揭开建立品牌的奥秘.ppt

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1、ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsValueofBrandiswidelyrecognizedInmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-

2、ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueYetbuildingbrandhasneverbeenmorechallenging!TwoMajorFactorsTwoMajorFactors"Ordinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers."RayJohnsonThisisparticularlytrueintheIntern

3、etAgeWordsofmouthbecomeswordsofmouseKryptoniteThe“unbreakablebonds”Thehitthataffectstheworld“Abrandismorethanalogo.Abrandisapromise.”-MikeHollandThetrustisgone!Asaresult…ConsumersarebecomingmoreskepticalHowcanbrandswinbacktheheartofconsumers?HintNumberOne

4、Underpromise,overdeliverHintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightCase-AcuvueHintNumberThreeManageallthestakeholdersAuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesSha

5、reholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseHintNumberFourTakepromptanddecisiveactionHintNumberFiveRespecttheloca

6、lcultureAndbesensitiveabout“howyousayit”Andbesensitiveabout“howyousayit”HintNumberSixBesensitivetopoliticalimplicationsTheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)Whatisacceptableinonecountrymaynotbeacceptableina

7、nothercountryWhatmaybehumourouscanbeseenasanoffenseHintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyTheWorldCarthatdropsoutfromtheworldBerelevantCowboyisCOOL!HintNumberNineBereleva

8、ntWell…maybe!BerelevantHintNumberTenSocialvalueofbrandArebrandsgoodforbusiness,badforsociety?BeingsociallyresponsibleisdifferentfrombeingapassivedonorBeingsociallyresponsibleisdifferentfrombeingapassivedonorCSRhasto