建立品牌十大步骤.ppt

建立品牌的10大步骤Ten Steps to Brand Building 步骤1Step1了解产业环境，确认自己的强弱点，决定“核心”生意Understand the industry environment Identify your strengths and weaknessesDecide your core business 根据自己的强点，发展竞争者不易赶上的差异Develop your competitive edge based on your own strengths· 相对性的优点 Comparative advantage· 竞争性的优点 Competitive advantage· 竞争优势 Competitive edge 步骤2Step2形成企业长远发展目标及可操作的价值观如文化确认长期的基本策略From the long-term corporate development goals and operational values Identify long-term strategies 核心意识 Core Ideology  -- 价值价值 -- Core value -- 价值使命 -- Core purpose  所预见的未来 -- 至少十年的大胆目标 Perceived Future 10 year BHAG （big,hairy,audacious goal)  -- 生动面清楚的描述 Vivid description of it 领导层的共识Management Consensus企业成功的6大元素Corporate Success:6 Key Factors．策略性定位 Strategic positioning．清楚的焦点 Clear focus．回应挑战的能力 Capability to respond to challenges．反馈系统 Feed back system ．速度及弹性 Speed and flexibility．企业文化 Corporate culture 步骤3Step3完整的企业识别 Establish a complate corporate形成维护管系统identity management system · 多少员工知道企业的长远目标How many employees are fully aware of the corporate goels？· 企业的价值观（文化或行为规则）是什么？多少人讲得出来？做得出来？What is our culture (or the behavior norm of the company)· 主管单位知道我们的企图吗？Does the government known what we are trying to do · 供应商或经销商知道我们是什么样的公司吗？Do our suppliers or our dealers known what kind of company we are· 顾客如何看我们的企业形象？How do the customers see our corporate image· 有系统的维护企业形象Systematically maintain corporate image 步骤4Step4确认品牌与消费者的关系Identify the relationship between the brand and consumers · 品牌子的联想是什么？Brand association· 品牌提供的价值是什么？Brand values· 情感的关系是什么？Affinity with consumers· 是否有品牌资产？Brand equity· 组织内部是否达成有共识形成？Internal consensus 步骤5Step5品牌策略/品牌识别Brand strategy/brand identity · 多品牌或是单一品牌策略?Multi Brand /Single Brand strategy· 是MEGA Brand 或是NICHE BRAND?mega brand/niche brand · 是母体品牌或是副品牌?Mother Brand /Sub-brand· 是企业品牌或是产品品牌?Corporate Brand /Product Brand· 品牌系统识别系统是否完整?Brand identity/p