品牌管理PPT

Victoria’s Secret: Objective
Get men to buy women’s underwear.. 让男人去买女人的内衣.
…..as gifts for women ……作为给女人的礼物 So where can we find attentive men? 哪里可以找到专心的男人？
• Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股价
• Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值
• Explore the Brand World for your brand 发掘你们品牌的品牌世界
• Generate Points of Contact options and
evaluate them using the Strategic Impact
Matrix
产出接触点并运用策略矩阵加
• It doesn’t happen naturally 它不会自然的发生 • The big enemy is integration 最大的敌人是整合 • Red Fire is the passion that drives us 红色火焰是驱动我们的热情
– Pre-eminent creative force 卓越的创意力量 – Best people最好的人员 – Most valued by those who most value brands被珍惜品牌的人所赏识
• Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我 们将力量集中在那里
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Thus 因此
• Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系
• Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360° tools 各种360度思考的工具
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Group Exercise 3 分组练习
• Go back into your groups 回到你的小组
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If not start again
Putting It All Together 将所有的东西放在一起
• Draw a map to show how everything fits together 画个图看一下，每件事如何相互配合
• Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通
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Thus 因此
• Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系
• Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股价
2020/3让/29 我们有更好的回报
Why We Have Done It 为什么我们这样做？
• Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点 ， 创造可以让品牌前进的伟大IDEA
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And now for something completely different
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Superbowl ad Superbowl 广告
Fashion show 时装秀
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Lead Ideas
Webcast 网络
Do a world’s first and publicise it.. 开创先例，并且 让公众知道
• Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值
• Allowed us to be well paid for using our creativity in the pursuit of this cause
清楚 • Think 360 Degree from the beginning
从一开始就从360度角度思考问题 • 360 Degree thinking is not linear 360度思考不是线性的
– focus on output not process重点在产出，而不是过程
Described the Brand’s DNA
BrandPrint 品牌写真
Challenge
Idea
挑战
Brand World 品牌世界
Created a world which maximises the interplay between the brand and its20c20u/3s/2t9omers at various points of contact
以评估
• Report 2020/3/29 back in one hours time
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Conclusion 结论
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What We Have Done 我们学习了什么？
Discovered the Challenge facing the brand in a 360 Degree way
• Is there interplay between the elements? 在主要元素健是否有相互影响？
• Are we intensifying the idea? IDEA有增强吗？
• Is it practical and affordable? 它实际吗？负担得起吗？
• Will it build the brand? 它是否会建立品牌？
• Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点 ， 创造可以让品牌前进的伟大IDEA
• Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我 们将力量集中在那里
• 360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段
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To Be Successful at 360 Degree
Branding You Have to Be Clear About 要成功运用360度品牌思考，我么必须
Intensification by weaving the ideas together将不同的IDEA组织
在一起
• Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl 在Superbowl期间发布广告， 告知公众世界上 第一个网上市装秀
Brand Audit 品牌检验
the brand and its customers
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Points of contact 接触点
Defined the areas where the brand can intensify the impact it has on people’s lives
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Current Retrospective Cases 案例回顾
• Amex Blue in Singapore • A Mild in Indonesia • IBM e business in China • Left Bank Caféin Taiwan • Mild Seven In China • Milo in Thailand • Pond’s Pore Strip in the
How We Got There 如何得到？
Gathered, ordered and interpreted information about the brand in a 360
Degree way Brand Scan 品牌扫描
Understood the unique
relationship between
Philippines • Sanyuan Milk in China • SpeedPost in Hong Kong • Kotex 2020/3/29 White in Korea
3. Know
2. Talk to
enough 足够了解
4. Focus on output not
each other
7. Just do it
plane as you