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Brand & ManagementBRAND Café - 知識分享的園地
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Brand & Management | brandcafe.blogspot.com Reviews
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BRAND Café - 知識分享的園地
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Brand & Management: 九月 2012
http://brandcafe.blogspot.com/2012_09_01_archive.html
BRAND Café - 知識分享的園地. Offers members online information sharing and pinning boards. The purposes are helping firms, organizations or individuals to broadcast carefully selected information, recommend products, increase business opportunities, evaluate brands, audit business reputation, share information, etc. To build a new and the best Chinese online creation, offering worldwide visitors new knowledge, new inspiration. And shared by the public in the near future. 標籤： 優多媒，UTOME. 訂閱： 文章 (Atom).
Brand & Management: 應用UTOME開拓商機（三）
http://brandcafe.blogspot.com/2012/10/utome_22.html
BRAND Café - 知識分享的園地. 企業也可以配合定期或非定期專案活動，例如週年慶、新商品發表、專案促銷活動等，搭配傳統電視、平面媒體廣告，精心設計挑選數張圖片，形成微網站（microsite），深化活動成效。對於國際精品，品牌營銷主導權往往掌握在海外企業總部，地區分公司或代理商無法任意修改或調整企業官網，一般週年慶促銷，除了配合通路業者刊登DM廣告或製作宣傳海報之外，難以大量傳達品牌訴求的訊息，利用UTOME的媒體特性便可以彌補不足。 如同經營一個品牌，UTOME社交媒體也可細水長流，綿延不絕。照片資料定期定量的替換更新，比一曝十寒的大變動，更能夠吸引人潮，延續人氣。最好能夠每天更新，二至三天張貼乙次也不算少。掌握社交媒題的即時性，對於顧客或粉絲的回應，不論好壞皆要迅速回應。不時因應調整，創造最大利基。 關鍵字：UTOME，優多媒，視覺行銷，SEO. 訂閱： 張貼留言 (Atom). 我們是對「品牌」與「管理」有使命的一群愛好者，. 透過品牌咖啡館（BRAND Cafe）這園地來與同好分享品牌知識，傳播經營理念。
Brand & Management: 四月 2009
http://brandcafe.blogspot.com/2009_04_01_archive.html
BRAND Café - 知識分享的園地. 經濟不景氣消費者撙節開銷，低迷買氣衝擊各行各業，除了少數市場定位明確的品牌尚有差強人意的業績外，大部份企業的營銷皆陷入二-三十年來的大衰退。最近一些獲利楷模，品牌形象優良的標竿企業，如BMW，Daimler、Toyota汽車等紛紛出現巨幅的虧損，不得不面對現實重新擬定營運策略；但也有一些睿智的品牌領導人，勵行精實管理，巧妙的運用委外代工的經營模式，化解不景氣的衝擊，成功的營造品牌魅力。 委外(outsourcing）是1980年代的產物，當時企業為專注於核心能力，節省成本提升競爭力，將非核心業務如生產製造委託他人代工。如今委外已成為企業生存競爭的策略，歐美品牌業者專注於市場行銷與產品設計，將煩瑣的生產製造委託工資相對低廉的國家代工已是司空見慣。以3C電子商品為例，產品生命週期短，市場競爭劇烈，台灣是委外代工的大包商，中國、印度和東歐則是世界的工廠。 汽車商品屬耐久才產品生命週期長，匯集先進的電子設備與精密的機械構造，零配件多而複雜，產品安全與品質要求高，甚少有車商願意甘冒品牌形象受創之風險，...宏碁電腦也是勵行精實管理（lean managem...
Brand & Management: 七月 2012
http://brandcafe.blogspot.com/2012_07_01_archive.html
BRAND Café - 知識分享的園地. 假日賣場人聲鼎沸，偶而可看到精明的媽媽或小姐們，選購喜愛的商品時，不時拿出手上的行動電話，不是上網查詢相關商品的評比與報價，就是咨詢親友的意見，希望獲得充分的資訊做最佳的採買抉擇。最近美國Pew Research Center的調查研究發現，智慧型手機是人們最佳的購物幫手，52%的成年手機使用者，在商店賣場購物時會利用手機來協助購物。 品牌經營的要旨不僅是以設計精美的產品，提供優質的服務來贏得消費者的青睞， 更重要的是在每一個與顧客接觸的點， 皆能清楚地將品牌信息清楚地傳達給愛顧者，並留下愉悅的印象。以今日的網路通訊環境，網站在傳達品牌信息上扮演關鍵的角色。市面上有新一代的智慧型網頁製作技術（smart website technology)，以responsive web design克服網頁跨平台瀏覽的問題，解決手持行動裝置愛好者瀏覽網頁的困惱。類似www.utome.asiaᦀ...訂閱： 文章 (Atom). 我們是對「品牌」與「管理」有使命的一群愛好者，.
Brand & Management: 一月 2010
http://brandcafe.blogspot.com/2010_01_01_archive.html
BRAND Café - 知識分享的園地. 百年品牌福特汽車，自2006年9月5日汽車門外漢Alan Mulally接任CEO後，銳意改革，打破組織官僚，洞燭機先籌措236億美元的重整基金。2009年全球金融危機，免於向政府開口要錢紓困，躲過政府主導的企業重整，好整以暇地以既定的節奏調整營運策略，開發新產品，完成勞工薪資結構談判。領先同業踏出金融風暴的陰霾，贏得市場與消費者的肯定，逐步收復失去的北美市場占有率。 2009年12月福特汽車旗下三大品牌的銷售額比前一年同期成長33%，這是自2008年5月以來最高的銷售增幅。12月份是15個月內第14個月的零售市佔率增加2009年的北美市佔率為15%，約比2008年增加1%，這是自1995年來第一次的市場占有率增長。 Alan Mulally 與William Ford 聯袂出席2010年底特律車展. 圖片來源：New York Times. 許多福特汽車改革成功的事例多從媒體得知，一月八日的福爾摩沙高速公路救援服務，讓我親身見證福特汽車的轉變。 當日早上約七點從桃園出發，開車前往高雄幫學期結束的女兒搬家，途經寶山休息區ᦁ...這次高速公路的當車意外...
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Brand & Management
BRAND Café - 知識分享的園地. 007品牌營銷的成功案例 （三）. 品牌行銷是一項細水長流、慢工細活的系統工程，一兩次的大型營銷活動（marketing blitz）無法收到立竿見影的成效。類似Heineken花大錢的卡位曝光，短期雖能激起漣漪，製造話題，引起媒體與社會的騷動。若產品品牌特質無法契合電影情境，有效結合（link-up）公關、電視、平面媒體與網路社群等不同的行銷管道，若曇花一現的話題過後，一切又將回歸原點。 Omega堪稱是電影置入性行銷的範例。1995年首次贊助EON拍攝《黃金眼（Golden Eye）》，取代Rolex讓龐德戴上Omega腕錶也是噓聲與驚訝連連，影迷與評論者的負面反應不下今日的Heineken。但Omega把握契機與EON密切合作，讓Seamaster不只是單純的計時器，同時也是高科技的秘密武器，協助龐德完成任務，營造Omega高科技的品牌形象。利用電影對白襯托出Omega是龐德...念錶，極大化電影傳播的影響力，同時提升英國軟實力的形象。 James Bond 007 50週年紀念錶 （圖片來源：Omega Watch). 經歷17個寒暑，O...
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