360度品牌管理(1)（推薦PPT130）.ppt

,1,360DegreesBrandCascadeJune30th-July1stShanghai,DoYouFeelThatYouAre.你是否覺得你是.,Intherightindustry?在一個正確的行業(yè)工作?Withtherightagency?在一個正確的公司工作?Attherighttime?在正確的時間?,360DegreeBrandingisaterrificopportunityforourbrands,ourclientsitsbirth,growth,healthandmarketvalue肩負品牌所有責任的人，包括品牌的誕生、成長、健康和市場價值,Withineverybrandthereis每個品牌后面都有一個,產(chǎn)品,不是每個產(chǎn)品都可以成為品牌,Product產(chǎn)品,Tangible:youcantouchit,feelit,seeit實際的：你可以觸摸得到、感受得到、看得到Hasphysicalattributes:styles,models,features,price有物理的特性：樣式、模型、外表、價格Hastherightfeaturestomeetcustomerexpectationsofperformanceandvalue有可以滿足消費者要求的正確特性Butthisisnotsufficient但這還不夠.,Brand品牌,Thetotalexperienceofaproduct:一個產(chǎn)品的所有體驗Personality個性Trust信賴Reliability可靠性Confidence信心Afriend朋友Status地位Sharedexperiences經(jīng)驗的分享,Brand品牌,ABrandisaproductwhichhasearnedaplaceincustomerslives品牌是在消費者生活中占得一席之地的產(chǎn)品throughperception,experience,beliefs,feelings通過認知、體驗、信任、感受.untilarelationshipisbuilt.直到關(guān)系的建立Itisthesumofhowcustomersfeelaboutaproduct它是消費者如何感受一個產(chǎn)品的總和,ABrandisacomplexsymbol.Itistheintangiblesumofaproductsattributes,itsname,packaging,andprice,itshistory,reputation,andthewayitsadvertised.ABrandisalsodefinedbyconsumersimpressionsofthepeoplewhouseit,aswellastheirownexperience”DavidOgilvy:1955,WhattheBrand-CustomerRelationshipIsLike品牌-消費者關(guān)系是怎樣的,BrandAudit品牌檢驗,BrandPrint品牌寫真,ThisistheestablishedcoreofcurrentBrandStewardship這是目前品牌管家的核心,BrandAudit品牌檢驗,Identifiestheintangiblefeelings,impressions,connections,opinions,memoriesthecustomerassociateswiththebrand確定消費者與品牌之間的無形的感受、印象、聯(lián)系、觀念、記憶等whereweareintheheartsofthebrandscustomers在品牌消費者的心中，我們在哪里？Isinformedbyresearchamongcustomers;butfilledinbyourselves信息通過調(diào)研來自消費者，但有我們自己填寫Projectivetechniqueselicitdeeperassociations投射技術(shù)得出深層的聯(lián)系Gathersinsightsthatdrawusintotheheartofthecustomer-brandrelatio