现代品牌资产研究报告-资料下载页

　　

【正文】 方式时，它承诺给我奖赏。 当本应属于我的柔软肌肤片刻不见时，它承诺找还给我。 当我有时不得不暂时遗忘我是个女人时，它承诺会提醒我。 当我的皮肤需要保护和营养时，它承诺给我重新滋润。 它是一个简单而无私的承诺，对我心底里女人的天性 MasterBrand Positioning 主品牌定位 Dove helps a woman look and feel her best by helping her experience noticeably softer, more beautiful skin 多芬帮助女人显著体验更柔软更美丽的皮肤，由此让女人的外表和内心都处于最佳状态 IBM Information Technology Brands 信息技术品牌 • The BEST technology does not always win 最好的技术并不总能赢 • The BEST brand does 最好的品牌却可以 • These panies did not manage their brand 这些公司没有好好管理他们的品牌 – Novel – WordPerfect – Silicon Graphics Situation Pre 1994 IBM Stumbles 蹒跚而行的 IBM • Reputation diminished, declining 名声下降 • $18 billion losses over 3 years 三年中亏损 180亿 • Breakup into 13 “ Baby Blues” considered 可能分化为 13个小公司 • 50+ agencies, 200+ campaigns 50多家代理商， 200多个不同的广告活动 OM Appointed • Single worldwide agency, June 1994 奥美成为全球唯一代理 – Advertising – Direct Marketing – Promotions – Inter Global Brand Audit • Professional 专业 • Quality 质量 • RD, a national asset 研发 • The standard against which all others are judged 衡量别人的标准 • You don39。t have a laugh with IBM你不会与 IBM一起欢笑 • IBM will only talk to your boss, everyone else is insignificant IBM只会与你的老板交谈，其他人都不重要 • Monolithic, for big business only, “ fortress IBM” 只做大生意 • Not a leader in working, software, services 在网络，软件，服务上落后 • Trying to be “ all things, to all people” , unsuccessfully 总想成为万能 • No clear vision focus 目标含糊 OM Strengths and problems consistent worldwide Challenge挑战 • Increase perceived value of anything from IBM 提升价值感 • Establish new relevance in considering IBM 树立相关性 • Convey new, more approachable, customer driven attitude 带出新的，易于接近的，客户导向的态度 • Reinforce latent strengths… 加强潜在优势 – Global scope – Technological leadership – Reliability Speak With One Voice 众口一声 • Consolidate all munications to build and leverage the brand – Focus budgets for maximum effect to solve IBM’ s primary problem: “ If they don’ t buy your brand, they won’ t even consider your products” 集中解决主要问题 ：“如果他们不买你的品牌，他们对你的产品根本连考虑都不考虑” – Make the whole more than the sum of the parts The IBM BrandPrint IBM is the underlying fabric of the Information Age— the intellectual horsepower to conceive the truly amazing and the will to deliver its promise. It is the power to transform our lives and realize the most unexpected possibilities … IBM bines global stature with a human voice—gentle, positive, occasionally even selfdeprecating. Ceaselessly surprising. Reassuringly certain. IBM is magic you can trust. OM IBM品牌写真 IBM是信息时代的基础 改变我们生活的推动力 … IBM站在全球发展的高度，兼顾人性化的需求 温和，积极，甚至偶尔也会自嘲一番 你可以相信 IBM的魔力 “ Solutions for a Small Pla” “小小环球的解决之道” 47 countries, 30 languages Subtitles Campaign Idea Unexpected users from everywhere are enfranchised into the world of technology. 在任何一个角落，连你想象不到的那些人们也被解放到科技的世界里来了。 Dramatic Immediate Impact 立竿见影，戏剧性的效果 • Significant improvements in all key attributes in Worldwide Tracking Study – Retained strengths 维持既有优势 – Enhanced emotional aspects of the brand 提升了品牌情的感面 – Perceptions of arrogance and bureaucracy declined around the world 对其傲慢和官僚的印象在全球范围内下降 Results • Worldwide Tracking: – 1 on global leadership, quality products/services, trust 在全球领先，质量，服务和信任度上位居第一 – Continuing significant declines on arrogant, bureaucratic 傲慢官僚的负面印象持续显著减少 – Those exposed to advertising rate IBM higher than those not exposed across the board 接触过 IBM广告的人对 IBM的评价明显好于那些没有接触过的人 • From Fortune’ s Dinosaur to Wire39。s “ What’ s Hot” 从“财富”杂志的“恐龙”变成“在线”杂志的 “热门” Results • Financial World’ s Most Valuable Brands: “财政世界”杂志最有价值的品牌： – From 293 in ‘ 94 to 3 in ‘ 96 从第 293位升至1996年的第 3位 • Stock price remains at all time highs 股价持续最高