[原创]从国际品牌前100名学习品牌提升
<p> 一、案例背景<br/> 2008年9月29日美国金融危机蔓延之际Business Week报道每年一度的“The 100 Top Brands”。报道不仅列出了排名前100位的品牌，还给出了我们计算品牌价值的方法；并列举了在金融危机的大环境下国际品牌是如何运作品牌建设的。以下为排名前15的国际品牌。<br/> <br/> 1、Coca-Cola<br/> 2008 Rank: 1<br/> 2008 Brand Value (Millions): $66,667<br/> Parent Company: Coca-Cola (KO)<br/> <br/> 2、IBM<br/> 2008 Rank: 2<br/> 2008 Brand Value (Millions): $59,031<br/> Parent Company: International Business Machines (IBM)<br/> <br/> 3、Microsoft<br/> 2008 Rank: 3<br/> 2008 Brand Value (Millions): $59,007<br/> Parent Company: Microsoft (MSFT)<br/> <br/> 4、GE<br/> 2008 Rank: 4<br/> 2008 Brand Value (Millions): $53,086<br/> Parent Company: General Electric (GE)<br/> <br/> 5、Nokia<br/> 2008 Rank: 5<br/> 2008 Brand Value (Millions): $35,942<br/> Parent Company: Nokia<br/> <br/> 6、Toyota<br/> 2008 Rank: 6<br/> 2008 Brand Value (Millions): $34,050<br/> Parent Company: Toyota Motor<br/> <br/> 7、Intel<br/> 2008 Rank: 7<br/> 2008 Brand Value (Millions): $31,261<br/> Parent Company: Intel (INTC)<br/> <br/> 8、McDonald's<br/> 2008 Rank: 8<br/> 2008 Brand Value (Millions): $31,049<br/> Parent Company: McDonald's (MCD)<br/> <br/> 9、Disney<br/> 2008 Rank: 9<br/> 2008 Brand Value (Millions): $29,251<br/> Parent Company: Walt Disney (DIS)<br/> <br/> 10、Google<br/> 2008 Rank: 10<br/> 2008 Brand Value (Millions): $25,590<br/> Parent Company: Google (GOOG)<br/> <br/> 11、Mercedes-Benz<br/> 2008 Rank: 11<br/> 2008 Brand Value (Millions): $25,577<br/> Parent Company: Daimler<br/> <br/> 12、Hewlett-Packard<br/> 2008 Rank: 12<br/> 2008 Brand Value (Millions): $23,509<br/> Parent Company: Hewlett-Packard (HPQ)<br/> <br/> 13、BMW<br/> 2008 Rank: 13<br/> 2008 Brand Value (Millions): $23,298<br/> Parent Company: BMW<br/> <br/> 14、Gillette<br/> 2008 Rank: 14<br/> 2008 Brand Value (Millions): $22,069<br/> Parent Company: Procter & Gamble (PG)<br/> <br/> 15、American Express<br/> 2008 Rank: 15<br/> 2008 Brand Value (Millions): $21,940<br/> Parent Company: American Express (AXP)</p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri"><p></p></font></span></p><p></p><p></p><span lang="EN-US"><p><font face="Calibri"> <span lang="EN-US"><p></p></span><p></p></font></p><span lang="EN-US"><p></p></span><p></p><p></p></span><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">二、案例分析</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">（一）创新是持续动力</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">由案例背景可以看出，前</span><span lang="EN-US">15</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">名中大多分布在饮料食品、计算机和网络技术、电子技术、汽车等行业。那么，能够总结出这些国际品牌的产品的共性，即在产品方面都有这独特的优势。无论可口可乐的保密配方和麦当劳在个国家的食品口味的改变，还是像</span><span lang="EN-US">IBM</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、微软、诺基亚、通用等计算机、电子技术和汽车也巨头的新产品的不断革新，都体现了国际品牌产品的创新性、独特性。排除管理因素看，这种创新显然体现在实体产品或服务上，而且这种创新是在持续性创新效用递减点的颠覆性创新，是一种持续性的颠覆创新；从另一种意义上来说，国际品牌的产品在引领者一种时尚、或者说创造着消费者的需求。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">（二）排名因素分析</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">先暂且不管这个前</span><span lang="EN-US">100</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">名的排名表在多大程度上对消费者产生购买影响，也暂且不顾这个排名的实质意义。先来考虑这个国际品牌的排名都考虑了那些因素？是怎样的来？</span><span lang="EN-US"><br/> <p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">从案例中得知，第一，每个品牌的境外收入至少为三分之一并且有数据支持。第二，此品牌排名仅仅针对单一品牌而不针对品牌组合。第三，排除航空、医药等受品牌影响销售力度小的行业。第四，对公司净现值的评估，净现值来源于分析家、公司财务文件以及公司自己拥有的相当数量和质量的分析。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">那么，由此来看，如果公司能够提升在</span><span lang="EN-US">BUSINESS WEEK</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">的品牌位置，必须在考虑因素上下大力气。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US">1</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、公司产品打入国际市场。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">首先，要想使品牌知名度和美誉度提升，产品在国际市场上应该占有一席之地。那么，这对公司的产品质量提出了更高的要求，高品质的产品才是市场需求。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">不仅如此，也对产品的价格提出了限制，格雷广告公司的研究报告说明</span><span lang="EN-US">66%</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">的消费者认为他们愿意挑选低价品牌，这一点充分说明无论在哪个国家和地区消费者喜欢的是性价比高的产品，如果产品价格过高就会影响产品的销售量。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">进而，对企业的成本控制也提出了要求，运营成本、生产成本居高不下，产品价格如何合理就不想而知了。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">最后，打入国际市场的让消费者认知是必要的，广告宣传的费用则必不可少，这对公司的财力是个考验。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">综上来看，无论是产品质量、定价策略、宣传策略和费用，还是管理的科学性、先进性和合理性都是有要求的。国际品牌的位置是很难获得的，对生存都成问题的企业简直就是奢侈品。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">对中国企业来说，能够满足在产品、价格、费用、管理科学性等各方面要求而使企业产品或服务成功打入国际市场的企业几乎寥寥无几。</span><span lang="EN-US"><p></p></span></p><p></p><p></p>[此贴子已经被作者于2009-4-21 22:04:25编辑过] <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">2</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、关于品牌的一切决策。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">首先，如果要在品牌排名占有一席之地，要选择要用品牌，不能只推出产品或服务不用自己的品牌，或者出口用别人的品牌贴牌来销售。这样不仅给自己企业制造隐患，而且永远无法突出自己的品牌。当被贴品牌倒闭或者臭名昭著，那么自己企业的产品则遇到了销售渠道断路的危险；当产品销路很好的时候，自己企业却是在为其他品牌做嫁衣。始终自己企业落不到一点点优势，只有维持生存的状态。现代经济环境，不仅仅是大鱼吃小鱼，快鱼还要吃慢鱼，企业面临的不是不进则退，而是发展速度减慢就是退步。那么，仅仅停留在生存状态，不要说在国际品牌排名占有一席之地，连后日的生存与否都是一个未知数。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">其次，要进行品牌使用者决策。前</span><span lang="EN-US"><font face="Calibri">15</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">位国际品牌产品或服务都是用的制造商品牌，摈弃分销商私人品牌和许可品牌。这是保持其独特性的有力武器。一方面，品牌建设费用庞大，为何企业付出成本而不是为本企业服务呢？不用分销商品牌是正确的。另一方面，消费者对品牌的忠诚度能保护企业利益并且优秀品牌能够树立公司良好形象，两方面互相促进，何乐而不为？所以，企业应该选择使用自己的品牌（制造商品牌）。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">再有，要做好品牌名称决策。这一点鉴于产品不断创新的特点和个性化需求日新月异的特点，那么为了单个品牌建设，使用公司加个别名称是最好不过的决策。这既有利于建设品牌知名度，有可以树立公司形象，还能够满足产品更新换代的要求。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">最后，要做好品牌战略决策。产品线扩展决策、品牌延伸、多品牌、新品牌还是合作品牌，选择哪一个对品牌建设有利、对销售量有意义才是正确的。实际上，对不同企业的品牌战略决策一定不同。多产品开发后，为保持统一品牌名称，采取产品线扩展是很好的选择。对于搞多元化产品经营的企业，都采用统一品牌名称而使用品牌延伸决策是正确的。然而，对于多品牌、新品牌和合作品牌，都是企业考虑具体环境做出的。但是，对于品牌提升来说，从国际品牌前</span><span lang="EN-US"><font face="Calibri">100</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">名的决策来看，多品牌、新品牌和合作品牌使用频率极低，几乎没有。由于多品牌不易增加消费者认知度和提升品牌知名度，进而提升公司形象。再者，新品牌的建设成本和周期都不利于产品品牌的提升。合作品牌给人一种不信任感，也是不良的选择，也是在共同做事，不是在为自己品牌提升做贡献。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">3</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、对于从现在计算口径和考虑因素不易排名的行业，应该创新计算办法讲不可同比的行业在同行业或一定范围内给予评比或排名。如果排除某些行业，排列的只有目前的行业，也就失去了一定的意义。那么，要问排名是为了什么？是为了给企业提高知名度，还是为了让消费者增加对这些品牌的信任度？如果是这样对其他没有排名的行业是不公平的。比如，对医疗行业，也可以对它的营业收入、患者投诉率、医疗事故率、床位率、医师水平等软指标和硬指标做实际考核，来评价它的品牌价值。</span><span lang="EN-US"><p></p></span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;"></span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US">4</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、企业净现值。企业净现值来源于分析家和各个企业的自我分析。案例中的计算步骤说明：公司的销售收入是基于某一特定品牌的，来自于摩根之子、花期银行和摩根斯坦利的分析家计算和某一品牌相关的产品销售收入和利润，然而，对无形资产做出贡献的利润是扣除经营成本、税收和资本成本后的，然后再考虑相对于管理能力和专利等无形资产，品牌对利润的影响。不仅如此，将未来利润都按照当前利息率折为净现值并考虑整个项目的风险因素、市场领导力、全球性程度和稳定性。这种计算方法告诉我们，这是复杂而缜密的计算。要求企业财务数据的准确性、正确性和真实性，企业的其他资源管理到位，产品持续盈利能力强，产品全球占有率和认可度高。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">产品全球市场领先对产品性价比提出最高要求。这要求我们不断针对消费者需求持续创新、改进产品，获得消费者不断、持续的认可。研究竞争对手也是必不可少的环节，关键在执行上下工夫，研究竞争对手的产品、渠道和价格，预测未来价格策略和产品创新程度等等。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">不仅如此，企业要领先，产品则当前。在引领市场需求上下工夫，就要创造需求，这个需求切入点要是合适的，不能太超前，更不能拿着落后产品当超前产品。颠覆性创新的研究则要不断深入，在持续创新的效用递减点切入颠覆性创新则是持续领先、成功的秘诀。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">企业内部管理到位。管理企业开源节流双管齐下。那么开源要做好，节流也要做好。内部管理和控制必须搞好，降低经营成本（尤其是销售成本）、管好生产成本、提高资源利用率是我们降低成本的源泉。</span><span lang="EN-US"><p></p></span></p><p></p><p></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;"></span></p>
[此贴子已经被作者于2009-4-21 22:09:33编辑过] <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">（三）经济危机下的品牌建设</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">经济萧条时代，我们前</span><span lang="EN-US">100</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">名国际品牌企业都是勇敢的市场营销者，尽力地应对这种经济衰退。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">众所周知，品牌建设要付出很大的成本。每当经济萧条</span><span lang="EN-US">CEO</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">们都会怒视财务报表而强调削减费用。营销大师科特勒告诉我们九种品牌知晓或者说强化品牌的方法：</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US">1</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">开发创造性广告。</span><span lang="EN-US">2</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">赞助众所周知的事情。</span><span lang="EN-US">3</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">邀请客户参加俱乐部。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US">4</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">邀请客户参观企业。</span><span lang="EN-US">5</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">创建自己的零售机构。</span><span lang="EN-US">6</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">提供良好的公众服务。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US">7</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">对某些社会机构给予援助。</span><span lang="EN-US">8</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">成为价值领袖。</span><span lang="EN-US">9</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、</span><span lang="EN-US"><span style="mso-tab-count: 1;"> </span></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">树立一个代表公司的强有力的发言人或形象代言人。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">以上每一项的投入都是一种成本，这足以说明品牌建设投入是巨大的，那</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">么，回报相信也是有诱惑力的，否则品牌建设将会停止。</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">为什么要考虑在经济危机的时候停止品牌建设的投入呢？是环境发生了什么重大变化？经济危机下，企业产品滞销、消费者购买力下降、失业率持续上升这些都是环境变化因素。企业开始以裁员、削减费用、降低管理成本、停产等各种方法降低内耗，让企业能在经济寒冬度过危机得以生存。是的，对于那些在生存边缘挣扎的企业，不要做品牌建设投入了。</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">但是，对于那些产品销售基本能够维持，现金流尚可的企业可以在一定程度上保持、甚至加大品牌建设的投入。也许会有不错的回报。例如，路易威登继续延续品牌战略，持续投入品牌建设费用，加大了杂志广告的投入，与此同时的确获得了销售额和利润的增长。历史也曾告诉我们，在</span><span lang="EN-US">1974</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">年经济萧条时期的</span><span lang="EN-US">BMW</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">凭借“</span><span lang="EN-US">The Ultimate Driving Machine</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">”的广告运动强调</span><span lang="EN-US">BMW</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">的工程（设计），加速其汽车的销量，从</span><span lang="EN-US">1974</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">年的</span><span lang="EN-US">15007</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">辆到</span><span lang="EN-US">2007</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">年的</span><span lang="EN-US">293795</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">辆。</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">从此可以分析，在经济危机时期，产能过剩或产品滞销是现象，与此同时，广告费用低廉也是现象。何不把产能降低消除产品滞销现象，从而把这部分资金用于广告宣传而获得更大的投入回报。借此机会，提高产品知名度、宣传公司良好形象，为将来危机过后的更好发展培育市场机会。正如</span><span lang="EN-US">BUSINESS WEEK</span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">分析，在这种危机时代，消费者会重新审视熟悉品牌，更容易接受在危机时凸显的品牌，那么，对于想在未来突出重围获得消费者信赖的企业，现在做品牌建设的投入是一个不错的时机。但是，正如刚才所说，品牌建设费用成本投入较高，对于在维持生存的企业就要审慎尝试，以免一命呜呼。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">综上所述，要不要在经济危机进行品牌建设取决于企业当前发展状况和未来发展战略，充分把握时机，注意品牌建设在危机时是把双刃剑，能否为获取未来成长铺平道路就要使好这把剑。</span><span lang="EN-US"><p></p></span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">三、案例启示</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">品牌建设要做到</span><span lang="EN-US"><font face="Calibri">100</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">强的国际品牌企业给予了如下启示：</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">1</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、要做品牌，先做产品。要做产品，必有创新。要有创新，必须持续。要有持续成长，必有颠覆性创新。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">2</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、品牌国际化要以产品国际化为先导。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">3</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、单一品牌策略有利于品牌建设和位置提升。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">4</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、产品利润收入要足够，强调开源也注重节流。</span><span lang="EN-US"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Calibri">5</font></span><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;">、合理运用品牌建设九种方法。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-fareast-font-family: 宋体; mso-hansi-font-family: Calibri;"></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: "Calibri","sans-serif"; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-bidi-font-family: ''; mso-bidi-theme-font: minor-bidi; mso-bidi-font-size: 11.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">6</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin; mso-ascii-font-family: Calibri; mso-hansi-font-family: Calibri; mso-bidi-font-family: ''; mso-bidi-theme-font: minor-bidi; mso-bidi-font-size: 11.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">、把握经济危机下的品牌建设。品牌建设投入巨大，生存企业莫靠近，发展企业要慎重，繁荣企业可以为未来获取竞争优势、在同行业中异军突起做准备，在此时投入更大品牌建设费用而获得最好的投入回报价值。</span></p> <p>要做品牌，先做产品。要做产品，必有创新。要有创新，必须持续。要有持续成长，必有颠覆性创新。</p><p>无论国际品牌还是区域品牌,这个思路是非常好的.<span lang="EN-US"></span></p> 案例启示和楼主的分析都很透彻，从这些国际品牌大家中，确实能感受到很多有益的知识。
页:
[1]