品牌传播：对品牌价值的理解

品牌传播：对品牌价值的理解 品 牌 传 播 学 授课教师: 2010世界品牌价值前10强 对品牌价值的理解 是指品牌为企业、消费者及社会所带来的超额价值，能为企业提供超额经济利润，为消费者提供对产品和服务质量的总体认知、提升客户让渡价值，以及节约社会资源、提升公众的信任度等。 品牌价值评估指标 基于企业角度的价值是品牌价值存在的基础和核心; 基于消费者角度的价值是品牌价值高低的主观感知水平，是品牌价值存在的前提条件; 基于社会角度的价值是品牌价值高低的先决条件。 如何提升品牌价值 强化企业形象; 提升顾客对企业的忠诚度; 注重品牌的生命力; 走集团化、规模化之路。 第三讲 品牌质量 一、品牌质量――消费者对品牌所形成的总体认识与判断，包括两方面内涵，其一是品牌产品本身具有的质量、性能;其二是品牌在消费者心目中的质量。 二、品牌质量的影响因素―― 该品牌产品自身的性能; 该品牌产品的整体质量、品质; 消费者对该产品的个体体验; 该品牌的营销传播活动。 肯德基 苏丹红 哈根达斯 厕所门 牛拉宝马车，缘于总熄火 三、通过品牌传播，提升品牌质量 进行品牌传播时要考虑到目标消费者的实际需要; 通过品牌传播全过程，努力在受众心中建立起品牌独特的质量印象。 利用各种方式，与目标消费者进行全方位的沟通和交流，随时掌握消费者对品牌质量感受的变化。 第四讲 品牌知名度 一、基本常识 ?概念:是指消费者及潜在消费者在面对某一品类的产品时，能够识别、想起或提及某一品牌的程度。 ?需要厘清的几点认识: 品牌知名度是动态的、不断变化的 并非只有新产品、新品牌才of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 需要重视品牌知名度 品牌知名度分为正面知名度和负面知名度 ?企业主注重打造品牌知名度的原因 品牌知名度是品牌传播的利器 品牌知名度是品牌价值的组成部分 品牌知名度是产生品牌联想的前提 品牌知名度暗示了某种承诺 品牌知名度是品牌目录群之一 ?广告是提高品牌知名度的主要手段，但是若仅停留在具有知名度的层面，该品牌难以进一步成长。 ?无论如何，建立品牌知名度是品牌传播必不可少的基础性环节。 二、打造品牌知名度的主要 方法 快递客服问题件处理详细方法山木方法pdf计算方法pdf华与华方法下载八字理论方法下载 ?对于产品处于导入期与成长期的(新)品牌而言 力争与众不同，有新意 与领导品牌、名人明星靠近 量力而行，争取低投入高回报 高频率发布广告 品牌标识醒目易记、广告语上口易记 ?对于产品处于成熟期的(知名)品牌而言: 适度降低广告投放 整合多种营销传播手段，优化品牌形象 优化品牌策略，做强品牌 做好客户关系管理 ?对于产品处于衰退期的(成熟)品牌而言: 加强识别率 在消费者使用上下功夫 开发新产品，为品牌注入新鲜血液 第五讲 品牌美誉度与品牌忠诚度 一、对品牌美誉度与品牌忠诚度的基本理解 品牌美誉度:是消费者在综合自己的使用 经验 班主任工作经验交流宣传工作经验交流材料优秀班主任经验交流小学课改经验典型材料房地产总经理管理经验 和所接触到的多种品牌信息后对某品牌形成的满意与喜好程度。(美誉度是形成消费者忠诚度的重要因素。) 品牌忠诚度:是消费者对品牌所形成的情感依赖及行为反应程度。主要表现为重复、推荐、抗拒与理解。(品牌忠诚度集中反映了企业在市场中的竞争力，可以纳入评估企业资产的指标之中。) 测量品牌忠诚度的主要指标 消费者对于品牌的认知 消费者对该品牌的价值评判 消费者使用该品牌的经验 消费者行为测量 向其他消费者of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 的推崇与介绍 影响美誉度与忠诚度形成的因素: 根本:优质的产品，合理的价格。 其他:人性化服务;履行社会责任;强化客户关系管理;参与认证评奖;合理利用事件;用感性的故事抓住消费者。 第六讲 品牌形象 品牌形象不是产品固有的，而是由营销传播方根据自身需要、通过广告等品牌传播手段传达给消费者的，使消费者联系产品的质量、价格、历史等逐渐树立的关于品牌的稳定观念。 “品牌形象”:奥格威的贡献之一 在奥格威看来: 任何一个广告都是对品牌的长期投资，广告要做到帮助品牌形成并保持一个高知名度的品牌形象。 奥格威认为，在同质竞争中保持稳定地位的有效的手段是帮助广告主为产品建立一种稳定的形象并把这形象传达给消费者。 奥格威认为树立品牌形象的具体做法主要在于: 创造差异; 树立个性; 反映自我; 长期贡献; 综合因素; 长远目标。 品牌形象的驱动要素: 产品或服务 产品或服务的使用者 产品或服务的提供者 品牌形象的基本类型及其传播策略 功能性品牌形象,传达产品信息为主 象征性品牌形象,可运用契合度高的名人形象;强化视觉元素 经验性品牌形象,着力营造氛围以引发消费者心理联想 第七讲 品牌识别 一、品牌识别:是品牌经营与管理者通过一系列有效手段以实现受众对品牌的明确认知与稳定认同的过程。 二、品牌识别的发展经历了三个阶段，这三阶段也是当今品牌识别的“三步走”,, 首先是视觉识别: 作为品牌经营者，面对着复杂的识别环境，需要有简练统一的符号去抓住受众的注意; 视觉识别以视觉图形为主，基本的要素包括:商标、 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 色、标准字等; 视觉识别的目的是强调统of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 一标准、简单易记的符号及其带来的视觉冲击力。 视觉识别意义重大 天翼处在视觉识别阶段 其次是企业识别CI: 由三个层面组成――Visual Identity 、Behavior Identity、Mind Identity; VI只是"脸"，BI是"手"，MI是"心"――突出系统性、以企业理念为核心配合由内而外的传播是CI阶段的特征。 如何让企业的理念、行为及一整套视觉符号能够被受众一方有效认知,, 品牌识别是最后的关键: 品牌的独特并不仅仅是简单的外在的与众不同，真正使品牌区别开来的是自内而外形成并被受众所感知到的独特。通过传播，让受众了解“你的”品牌与其他品牌的不同。 也就是说，品牌识别 企业识别+有效传播。 三、品牌识别的来源: 产品:类别、属性、高品质与价值、用途、使用者 象征:名称、视觉影像、隐喻、人格 出身:企业组织、地理根源 传播:主题、风格 四、品牌识别案例分享:维珍的故事 布兰森与表演者一起在空中展示飞翔动作 维珍的视觉识别 第八讲 品牌文化 品牌文化是审美情趣、价值观念、消费习俗、道德规范、生活方式等文化元素在品牌中的沉淀，更是企业文化与经营理念在品牌中的渗透(朱立2005)。鲜明的品牌文化能够缩短品牌与消费者的距离并增加消费者的心理满足效用。 品牌文化的形成主要有两种方式: 自然沉淀、人为策划 品牌文化的特性: 经济性、民族性、渗透性、稳定性 品牌文化的构成要素: 表层:产品、名称、 标志 禁止坐卧标志下载饮用水保护区标志下载桥隧标志图下载上坡路安全标志下载地理标志专用标志下载 、包装 内层:利益认知、感情属性、文化传统、个性形象 品牌文化与企业文化的关系: 企业文化是企业经营中逐渐形成被广泛遵守的价值观、信念和行为方式的总和;品牌文化实际是企of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 业文化的外在表现，和企业文化同源异形。 企业文化是对内的，主要是为了提升企业管理水平;品牌文化是外向的，目标是吸引消费者，实行感性化营销。 品牌文化的培育(人为策划): 首先，运用象征手法将消费者便于感受的指标，如效率、乐趣、卓越、美、地位、尊严等加以提炼。 其次，组织培训将品牌文化进驻到企业成员内。 第三，通过营销传播手段进行渲染与强化。 案例解析:七匹狼的品牌文化 第九讲 品牌延伸 品牌延伸的内涵: ?菲利普??科特勒认为――把一个现有的品牌名称使用到一个新产品上。 ?凯文??莱恩??凯勒认为――一个公司利用一个既有品牌推出一个新产品。 ?需要说明的是，品牌延伸并非只是借用已有品牌的名称，而是对其所有品牌内容要素的分享。 品牌延伸的两种方式: ?产品线延伸:突破原有的生产或经营范围，延长或加宽产品线。 ?优点:有利于创建统一的品牌形象，提高品牌在目标市场的知名度。 ?缺点:产品线宽度相对有限，限制了已有品牌资源的延伸范围，仅靠这种延伸方式无法发挥原有品牌的最大潜在价值。 产品线延伸又可分为水平延伸、垂直延伸和双向延伸。 ?水平延伸:是指在一定产品层级范围内，增加或改变项目内容，如新口味、新功能、形式、颜色、成分和包装等等。 ?垂直延伸:?向次一级市场延伸，也即把原有品牌扩展到低价位的低端市场;?向高一级市场延伸，是把品牌推向比原来定位更高的延伸。 ?双向延伸:略 ?影响产品线延伸的因素主要是:产品项目之间的一致性和相关性。 ?垂直延伸比水平延伸难很多，会面临更多的风险。因为对于同一品牌，在一个品类内同时生产不同层级档次的产品of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 容易破坏品牌的整体形象和定位。 产品种类延伸:即跨产品线延伸，是利用原有品牌推出新的不同种类的产品，在产品组合的不同产品线中使用同一品牌。 产品种类延伸的2种形式: 1、连续延伸:是企业借助技术上的共通性或相似性，在近类产品之间进行延伸。 2、间断延伸:品牌超越产品之间技术上的局限，向不相关的品类进行延伸。 影响产品种类延伸的因素: ?母品牌具有一定的知名度和影响力 ?母品牌的定位 ?产品具备较强的包容性和扩张力 品牌延伸的实施步骤: 1、根据自身情况，决策是否进行延伸，决策原则有, 2、选择延伸模式 3、推动延伸品牌所对应的产品入市 ?品牌延伸的效果:最好、好、中性、坏、最坏 ?品牌延伸不当的体现:损害原品牌形象;模糊品牌定位;稀释品牌形象;使消费者产生心理冲突;形成翘翘板效应。 减少品牌延伸不当的措施: 在最初的品牌定位时给品牌延伸留有足够的发展空间 实施品牌延伸前应有成熟的核心产品 实施品牌延伸前对市场进行充分调研与论证，使延伸处于一个有较好发展前景的领域。 第十讲 品牌战略 品牌战略的两大基本架构: 单一品牌战略 多品牌战略 1、单一品牌战略 ?定义:企业的所有产品均使用相同的品牌名称、核心定位及品牌识别系统，企业所有的营销传播目标都承载于一个品牌之上，所有的资源也都聚焦于这一品牌之上的战略类型。 ?类型:一牌一品;一牌多品。 ?单一品牌战略的优势: 企业可以把所有的品牌资产都集中于一个品牌之上，集中力量塑造一个品牌形象，让其像一把大伞笼罩旗下所有产品，使每一款产品都能够共享该品牌的资源; 减少品牌管理的压力，减少顾客认知的不协调，of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 降低推广费用和促进规模经济，提高新产品的成功率。 ?劣势: 在“一荣共荣”之外也具有“一损俱损”的问题――一旦核心品牌或旗下某产品遭遇危机，很容易导致其他产品受到连带的负面影响; 单一品牌之下的各个产品之间缺少区分度和差异性，不便于消费者们形成个性化的认识与选择。 ?针对单一品牌架构存在的劣势，尤其是针对一牌多品类型，可以运用副品牌策略进行消解,, 副品牌策略:以原有的核心品牌作为主品牌，同时对其下的不同产品采用不同的名称或符号作为副品牌，从而突出同一核心品牌下的不同产品在功能或形象上的差异，方便消费者识别与选择。 通俗讲，就是在核心品牌名称不变的前提下，再给旗下的不同产品起个别名。 2、多品牌战略 ?定义:一个企业旗下同时拥有两个及以上品牌的战略类型。其中, 企业本身就是第一级品牌，被称作企业品牌，处于多品牌战略的顶端，拥有对其下品牌的所有权与经营权; 其他的每个品牌受企业统筹管理与监督，但同时在经营上相对又具有较大的独立性，可以形成各自迥然不同的、形象、文化及品牌识别，甚至在市场上表现为竞争性品牌的关系。 ?多品牌战略体现为家族式模式: ?缺点: 企业打造一个知名的品牌需要财力、人力等多方面的配合，如果想成功打造多个品牌自然要有高昂的投入作为代价，故多品牌战略下推广成本较高; 另外，多品牌战略无疑还会要求企业、母品牌在供应链、分销渠道等方面承担起一定的推动作用，这就要求企业、母品牌对子品牌有较高的驾驭与管理能力。 综上，实力不强的企业难以承受。 ?优点: 能够满足不同消费者的差异化需求，保证每个品牌都拥有自己的独特处of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 并因此而拥有属于自己的消费人群; 多品牌将危机损失的连带性降到了最低，从而降低单个产品的失败对企业整体及其他子品牌的影响，强化了企业品牌的扛风险能力; 促使企业内部品牌间适度竞争; 可以对母品牌进行资源、利益共享，保证各级品牌之间达到最佳的协同效应，实现品牌效益的最大化。 基于消费者需求的多元，多品牌战略通常是根据产品品类、功能或档次上的差异来创建子品牌。 与此同时出现一个问题:产品品类、功能、档次上的差异如何让消费者、受众在母子品牌之间形成关联认知,――解决此问题的方法是品牌背书与品牌隐身策略。 第十一讲 品牌危机 一、含义:指由于企业自身、竞争对手、顾客及其他外部环境的变化或企业品牌运营管理过程中的失误，而对企业品牌形象造成不良影响并在很短的时间内波及到社会公众，进而使品牌乃至企业信誉大为减损，甚至危及企业生存的窘困状态。 二、特点:突发性、蔓延性、危害性、被动性。 三、产生品牌危机的原因: 1、由产品质量问题引起的 2、由品牌欺骗引起的 3、由新产品更新不当引起的 4、由品牌传播策略失误引起的 5、由品牌延伸不当引起的 6、由品牌创新不足引起的 7、由品牌冲突引起的 四、危机来临，化危为机(案例学习): 1、强生对“泰莱诺尔”致人中毒死亡的危机处理 ??“作最坏打算”的危机管理 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 ??“首先考虑公众和消费者的利益”的企业经营理念 2、中美史克对康泰克PPA成分危机的应对: 背景~康泰克独特的缓释技术和显著的疗效使其成为中美史克的支柱性产品，年销售额在6亿人民币左右。2000年11月6日，美国FDA要求美国生产厂商主动停止销售含PPA的产of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 品。10天后，中国政府出台类似文件，所涉药品15种，包括康泰克。 开展危机公关~ ?调研 * 目的:全面了解事件的性质与史克公司的关系;评估危机事件的后果;为制定危机处理策略提供依据 * 结论:中国媒体影响力巨大，故需全力协调中国媒体关系，进行有效的舆论引导，避免媒体的进一步炒作，目的是保护品牌，更为康泰克重返市场奠定基础。 ?策划 * 目标:让公众了解史克立即停止了销售和生产康泰克;与中国媒体的合作，有效传播企业信息，保护品牌，以确保不再引发新的危机;为史克重返市场进行媒体关系的铺垫。 * 总体思路:通过新闻发布、访谈、收集资料、热线电话反馈等形式针对媒介(中央级媒介、全国重点城市重点媒介、各地大众类媒介、医药类专业媒介);中国医药主管部门;消费者及经销商进行危机沟通，让公众了解到史克策的积极应对态度。 * 原则:迅速反应;密切监测;以诚相待。 ?执行 * 迅速开通热线电话 * 新闻发布会:媒介遴选、确定新闻发言人、提供敏感问题的标准、新闻发布现场 * 会后恳谈:媒体座谈、深度报道、媒体监控与沟通 * 新康泰克上市推广:媒介沟通、广告宣传、新闻发布会、记者招待会 ?评估 * 迅速而有效的信息披露 * 与媒体的关系达到预期效果 * 新康泰克成功上市 3、宝洁处理SK-?危机的失败 * 否认“SK-?产品在生产过程中添加铬、钕;没有实施无条件召回;没有召开新闻发布会 * 对外信息沟通不及时的问题 * 没有重视消费者的利益和感受 五、品牌危机处理原则: 快速反应 真诚坦率 积极应对 人道主义 全员统一 六、处理策略: 迅速成立危机处理应变机构; 做好内部公众的解释of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 工作; 启动“召回程序”; 与媒体保持良好的沟通; 用证据说话，查清并公布造成危机的原因 中国电信旧标识 中国电信新标识 中国电信标识解读 整个标识以字母C为主体元素，两个C在明快的节奏中交织互动，直接代表着“中国电信集团公司” ? 两个字母C向远方无限延伸，仿佛张开的双臂，又似地球的经纬线，传递着中国电信的自信和热情，象征着豁达的胸襟、开放的气势，意味着四通八达。畅通、高效的电信网络连接着世界的每一个角落，服务着更多的用户。 高高挑起的两角，凸现出简洁而充满活力的牛头和振翅飞翔的和平鸽图案。既表现了中国电信脚踏实地、求真务实、辛勤耕耘的精神，又展现了中国电信与时俱进、奋发向上、蓬勃发展、致力于创造美好生活的良好愿望。 标识以代表高科技、创新、进步的蓝色为主色调。文字采用书法体显得有生命力、感染力和亲和力，与国际化的标识相衬，使古典与现代融为一体、传统与时尚交相辉映。 日本企业识别系统(CIS) 大卫??艾克的品牌识别模型 品牌识别的理解和管理是建立强有力品牌的关键，并且由此建立品牌资产。国际著名的品牌研究专家、美国的D??艾克(Aaker)教授在1996年提出，一个品牌识别实际上包括有12个元素组成的四个方面:品牌作为产品，品牌作为组织，品牌作为个人和品牌作为象征符号。这个识别结构包括一个核心识别特性和延伸识别特性，还有一个内聚的、有意义的识别元素系统。 品牌识别包括四个方面 的12个元素: 产品识别――产品属性、品质/价值、用途、使用者、原产地 组织品牌――组织性质、区域化或全球化 个性品牌――品牌of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 个性、品牌与顾客之间的关系 象征品牌――视觉影像/隐喻和品牌传统 贝纳通05秋冬的色彩童装 全色彩的贝纳通 KENZO时装的品牌识别 KENZO时装的品牌识别 鲜艳的花案，或者是高田贤三的亲手签名，都是辨别的方式之一。 以愉悦丰富的想象力，针对年轻族群用鲜艳大胆的热带丛林色彩，搭配特殊质材的配件，“重复花色”的灵活搭配，更为风格轻松的年轻服装创造出一种强烈的特色。 品牌识别较侧重视觉识别 。 品牌识别结构:包括核心识别和延伸识别 核心识别――品牌最重要、永恒的本质，核心识别的每个方面都要反映组织的战略思想和价值观念，其中至少要有一个方面造成与其他品牌的差异，能与消费者发生共鸣。 延伸识别――包括品牌核心以外的所有品牌识别的元素，是对核心识别的补充，使品牌识别更具体，品牌形象更丰满。 核心识别与延伸识别 麦当劳的品牌识别系统 核 心 识 别 食物品质:在全世界始终保持同样热度的好味道 大众价格:提供的是平价食品， 而且用餐感受愉快，物超所值 服 务: 快捷、友善、人性 麦当劳的品牌识别系统 延 伸 识 别 品牌个性:纯正美式风格、真才实料 顾客关系:麦当劳是美好时光的一部分 公共形象:麦当劳叔叔 标 识: 金黄色拱门 象征物: 麦当劳叔叔、玩具 广告文案语言运用的要求 课程考核方式:每人以“X品牌的~~分析”为题，基于所学知识，选择一个品牌进行品牌研析――对该品牌进行某一方面或某些方面的深入分析(如蒙牛的品牌形象分析、伊利的品牌战略解析)，并制作成PPT(另:需附文稿，用以存档)。 时间:第17 周的周五进行随堂宣讲，之后将文稿与PPT一同交给老师。 要求:宣讲时间约15分钟，主题明确，表达清晰。 品牌确定方式(可独立分析其中的子品牌): ?自主选定; ?老师提供――联想、海尔、中国移动、上海家化、李宁、宝洁、联合利华、高露洁、耐克、阿迪达斯、可口、百事、麦当劳、肯德基、维珍、贝纳通、通用、索尼、诺基亚、苹果、三星、惠普、亚马逊、FACEBOOK、谷歌。 子品牌1(主品牌) 子品牌N(主品牌) 副品牌1 副品牌N 副品牌1 副品牌N 视觉识别符号 维珍老板布兰森化身空中飞人，开香槟庆贺太空港落成。 * * * of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township