揭开建立品牌的奥秘.ppt

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1、Managing Brands in Challenging Times,Dr.Royce YuenVisiting Associate Professor,HKUChairman,Ogilvy Hong KongChairman,HK4As,Value of Brand is widely recognized,In mid-2002,the stock market value of Coca-Cola was US$136 billionYet the book value was only US$10.5 billionEstimated value of Coca-Cola bran

2、d name was US$70 billion,well over half of its intangible value,Yet building brandhas never been more challenging!,Two Major Factors,Two Major Factors,Ordinary people can spread good and bad information about brands faster than marketers.Ray Johnson,This is particularly true in the Internet Age,Word

3、s of mouth becomes words of mouse,Kryptonite,The“unbreakable bonds”,The hit that affects the world,“A brand is more than a logo.A brand is a promise.”-Mike Holland,The trust is gone!,As a result,Consumers are becoming more skeptical,How can brands win back the heart of consumers?,Hint Number One,Und

4、er promise,over deliver,Hint Number Two,Do what matters to consumers,not youFocus on consumer insight,Case-Acuvue,Hint Number Three,Manage all the stakeholders,Authorizers,Business partners,External influencers,Customers,GovernmentRegulatorsBoard of DirectorsProfessional societiesShareholders,Demogr

5、aphics Market segmentsGeographyHigh valueMass,EmployeesUnionsSuppliersDistributorsService providers,Activist groupsJournalistsExpertsAnalystsCommunity groups,The Stakeholder Universe,Hint Number Four,Take prompt and decisive action,Hint Number Five,Respect the local culture,And be sensitive about“ho

6、w you say it”,And be sensitive about“how you say it”,Hint Number Six,Be sensitive to political implications,The Marco Polo Bridge(luguoqiao)Incident marked the beginning of the Sino-Japanese War(1937 1945),What is acceptable in one country may not be acceptable in another countryWhat may be humourou

7、s can be seen as an offense,Hint Number Seven,Its not only what you do,its also what you dont do,Hint Number Eight,Dont try to please everybodyYou will end up pleasing nobody,The World Car that drops out from the world,Be relevant,Cowboy is COOL!,Hint Number Nine,Be relevant,Well may be!,Be relevant

8、,Hint Number Ten,Social value of brandAre brands good for business,bad for society?,Being socially responsible is different from being a passive donor,Being socially responsible is different from being a passive donor CSR has to tie in with the role that the brand plays in society,First coverage-out 8th Jan-Closer Magazine(wkly),Thank You,