中国移动通信公司制定成功的品牌战略1

-*-XXXXX-XX/Footer45022-02-SCMBrandingWorkshop-Jan02-MF-jyc-SHI中国移动通信公司制定成功的品牌战略品牌管理讨论会二○○三年二月十九日THEBOSTONCONSULTINGGROUP-*-XXXXX-XX/Footer45022-02-SCMBrandingWorkshop-Jan02-MF-jyc-SHI议程品牌管理的基本要点服务性品牌的独特原则品牌管理的关键因素问题和讨论-*-XXXXX-XX/Footer45022-02-SCMBrandingWorkshop-Jan02-MF-jyc-SHI一个品牌就是一种承诺品牌元素制订品牌承诺从而创造价值故事顾客价值形象联想体验服务企业价值产品品牌承诺相关的差异化的一致的Brandingisaboutpromiseskept.AnorganizationmustpromiseanddeliversomethinguniquetoitscustomersonaconsistentbasistobuildastrongbrandTherearefiveelementswhichhelpdefinethebrandpromise?Thehistory–thestoreofthecompanyanditsheritage-e.g.,WaltDisneyandhisroleinthecreationofanimationandfantasyisattheheartofwhattheDisneybranddeliverstoday.WhileDisneyhasgoneintofarmorebusinessesthananimation,suchasthemeparksandtoys,thebrandstillpromisesanddeliversinnovationcreativityandmoreimportantlyitspr