冈崎茂生先生演讲PPT

Growth 成长
Past
过去
Confidence 信心
Copyright 2007 DENTSU INC. All rights reserved.
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AD-VENTURE 21 : Analytic Frame(1)分析框架（1） Brand Power Evolution 品牌力的 发展历程 Champion
鱼和熊掌真的不能兼得吗？
Marketing 市场营销
Branding 品牌构筑
Copyright 2008 DENTSU INC. All rights reserved.
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Marketing and Branding 市场营销与品牌构筑
Objective 目标 Maximize profit over short to mid-term Focus 关注点 Change consumer behavior via 4Ps 中短期收益最大化 通过4P改变 Organization 组织 Business unit function
优化利益相关者 对公司愿景的预期
与利益相关者 分享愿景与价值观
Copyright 2008 DENTSU INC. All rights reserved.
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Marketing and Branding 市场营销与品牌构筑
Marketing 市场营销
Driver 推动力 Driver 推动力
Real-time operation 实时操控 Problem-solving 解决问题
Sells more 卖得更多 Sells longer 卖得更久 Sells at higher price 卖得更贵
Consumer Perception消费者认知
0.85 Relevance
Purchase Intention 购买意向
Recommended to others 推荐给他人 Line extension easier 产品线更容易延伸
Recommended to others 推荐给他人 Line extension easier 产品线更容易延伸
相关度 0.73 Confidence 信心
0.44 0.37
Differentiation 差异度
Brand Brand Value Contact 品牌 品牌 价值点 接触点
Growth 成长
Relevance 相关度
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Large customer base 大量顾客基础 Stability with reputation 稳定的声誉 Long-term asset 长期资产 Sustains renewed Activity 支持更新的活力 Improved ROI 较高的投资收益率
Equity资产
Figures represent simple correlation scores 数据反映的是简单 相关系数 Source: Bkat2006 survey in Tokyo with 290 brands 来源：Bkat2006调研，东京，针对290个品牌 Copyright 2008 DENTSU INC. All rights reserved.
Purchase Intention 购买意向
Brand Perception 品牌认知
Copyright 2008 DENTSU INC. All rights reserved.
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Brand Boosts Purchase Intention
品牌提升购买意向
A strong brand 一个强大的品牌
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Brand is Relationship 品牌是一种关系
Perceቤተ መጻሕፍቲ ባይዱtion 认知
Marketer 营销者 Consumer 消费者
Relationship 关系
Copyright 2008 DENTSU INC. All rights reserved.
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BRAND IS ON-GOING PROCESS 品牌是持续渐进的过程
Branding 品牌构筑
Forward-looking 远见卓识 Opportunity-focused 着眼机会
Copyright 2008 DENTSU INC. All rights reserved.
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Connecting Branding and Marketing 连接品牌构筑与市场营销
Copyright 2008 DENTSU INC. All rights reserved.
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Tradition vs. Innovation 传统 vs. 革新
Tradition 传统
Innovation 革新
Copyright 2008 DENTSU INC. All rights reserved.
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Equity vs. Creation 资产 vs. 创新
Brand Equity
Brand Creation
品牌资产
品牌创新
Copyright 2008 DENTSU INC. All rights reserved.
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BRAND CONSTITUENTS 品牌的构成
Copyright 2008 DENTSU INC. All rights reserved.
“ If you prove to me that brand boosts my daily sales, then I will invest my money more actively in brand-building.”
除非你能够证明品牌能够提高我的日营业额，我才会 考虑在品牌上投更多的钱。
Brand Power 品牌力
Brand Value 品牌价值点
Brand Contact Points 品牌接触点
Copyright 2008 DENTSU INC. All rights reserved.
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Brand Perception Drives Marketing
品牌认知概念推动市场营销
Handout materials: For academic use only Shigeo Okazaki 冈崎茂生
Visionary Branding 创视界的品牌构筑
September 25, 2009 Shigeo Okazaki 冈崎茂生
Adjunct Professor of Marketing, Chulalongkorn University 朱拉隆功大学市场营销学教授 Executive Brand Consultant / Managing Director, Strategic Resource Center, Beijing Dentsu Advertising 北京电通广告有限公司战略资源中心 本部长 执行品牌顾问
Relevance 相关性
Maturity 成熟的
Vitality 有活力的
Sophistication 熟练的
Confidence 信心
Users 用户
Copyright 2008 DENTSU INC. All rights reserved.
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Brand Perception Drives Marketing
Copyright 2008 DENTSU INC. All rights reserved.
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Seminar (1)
Why brand?
为什么要构筑品牌？
Copyright 2008 DENTSU INC. All rights reserved.
2
Marketing Managers Are Pressured for Short-term Success 市场经理们承受着短期盈利的压力
品牌概念推动市场营销
Ads 广告 Vitality 活力 Customer 顾客 Vision 愿景 Design 设计 Leadership 领导力 Quality 质量 Reputation 声誉 Technology 科技
Copyright 2008 DENTSU INC. All rights reserved.
相关度 0.73 Confidence 信心
0.44 0.37
Differentiation 差异度
Brand Brand Value Contact 品牌 品牌 价值点 接触点
Growth 成长
Figures represent simple correlation scores 数据反映的是简单 相关系数 Source: Bkat2006 survey in Tokyo with 290 brands 来源：Bkat2006调研，东京，针对290个品牌 Copyright 2008 DENTSU INC. All rights reserved.
冠军
Cash Cow 现金牛 Nobody 无名小卒 Rising 新星 Star 明星
Hall-of-Fame
名人堂
Copyright 2007 DENTSU INC. All rights reserved.
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BRAND STANDS FOR … 品牌意味着…
Copyright 2008 DENTSU INC. All rights reserved.
Product 产品 Reliability 可靠的 Leadership 领导力 Reputation 声誉 Stores 商店
Exceed Expectations 出乎意料的
WOM 口碑 Use Experience 使用经验 Saw Users 其他顾客 News/ Articles 新闻
Purchase Intent 购买意向
- Typical remarks by brand managers with bottom-line responsibility 需要对公司成本负责的品牌经理们的典型问题
Copyright 2008 DENTSU INC. All rights reserved.
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Are They Really Incompatible?
“We are held responsible for day-to-day sales and profits.” 我们要负责每天的销售和盈利。
“ You all fuss about branding, but does brand-building really drive sales?”
你们总是强调品牌，可是品牌真的能够带动销售吗？
Marketing 市场营销
Driver 推动力 Driver 推动力
事业部功能
消费者行为
Branding 品牌构筑
Optimize stakeholder attitude as long-term Asset
Share vision and values Corporate among Function Stakeholders 企业总部功能
品牌提升购买意向
A strong brand 一个强大的品牌
Sells more 卖得更多 Sells longer 卖得更久 Sells at higher price 卖得更贵
Consumer Perception消费者认知
0.85 Relevance
Purchase Intention 购买意向
NP Ads 报纸广告 Showroom 展厅 WOM 口碑
Purchase Intent 购买意向
Relevance 相关性 Maturity 成熟
Car Mags 汽车杂志
News/ Articles 新闻
Mag Ads 杂志广告
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Brand Boosts Purchase Intention
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Brand Perception Drives Marketing
品牌驱动市场营销
Brand-building Roadmap: Branding toward enhanced marketing results
品牌构筑路线图： 朝着提升市场营销成果的方向构筑品牌
Purchase Intention 购买意向
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AD-VENTURE 21
Differentiation 差异度
Future
未来
Activity活力
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Competitive edge 竞争优势 Added value 附加价值 Ad/Prom back-up 广告/推广支持 Growth driver 成长动力 Short-term cash flow 短期现金流 Massive investment 大量投资