Module V outline : 创新行销与品 牌策略

ESTABLISHING YOUR PRODUCT AS A TOP NOTCH BRAND RECOGNITION FOR YOUR ORGANISATION

In today's competitive environment and brand-conscious world, it is not good to sit back and rely on your existing brand to grow your business. Corporate image, reputation and brands are key factors which can contribute substantially to your organization. These factors will influence your customers' buying decisions and their loyalty and therefore has great impact on the financial value of your organization. The ability to create a strong market presence is no longer just an advantage but a necessity to survive and compete in this crowded marketplace.

A positive corporate image is an indispensable condition to theorganization's strategic continuity and success. When properly designed and managed, the corporate image will accurately reflect the level of theorganization's commitment to quality, excellent relationship rapport with its various constituents including current and potential customers, employees and future staff, competitors, governing bodies and the generalpublic at large. As a result, the corporate image is a critical concern for every organization. Therefore, it is very important for your organization to constantly review and improve your branding strategies and tactics to gain the competitive edge especially now in the turbulent times. This Conference will address both the challenges and opportunities that arise from building and maintaining the corporate branding and image in an increasingly complex and difficult times.

Quotes from the brand leaders :

"The music industry is a strange combination of having real and intangible assets : Pop bands are brand names in themselves, and at given stage in their careers their name alone can practically guarantee hit records" ~ Richard Branson

"What separates the winners from the losers is how a person reacts to each new twist of fate." ~ Donald Trump

"Your premium brand had better be delivering something special, or it's not going to get the business." ~ Warren Buffett

"When you think of the blur of all the brands that are out there, the ones you believe in and the ones you remember. Fashion is about establishing an image that consumers can adopt to their own individuality. And it's an image that can change, that can evolve. It doesn't reinvent itself every two years." ~ Ralph Lauren

"Define your brand identity - your products' "personality" - before you spend a dime on advertising or marketing." ~ Karen E. Kline, Business Week

"I've never lived in a building without my name on it." ~ Ivanka Trump

"It is a pretty recognizable brand name. Originally it was "Jerry's Guide to the World Wide Web" but we settled on "Yahoo"." ~ Jerry Yang

"A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless." ~ Stephen King

Understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

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