冈崎茂生先生演讲

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,BeijingDentsuAdvertising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“Weareheldresponsibleforday-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。-Typicalremarksbybrandmanagerswithbottom-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Marketing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Changeconsumerbehaviorvia4Ps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.Allrightsreserved.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Recommendedtoothers推荐给他人Lineextensioneasier产品线更容易延伸Relevance相关度Confidence信心Differentiation差异度Growth成长BrandValue品牌价值点BrandContact品牌接触点ConsumerPerception消费者认知0.850.730.440.37Figuresrepresentsimplecorrelationscores数据反映的是简单相关系数Source:Bkat2006surveyinTokyowith290brands来源：Bkat2006调研，东京，针对290个品牌Copyright2008DENTSUINC.Allrightsreserved.9BrandContactPoints品牌接触点PurchaseIntention购买意向BrandPower品牌力BrandValue品牌价值点Brand-buildingRoadmap:Brandingtowardenhancedmarketingresults品牌构筑路线图：朝着提升市场营销成果的方向构筑品牌BrandPerceptionDrivesMarketing品牌驱动市场营销Copyright2008DENTSUINC.Allrightsreserved.10BrandPerceptionDrivesMarketing品牌认知概念推动市场营销PurchaseIntent购买意向Reliability可靠的Stores商店Users用户Reputation声誉Leadership领导力Relevance相关性UseExperience使用经验WOM口碑Confidence信心Sophistication熟练的Maturity成熟的Product产品SawUsers其他顾客Vitality有活力的ExceedExpectations出乎意料的News/Articles新闻Copyright2008DENTSUINC.Allrightsreserved.11PurchaseIntent购买意向Vitality活力Maturity成熟Ads广告Customer顾客Design设计Leadership领导力Vision愿景Reputation声誉Quality质量Technology科技NPAds报纸广告MagAds杂志广告Showroom展厅WOM口碑CarMags汽车杂志Relevance相关性News/Articles新闻BrandPerceptionDrivesMarketing品牌概念推动市场营销Copyright2008DENTSUINC.Allrightsreserved.12Astrongbrand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Recommendedtoothers推荐给他人Lineextensioneasier产品线更容易延伸Relevance相关度Confidence信心Differentiation差异度Growth成长BrandValue品牌价值点BrandContact品牌接触点ConsumerPerception消费者认知0.850.730.440.37Figuresrepresentsimplecorrelationscores数据反映的是简单相关系数Source:Bkat2006surveyinTokyowith290brands来源：Bkat2006调研，东京，针对290个品牌Copyright2007DENTSUINC.Allrightsreserved.13Differentiation差异度Growth成长Confidence信心Relevance相关度Equity资产Activity活力AD-VENTURE21-Competitiveedge竞争优势-Addedvalue附加价值-Ad/Promback-up广告/推广支持-Growthdriver成长动力-Short-termcashflow短期现金流-Massiveinvestment大量投资-Largecustomerbase大量顾客基础-Stabilitywithreputation稳定的声誉-Long-termasset长期资产-SustainsrenewedActivity支持更新的活力-ImprovedROI较高的投资收益率Past过去Future未来Copyright2007DENTSUINC.Allrightsreserved.14Nobody无名小卒Rising新星Star明星Champion冠军CashCow现金牛Hall-of-Fame名人堂AD-VENTURE21:AnalyticFrame(1)分析框架（1）BrandPowerEvolution品牌力的发展历程Copyright2008DENTSUINC.Allrightsreserved.15BRANDSTANDSFOR…品牌意味着…Copyright2008DENTSUINC.Allrightsreserved.16BrandisRelationship品牌是一种关系Marketer营销者Consumer消费者Perception认知Relationship关系Copyright2008DENTSUINC.Allrightsreserved.17BRANDISON-GOINGPROCESS品牌是持续渐进的过程Copyright2008DENTSUINC.Allrightsreserved.18Traditionvs.Innovation传统vs.革新Innovation革新Tradition传统Copyright2008DENTSUINC.Allrightsreserved.19Equityvs.Creation资产vs.创新BrandEquity品牌资产BrandCreation品牌创新Copyright2008DENTSUINC.Allrightsreserved.20BRANDCONSTITUENTS品牌的构成Copyright2008DENTSUINC.Allrightsreserved.21WhatYouDoandHowYouSayisDefinedbyWhoYouAre“你是谁”定义了你做什么和你怎么说Whoyouare你是谁BrandIdentityStrategy品牌识别战略CommunicationStrategy传播层次战略Business-levelStrategy经营层次战略BRAND品牌Whatyoudo你做什么Howyousay你怎么说Copyright2008DENTSUINC.Allrightsreserved.22EverythingMatterstoBranding每个细节对于品牌都很重要BRAND品牌Management管理Scopeofbusiness业务领域R&D研究开发Manufacturing生产Products/Services产品与服务Distribution配送CSR企业社会责任Advertisement广告Publicrelations公共关系Salespromotions促销Eventsponsorship活动赞助Celebrityendorsers名人背书Word-of-mouth口碑传播