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Corporate Branding Pannipa Porapakkham (Corporate Branding Elements…

- - - - Aim to sell product to mass
      - Marketing communication was easy
      - Advertising played key role
    - - Consumers wer smarter
      - Satisfy customers and brand loyalty
      - Research, public relations and consumer actions played roles
      - Satisfy and Retain Customers
      - Differentiation
      - Customization
      - One-way Communication
    - - Make Human Experience Better
      - Values Focus
      - Social Contribution
      - Two-way Communications
      - ตย Starbucks coffee
    - - Technology driven
      - Networked
      - Connected
      - Advocacy
      - INNOVATION + LIFESTYLE
        
        Interbrand Rankings มีเทคโนโลยี
        
        No 1: Apple
        
        NO 2: Google
        
        No 3 : Amazon
      - MARKETING ERA
        
        Marketing 1.0 :Product
        
        Marketing 2.0 : Customer
        
        Marketing 3.0: Value
        
        Marketing 4.0 : Digital
- - - - เก่ง :Rational Understanding
      - รักองค์กรแต่ไม่เก่ง:Emotional commitment
  - - - Brand vision = Brand positioning + Brand Atibute
        
        Brand Positioning = ความแตกต่าง
        
        Where: Facility and infrastructure
        
        What: What we sell and serve
        
        How: How we do business
        
        Who: How we look
        
        สร้างความเป็นตัวตนของลูกค้า
        
        Why: Mission & goal of doing business
        
        Example Microsoft: -Transforming Education -Fostering local -innovation Enabling jobs
        
        จับต้องได้ ไปถึงจับต้องไม่ได้ เรียงลำดับ 1 where, 2 what, 3 how, 4 who, 5 why
        
        ต้องมีทุกอัน แต่หาจุดที่ชัดแล้วนำมาชูให้อยู่ในใจลูกค้า
      - Stakeholder Management
        
        Public
        
        Media
        
        Communities
        
        Employment