ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsManagingBrandsinChallenging1ValueofBrandiswidelyrecognizedValueofBrandiswidelyrecog2Inmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueInmid-2002,thestockmarket3Yetbuildingbrandhasneverbeenmorechallenging!Yetbuildingbrand4TwoMajorFactorsTwoMajorFactors5TwoMajorFactorsTwoMajorFactors6 "Ordinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers."

RayJohnson

"Ordinarypeoplecanspreadg7ThisisparticularlytrueintheInternetAgeThisisparticularlytrueint8WordsofmouthbecomeswordsofmouseWordsofmouthbecomeswordso9KryptoniteThe“unbreakablebonds”KryptoniteThe“unbreakablebon10揭開建立品牌的奧秘課件11ThehitthataffectstheworldThehitthataffectstheworld12揭開建立品牌的奧秘課件13“Abrandismorethanalogo.Abrandisapromise.”-MikeHolland“Abrandismorethanalogo.14Thetrustisgone!Thetrustisgone!15Asaresult…ConsumersarebecomingmoreskepticalAsaresult…Consumersarebec16 Howcanbrandswinbacktheheartofconsumers? Howcanbrandswinbacktheh17HintNumberOneUnderpromise,overdeliverHintNumberOneUnderpromise,18揭開建立品牌的奧秘課件19HintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightHintNumberTwoDowhatmatters20Case-AcuvueCase-Acuvue21揭開建立品牌的奧秘課件22揭開建立品牌的奧秘課件23揭開建立品牌的奧秘課件24揭開建立品牌的奧秘課件25揭開建立品牌的奧秘課件26揭開建立品牌的奧秘課件27揭開建立品牌的奧秘課件28揭開建立品牌的奧秘課件29揭開建立品牌的奧秘課件30HintNumberThreeManageallthestakeholdersHintNumberThreeManageallth31AuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesShareholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseAuthorizersBusinesspartnersE32揭開建立品牌的奧秘課件33揭開建立品牌的奧秘課件34揭開建立品牌的奧秘課件35HintNumberFourTakepromptanddecisiveactionHintNumberFourTakepromptan36揭開建立品牌的奧秘課件37揭開建立品牌的奧秘課件38揭開建立品牌的奧秘課件39揭開建立品牌的奧秘課件40HintNumberFiveRespectthelocalcultureHintNumberFiveRespectthelo41Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo42Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo43HintNumberSixBesensitivetopoliticalimplicationsHintNumberSixBesensitiveto44揭開建立品牌的奧秘課件45TheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)TheMarcoPoloBridge(luguoqi46WhatisacceptableinonecountrymaynotbeacceptableinanothercountryWhatmaybehumourouscanbeseenasanoffenseWhatisacceptableinonecoun47揭開建立品牌的奧秘課件48揭開建立品牌的奧秘課件49揭開建立品牌的奧秘課件50HintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberSevenIt’snotonl51揭開建立品牌的奧秘課件52HintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyHintNumberEightDon’ttryto53TheWorldCarthatdropsoutfromtheworldTheWorldCarthatdropsoutf54BerelevantCowboyisCOOL!HintNumberNineBerelevantCowboyisCOOL!Hin55BerelevantWell…maybe!BerelevantWell…maybe!56BerelevantBerelevant57HintNumberTenSocialvalueofbrandArebrandsgoodforbusiness,badforsociety?HintNumberTenSocialvalueof58BeingsociallyresponsibleisdifferentfrombeingapassivedonorBeingsociallyresponsibleis59BeingsociallyresponsibleisdifferentfrombeingapassivedonorCSRhastotieinwiththerolethatthebrandplaysinsocietyBeingsociallyresponsibleis60揭開建立品牌的奧秘課件61揭開建立品牌的奧秘課件62Firstcoverage-out8thJan-CloserMagazine(wkly)Firstcoverage-out8thJan-63揭開建立品牌的奧秘課件64揭開建立品牌的奧秘課件65ThankYou揭開建立品牌的奧秘課件66ManagingBrandsinChallengingTimesDr.RoyceYuenVisitingAssociateProfessor,HKUChairman,OgilvyHongKongChairman,HK4AsManagingBrandsinChallenging67ValueofBrandiswidelyrecognizedValueofBrandiswidelyrecog68Inmid-2002,thestockmarketvalueofCoca-ColawasUS$136billionYetthebookvaluewasonlyUS$10.5billionEstimatedvalueofCoca-ColabrandnamewasUS$70billion,welloverhalfofitsintangiblevalueInmid-2002,thestockmarket69Yetbuildingbrandhasneverbeenmorechallenging!Yetbuildingbrand70TwoMajorFactorsTwoMajorFactors71TwoMajorFactorsTwoMajorFactors72 "Ordinarypeoplecanspreadgoodandbadinformationaboutbrandsfasterthanmarketers."

RayJohnson

"Ordinarypeoplecanspreadg73ThisisparticularlytrueintheInternetAgeThisisparticularlytrueint74WordsofmouthbecomeswordsofmouseWordsofmouthbecomeswordso75KryptoniteThe“unbreakablebonds”KryptoniteThe“unbreakablebon76揭開建立品牌的奧秘課件77ThehitthataffectstheworldThehitthataffectstheworld78揭開建立品牌的奧秘課件79“Abrandismorethanalogo.Abrandisapromise.”-MikeHolland“Abrandismorethanalogo.80Thetrustisgone!Thetrustisgone!81Asaresult…ConsumersarebecomingmoreskepticalAsaresult…Consumersarebec82 Howcanbrandswinbacktheheartofconsumers? Howcanbrandswinbacktheh83HintNumberOneUnderpromise,overdeliverHintNumberOneUnderpromise,84揭開建立品牌的奧秘課件85HintNumberTwoDowhatmatterstoconsumers,notyouFocusonconsumerinsightHintNumberTwoDowhatmatters86Case-AcuvueCase-Acuvue87揭開建立品牌的奧秘課件88揭開建立品牌的奧秘課件89揭開建立品牌的奧秘課件90揭開建立品牌的奧秘課件91揭開建立品牌的奧秘課件92揭開建立品牌的奧秘課件93揭開建立品牌的奧秘課件94揭開建立品牌的奧秘課件95揭開建立品牌的奧秘課件96HintNumberThreeManageallthestakeholdersHintNumberThreeManageallth97AuthorizersBusinesspartnersExternalinfluencersCustomersGovernmentRegulatorsBoardofDirectorsProfessionalsocietiesShareholdersDemographicsMarketsegmentsGeographyHighvalueMassEmployeesUnionsSuppliersDistributorsServiceprovidersActivistgroupsJournalistsExpertsAnalystsCommunitygroupsTheStakeholderUniverseAuthorizersBusinesspartnersE98揭開建立品牌的奧秘課件99揭開建立品牌的奧秘課件100揭開建立品牌的奧秘課件101HintNumberFourTakepromptanddecisiveactionHintNumberFourTakepromptan102揭開建立品牌的奧秘課件103揭開建立品牌的奧秘課件104揭開建立品牌的奧秘課件105揭開建立品牌的奧秘課件106HintNumberFiveRespectthelocalcultureHintNumberFiveRespectthelo107Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo108Andbesensitiveabout“howyousayit”Andbesensitiveabout“howyo109HintNumberSixBesensitivetopoliticalimplicationsHintNumberSixBesensitiveto110揭開建立品牌的奧秘課件111TheMarcoPoloBridge(luguoqiao)IncidentmarkedthebeginningoftheSino-JapaneseWar(1937–1945)TheMarcoPoloBridge(luguoqi112WhatisacceptableinonecountrymaynotbeacceptableinanothercountryWhatmaybehumourouscanbeseenasanoffenseWhatisacceptableinonecoun113揭開建立品牌的奧秘課件114揭開建立品牌的奧秘課件115揭開建立品牌的奧秘課件116HintNumberSevenIt’snotonlywhatyoudo,it’salsowhatyoudon’tdoHintNumberSevenIt’snotonl117揭開建立品牌的奧秘課件118HintNumberEightDon’ttrytopleaseeverybodyYouwillenduppleasingnobodyHintNumberEightDon’t