Brand Building

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?????10???Ten Steps to Brand Building
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?????(2000)

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• ??
• IBM
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• ???

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• ATT

- Interbrand ?????????? 2000
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• ???? (Brand Weight)
• ???? (Brand Length)
• ???? (Brand Breadth)
• ???? (Brand Depth)

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????????
????????????? ??????????????????? ??????????????
?????????????????? ????????????.
David Ogilvy 1955
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?????????????? ??????????????? ?????,???????????
??????????, ???????????? ? Stephen King,
WPP Group
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• ?????????????!!!

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Unit US

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97
130.3 bn
4.4 bn
125.9 bn
70
26.9 bn
8.2 bn
18.7 bn
89
14.3 bn
1.6 bn
12.7 bn
73
79.8 bn
21.3 bn
58.5 bn
74
42.3 bn
10.9 bn
31.4 bn
Source Interbrand
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Source Interbrand
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• ????????????????,??????????????????
• Jeremy Bulmore

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?????10???Ten Steps to Brand Building
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?? 1Step 1
??????????????????(??)?????????Form the
long-term corporate development goals and
operational values Identify long-term strategies
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Core Ideology - Core value - Core purpose
???? ???? ????
Perceived Future 10 year BHAG (Big, Hairy,
Audacious Goal) Vivid description of it.
?????? ??10???? ?? ?????? ??
(James Collins Jerry Porras)
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??????Management Consensus
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?? 2Step 2
???????????????????? Understand the industry
environmentIdentify your strengths and
weaknessesDecide your core business
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???????,????????????Develop your competitive
edge based on your own strengths

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• Comparative advantage
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• Competitive advantage
• ????
• Competitive edge

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?????6??? Corporate Success 6 Key Factors
1. ????? Strategic positioning 2.
????? Clear focus 3.
??????? Capability to respond to
challenges
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?????6???(?) Corporate Success 6 Key Factors
(Cont.)
4. ???? Feedback system 5. ?????
Speed and flexibility 6. ????
Corporate culture
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?? 3Step 3
???????????????Establish a complete
corporateidentity management system
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• ??????????????
• How many employees are fully aware of the
  corporate goals?
• ??????(???????)???? ?????????????
• What is our culture (or the behavior norm of the
  company)?
• ?????????????
• Does the government know what we are trying to
  do?

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• ?????????????????????
• Do our suppliers or our dealers know what kind
  of company we are?
• ?????????????
• How do the customers see our corporate image?
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• Systematically maintain corporate image.

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?? 4Step 4
???????????Identify the relationship between the
brand and consumers
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• ?????????
• Brand association
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• Brand values
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• Affinity with consumers
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• Brand equity
• ?????????????
• Internal consensus

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???
BRANDZ THE WPP BRAND EQUITY STUDY
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?? 5Step 5
????/????Brand strategy / brand identity
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• ????????????
• Multi Brand / Single Brand Strategy
• ?Mega Brand??Niche Brand?
• Mega Brand / Niche Brand
• ???????????
• Mother Brand / Sub-brand
• ????????????
• Corporate Brand / Product Brand

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• ???????????
• Brand Identity / Packaging
• ???????????????
• Brand Identity / Standard Handbook

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?? 6Step 6
??????????Brand responsibilityOrganization
Operation
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• ???????(????),?????
• Unite the operational language (thinking tools)
• ??????
• Brand management system
• (??????/??????)
• (Brand identity handbook / corporate identity
  handbook)

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• ??/??/???????
• Integrate marketing, sales, and communications.
• ??/?????(???????)
• By president / vice-president (clear
  decision-making process)
• ???????
• Information Technology (IT)
• ??
• Training

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?? 7Step 7
360???????????360 degree planning for
integrated marketing, communications
implementation
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• Moment of Truth
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• Ensure all brand contacts are delivering
  consistent and effective messages.

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• ??,?????,????,??,??,?????,????,????,????,??
  ??????,????? ...
• This includes product inserts, POS displays,
  advertising, leaflets, sponsorship events, and
  media interviews......

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??????Integrated Marketing Communications
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?? 360 ??
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???? Interactive
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????Key Challenge

• ??????????????
• How to build a better brand v.s. others?
• ????????
• How to maximize reach to the consumers?
• ??????????????????
• How to generate support from medical
  professionals and trade?

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????????Key Success Factors

• ????? Doctors endorsement
• ???? Reinforce efficacy
• ???? Enhance confidence
• ???????? Strong retail brand presence
• ???? Top-of-mind awareness
• ???? Pharma recommendation

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?? Advertising???? Public
Relations?? Sales Promotion???? Direct
Marketing
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??????????Long-term partnership with your
agencies
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?? 8Step 8
????????????????????????????? Building brand
loyalty -by establishing a customer databaseand
updating records continuously
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• 20 / 80 ??
• 20 / 80 rules
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• Cost of acquiring new customer
• ????
• Word of mouth

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??????CRM - 2 ????

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???????? - ???????
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??????????CRM???
Teleservices ????
Dataservice ????
Loyalty ?????
Direct ????
Interactive ????
?? ?? ??
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?? 9Step 9
????????????Tracking brand equity
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• ????
• Methodology
• ????
• Review cycle
• ?????????
• What is your brand equity?
• ???????????
• Basic review of marketing communication plan

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?? 10Step 10
????????,?????Invest in brandconsistently over
time
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???????...

• ????,?????
• ????????logo
• ??????????,?????,????????
• ???

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• ???????????,?????? ??????
• Continue investing in brands even when the
  financial goals are not being met.
• ???????,??????,??? ???,???????
• Avoid the mindset of change the manager, change
  the brand strategy, change the advertising
  company, change the commercials?

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