howyousay你怎么說21Copyright2008DENTSUINC.Allrightsreserved.22EverythingMatterstoBranding每個細節(jié)對于品牌都很重要BRAND品牌Management管理Scopeofbusiness業(yè)務領域R&D研究開發(fā)Manufacturing生產Products/Services產品與服務Distribution配送CSR企業(yè)社會責任Advertisement廣告Publicrelations公共關系Salespromotions促銷Eventsponsorship活動贊助Celebrityendorsers名人背書Word-of-mouth口碑傳播People人DNA,OriginDNA，起源Value,Philosophy價值觀，哲學Mission,Vision任務，愿景Belief,Passion信仰，激情Achievement成就22BRANDMATTERSTOEVERYONE品牌事關每個人23Youbenefitfrombrandthinking你能夠從品牌思維中獲益Regardlessofwhetheryourcompanyis無論你的企業(yè)

BigorSmall是大是小DomesticorInternational本土或國內B-to-CorB-to-BB2C還是B2CManufacturingorService制造業(yè)或服務業(yè)Buildingastrongbrandenablesyoutowinrelevancewithandenhancepurchaseintentionamongyourcustomersovertime.建立一個強大的品牌，可以使你隨著時間贏得消費者的相關性并提高他們的購買意愿。24StakeholdersofYourBrand

品牌的相關者YourbrandperceptionAuthorities官方Government政府Municipalities市民自治體Customers顧客Buyers/users顧客/用戶Potentialcustomers潛在用戶Suppliers供應商Businesspartners商業(yè)伙伴Financialinstitutions金融機構Distribution

分銷商Internal內部Employees雇員GeneralPublic大眾Media媒體Community社區(qū)Jobapplicants應聘者Shareholders股東Investors投資者25Seminar(2)Howtobuildbrand怎樣建構品牌26HOWTOUSEBRANDENERGIZERS怎樣使用品牌激活手段27Copyright2008DENTSUINC.Allrightsreserved.28BrandEnergizers品牌激活手段1)Product產品2)Promotion推廣3)Sponsorship贊助4)Symbol符號5)Program項目6)CEO7)Relevance相關性8)Word-of-Mouth口碑9)Experience體驗10)Unity一致性28AccessPoints接觸點Messages信息Relationship關系Copyright2008DENTSUINC.Allrightsreserved.29BrandEnergizers品牌激活手段Product產品Unity一致性Experience體驗Word-of-Mouth口碑Promotion推廣

Sponsorship贊助Symbol符號Program項目CEORelevance相關性29Seminar(3)第三部分Howtomanagebrand如何管理品牌30HOWTODESIGNBRANDIDENTITY如何設計品牌識別31OrderofBranding品牌構筑的順序BRAND品牌Whoyouare你是誰Whatyoudo你做什么Howyousay你如何說32ALittleSecretofBrandingVisionary

Thefirststeptosuccessfullong-termbrand-buildingistolookintofutureandenvisagewhatyouwishtoachievewithyourbrand.Inparallelwithmissionanddomainofyourbusiness,createasimplephrasethatcapturestheessentialvalueofyourbrandinfuture.Thiswillserveasadriverofyourbusiness.一個成功的長效品牌構筑的第一步是：展望未來，想像你希望與你的品牌達成的成就。在使命和業(yè)務范疇之外，編寫簡單的一段話，抓住你的品牌在未來的核心價值。這將會成為你事業(yè)的動力。

關于創(chuàng)視界品牌構筑的一個小秘密33Copyright2008DENTSUINC.Allrightsreserved.34CoreValueStatement

核心價值宣言1)Definitionofbusinessandbrand定義事業(yè)與品牌2)Expressionofmissionandvision表達任務與愿景3)Promiseofvaluesandbenefits承諾價值與利益

FunFamilyEntertainmentFavoritePlaceandWaytoEatRewardingEverydayMomentsAuthenticAthleticPerformanceAwell-definedcorevalueisthedriverofbothbusinessandbrandingstrategies.一個優(yōu)秀的核心價值可以同時推動業(yè)務發(fā)展和品牌戰(zhàn)略34Copyright2008DENTSUINC.Allrightsreserved.35Re-brandingThaiTourism泰國旅游品牌更新Personality個性IdealCustomerImage理想客戶形象EmotionalBenefit感性利益Symbol標志BaseofAuthority事實基礎FunctionalBenefit功能利益CoreValue核心價值ApeacefulcountryguidedbytheKing,withpeopleembracingBuddhismatheart,andblessingsofbeautifulnature國王領導的和平國家；信仰佛教的人民；得天獨厚的自然條件Totalrelaxationinexoticenvironmentwithcaringpeople體驗異國風情，在充滿關懷的人文氛圍中完全放松身心Caringhandsthatwarmyourhearts(關懷的手溫暖你心)EnjoyableexperienceofCulture,Nature,Food,Art,Fashion,Design,Sports,Treatmentthatareprovidedwithwarmhumantouch充滿享受的體驗：文化、自然、美食、藝術、時尚、設計、體育、溫暖的人們提供的良好招待Vibrantyetelegant,Kindandattentive,Reassuringandtrustworthy充滿活力又優(yōu)雅,熱心而細心,可靠而值得信賴Thosewhowishtounwindoutsidedailyhustleandbustletoenjoyacozysecondhomeinexoticenvironment希望在異域體驗家一般溫馨的環(huán)境，逃離日常生活的喧囂雜亂，放松身心的消費者。Newlogo新標志Newslogan新口號Newcharacter新形象35ExternalBranding外部品牌構筑InternalBrandingComesFirst內部品牌構筑先行BrandDefinition品牌定義InternalBranding內部品牌構筑ActionGuidelines行動規(guī)范*Company-widecommitment公司范圍承諾*Organization組織*Powerandresource力量與資源*Planningandexecution計劃與執(zhí)行36Copyright2008DENTSUINC.Allrightsreserved.37HOWTODESIGNCONTACT-POINTMIX如何設計接觸點組合37Copyright2007DENTSUINC.Allrightsreserved.38ＡＩＤＭＡAttentionInterestDesireActionMemoryＡＩＳＡＳAttentionInterestSearchShareAction

ANewAttitudinalModel一個新的消費者態(tài)度模型38Copyright2007DENTSUINC.Allrightsreserved.39AISAS-basedMediaPlanning基于AISAS的媒介計劃AttentionInterestSearchAction

ShareWebsite網站TVC電視Radio廣播Newspaper報紙Magazine雜志Outdoors戶外Events活動Mobilesite移動站點Specialsite特殊網站Mobilephonead移動廣告In-storepromotion店內推廣Searchengine搜索引擎Blog博客SNS社交網絡Bannerad條幅廣告39Clothingsaysalot,butyoucansayitbetter.衣服可以表達很多，但你自己能表達得更好UNIQLOdesigns,manufactures,marketsandsellscasualwearthatcanbewornbyanyone,anyday.Ratherthandictatealook,UNIQLOprovidespeopleeverywherewiththepiecetheyneedtocreatetheirownstyle.任何人在任何時間都可以穿上UNIQLO設計、制造、經營和銷售的休閑服裝，UNIQLO讓人們隨時隨地創(chuàng)造屬于自己的風格。

Copyright2008DENTSUINC.Allrightsreserved.StrongBrandfocus強勢的品牌聚焦BrandMissionandVision品牌使命與愿景40Copyright2007DENTSUINC.Allrightsreserved.41DanoneCutsOuttheCookies達能出售餅干業(yè)務1996Productportfolio1996年產品系列*Beer啤酒*Glass*Frozenfood速凍食品*Pastasauces意面醬*Candies糖果*Italiancheese意大利奶酪*Cookies餅干*Dairyproducts乳制品*Water水2007Productportfolio2007年產品系列*Freshdairy鮮乳制品

(Yogurt,Milk-baseddesserts酸奶、乳制甜食)*Bottledwater瓶裝水*Babyfood嬰兒食品*Hospitalmeals醫(yī)院食品41Copyright2007DENTSUINC.Allrightsreserved.42DanoneRefocusinBusiness/BrandStrategies達能在商業(yè)、品牌戰(zhàn)略上重新聚焦Transformation轉變Food&BeverageConglomerate食品與飲料集合Bringhealththroughfoodtomaximumnumberofpeople通過食品向最大量人傳播健康15.6%ofsalescomefromcookiebusiness15.6%的營業(yè)額來自餅干業(yè)務Healthandnutritionproducts健康與營養(yǎng)產品Bringhealththroughfoodfrombeginningtoendofyourlife通過食物向你從開始到結束的一生都提供健康Longer-termgrowth更長期的增長1996200742Copyright2008DENTSUINC.Allrightsreserved.43BrandStrategyPlatfor