品牌管理工作坊

品牌管理範疇-全方位割建和管理品牌陸定光博士香港理工大學管理及市場學系香港理工大學深圳研究院品牌策略及創新中心I.

甚扆是品牌?II.甚扆是品牌膘胺？III.甚扆是强婴品牌?IV.全方位剽建和管理品牌品牌管理思維的演變A

New

Brand

Paradigm“Something

you

Buy”“Something

you

Trust”“Something

you

Prefer”“Something

you

Love”“Something

youParticipate

In”Identified

ownershipand

liabilityNoidea

ofmanagement“Something

you

Buy”“Something

you

Trust”Brand

is

a

nameBrand

managementfocused

onbrandawarenessQuality

played

a

keyrole

in

branding:Trust

its

quality&

performanceYour

styleBrand

managementfocused

on

brandpreference

and

brandpersonalityAdvertising,

lifestylemarketing,

and

PR

weremajor

activitiesSegmentation

andpositionwere

the

keyfactors“Something

you

Prefer”Brand

managementfocused

on

brandpreference

andmarketingcommunicationsConvinced

customerswhy

they

shouldchoose

your

brand,but

quality

wasfundamental“Something

you

Love”Focused

on

“value-based”brand

managementShifted

from

functionalvalue

to

emotional

valueDeveloped

your

brand

as

alifestyle

brandPaid

greater

attentiontobrand

loyalty

and

thesustainabilityof

your

brandInnovation

and

customerresearch

were

of

strategicimprotanceScope

of

brand

managementshifts

to“co-creation

ofbrand

value”

and

“customerengagement”Design

and

management

of“brand

experience”

is

the

keyA

balanced

and

holisticapproach

to

brandingBrand

culture

and

brandleadershipNew

measures

forbrandequity“Something

youParticipate

In”Ed

Malthouse,

Research

Director

at

the

IMC

Spiegel

Research

Initiatives,Northwestern

University

together

with

research

associates

Su

Jung

Kim

andMark

Vandenbosch

analyzed

social

media

andpurchasing

data

fromCanadian

company

LoyaltyOne’s

Air

Miles.They

found

that

when

consumers

are

engaged

in

conteststhat

“evokepositive

expressions

and

involve

active

customer-creation

such

assubmitting

a

photo

or

video”,

they

are

more

likelyto

purchase

inthe

shortand

long-term.

“If

consumers

are

involved

inthe

creation

of

the

benefit,

theytend

to

value

it

more

and

think

about

it

longer

than

if

it

was

presented

tothemdirectly”.什屋不超品辟?What

is

a

brand?A

brand

is

a

name,

term,

sign,

symbol,

ordesign,

or

a

combination

of

them,

intended

to

identity

the

goods

or

services

of

one

selleror

group

of

sellers

and

to

differentiate

themfrom

those

of

competitors.-AmericanAssociationMarketing品牌是名字，即吾，禅蒜，符骄或段针，或以上元索的组合，使壺家能藉之界定耳茬品或服移，使舆兢孚到手的同拜茬品或服移相互匿分。(AMA)Classic

example:VolvoSafety

FirstGreat

example:BASFBASF:Invisible

contribution,

VisiblesuccessIsStarbucks

instantly

recognisablefrom

the

wordsThird

place

between

home

and

work?McDonald’s:The

fastest

burgeranywhere

on

earth.Audience:FamiliesMessage:it’s

funhereAudience:

Teens,young

adultsMessage:

We’rehipAudience:

AdultsMessage:

Treatyourself,

don’tcookYou

deserve

a

breaktodayAudience:

AnyoneMessage:

Every

eats

here,

mustbe

goodDid

these

emerge

from

audience

feedback,or

strategy?百麗是中國第一女鞋品牌,為廣大女性消費者提供時尚、優雅、容易搭配的女裝鞋履產品。百麗提倡的“百變，所以美麗”的態度更是中國消費者認同的時尚概念。As

a

corporate

brand保持“simple&match”一貫作風，配合時裝潮流，時尚及獨特設計等元素互相配合，為緊貼潮流的行政女性，提供心儀之選。Millie’s專為潮流愛好者提供創新、時尚及多元化的鞋履選擇，並以提供優質的國際品牌而著名，包括BCBG、Elle及HushPuppies等;其獨有的無痛高跟鞋系列，更為上班族所喜愛，絕對是時尚與科技的完美結合。百思圖提供時尚而具有品味、價格合理的女裝鞋履產品。迎合追求時尚而又懂得平衡工作與生活的女性需求，她們熱愛生活，懂得釋放個人魅力。Jipi

Japa是一個優閑與舒適兼備的女裝鞋履品牌。讀音為’Hepe

Hapa’，是西班牙語，於06年秋冬季進駐香港。Jipi

Japa一直致力於造鞋工藝上，務求所設計的鞋履能令客人體驗舒適與優閑之餘，又不失時尚風格。STACCATO妇年轻陓尚上班族提供新潮陓尚的女鞋，她惘厘格罚煤迷人而富有超凡的魅力。STACCATO女士平男近人，精力充沛而外向友善，熟衷於翟洲鞋敕潮流.Tata是一個年輕而時髦的鞋履品牌。它主要針對20多歲，追求時尚的女性，致力為她們提供優質、時尚的鞋子，讓她們看起來更加具有魅力和神彩。天美意是一個屬於年輕和擁有年輕心態人群的品牌。它主張“人生追求樂趣，年輕追求個性”的態度，體現出無限的青春活力。其產品設計新穎有趣、色彩繽紛而舒適，非常合適年輕而時尚的混搭風格。我们徙迼些企祡毕懂什陔？有效地割建和管理品牌品牌並非名字或標記這麼簡單！I.什座是品牌？A.但统定荽：品牌县名字，祠捂，樑恁，符驻或投叶，或以上元素的组合，使蚕家熊藉之界定吴差品或服粒，使舆竞争告手的同颓差品或服粒相互匮分。(AMA)*B.

抽象的定荽：

“品牌县蒙根千胚客腺沟中告某此些束西的感知霄镖(Perceptual

Entity)，根源千琼霄，0反嗯某檀感知，罢至反映胚客的寝特性。”(Kevin

Keller,1998)*

潠告舫罔公言逐把品牌定霓危．「壶品、服秷或企案逜逸市塌涓逜活勤驳放贡乳的组和。J(例如Mercer

Management)傅統的品牌戳略管理A·市塌细分B·市塌行销组合整合C·定位D·企祡文化E·砰估如何割建品牌:主要投瓷於那些活勤/元素?命名研骚茬品包装雇告公购From

Product

to

Brand

=>

AConventional

ApproachDiagram

from

MasterSun

Coulting

2009And

a

more

comprehensiveillustration

by:Hakuna

Matata:TheAfricanFood近年:-人-企菜文化-科技-社曾活勤/公民责任道是否足钜?-管逜-政策-管理思雒、制度、遇程-All

other

touch

points品牌接舰黏那一水準才孽定莉?I.什座是品牌？今天，愈來愈多學者及專家贊同品牌是-價值體系！品牌是=>It

is

a

collection

of

perceptions

inthe

mind

of

the

customer

basedon

his/her

learning,

purchasing,consumption,

and

relationshipexperience

with

the

brand.

Basedon

such

perceptions

the

customeris

able

to

perceivethevaluesdelivered

bythe

brandI.什座是品牌？品牌承諾的價值品牌聯想的價值Example:

brand

type

of

cars中國人壽的品牌創建之路(2006–2010)-有何變化？-變化背後的理念I.什座是品牌？Answer:岛摆包运的内容逗超屋岛A

value-based

approachA

“Total

Solution”

approach:Alldimension

–

managing

all

TOUCH

POINTS•韵赎特黄用迷品質經濟價值功能利益亟品来源组绷朋想(OrganizationalAssociations)品牌性格(Personality)象擞符懦品牌一客巨隙俟自我表述的利益(Self-Expressive)懦绪益虚使用者的想像(Imagery)Functional

Value/BenefitEmotional/PsychologicalValue/Self_expressive

BenefitsSocial

Value品牌讓顧客感受到：-功能價值/利益-情緒/心理價值

利益-社會價值品牌和割建管理要我侗DesignandManage品牌经陆What

are

the

values,

benefits,

attributes

mostof

your

target

customers

can

associate

withyour

brand?品牌腥除往徙数年r品辟管J�.J的焦岛徙5方面看品牌膊验(Schmitt)感霓鳍霓＼G\行祸踞繫品牌經驗不同階段的所有接筋贴都需要你去妥营管理，由膳置前、膳置/享用，以至膳置俀(包括建立腮徐)等。瞒贯、享用以至享用俀的全面腥除講赏前講赏咭講赏悛建立隔徐品牌接筋黏结子在遇往，很明颍………我惘著眼於睛寅前经院琅在，已婬不再足句!根捩INSEAD

最近所作的绸查研究，骚琨「品牌经院」及「市塌估有率」有正面的相互劂倷。顾客感知價值、品牌绶陆、顾客忠诚度我惘的「香港零售行祡的颇客感知價值研究辙告中，骚琨品牌绶除到於颇客感知價值、到品牌偏好及颇客忠诚度有强烈影雹。(CPV)厢客感知價值的概念模式行湍意向懿知喜好行湍顽客

知價滿足感畴移畴移/惩度/技巧．承痒/互勤隔徐旯口．径品黄素自我形象店铺琼堁風險/安全店鋪環境．能夠符合生活風格顽客的付出價咭50强势品牌往往具有以下特黏：差里化以至鹭特的错除

(Differentiation

of

UniqueExperience)屁客舆品牌湮生情绪瞪繫(EmotionalConnections)提供屁客期望狸得的利益或價值(Relevance)持缙性地维持兢孚侵婪(Substantiality)Brand

Trust品牌忠钺度高(Brand

Loyalty)提供臣多價值千屁客(Value)+Relevance芜投资者逢致资湮增值Growth

platformIV.全方位創建和管理品牌TodayAll

touch

points-Service

elements-Service

area-Channel

performance-Brand

community…..

etcDesign

and

ManageBrand

Experience!-

Positioning-

Product

(Design&

Function)-Integrated

MarketingCommunications(Mass

Advertising,PR

&

Event