創業公司的營銷與品牌管理研究報告(ppt 75頁)

創業公司的營銷與品牌管理研究報告目錄：
1.導言
2.創業期中的營銷工作推展與營銷團隊建立
3.從品牌建立到品牌掃描到品牌麵臨的挑戰
4.360度品牌傳播理論與360度世界中的創意
5.案例分享

創業公司的營銷與品牌管理研究報告內容提要：
Marketing Effectiveness Audit營銷效果檢驗：
Integrated marketing organization 整合營銷組織
Is there high level marketing integration and control of the major marketing functions?
Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance?
How well organized is the new product development process?
……

What Have We Got?我們已經知道什麼？
We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge
我們已經從360度角度審視品牌, 尋找它的弱點---品牌挑戰
We have explored the subjective aspects of the brand to arrive at a BrandPrint
我們已經發掘出品牌的主要資料, 形成品牌寫真
Putting the BrandPrint together with the Challenge sparks the Idea
我們把品牌寫真與品牌挑戰加在一起, 激發出品牌點子
We now have to take the Idea out into the world of the customers, and maximise their involvement
我們必須將品牌點子帶入消費者的世界, 盡量加強消費者對品牌的融入度
……

Points of Contact接觸點：
Explore the possible points of contact between the brand and its customers
探究品牌與其消費者之間的可能接觸點

Think about customers’ everyday lives - where do they most often think about and use the brand
仔細想一下消費者每天的生活, 在哪裏他們會經常想到或用到這個品牌
Day in the Life生活中的一天：
A stage-managed experience
一種人為的體驗
Surrounding the team with the environment, emotions and expressions of the customer/brand relationship
以品牌與消費者產生關係的環境、情感和表情等包圍品牌團隊
Stimulating all their senses - sound, sight, touch, smell, taste
刺激他們所有的感官---聽覺、視覺、觸覺、味覺等。

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