建立品牌的10大步驟
建立品牌的10大步驟 Ten Step to Brand Building
步驟1 Step1 了解產(chǎn)業(yè)環(huán)境 確認(rèn)自己的強(qiáng)弱點(diǎn)，決定“核心”生意 Understand the industry environment Identify your strengths and weaknesses Decide your core business
根據(jù)自己的強(qiáng)點(diǎn)，發(fā)展競爭者不易趕上的差異 Develop your competitive edge based on your own strengths ·相對性的優(yōu)點(diǎn)Comparative advantage ·競爭性的優(yōu)點(diǎn)Competitive advantage ·競爭優(yōu)勢Competitive edge
步驟2 Step2 形成企業(yè)長遠(yuǎn)發(fā)展目標(biāo) 及可操作的價值觀 如文化確認(rèn)長期的基本策略 From the long-term corporate development goals and operational values Identify long-term strategies
Core Ideology 核心意識 --Core value --價值價值 --Core purpose --價值使命 所預(yù)見的未來 --至少十年的大膽目標(biāo) Perceived Future 10 year BHAG （big,hairy,audacious goal) --生動面清楚的描述 Vivid description of it
領(lǐng)導(dǎo)層的共識 Management Consensus 企業(yè)成功的6大元素 Corporate Success:6 Key Factors ．策略性定位 Strategic positioning ．清楚的焦點(diǎn) Clear focus ．回應(yīng)挑戰(zhàn)的能力 Capability to respond to challenges ．反饋系統(tǒng) Feed backsystem ．速度及彈性 Speed and flexibility ．企業(yè)文化 Corporate culture
步驟3 Step3 完整的企業(yè)識別 Establish a complate corporate 形成維護(hù)管系統(tǒng) identity management system
·多少員工知道企業(yè)的長遠(yuǎn)目標(biāo) How many employees are fully aware of the corporate goels？ ·企業(yè)的價值觀（文化或行為規(guī)則）是什么？多少人講得出來？做得出來？ What is our culture (or the behavior norm of the company) 主管單位知道我們的企圖嗎？ Does the government known what we are trying to do ·供應(yīng)商或經(jīng)銷商知道我們是什么樣的公司嗎？ Do our suppliers or our dealers sknown what kind of company we are ·顧客如何看我 們的企業(yè)形象？ How do the customers see our corporate image ·有系統(tǒng)的維護(hù)企業(yè)形象 Systematically maintain corporate image
步驟4 Step4 確認(rèn)品牌與消費(fèi)者的關(guān)系 Identify the relationship between the brand and consumers
·品牌子的聯(lián)想是什么？ Brand association ·品牌提供的價值是什么？ Brand values ·情感的關(guān)系是什么？ Affinity with consumers ·是否有品牌資產(chǎn)？ Brand equity ·組織內(nèi)部是否達(dá)成有共識形成？ Internal consensus
步驟5 Step5 品牌策略/品牌識別 Brand strategy/brand identity
·多品牌或是單一品牌策略? Multi Brand /Single Brand strategy ·是MEGA Brand 或是NICHE BRAND? mega brand/niche brand ·是母體品牌或是副品牌? Mother Brand /Sub-brand ·是企業(yè)品牌或是產(chǎn)品品牌? Corporate Brand /Product Brand 品牌系統(tǒng)識別系統(tǒng)是否完整? Brand identity/packaging 是否有品牌識別規(guī)范手冊來維護(hù)? Brand Identity/Standard Handbook
步驟6 Step6 品牌責(zé)任歸屬 Brand responsibility 組織運(yùn)作 Organzation operation
·作業(yè)語言的統(tǒng)一（思考工具），講一樣的話 Unite the operational language(thinking tools) ·品牌管理系統(tǒng) Brand management system (品牌識別手冊，企業(yè)識別手冊) (Brand identity handbook/corporate identity handbook) ·行銷/業(yè)務(wù)/傳播功能的整合 integrate marketing,salesand communications. ·總裁/副總裁帶隊(清楚的決策流程) by president/vice-president(clear decision-making process) ·信息科技的協(xié)助 information technogy(IT) ·培訓(xùn) Training
步驟7 Step7 360度整合行銷傳播計劃及執(zhí)行 360degree planning for interated mareting .communications and implementation
確保我們的品牌與消費(fèi)者的每個接觸點(diǎn)， 都傳達(dá)一致及有效的訊息 Ensure all Brand contacts are delivering consistent and effective messages. 包括： 產(chǎn)品的使用，店頭的陳列，廣告，傳單，經(jīng)銷商會議，贊助活動，記者采訪，電話抱怨，展覽會場的解說員，員工的家屬 This includea product inserts.POS displays advertising.leaflets.sponsorship events and media interviews……
整合行銷傳播 Intergrated Marketing Communications
步驟8 Step8 直接接觸消費(fèi)者，持續(xù)記錄，建立活的客戶資料庫，不斷養(yǎng)成品牌忠誠度 Building brand loyalty-by establishing a customer database and updating records continuously
-20╱80法則 20/80 rules -取得新客戶的成本 Cost of acquiring new customer -口傳效果 Word of mouth
步驟9 Step9 建立評估系統(tǒng) 追蹤品牌資產(chǎn) Tracking brand equity
·調(diào)查方法 Methodology ·何時評估 Review cycle ·了解品牌資產(chǎn)的變化 What is your brand equity ·檢視行銷傳播計劃的根據(jù) Basic review of marketing communication plan
步驟10 Step10 投資品牌 持續(xù)一致，不輕易改變 Invest in brand Consistently over time
·即使短期銷售未達(dá)指標(biāo)，也應(yīng)持續(xù)投資品牌建立。 Continue investing in brand even when the financial goals are not being met。 ·避免換個領(lǐng)導(dǎo)人，換個品牌策略，換個廣告公司，換支廣告影片。 Avoid the mind set of change the manager.change the brand strategy change the advertising companny change the commercials.

建立品牌的10大步驟