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Branding กลยุทธ์การแข่งขันที่ยั่งยืน - ชมัยพร วิเศษมงคล
Branding กลยุทธ์การแข่งขันที่ยั่งยืน - ชมัยพร วิเศษมงคล
SMEs .
: http://cms.sme.go.th/cms/web/osmep/home
Branding
()
(Branding)
Branding Branding
Branding
Branding
Branding
(Brand)
(Brand)
Brand 19
Brand
Branding
Branding
Position of Privilege
Branding
Branding
Branding
1. Corporate Branding
Branding (Corporate Branding)
Corporate Brand
Corporate Brand
Corporate Brand
( CEO )
Branding
Microsoft / Intel / Singapore
Airlines / Disney / CNN / Samsung / Mercedes-Benz / HSBC Bank
() ..
2. CEO Branding CEO (Tool) Corporate
Branding
Branding
Spokesperson
CEO Branding 2
3.Live Branding
Mass Media Live Branding
Integrated
Marketing Communication (IMC)
Customer Relation Management (CRM) / Direct Marketing / Point of Purchases
(POP) / Public Relation / Event Marketing (
-BiZ Week 2549)
(Cosmetic) (Fashion)
4. Emotional Branding
Armani
Boss Fendi
2
Brand 2
Brand Brand
Branding
/ /
30 10839)
(..
- (Excitement)
-
(Warmth)
- (Fun)
- (Security)
- (Self-respect)
- (Social approval)
5.Co-Branding Co-branding Dual Branding
Tricon Tricon
3
(Wikipedia) Co-branding
2
Co-branding
Ingredient Co-branding
Intel processors Dell Computers
Same-company Co-branding
Co-branding
4
o Reach and Awareness Co-branding
o Value Endorsement Co-branding
Brand Endorsement
P&G
Buick GM
o
o
Complement Co-branding
Co-brand
Co-branding
(
)
Cobranding
6. Re-branding
Static (Dynamic)
(Innovation)
Re-branding
Re-branding
Re-branding
Lego Re-branding
Play on Lego (
) Re-branding
Lego Technic / Duplo / Primo
Lego
Explore/ Make&Create / Stories&Action/ Next
7. Digital Branding Branding
PDA WAP
Amazon.com
(Emotional Bond)
(One-way
Communication)
(E-commerce)
99 Branding
Mascot
Branding
1.
(Logo) (Slogan)
2.
(Positioning)
Logo
3.
(Brand
Strategy)
4.
"
..."
5.
6.
7.
.
8.
(Re-branding)
9.
10.
Thailands Top Brands
2550
1. (Positioning)
2.
(Emotional Bond)
3. (Innovation)
Positioning
4.
5.
6.
7. CEO
SMEs Branding
Branding
SMEs
.
1.
(Re-branding)
2.
3.
(Emotional Bond)
SMEs
Branding
(.) Branding
SMEs SMEs .
(ISMED) SMEs
. IP Fund
(Intellectual Property Fund)
SMEs .
10 SMEs
(www.sme.go.th)
SMEs G
(Call Center 02-686-9111) SMEs
12
----------------------------------------------------------
1.
. :
(Branding) / BizWeek
2.
http://catadmin.cattelecom.com/km/blog/branding
3.
http://en.wikipedia.org/wiki/Brand
4.
http://www.brandidentityguru.com/corporatebranding.htm
5.
18 .. 2550 CEO Branding
6.
CEO Branding CEO Branding
7.
.. 30 10839
13 2550
8.
Live Branding : Live Branding -BiZ
Week 18 2549
9.
http://en.wikipedia.org/wiki/Co-branding
10. BrandAge, Marketing Concept-Co-Branding 6 5
11. . Co-branding Strategy -BiZ Week 23
2550
12. Re-branding 2547
13. http://www.tutor2u.net/business/marketing/casestudy_rebranding.asp
14. Thailand Management Association : TMA
8 2550
15. THAIBRAND MARKETING Thailands Top Brands
2 3 2550
16. Horacio Rozanski, The Promise in Digital Branding, Strategy+business.com
17. Digital Branding Business Thai 20 2545
: http://cms.sme.go.th/cms/c/journal_articles/view_article_content?article_id=01ARTICLE-020608&article_version=1.0