1、Setting New Standards for Asian Executive EducationAll Rights Reserved什 是品牌麼 ? 品牌: 客戶對有形的 品及附在產 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” ( Mes s ages )媒體,競爭對手 客戶的經驗( Exper i ence) , 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 EducationAll Rights ReservedProduct Aspec
2、t 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驗性的直覺的自判的心/主觀的頭腦/客觀的品與品牌的不同觀點產Source: porBRANDSetting New Standards for Asian Executive EducationAll Rights Reserved名字,品牌,或 勢品牌強知名度獨特的價 主張值且不斷的執行並傳播它展現個性名字品牌勢品牌強Setting New Standards for Asian Executive EducationAll Rights Reserved品牌定位(承諾)(個性 / 識別)Per s onal
3、 i t y/Ide nt i t y( )( 個性 / 識別)Per s onal i t y/Ide nt i t y合乎目標對象的喜好公司有能力做的很好競爭者 未尚擁有符合市場趨勢目前 品產 目前服務品牌定位的要件未來 品產 未來服務Setting New Standards for Asian Executive EducationAll Rights Reserved品牌(公司)使命( )品牌(核心)價值( )價 訴求值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 EducationAll Rig
4、hts Reserved在網路上建 品牌在網路上建 品牌網 件網路公 及 網 customerextranettomercusextranetintranetintranetSource: Brand LeadershipSetting New Standards for Asian Executive EducationAll Rights ReservedA Brand-Building Web SiteA Brand-BuildingWeb Site1. Create a positive experienceEasy to useDeliver ValueInteractive, pe
5、rsonalized,And timely2. Reflect and support the brand3. Look for synergywith other communicationprograms5. Differentiate withstrong sub-branded content4. Provide a homefor the loyalistSource: Brand LeadershipSetting New Standards for Asian Executive EducationAll Rights ReservedFive 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
