1、Setting New Standards for Asian Executive Education,什麼是品牌?,品牌: 客戶對有形的產品及附在產品上無形的價值,聯想的認知及期望“無形的“是如何形成的？ 可控制及不可控制的“信息”(Messages) 媒體,競爭對手 客戶的經驗(Experience),購買前及購買後 客戶的認知,相信 技術,規格,價格,屬性,Setting New Standards for Asian Executive Education,Product Aspect Brand Aspect,有形的 規格 理性的 功能性的 分析性 可衡量的,無形的 好處 感性的 經
2、驗性的 直覺的 自判的,心/ 主觀的,頭腦/ 客觀的,產品與品牌的不同觀點,Source: porBRAND,Setting New Standards for Asian Executive Education,名字,品牌,或強勢品牌,知名度,獨特的 價值主張 且不斷的執行並傳播它,展現個性,名字,品牌,強勢品牌,Setting New Standards for Asian Executive Education,品牌定位 (承諾) (個性 / 識別) Personality/Identity,合乎目標對象的喜好,公司有能力做的很好,競爭者尚未擁有,符合市場趨勢,目前產品,目前服務,品牌定
3、位的要件,未來產品,未來服務,Setting New Standards for Asian Executive Education,品牌(公司)使命,品牌(核心)價值,價值訴求,客戶價值,目標客戶,品牌策略的延伸架構,品牌個性,品牌經驗,Setting New Standards for Asian Executive Education,在網路上建立品牌,在網路上 建立品牌,網頁,電子郵件,網路公關,廣告及贊助 內容網頁,customer extranet,intranet,Source: Brand Leadership,Setting New Standards for Asian E
4、xecutive Education,A Brand-Building Web Site,A Brand-Building Web Site,Create a positive experience Easy to use Deliver Value Interactive, personalized,And timely,2. Reflect and support the brand,3. Look for synergy with other communication programs,5. Differentiate with strong sub-branded content,4
5、. Provide a home for the loyalist,Source: Brand Leadership,Setting New Standards for Asian Executive Education,Five Important Principles,Branding happens; its not optional Customers buy brands, not products Be customer-centric, not product-centric Branding is only as powerful as an organization allows it to be Branding is a part of everybodys job,
