» Personal experience as a client 作为客户的个人体验
– Used Schwab as a typical new, “do it yourself” investor – and loved it versus my prior broker 像一个典型的“自力更生型”新投资者那样使用嘉信 – 喜爱嘉信的程度超过既往经纪商 – Like many, I thought I was a great investor as the markets rose in the 90s 跟很多人一样，上世纪九十年代的市场上扬让我自认为是个伟大的投资者。
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Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» One of the few brands in financial services with brand equity – though needed refreshing 金融服务业当中为数不多的几个拥有“品牌资产”的品牌 – 尽管需要不断刷新
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Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» One of the few brands in financial services with brand equity – though needed refreshing 金融服务业当中为数不多的几个拥有“品牌资产”的品牌 – 尽管需要不断刷新
– How do you think about brand equity? 您对品牌资产的理解是什么？
» What defines it?
如何界定？
» Consider your personal favorite brands – what makes them different, better, special? » What defines your brand? Makes it unique?
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John Clendening Background – Brief Bio John Clendening背景简介
Education Background: 教育背景：
» Northwestern University – BA 西北大学 – 文学士
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John Clendening Background – Brief Bio John Clendening背景简介
Education Background: 教育背景：
» Harvard Graduate School of Business - MBA 哈佛商学院 - MBA
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John Clendening Background – Brief Bio John Clendening背景简介
» Consulting at Booz, Allen 咨询业：博思艾伦 (世界顶尖管理和技术咨询公司之一)
» Banking at Wachovia 银行业：美联银行
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John Clendening Background – Brief Bio John Clendening背景简介
» Startups backed by Silicon Valley VCs 受硅谷创投资金支持的创新公司
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John Clendening Background – Brief Bio John Clendening背景简介
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John Clendening Background – Brief Bio John Clendening背景简介
» Packaged goods at Coca-Cola and Frito-Lay 包装食品业：可口可乐和菲多利 (世界休闲食品最大的制造与销售商)
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John Clendening Ba景简介
» Several roles at Charles Schwab 嘉信集团内部多个职位与角色
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Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
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Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
The market for investment services, Brand and Customer Loyalty 投资服务的市场、品牌与客户忠诚度 Breadth of business lines 业务线的广度
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John Clendening Background John Clendening背景简介
请考虑你个人最喜欢的品牌 – 什么因素让它们不同、更好或特别？ 界定你的品牌的是什么？什么因素让你的品牌独一无二？
– The concept of brand equity 品牌资产的概念
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Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点
» Question is: Why refreshing needed? 问题是：为何需要不断刷新？
Wealth Management in the US 美国的财富管理
A Personal Journey in a career at Charles Schwab 嘉信案例分析
John Clendening
Agenda 主要课题
» » » » » » Why Schwab – A Personal Perspective 缘何选择嘉信 – 个人观点 Brief History: Four phases 嘉信简史：四大阶段 Chuck and Schwab Culture 查克与嘉信文化 John Clendening Background John Clendening背景简介
– How do you think about brand equity? 您对品牌资产的理解是什么？
» What defines it?