.......生命的時間價值: 林俊昇

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2010年4月3日星期六

Brand Building Implications

a. 以顧客為中心
b.
c. Brand就是理性感性都要有
d. 深度
e. 讓顧客有迴響(服務是品牌的中心)
=>用心吧!

Customer Relationship Marketing

Establish service relationship bouds
-Financial bonds
-Social bonds
-Customization bonds

Southwest Airlines Case Discussion..
-pure resource
-operation

Aesthetics.
討論了很多，很多同學給了不同的意見。~看來因為大家對美學(這個翻譯不理想)的想法不同，或說是很難定量定性描述而產生了很多不同的想法與期待。

Absolout Vodka..
隱喻圖像、照片等...的行銷方式
季節系列
城市系列
LA-
SANFRANCISCO-
CHICACO-
http://www.absolutad.org/

Singapore Airlines Case
-Singapore Girl Image/Slogan
-Beautifully filmed ads
-Well-designed facilities/equipments
-Great Service Quality

Aesthetics is very important, but not the ...

Expression Management..
4P-Property, Product, Presentation, Publication.

一致。精緻。相關性。對稱性。

長榮航空廣告

華航廣告

Service Quality Measurement -PZB MODEL

Brand Association

Brand Association..
=>Strong, Favorable and unique associations....

What is Strong?
=>讓消費者思考
=>
a. Personal relative 讓消費者自身作連結(或跟自己的生活情節有點像，心有戚戚焉)
b. Consistency overtime 長期一致性

What is Favorability?
=> Convince Consumers that the brand has relavant attributes/benefits that satisfy their needs.
=> 西南航空的employee branding.

What is Uniqueness?
=> Distinct Associations not shared with competitors.
=> S'pore airline

品牌要素:Brand element
品牌名稱。LOGO。SLOGAN。...
(refer to 中文教科書)

狹義的品牌權益:兩個因素(請看後續的案例)

麥當勞廣告:

a. personal relevent
b. Favorable.
都有

NOKIA廣告:

HTC TOUCH廣告:

Jeff提及這樣的廣告可能不是太能Deliver Sales.
玉芬提及可以做兩個level的電視廣告(TVC)一個是Branding,另一個是functional的Benefit.
老師提及:這堂課是要提及branding~而不是廣告管理課程。是要告訴大家如果你要做BRAND可以怎麼做...可能不是要DELIVER一個品牌應該怎麼做...
Jeff認為一個品牌的branding要提出策略性的規劃，可能在最後的MOMENTUNM才可以達到加成的功能。

三菱汽車廣告

WELCOME HOME~~
小薇說看了之後很感動，但是我不會買。
老師:三菱在做的是改變汽車形象，並不一定是希望你買這台車....

SAVRIN:

泰國保險..

AUDI CIAVENA:

NIKE--運動精神

Nike tag:

NIKE INDIA

BRUSSELS AIRLINE:

BRAND SERVICE的五個構面都在裡面

AMERICAN AIRLINES

TURKEY TOURIST

Taiwan Touch your heart:

FEDEX:
強生。傑克。珍妮
(服務品質的五大構面也都有)

海尼根:
打火機與螢光棒(上次那篇有放)

京都念慈菴:
孟姜女
阿房宮
貴妃

2010年3月14日星期日

Building Customer-Based Brand Equity

高涉入:買房子...要思考很久
低涉入:買餅乾...不用思考太久

Introduction customer based brand equity

Value=Benefit-Cost

Functional and Emotional

3F=FUN, FEELING,

華航...VIP的飛機...Vietnam, Idian, Philippine...

完全只重視績效的話~你創造的是遺產，如果你注重的是客戶服務的話~你創造的是資產。

聯想網絡記憶模型->Source of Brand Equity :
狹義:

A) Brand Awareness:品牌知名度(知曉)
Brand reconition
Brand recall 品牌迴響
B) Brand Image/Associations:品牌形象/聯想
Strong, Favorable, and unique brand associations

廣義:
C) Perceived Quality
Product Quality
Design/Style/Aesthetics
Service Quality

D) Customer Relationship Marketing
Service relationship marketing and retention
Database marketing/CRM

4 Questions customers ask of Brands
1. Who are you?
(Brand identity)
2. What are you?
(Brand meaning)
3. What about you?What do I think or feel about you?
(Brand responses)
4. What about you and me? What kind of association and how much of a connection would I like to have with you?
(Brand relationshios)

PA正向情緒: Warm, Fun, Safe, Social approval, Self respect
NA負向情緒:

滿意度= Consumer expectation – Management perception

行銷管理裡面說，消費者消費的決策行為....
a.
b. look for information
c. process information
d.
e. Purchase
d. After purchase

For C: information Process in Consumer Decision Making Process
a. Exposure
b. Attention: 代言人
c. Comprehension:
c-1. Stimulus Elaboration: 推敲(把新知訊與舊知訊做整合)。Degree of intergration。
c-2. Stimulus Organization: 組織起來-簡單化。圖形。音樂。好奇心。
c-3. Motivation:
激勵消費者，讓他們有這個需求。(請看後面)
c-4. Stimulus Determinants: 刺激的重要性: 語言學。少用負面的字眼。Order effect (重點該甚麼時候出現)
d. Acceptance
d-1. Cognitive Responses:
d-2. Affective Responses:情感性的反應。一般建議行銷者，不要使用負面情感的東西，會降低他的廣告。公益性的廣告，很多會用負向，來恐嚇。
e. Retention
e-1. Multiple-Store Theory of Memory: 表層記憶。自身連結。利用語音學(押韻)-slogan。內在演說(朗朗上口的廣告歌)。Say over and over again(但須注意消費者疲乏)。

e-2. Methods for Enhancing Retention:

Dynamics of the Motivation Process.
A.Felt Needs
a-1) Utilitarian needs
a-2) Hedonic needs
B. Influence of Affect
Positive Affect 可以產生正面聯想，傾向同意。a. 幽默; b. 溫馨或感動