创业公司的营销与品牌管理研究报告(ppt 75页)

创业公司的营销与品牌管理研究报告目录：
1.导言
2.创业期中的营销工作推展与营销团队建立
3.从品牌建立到品牌扫描到品牌面临的挑战
4.360度品牌传播理论与360度世界中的创意
5.案例分享

 

创业公司的营销与品牌管理研究报告内容提要：
Marketing Effectiveness Audit营销效果检验：
Integrated marketing organization 整合营销组织
Is there high level marketing integration and control of the major marketing functions?
Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance?
How well organized is the new product development process?
……

What Have We Got?我们已经知道什么？
We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge
我们已经从360度角度审视品牌, 寻找它的弱点---品牌挑战
We have explored the subjective aspects of the brand to arrive at a BrandPrint
我们已经发掘出品牌的主要资料, 形成品牌写真
Putting the BrandPrint together with the Challenge sparks the Idea
我们把品牌写真与品牌挑战加在一起, 激发出品牌点子
We now have to take the Idea out into the world of the customers, and maximise their involvement
我们必须将品牌点子带入消费者的世界, 尽量加强消费者对品牌的融入度
……

Points of Contact接触点：
Explore the possible points of contact between the brand and its customers
探究品牌与其消费者之间的可能接触点

Think about customers’ everyday lives - where do they most often think about and use the brand
仔细想一下消费者每天的生活, 在哪里他们会经常想到或用到这个品牌
Day in the Life生活中的一天：
A stage-managed experience
一种人为的体验
Surrounding the team with the environment, emotions and expressions of the customer/brand relationship
以品牌与消费者产生关系的环境、情感和表情等包围品牌团队
Stimulating all their senses - sound, sight, touch, smell, taste
刺激他们所有的感官---听觉、视觉、触觉、味觉等。

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