《卓越品牌战略的十步法之九建立内部品牌（The ten step of brand excellence strategy nine building internal brand）.doc》由会员分享，可在线阅读，更多相关《卓越品牌战略的十步法之九建立内部品牌（The ten step of brand excellence strategy nine building internal brand）.doc（15页珍藏版）》请在金锄头文库上搜索。
1、卓越品牌战略的十步法之九建立内部品牌（The ten step of brand excellence strategy nine building internal brand）The ninth step is to establish internal brandThe establishment of internal brand is the brand strategy of ninth steps, the internal brand is the internalization process of brand strategy (i.e. to member enterpr
2、ises as the object in the internal carry out brand construction projects, plans and activities), is based on the brand resource allocation, brand operation specification, brand activity control, brand awareness and penetration to the brand and brand loyalty of internal incentive to effectively imple
3、ment the brand strategy. A long time has been isolated and ignored the internal brand, because the brand narrowly (actually brand) the vision limited to customers rather than all stakeholders (including internal members), so people generally believe that the organization has nothing to do with the b
4、rand strategy, mistakenly think that any organization may perfect the implementation of the brand strategy. Do not understand the traditional backward, without elaborate organization will be inopportune or inappropriate for brand development, but in fact the organizational factors on whether to crea
5、te a strong brand is of great influence, brand strategy can only be implemented smoothly in those groups to encourage the development of the arrangement, the design of control system such as some companies in order to be able to monitor and improve brand performance, while other companies due to the
6、 lack of it did not understand the brand performance of such a system, the former is obviously better than after They are more likely to build successful brands.The brand is in nature support, supplement and deepen the brand building activities, we know that the previously introduced brand building
7、activities with obvious external orientation, but the implementation and effect of these external brand activities ultimately depends on the internal members are able to reach consensus and concerted and sustained efforts, we can say no internal brand no external brand, this is like Jiang Zhongzheng
8、 said the KMT government, and said the dialectics of internal and external decision, so from the inside of a full range of brand building is the only way. The internal brand strategy to achieve a more balanced brand strategy, the brand strategy is not only pay attention to the customer as the center
9、 of commitment, can in-depth consideration of stakeholders especially internal customers (employees) the expectations and requirements, so as to coordinate customers and major stakeholders for brand value views, complete and unified brand is possible.The internal brand to brand as the basis to estab
10、lish and perfect the physical structure of the whole company and psychological structure, in order to more systematic interpretation of the physical and psychological structure, the author developed the OPPCLE model: O refers to organization (brand management organization), P refers to the process (
11、brand management process). P refers to the performance (brand management performance evaluation), C refers to the culture (brand culture), L refers to the leadership (Brand Leadership), E refers to the employer (employer brand). Brand, brand and brand organization process performance evaluation is t
12、he physical structure of the internal brand, is rigid, dominant and controllable part; brand culture, brand leadership and brand is the brand of the employers internal psychological structure, is soft, hidden and difficult to control part of the.The first work of the internal brand is the brand mana
13、gement organization, and the brand management organization needs to adjust the overall structure of the organization rather than the local architecture to achieve brand focus,So as to solve the problem that the traditional organizational structure is not suitable for modern brand strategy management
14、. Due to the implementation of brand strategy involves a series of resource allocation, which is the allocation of resources within the organization frame, so the pattern of the organization will greatly affect the implementation of the strategy of success (it can be said that the brand management o
15、rganization is the primary key of the internal brand), a force of the organization can not only accomplish the arduous strategic task and can even better effect through the excellent execution unintended, but a poor organization not only makes the target greatly reduced, or even because of various r
16、easons of their own rather baffling. The design of brand management needs of the organization from three aspects: the first is the governance structure, the board of directors must form a brand management mechanism (which is the traditional brand management would not match the height), long board and the executive committee is only responsible for the tangible asset value, and ignore the brand assets and portfolio assets the value of all assets, but as a form of custod
