閱讀筆記:圖解品牌學

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所屬分類:閱讀筆記

2017/01/10 沈宜璇的閱讀筆記
書名:圖解品牌學

沈宜璇圖解品牌學

企業高附加價值的3大來源:
1、研發力
2、通路力
3、品牌力
從MIT成為BIT(Brand in Taiwan)品牌的台灣

閱讀價值:★★★★★(購書請按下右側書名:《圖解品牌學》)
購買指數:★★★★
延伸閱讀:

閱讀摘要:
品牌思維:以消費者的經驗去檢視品牌,每一個與消費者接觸點的第一個「關鍵時刻」都非常重要。

何謂品牌:
與所有顧客經驗的總和
1、功能強大、好用、品質佳、服務好、口碑佳、價格合理、四便買到、送貨快
好廣告、好報導、性備二比高
尊榮感、穿起來好看有快樂感、有保固期、可以分期付款、與時代同進步感覺

企業應不斷提升的4個度:知名度、接受度、喜愛度、忠誠度

強化品牌忠誠度
1、發行會員卡
部刀產品線價回饋
定期舉辦大型促銷活動
推出低價新產品,有物超所值感
改善產品,持續強產品力
加強與通路商的合作及獎勵措施
強化服務的功能
推出全新產品
善用包裝式促銷方法
選用當的代言人
發行會員而物
適當的廣告量投入、,
適當媒體公關報導,提升企業氣像
通路多元化,更便利買到東西
粉送與異業合作折價券、惠券、禮券

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