冈崎茂生先生演讲.ppt

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1、September25,2009ShigeoOkazaki冈崎茂生VisionaryBranding创视界的品牌构筑ShigeoOkazaki冈崎茂生AdjunctProfessorofMarketing,ChulalongkornUniversityExecutiveBrandConsultant/ManagingDirector,StrategicResourceCenter,BeijingDentsuAdvertisingHandoutmaterials:Foracademicuseonly1Copyright2008DENTSUINC.A

2、llrightsreserved.Seminar(1)Whybrand?为什么要构筑品牌？2Copyright2008DENTSUINC.Allrightsreserved.MarketingManagersArePressuredforShort-termSuccess市场经理们承受着短期盈利的压力“Weareheldresponsibleforday-to-daysalesandprofits.”我们要负责每天的销售和盈利。“Youallfussaboutbranding,butdoesbrand-buildingreallydrivesal

3、es?”你们总是强调品牌，可是品牌真的能够带动销售吗？“Ifyouprovetomethatbrandboostsmydailysales,thenIwillinvestmymoneymoreactivelyinbrand-building.”除非你能够证明品牌能够提高我的日营业额，我才会考虑在品牌上投更多的钱。Typicalremarksbybrandmanagerswithbottom-lineresponsibility需要对公司成本负责的品牌经理们的典型问题3Copyright2008DENTSUINC.Allrightsreserved

4、.AreTheyReallyIncompatible?鱼和熊掌真的不能兼得吗？Marketing市场营销Branding品牌构筑4Copyright2008DENTSUINC.Allrightsreserved.Copyright2008DENTSUINC.Allrightsreserved.5MarketingandBranding市场营销与品牌构筑Branding品牌构筑Marketing市场营销Driver推动力Driver推动力Organization组织CorporateFunction企业总部功能Businessunitfunctio

5、n事业部功能Objective目标Optimizestakeholderattitudeaslong-termAsset优化利益相关者对公司愿景的预期Maximizeprofitovershorttomid-term中短期收益最大化Focus关注点SharevisionandvaluesamongStakeholders与利益相关者分享愿景与价值观Changeconsumerbehaviorvia4Ps通过4P改变消费者行为MarketingandBranding市场营销与品牌构筑Real-timeoperation实时操控Problem-sol

6、ving解决问题Forward-looking远见卓识Opportunity-focused着眼机会Branding品牌构筑Marketing市场营销Driver推动力Driver推动力6Copyright2008DENTSUINC.Allrightsreserved.PurchaseIntention购买意向BrandPerception品牌认知ConnectingBrandingandMarketing连接品牌构筑与市场营销7Copyright2008DENTSUINC.Allrightsreserved.Astrongbrand一个强大的品

7、牌Sellsmore卖得更多Sellslonger卖得更久Sellsathigherprice卖得更贵BrandBoostsPurchaseIntention品牌提升购买意向PurchaseIntention购买意向Recommendedtoothers推荐给他人Lineextensioneasier产品线更容易延伸BrandValue品牌价值点BrandContact品牌接触点ConsumerPerception消费者认知0.850.730.440.37Figuresrepresentsimplecorrelationscores数据反映的是简

8、单相关系数Source:Bkat2006surveyinTokyowith290brands来源：Bkat2006调研，东京，针对290