大家好
1
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
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根据自己的强点，发展竞争者不易赶上的差异
Core Ideology -- Core value -- Core purpose
所预见的未来 -- 至少十年的大胆目标
-- 生动面清楚的描述
Perceived Future 10 year BHAG （big,hairy,audacious goal)
Vivid description of it
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
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核心意识 -- 价值价值 -- 价值使命
· 总裁/副总裁带队(清楚的决策流程) by president/vice-president(clear decision-making process)
· 信息科技的协助 information techenogy (IT)
· 培训 Training
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步骤7 Step7
360度整合行销传播计划及执行
· 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 the company)
· 主管单位知道我们的企图吗？ Does the government known what we are trying to do
360degree planning for interated mareting .communications and implementation
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确保我们的品牌与消费者的每个接触点，都传达一致及有效的讯息 Ensure all Brand contacts are delivering consistent and effective messages. 包括： 产品的使用，店头的陈列，广告，传单，经销商会议，赞助活动，记 者采访，电话抱怨，展览会场的解说员，员工的家属 This include product inserts.POS displays advertising.leaflets.sponsorship events and media interviews……
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领导层的共识
Management Consensus
企业成功的6大元素 Corporate Success:6 Key Factors
．策略性定位 ．清楚的焦点 ．回应挑战的能力ic positioning Clear focus Capability to respond to challenges Feed back system Speed and flexibility Corporate culture
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步骤3 Step3
完整的企业识别
Establish a complate corporate
形成维护管系统
identity management system
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· 多少员工知道企业的长远目标 How many employees are fully aware of the corporate goels？
· 是MEGA Brand 或是NICHE BRAND? mega brand/niche brand
· 是母体品牌或是副品牌? Mother Brand /Sub-brand
· 是企业品牌或是产品品牌? Corporate Brand /Product Brand
· 品牌系统识别系统是否完整? Brand identity/packaging
Develop your competitive edge based on your own strengths
· 相对性的优点 Comparative advantage · 竞争性的优点 Competitive advantage · 竞争优势 Competitive edge
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步骤2 Step2
· 品牌管理系统 Brand management system (品牌识别手册，企业识别手册) (Brand identity handbook/corporate identity handbook)
· 行销/业务/传播功能的整合 integrate marketing,salesand communications.
· 是否有品牌识别规范手册来维护? Brand Identity/Standard Handbook
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步骤6 Step6
品牌责任归属
Brand responsibility
组织运作
Organzation operation
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· 作业语言的统一（思考工具），讲一样的话 Unite the operational language(thinking tools)
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步骤4 Step4
确认品牌与消费者的关系
Identify the relationship between the brand and consumers
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· 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
· 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 of company 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
· 是否有品牌资产？ Brand equity
· 组织内部是否达成有共识形成？ Internal consensus
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步骤5 Step5
品牌策略/品牌识别
Brand strategy/brand identity
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· 多品牌或是单一品牌策略? Multi Brand /Single Brand strategy