新时代品牌管理讲座.pptx

Managing Brands in Challenging Times ;Value of Brand is widely recognized;In mid-2002, the stock market value of Coca-Cola was US$ 136 billion Yet the book value was only US$ 10.5 billion Estimated value of Coca-Cola brand name was US$ 70 billion, well over half of its intangible value;Yet building brand has never been more challenging !;Two Major Factors;Two Major Factors;;;;Kryptonite;;The hit that affects the world;;;The trust is gone !;As a result …;;Hint Number One;;Hint Number Two;Case - Acuvue;;;;;;;;;;Hint Number Three;;;;;Hint Number Four;;;;;Hint Number Five;And be sensitive about “how you say it”;And be sensitive about “how you say it”;Hint Number Six;;The Marco Polo Bridge (luguoqiao) Incident marked the beginning of the Sino-Japanese War (1937 – 1945);What is acceptable in one country may not be acceptable in another country What may be humourous can be seen as an offense ;;;;Hint Number Seven ;;Hint Number Eight;The World Car that drops out from the world;Be relevant;Be relevant;Be relevant;Hint Number Ten;;;;;First coverage - out 8th Jan - Closer Magazine (wkly);;;