tailieunhanh - Brand Gap
Một trình bày hết sức cô động và súc tích về một trong những quan điểm quản lý nhãn hiệu. Cơ bản nhưng thật sự có ích cho mọi người bắt đầu sự nghiệp trong lĩnh vực quản lý thương hiệu. | HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN A VISUAL PRESENTATION BY MARTY NEUMEIER Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author. WHAT YOU’LL LEARN: 1 A modern definition of brand 2 The five disciplines of brand-building READY? LET ’S START BY DISPELLING SOME MYTHS. FIRST A brand is not a logo. SECOND A brand is not an identity. FINALLY A brand is not a product. So what exactly is a brand? A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION . by individuals, not companies, markets, or publics. It’s a GUT FEELING because people are emotional, intuitive beings. In other words IT ’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS. WHY IS BRANDING SO HOT? 1 People have too many choices and too little | HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN A VISUAL PRESENTATION BY MARTY NEUMEIER Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author. WHAT YOU’LL LEARN: 1 A modern definition of brand 2 The five disciplines of brand-building READY? LET ’S START BY DISPELLING SOME MYTHS. FIRST A brand is not a logo. SECOND A brand is not an identity. FINALLY A brand is not a product. So what exactly is a brand? A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION . by individuals, not companies, markets, or publics. It’s a GUT FEELING because people are emotional, intuitive beings. In other words IT ’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS. WHY IS BRANDING SO HOT? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY? TRUST T=r+d TRUST RELIABILITY DELIGHT Trust comes from meeting and beating customer expectations. $Does a brand have a dollar value? AND HOW. THIS SELECTION FROM INTERBRAND ’S TOP 1 0 0 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING : 2001 % CHANGE BRAND VALUE BRAND BRAND VALUE BRAND VS. AS % OF NAME ($MM ) PREVIOUS YEAR MARKET CAP COCA -COLA 68,945 -5% 61% MICROSOFT 65,068 -7% 17% I BM 52,752 -1% 27% FORD 30,092 -17% 66% MERCEDES 21,728 + 3 % 48% HONDA 14,638 -4% 33% BMW 13,858 + 7 % 62% KODAK 10,801 -9% 82% GAP 8,746 -6% 35% NIKE 7,589 -5% 66% PEPSI 6,214 -6% 9% XEROX 6,019 -38% 93% APPLE 5,464 -17% 66% STARBUCKS 1,757 + 3 2 % 21% COKE ’S MARKET CAP, I NCLUDING BRAND VALUE : $120 BILLION WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY. COKE ’S MARKET CAP, NOT INCLUDING BRAND VALUE : $50 BILLION PREDICTION .
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