文档介绍：建立品牌的10大步骤 Ten Steps to Brand Building
范志明
步骤1 Step1 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 weaknesses Decide your core business
根据自己的强点,发展竞争者不易赶上的差异 Develop petitive edge based on your own strengths · parative advantage · petitive advantage · petitive edge
步骤2 Step2 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 ess: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3 Step3 完整的企业识别 Establish plate 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 pany) · 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 pany 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4 Step4 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