战略性品牌管理


企业收益

l 为企业的企业品牌管理人员提供品牌长期成长所必需的整体性视角,以及相关的品牌战略管理的方法

l 帮助企业品牌管理者掌握品牌语言

l 帮助品牌管理者与其他业务部门从战略高度进行部门间的协同


学员收益

l 提供品牌思考及相关管理工作的基础概念框架

l 通过案例帮助学员从实际管理过程的角度理解框架体系中的一些重点概念


适合对象

l 企业中的企业品牌负责人,或企业传播部门负责人

l 服务型企业的品牌负责人


课时

1


主要内容

l 品牌与品牌管理的意义

Ø 意义驱动生意

Ø 多重视角下的符号

Ø 观念性资产的形成规律

l 品牌核心意义的开发

Ø 品牌的定义:核心意义与延展特性

Ø 品牌的世界观

Ø 引导变化的目的

Ø 塑造品牌的价值观

l 品牌传播物料的开发

Ø 增加相干性

Ø 创造互动可能

Ø 保持协同性

l 品牌组合管理的基本概念

Ø 品牌组合思维的重要意义

Ø 顾客视角下的品牌表达关系

Ø 竞争视角下的品牌角色

Ø 传播策略开发的抓手






Strategic Brand Management


Benefits to Enterprises

l Provide brand management professionals with holistic perspectives necessary for long term brand growth and methodologies of strategic brand management.

l Help brand management professionals master brand terminology

l Help brand management professionals strategically collaborate with other business units


Benefits to Participants

l Provide fundamental concept framework for brand management.

l Help participants understand through case studies key concepts in the brand framework from a practical management perspective.


Target Participants

l Brand managers or corporate communications managers

l Brand Managers in the service industry


Duration

1 Day


Course Outline

l The purpose of Brand and Brand Management

Ø Purpose drives business

Ø Symbol from multiple perspectives

Ø Patterns of creating conceptual assets

l Developing the core of a brand

Ø Brand Identity: the meaning of its core and the characteristics of its extension

Ø The world view of a brand

Ø Purpose of driving changes

Ø Creating the value of a brand

l Developing Brand Communications

Ø Enhance relevance

Ø Create possibilities for interaction

Ø Maintain synergy

l Basic Concept of Brand Portfolio Management

Ø The importance of brand portfolio

Ø The role of brand from a customers perspective

Ø The role of brand from a competitors perspective

Ø Key factors to develop a communication strategy

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