冈崎茂生先生演讲ppt课件.ppt

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1、Copyright2008DENTSUINC.Allrightsreserved.1September25,2009ShigeoOkazaki冈崎茂生VisionaryBranding创视界的品牌构筑ShigeoOkazaki冈崎茂生AdjunctProfessorofMarketing,ChulalongkornUniversity朱拉隆功大学市场营销学教授ExecutiveBrandConsultant/ManagingDirector,StrategicResourceCenter,BeijingDentsuAdver

2、tising北京电通广告有限公司战略资源中心本部长执行品牌顾问Handoutmaterials:ForacademicuseonlyCopyright2008DENTSUINC.Allrightsreserved.2Seminar(1)Whybrand?为什么要构筑品牌？Copyright2008DENTSUINC.Allrightsreserved.3MarketingManagersArePressuredforShort-termSuccess市场经理们承受着短期盈利的压力“Weareheldresponsiblefo

3、rday-to-daysalesandprofits.”我们要负责每天的销售和盈利。“Youallfussaboutbranding,butdoesbrand-buildingreallydrivesales?”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。Typica

4、lremarksbybrandmanagerswithbottom-lineresponsibility需要对公司成本负责的品牌经理们的典型问题Copyright2008DENTSUINC.Allrightsreserved.4AreTheyReallyIncompatible?鱼和熊掌真的不能兼得吗？Marketing市场营销Branding品牌构筑Copyright2008DENTSUINC.Allrightsreserved.5MarketingandBranding市场营销与品牌构筑Branding品牌构筑Marke

5、ting市场营销Driver推动力Driver推动力Organization组织CorporateFunction企业总部功能Businessunitfunction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Changeco

6、nsumerbehaviorvia4Ps通过4P改变消费者行为Copyright2008DENTSUINC.Allrightsreserved.6MarketingandBranding市场营销与品牌构筑Real-timeoperation实时操控Problem-solving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Copyright2008DENTSUINC.Allrightsreser

7、ved.7PurchaseIntention购买意向BrandPerception品牌认知ConnectingBrandingandMarketing连接品牌构筑与市场营销Copyright2008DENTSUINC.Allrightsreserved.8Astrongbrand一个强大的品牌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Recommended

8、toothers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0.850.730.440.37Figuresrepresentsimplecorrelations