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1、建立品牌的10大步骤Ten Step 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
2、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,Core Ideology核心意识-Core value-价值价值-Core purpose-价值使命所预见的未来-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 descr
3、iption 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 backsystem 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 manageme
4、nt 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 sknown what kin
5、d 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
6、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/packaging是否有品牌识别规范
7、手册来维护?Brand Identity/Standard Handbook,步骤6Step6品牌责任归属 Brand responsibility组织运作Organzation operation,作业语言的统一（思考工具），讲一样的话Unite the operational language(thinking tools)品牌管理系统Brand management system(品牌识别手册，企业识别手册)(Brand identity handbook/corporate identity handbook)行销/业务/传播功能的整合integrate marketing,sales
8、and communications.总裁/副总裁带队(清楚的决策流程)by president/vice-president(clear decision-making process)信息科技的协助information technogy(IT)培训Training,步骤7Step7360度整合行销传播计划及执行360degree planning for interated munications and implementation,确保我们的品牌与消费者的每个接触点，都传达一致及有效的讯息Ensure all Brand contacts are delivering consist
9、ent and effective messages.包括：产品的使用，店头的陈列，广告，传单，经销商会议，赞助活动，记者采访，电话抱怨，展览会场的解说员，员工的家属This includea product inserts.POS displays advertising.leaflets.sponsorship events and media interviews,整合行销传播Intergrated Marketing Communications,广告Advertising（AD）公共关系Public Relations（PR）促销Sales Promotion（SP）直效行销Dire
10、ct Marketing（DM）长期代理商的伙伴关系Long-tern partnership with your agencies,步骤8Step8直接接触消费者，持续记录，建立活的客户资料库，不断养成品牌忠诚度Building brand loyalty-by establishing a customer database and updating records continuously,-2080法则20/80 rules-取得新客户的成本Cost of acquiring new customer-口传效果Word of mouth,步骤9Step9建立评估系统追踪品牌资产Trac
11、king brand equity,调查方法Methodology何时评估Review cycle了解品牌资产的变化What is your brand equity检视行销传播计划的根据Basic review of marketing communication plan,步骤10Step10投资品牌持续一致，不轻易改变Invest in brand Consistently over time,即使短期销售未达指标，也应持续投资品牌建立。Continue investing in brand even when the financial goals are not being met。避免换个领导人，换个品牌策略，换个广告公司，换支广告影片。Avoid the mind set of change the manager.change the brand strategy change the advertising companny change the commercials.,
