品牌管理工作坊

品牌管理範(fàn)疇-全方位割建和管理品牌陸定光博士香港理工大學(xué)管理及市場學(xué)系香港理工大學(xué)深圳研究院品牌策略及創(chuàng)新中心I.

甚扆是品牌?II.甚扆是品牌膘胺？III.甚扆是強(qiáng)嬰品牌?IV.全方位剽建和管理品牌品牌管理思維的演變A

New

Brand

Paradigm“Something

you

Buy”“Something

you

Trust”“Something

you

Prefer”“Something

you

Love”“Something

youParticipate

In”Identified

ownershipand

liabilityNoidea

ofmanagement“Something

you

Buy”“Something

you

Trust”Brand

is

a

nameBrand

managementfocused

onbrandawarenessQuality

played

a

keyrole

in

branding:Trust

its

quality&

performanceYour

styleBrand

managementfocused

on

brandpreference

and

brandpersonalityAdvertising,

lifestylemarketing,

and

PR

weremajor

activitiesSegmentation

andpositionwere

the

keyfactors“Something

you

Prefer”Brand

managementfocused

on

brandpreference

andmarketingcommunicationsConvinced

customerswhy

they

shouldchoose

your

brand,but

quality

wasfundamental“Something

you

Love”Focused

on

“value-based”brand

managementShifted

from

functionalvalue

to

emotional

valueDeveloped

your

brand

as

alifestyle

brandPaid

greater

attentiontobrand

loyalty

and

thesustainabilityof

your

brandInnovation

and

customerresearch

were

of

strategicimprotanceScope

of

brand

managementshifts

to“co-creation

ofbrand

value”

and

“customerengagement”Design

and

management

of“brand

experience”

is

the

keyA

balanced

and

holisticapproach

to

brandingBrand

culture

and

brandleadershipNew

measures

forbrandequity“Something

youParticipate

In”Ed

Malthouse,

Research

Director

at

the

IMC

Spiegel

Research

Initiatives,Northwestern

University

together

with

research

associates

Su

Jung

Kim

andMark

Vandenbosch

analyzed

social

media

andpurchasing

data

fromCanadian

company

LoyaltyOne’s

Air

Miles.They

found

that

when

consumers

are

engaged

in

conteststhat

“evokepositive

expressions

and

involve

active

customer-creation

such

assubmitting

a

photo

or

video”,

they

are

more

likelyto

purchase

inthe

shortand

long-term.

“If

consumers

are

involved

inthe

creation

of

the

benefit,

theytend

to

value

it

more

and

think

about

it

longer

than

if

it

was

presented

tothemdirectly”.什屋不超品辟?What

is

a

brand?A

brand

is

a

name,

term,

sign,

symbol,

ordesign,

or

a

combination

of

them,

intended

to

identity

the

goods

or

services

of

one

selleror

group

of

sellers

and

to

differentiate

themfrom

those

of

competitors.-AmericanAssociationMarketing品牌是名字，即吾，禪蒜，符驕或段針，或以上元索的組合，使壺家能藉之界定耳茬品或服移，使輿兢孚到手的同拜茬品或服移相互匿分。(AMA)Classic

example:VolvoSafety

FirstGreat

example:BASFBASF:Invisible

contribution,

VisiblesuccessIsStarbucks

instantly

recognisablefrom

the

wordsThird

place

between

home

and

work?McDonald’s:The

fastest

burgeranywhere

on

earth.Audience:FamiliesMessage:it’s

funhereAudience:

Teens,young

adultsMessage:

We’rehipAudience:

AdultsMessage:

Treatyourself,

don’tcookYou

deserve

a

breaktodayAudience:

AnyoneMessage:

Every

eats

here,

mustbe

goodDid

these

emerge

from

audience

feedback,or

strategy?百麗是中國第一女鞋品牌,為廣大女性消費(fèi)者提供時(shí)尚、優(yōu)雅、容易搭配的女裝鞋履產(chǎn)品。百麗提倡的“百變，所以美麗”的態(tài)度更是中國消費(fèi)者認(rèn)同的時(shí)尚概念。As

a

corporate

brand保持“simple&match”一貫作風(fēng)，配合時(shí)裝潮流，時(shí)尚及獨(dú)特設(shè)計(jì)等元素互相配合，為緊貼潮流的行政女性，提供心儀之選。Millie’s專為潮流愛好者提供創(chuàng)新、時(shí)尚及多元化的鞋履選擇，並以提供優(yōu)質(zhì)的國際品牌而著名，包括BCBG、Elle及HushPuppies等;其獨(dú)有的無痛高跟鞋系列，更為上班族所喜愛，絕對是時(shí)尚與科技的完美結(jié)合。百思圖提供時(shí)尚而具有品味、價(jià)格合理的女裝鞋履產(chǎn)品。迎合追求時(shí)尚而又懂得平衡工作與生活的女性需求，她們熱愛生活，懂得釋放個(gè)人魅力。Jipi

Japa是一個(gè)優(yōu)閑與舒適兼?zhèn)涞呐b鞋履品牌。讀音為’Hepe

Hapa’，是西班牙語，於06年秋冬季進(jìn)駐香港。Jipi

Japa一直致力於造鞋工藝上，務(wù)求所設(shè)計(jì)的鞋履能令客人體驗(yàn)舒適與優(yōu)閑之餘，又不失時(shí)尚風(fēng)格。STACCATO婦年輕陓尚上班族提供新潮陓尚的女鞋，她惘厘格罰煤迷人而富有超凡的魅力。STACCATO女士平男近人，精力充沛而外向友善，熟衷於翟洲鞋敕潮流.Tata是一個(gè)年輕而時(shí)髦的鞋履品牌。它主要針對20多歲，追求時(shí)尚的女性，致力為她們提供優(yōu)質(zhì)、時(shí)尚的鞋子，讓她們看起來更加具有魅力和神彩。天美意是一個(gè)屬於年輕和擁有年輕心態(tài)人群的品牌。它主張“人生追求樂趣，年輕追求個(gè)性”的態(tài)度，體現(xiàn)出無限的青春活力。其產(chǎn)品設(shè)計(jì)新穎有趣、色彩繽紛而舒適，非常合適年輕而時(shí)尚的混搭風(fēng)格。我們徙迼些企祡畢懂什陔？有效地割建和管理品牌品牌並非名字或標(biāo)記這麼簡單！I.什座是品牌？A.但統(tǒng)定荽：品牌縣名字，祠捂，樑恁，符駐或投葉，或以上元素的組合，使蠶家熊藉之界定吳差品或服粒，使輿競爭告手的同頹差品或服粒相互匱分。(AMA)*B.

抽象的定荽：

“品牌縣蒙根千胚客腺溝中告某此些束西的感知霄鏢(Perceptual

Entity)，根源千瓊霄，0反嗯某檀感知，罷至反映胚客的寢特性。”(Kevin

Keller,1998)*

潠告舫罔公言逐把品牌定霓危．「壺品、服秷或企案逜逸市塌涓逜活勤駁放貢乳的組和。J(例如Mercer

Management)傅統(tǒng)的品牌戳略管理A·市塌細(xì)分B·市塌行銷組合整合C·定位D·企祡文化E·砰估如何割建品牌:主要投瓷於那些活勤/元素?命名研騷茬品包裝雇告公購From

Product

to

Brand

=>

AConventional

ApproachDiagram

from

MasterSun

Coulting

2009And

a

more

comprehensiveillustration

by:Hakuna

Matata:TheAfricanFood近年:-人-企菜文化-科技-社曾活勤/公民責(zé)任道是否足鉅?-管逜-政策-管理思雒、制度、遇程-All

other

touch

points品牌接艦黏那一水準(zhǔn)才孽定莉?I.什座是品牌？今天，愈來愈多學(xué)者及專家贊同品牌是-價(jià)值體系！品牌是=>It

is

a

collection

of

perceptions

inthe

mind

of

the

customer

basedon

his/her

learning,

purchasing,consumption,

and

relationshipexperience

with

the

brand.

Basedon

such

perceptions

the

customeris

able

to

perceivethevaluesdelivered

bythe

brandI.什座是品牌？品牌承諾的價(jià)值品牌聯(lián)想的價(jià)值Example:

brand

type

of

cars中國人壽的品牌創(chuàng)建之路(2006–2010)-有何變化？-變化背後的理念I(lǐng).什座是品牌？Answer:島擺包運(yùn)的內(nèi)容逗超屋島A

value-based

approachA

“Total

Solution”

approach:Alldimension

–

managing

all

TOUCH

POINTS?韻贖特黃用迷品質(zhì)經(jīng)濟(jì)價(jià)值功能利益亟品來源組繃朋想(OrganizationalAssociations)品牌性格(Personality)象擻符懦品牌一客巨隙俟自我表述的利益(Self-Expressive)懦緒益虛使用者的想像(Imagery)Functional

Value/BenefitEmotional/PsychologicalValue/Self_expressive

BenefitsSocial

Value品牌讓顧客感受到：-功能價(jià)值/利益-情緒/心理價(jià)值

利益-社會(huì)價(jià)值品牌和割建管理要我侗DesignandManage品牌經(jīng)陸What

are

the

values,

benefits,

attributes

mostof

your

target

customers

can

associate

withyour

brand?品牌腥除往徙數(shù)年r品辟管J?.J的焦島徙5方面看品牌膊驗(yàn)(Schmitt)感霓鰭霓＼G\行禍踞繫品牌經(jīng)驗(yàn)不同階段的所有接筋貼都需要你去妥營管理，由膳置前、膳置/享用，以至膳置俀(包括建立腮徐)等。瞞貫、享用以至享用俀的全面腥除講賞前講賞咭講賞悛建立隔徐品牌接筋黏結(jié)子在遇往，很明潁………我惘著眼於睛寅前經(jīng)院瑯在，已婬不再足句!根捩INSEAD

最近所作的綢查研究，騷琨「品牌經(jīng)院」及「市塌估有率」有正面的相互劂倷。顧客感知價(jià)值、品牌綬陸、顧客忠誠度我惘的「香港零售行祡的頗客感知價(jià)值研究轍告中，騷琨品牌綬除到於頗客感知價(jià)值、到品牌偏好及頗客忠誠度有強(qiáng)烈影雹。(CPV)廂客感知價(jià)值的概念模式行湍意向懿知喜好行湍頑客

知價(jià)滿足感疇移疇移/懲度/技巧．承癢/互勤隔徐旯口．徑品黃素自我形象店鋪瓊堁風(fēng)險(xiǎn)/安全店鋪環(huán)境．能夠符合生活風(fēng)格頑客的付出價(jià)咭50強(qiáng)勢品牌往往具有以下特黏：差里化以至鷺特的錯(cuò)除

(Differentiation

of

UniqueExperience)屁客輿品牌湮生情緒瞪繫(EmotionalConnections)提供屁客期望貍得的利益或價(jià)值(Relevance)持縉性地維持兢孚侵婪(Substantiality)Brand

Trust品牌忠鉞度高(Brand

Loyalty)提供臣多價(jià)值千屁客(Value)+Relevance蕪?fù)顿Y者逢致資湮增值Growth

platformIV.全方位創(chuàng)建和管理品牌TodayAll

touch

points-Service

elements-Service

area-Channel

performance-Brand

community…..

etcDesign

and

ManageBrand

Experience!-

Positioning-

Product

(Design&

Function)-Integrated

MarketingCommunications(Mass

Advertising,PR

&

Event