揭开建立品牌的奥秘

ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsValueofBrandiswidelyrecognizedInmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueYetbuildingbrandhasneverbeenmorechallenging!TwoMajorFactorsTwoMajorFactorsOrdinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers.RayJohnsonThisisparticularlytrueintheInternetAgeWordsofmouthbecomeswordsofmouseKryptoniteThe“unbreakablebonds”Thehitthataffectstheworld“Abrandismorethanalogo.Abrandisapromise.”-MikeHollandThetrustisgone!Asaresult…ConsumersarebecomingmoreskepticalHowcanbrandswinbacktheheartofconsumers?HintNumberOneUnderpromise,overdeliverHintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightCase-AcuvueHintNumberThreeManageallthestakeholdersAuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesShareholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseHintNumberFourTakepromptanddecisiveactionHintNumberFiveRespectthelocalcultureAndbesensitiveabout“howyousayit”Andbesensitiveabout“howyousayit”HintNumberSixBesensitivetopoliticalimplicationsTheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)WhatisacceptableinonecountrymaynotbeacceptableinanothercountryWhatmaybehumourouscanbeseenasanoffenseHintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyTheWorldCarthatdropsoutfromtheworldBerelevantCowboyisCOOL!HintNumberNineBerelevantWell…maybe!BerelevantHintNumberTenSocialvalueofbrandArebrandsgoodforbusiness,badforsociety?BeingsociallyresponsibleisdifferentfrombeingapassivedonorBeingsociallyresponsibleisdifferentfrombeingapassivedonorCSRhastotieinwiththerolethatthebrandplaysinsocietyFirstcoverage-out8thJan-CloserMagazine(wkly)ThankYou