今欧美行销热门的话题品牌资产.ppt

1、,Ogilvy they are beyond what they desire from Dove “希望”和“转变”绝不仅仅是些引起多芬使用者反响的文字，它们超出了女人们的期望,“Dove Is The Promise Of Femininity Restored - To My Skin. And To Me.” A personal promise that I can be my best. The promise that when the mere act of washing my face has drained me dry, it will replenish me. T

2、he promise that when a shower is my only escape to a peaceful place, it will reward me. The promise that when the softness I used to see every day hasnt been seen in a while, it will reveal it to me. The promise that when Ive had to put on hold the fact that Im a woman, it will remind me. The promis

3、e that when my skin needs protection and nourishment, it will remoisturize it. It is a simple and unselfish promise, made to the woman inside me.,“多芬的承诺是还给我女人的天性 - 给我的皮肤，也给我自己。” 一个让我能保持最佳的个人承诺。 当我的脸因清洗而干燥时，它承诺给我补充滋养。 当洗澡是我逃脱到平和世界的唯一方式时，它承诺给我奖赏。 当本应属于我的柔软肌肤片刻不见时，它承诺找还给我。 当我有时不得不暂时遗忘我是个女人时，它承诺会提醒我。 当我

4、的皮肤需要保护和营养时，它承诺给我重新滋润。 它是一个简单而无私的承诺，对我心底里女人的天性,MasterBrand Positioning主品牌定位,Dove helps a woman look and feel her best by helping her experience noticeably softer, more beautiful skin 多芬帮助女人显著体验更柔软更美丽的皮肤，由此让女人的外表和内心都处于最佳状态,IBM,Information Technology Brands 信息技术品牌,The BEST technology does not always w

5、in 最好的技术并不总能赢 The BEST brand does 最好的品牌却可以 These companies did not manage their brand 这些公司没有好好管理他们的品牌 Novel WordPerfect Silicon Graphics,Situation Pre 1994,IBM Stumbles 蹒跚而行的IBM Reputation diminished, declining 名声下降 $18 billion losses over 3 years 三年中亏损180亿 Breakup into 13 “Baby Blues” considered 可能

6、分化为13个小公司 50+ agencies, 200+ campaigns 50多家代理商，200多个不同的广告活动,O&M Appointed,Single worldwide agency, June 1994 奥美成为全球唯一代理 Advertising Direct Marketing Promotions Internet,Global Brand Audit,Professional 专业 Quality 质量 R&D, a national asset 研发 The standard against which all others are judged 衡量别人的标准,You

7、 dont have a laugh with IBM你不会与IBM一起欢笑 IBM will only talk to your boss, everyone else is insignificant IBM只会与你的老板交谈，其他人都不重要 Monolithic, for big business only, “fortress IBM” 只做大生意 Not a leader in networking, software, services 在网络，软件，服务上落后 Trying to be “all things, to all people”, unsuccessfully 总想成

8、为万能 No clear vision & focus 目标含糊,Strengths and problems consistent worldwide,Challenge挑战,Increase perceived value of anything from IBM 提升价值感 Establish new relevance in considering IBM 树立相关性 Convey new, more approachable, customer driven attitude 带出新的，易于接近的，客户导向的态度 Reinforce latent strengths 加强潜在优势 G

9、lobal scope Technological leadership Reliability,Speak With One Voice 众口一声,Consolidate all communications to build and leverage the brand Focus budgets for maximum effect to solve IBMs primary problem: “If they dont buy your brand, they wont even consider your products” 集中解决主要问题：“如果他们不买你的品牌，他们对你的产品根

10、本连考虑都不考虑” Make the whole more than the sum of the parts,The IBM BrandPrint,IBM is the underlying fabric of the Information Agethe intellectual horsepower to conceive the truly amazing and the will to deliver its promise. It is the power to transform our lives and realize the most unexpected possibil

11、ities IBM combines global stature with a human voicegentle, positive, occasionally even self-deprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust.,IBM品牌写真,IBM是信息时代的基础 - 改变我们生活的推动力 IBM站在全球发展的高度，兼顾人性化的需求 - 温和，积极，甚至偶尔也会自嘲一番 你可以相信IBM的魔力,“Solutions for a Small Planet”“小小环

12、球的解决之道”,47 countries, 30 languages,Subtitles Campaign Idea,Unexpected users from everywhere are enfranchised into the world of technology. 在任何一个角落，连你想象不到的那些人们也被解放到科技的世界里来了。,Dramatic Immediate Impact立竿见影，戏剧性的效果,Significant improvements in all key attributes in Worldwide Tracking Study Retained streng

13、ths 维持既有优势 Enhanced emotional aspects of the brand 提升了品牌情的感面 Perceptions of arrogance and bureaucracy declined around the world 对其傲慢和官僚的印象在全球范围内下降,Results,Worldwide Tracking: #1 on global leadership, quality products/services, trust 在全球领先，质量，服务和信任度上位居第一 Continuing significant declines on arrogant, bureaucratic 傲慢官僚的负面印象持续显著减少 Those exposed to advertising rate IBM higher than those not exposed across the board 接触过IBM广告的人对IBM的评价明显好于那些没有接触过的人 From Fortunes