《品牌转换模型英文》课件

BrandConversionModelinEnglishOverviewofBrandConversionModelsThemotivationalelementsofbrandtransformationmodelApplicationscenariosofbrandconversionmodelsImplementationstepsofbrandconversionmodelSuccessfulCasesofBrandConversionModelsOverviewofBrandConversionModels01TheBrandConversionModelisamarketingstrategythatfocusesonconvertingprospectsintolocalbrandcustomersDefinitionItemphasizescreatingbrandawareness,buildingbrandloyalty,andmaintainingbrandconsistencytoachievelong-termcustomerretentionandgrowthCharacteristicsDefinitionandcharacteristicsCustomerRetentionByconvertingprospectsintolocalcustomers,brandscanretainexistingcustomerswhilegrowingtheircustomerbaseBrandAwarenessAstrongBrandConversionModelraisebrandawareness,makingthebrandmorerecognizableanddistinguishablefromcompetitorsCustomerLoyaltyAsuccessfulBrandConversionModelfocusesoncustomerloyalty,leadingtoincreasedcustomerlifetimevalueandadvertisingTheImportanceofBrandConversionModels1980sTheconceptofbrandmanagementemerged,emphasizingtheimportanceofbrandingandbrandequity1990sTheriskofdigitalmarketingande-commerceledtoanincreaseintheuseofconversionrateoptimization(CRO)techniquestoimproveonlineconversions2000sTheintegrationofbrandingandCROmorecommon,focusingoncreatingaseamlesscustomerexperienceacrosschannels2010sTheeraofpersonalizedmarketing,wherebrandsusedataandtechnologytotailtheirmessagesandexperiencestoindividualcustomers01020304TheHistoryandDevelopmentofBrandConversionModelsThemotivationalelementsofbrandtransformationmodel02010203BrandPositioningItistheuniquepositionthatabrandoccursinthemindofcustomersItdetermineswhatthebrandstandsforinthemindsofcustomersandhelpsincreatingapointofdifferencefromcompetitorsImportanceofBrandPositioningAstrongbrandpositioningcanhelpabrandbuildbrandawareness,createbrandidentity,andestablishbrandloyaltyMethodsofBrandPositioningMethodssuchasmarketresearch,targetaudienceanalysis,andcompetitionanalysisareusedtoidentifytherightpositioningforabrandBrandPositioningBrandImageItistheoverallperceptionthatcustomershaveaboutabrand,includingitsidentity,reputation,andpersonalityImportanceofBrandImageAstrongbrandimagecanenhancethevalueofabrandandmakeitmoreattractivetocustomers,leadingtoincreasedsalesandmarketshareMethodsofBuildingBrandImageMethodssuchasconsistentbranding,qualityproductsandservices,andastrongvisualidentitycanhelpinbuildingastrongbrandimageBrandImageBrandValueMethodssuchasinnovation,productdevelopment,andcustomerservicecanhelpincreatingastrongbrandvalueMethodsofCreatingBrandValueItisthewordofabrandtocustomersandisdeterminedbythebenefitsandexperiencesthatcustomersreceivefromthebrandBrandValueAstrongbrandvaluecanhelpabrandtochargepremiumprices,buildcustomerloyalty,andcreateasenseofurgencytobuythebrandImportantofBrandValueBrandCommunicationItistheprocessofconveyingthebrand'smessagetocustomersthroughvariouscommunicationchannelsImportanceofBrandCommunicationEffectivebrandcommunicationcanhelpincreatingbrandawareness,buildingbrandidentity,andenhancingbrandimagesMethodsofBrandCommunicationMethodssuchasadvertising,publicrelationships,digitalmarketing,andsocialmediamarketingcanbeusedforeffectivebrandcommunicationBrandCommunication要点三BrandLoyaltyItisthecustomer'sloyaltytothebrand,manifestedasthecustomer'srepeatpurchaseandrecommendedpurchasebehaviortowardsthebrand.要点一要点二ImportanceofBrandLoyaltyHighdearcustomersaremoreliketostaywiththebrand,evenduringperiodsofchangeordiversity,leadingtoincreasedsalesandprofitsMethodsofBuildingBrandLoyaltyMethodssuchasprovidingexceptionalcustomerservice,creatingasenseofcommunityamongcustomers,andofferingrewardsandrecognitioncanhelpinbuildingbrandLoyalty要点三BrandLoyaltyApplicationscenariosofbrandconversionmodels03ProductBrandConversion:ThismodelistypicallyusedwhenacompanyhasastrongproductbrandbutneedstoconvertitintoaservicebrandoranorganizationalbrandItinvolvesrepositioningthebrandfrombeingassociatedwithaspecificproducttorepresentanentirerangeofservicesortheentireorganizationProductBrandConversionKeyStepsUnderstandthecurrentbrandimageandpositioningIdentifythetargetaudienceandtheirneedsProductBrandConversionDevelopanewbrandidentitythatalignswiththedesiredserviceororganizationalbrandImplementmarketingstrategiestocommunicatethenewbrandidentityeffectivelyProductBrandConversionServicebrandtransformationServiceBrandConversion:ThismodelisusedwhenacompanywantstotransformitsproductbrandintoaservicebrandItinvolvescreatingastrongserviceidentitythatsetsthebrandapartfromcompetitorsandreconcileswithcustomersServicebrandtransformation01KeySteps02IdentifytheuniquevaluepropositionoftheserviceDefinetheserviceexperiencethatcustomersshouldhave03ServicebrandtransformationCreateaserviceculturewithintheorganizationImplementmarketingstrategiestopromotethenewservicebrandidentityOrganizationalbrandtransformationOrganizationalBrandConversion:ThismodelisusedwhenacompanywantstotransformitsbrandfrombeingassociatedwithaspecificproductorservicetorepresenttheentireorganizationItinvolvescreatingastrongorganizationalidentitythatreflectsthecompany'svalues,culture,andmission010203KeyStepsDefinetheorganizationalvalues,culture,andmissionCreateaclearorganizationalidentitythatresonateswithstakeholdersOrganizationalbrandtransformationVSImplementinternalandexternalcommunicationstrategiestopromotetheneworganizationalbrandidentityContinuouslymeasureandadaptthebrandstrategybasedonfeedbackandperformanceindicatorsOrganizationalbrandtransformationImplementationstepsofbrandconversionmodel04IdentifyingthetargetmarketFirstly,itisnecessarytoconductin-depthresearchonthemarket,clarifythedemand,scale,andcharacteristicsofthetargetmarket.CompetitiveanalysisUnderstandthebrandpositioning,productfeatures,andservicesofcompetitorsinordertobetterdevelopdifferentiationstrategies.MarketresearchandtargetmarketanalysisBrandpositioningBasedonmarketresearchandcompetitoranalysis,determinethecorevaluesandtargetconsumergroupsofthebrand.要点一要点二BrandstrategyDevelopbrandcommunication,productdevelopment,channelstrategies,etc.toensurethebrand'scompetitiveadvantageinthemarket.BrandpositioningandstrategydevelopmentCreatingauniquebrandimagethroughvisualelementssuchaslogos,fonts,colors,etc.Chooseappropriatecommunicationchannels(suchasadvertising,publicrelations,contentmarketing,etc.)toconveybrandvalueandstory.BrandimagedesignBrandCommunicationBrandImageDesignandCommunicationBrandvalueenhancementEnhancethecorecompetitivenessofthebrandthroughinnovativeproductsandservices.BrandmaintenanceHandlebrandcrisesinatimelymannertoensurethatbrandimageisnotdamaged.BrandvalueenhancementandmaintenanceBrandloyaltymanagementandexpansionEstablishamembershipsystem,rewardpoints,etc.,toimproveconsumerloyaltyandrepurchaserate.CustomerloyaltymanagementThroughmergersandacquisitions,cooperationandothermeans,expandmarketshareandbusinessscope,andachievesustainedbrandgrowth.BrandexpansionSuccessfulCasesofBrandConversionModels05Summary:Apple'sbrandtransformationfromanichecomputermanufacturertoagloballifestylebrandisconsideredoneofthemostsuccessfulbrandconversionsDetailsProductInnovations:AppleintroducedproductsliketheiPhone,iPad,andMacBookPro,whichrevolutionizedtheirrespectiveindustriesDesignFocus:Thecompany'sattentiontodetailandsleepdesignshelpedcreateadistinctbrandidentityMarketingStrategy:Apple'smarketingcampaignsweretargeted,creative,andbothprogressive,furtherenhancingtheirbrandimage0102030405CaseOne:Apple'sBrandTransformationSummary:Starbuckstransformedfromalocalcoffeeshopchainintoaglobalcoffeeempire,withafocusonpremiumproductsandexperiencesDetailsPremiumOfferings:Starbucksintroducedpremiumcoffeebeans,espressodrinks,andeventheirownlineofcoffeerelatedproductsStoreEnvironment:Thestoresaremoreinviting,withafocusoncomfortandcommunity,sourcingcustomerstostaylongerBrandAssociations:Starbucksassociatedtheirbrandwithpositivevalueslikecommunity,warmth,andquality0102030405Case2:StarbucksBrandTransformationSummary:TeslaMotorstransitionedfromanicheelectriccarmanufacturertoagloballeaderinsustainabletransportationCaseThree:Tesla'sBrandTransformationCaseThree:Tesla'sBrandTransformation01Details02InnovativeProducts:Tesla'svehiclesareknownfortheiradvancedtechnologyandperformance,redefiningtheelectriccarmarket03BrandPositioning:Teslapositionedthemselvesasaforwardthinking,environmentallyfriendlycompanywithafocusontechnology04ElonMusk'sLeadership:Thecompany'scharacteristicleaderaddedtothebrand'sassuranceandinfluenceSummary:IKEAtransformedfromasmallSwedishfurnitureman