SKEMA2014品牌战略管理及营销高级培训班

课程目的:

学习并运用建立并管理高端/知名品牌形象及营销方式。

课程描述:

众所周知,最近几年,尤其在中国,高端品牌有着惊人的发展和骄人的战绩。尽管如此,经济、政治和种种社会变化都表明这一“黄金时期”不会永远持续下去。公司的所有经营活动中,保持一个品牌形象比以往更为重要。本培训班旨在探讨品牌战略发展的系列步骤,其关注点包括高端品牌打造、品牌形象、表现形式、感知和度量的测量效果等等。

培训对象:

企业中高层管理者,企业家,项目经理,政策制订者等。

授课大师:

乔纳斯•霍夫曼博士,SKEMA法国商学院教授,战略和创新顾问,新兴市场专家“可持续创新战略”、“环球奢侈品趋势”和“奢侈品战略在行动”(帕尔格雷夫 – 麦克米伦)的合作编者,拥有牛津情景方案证书。著述有:《可持续创新战略》和《奢侈品环球趋势》等等。

授课地点:SKEMA商学院中国中心(苏州独墅湖高教区仁爱路99号)

授课时间:2014年5月16-17日(周五、周六)

申请程序:

课程申请必须登录网站开课前10日注册并缴费,所有申请根据先后顺序进行审核,席位以Skema最终确认为准。
课程费用: 12800元/人
课程费用包括学费、案例使用费、午餐费、资料费、文具费、联谊费等相关材料费、活动交往以及口译和笔译费用。
培训证书:
颁发法国SKEMA商学院培训证书。

推动文化创新,明确品牌目标

推动文化创新,明确品牌目标

EXPO BRANDING commits to help Chinese brands go global, so what’s your impression of Chinese brands?

EXPO BRANDING致力于帮助东方品牌走向世界,那么,东方品牌给教授您留下什么样的形象?

These are exciting times for Chinese local brands. A critical mass of talent is starting to concentrate in Shanghai and of course Hong Kong that allows local Chinese brands to find resources that will help them take the next step in their internationalization process. That will be easier in some sectors than others: fashion, cosmetics, consumer goods present a good potential. That being said, it is important to keep in mind that building a brand is a process that takes time, it is not as quick as building a fantastic skyscraper in Shanghai.

这 些对于中国的本土品牌来说是非常令人兴奋的时机,大量的人才开始集中在上海和香港,使得中国的本土品牌能够找到让他们的国际化进程更近一步的资源。对于时 尚产品、化妆品、消费品,会更加容易推进它们的国际化进程,也因此表现出了巨大的潜力。但要记住非常重要的一点,品牌的建设是一个过程,需要花费时间,它 并不会像在上海建造一幢奇妙的摩天大楼一样快。

With the development of globalization, do you think that Chinese brands can enter international market by cultural innovation strategy?

随着全球化的发展,您觉得中国本土品牌有可能依靠文化策略走进国际市场吗?

If they hire me + EXPO BRANDING as consultants, the answer is a definitive yes.

Cultural innovation strategy is a powerful approach to develop iconic brands but is not a game for beginners. You need the help of consultants that have been practicing it for a while and that are able to have an international view on the development of macro trends in the target markets. Competences in scenario planning are particularly useful in this process.

如果这些品牌请我和EXPO BRANDING成为他们的品牌顾问,答案是百分百的肯定。

文化创新策略对于建设具有识别性的品牌是一个非常有力的方式,但它并不适合那些初创者。因为中国本土品牌需要的是具有长期实践经验,并且对目标市场的宏观发展趋势具有国际视野的顾问们的帮助。远景规划的能力在这个过程中是特别有用的。

What are Chinese brands lacking most that prevent them from going global? Any good strategies you recommend for Chinese brands?

您觉得现在中国本土品牌走出中国最缺乏的是什么?哪些好的战略是您想建议中国品牌尝试的?

Market economy is a fairly recent process in China when you compare with the US and Europe, so it is an ongoing process and I expect to see more and more Chinese brands going global. “Brand Break-Out” is a very good book that shows how for B2B and consumer goods several Chinese brands are succeeding their internationalization. This will take more time in the premium and luxury sectors, but it is also possible.

It is central to first and foremost have a clear view on the brand purpose, why it is there? And then take a customized brand building approach to the situation of the company and its internationalization goals.

在中国,市场经济相比于美国和欧洲还是一个相当新的过程,所以它是将是一个前进的过程,我希望看到越来越多的中国 品牌走向世界。《品牌突围》是一本很好的书,展示几个中国品牌如何在B2B和B2C市场成功地国际化的例子。这样的成功对于高端品牌或者奢侈品品牌来说将 会花费更多的时间,但这都有可能实现。

它的中心是首先对于品牌的目标要有一个明确的定位,也即品牌为什么而存在?然后基于公司的现状及其国际化的目标,定制一套的属于该品牌的发展策略。

How do you see the roles of creativity and aesthetics in luxury brands?

您认为创意和美学对于一个奢侈品品牌来说意味着什么?

It is fundamental, creation is at the heart of luxury brands. Luxury brands create symbols, not commodities; they mean pleasure, emotions, status. It is exciting to see a new generation of Chinese fashion designers that are making world-class creations and being rewarded in Paris and London by their original take on creativity and aesthetics.

这是基础的,创意是奢侈品品牌的核心。奢侈品创建的是一种符号,而不是商品;它们代表着快乐、情感、,地位。我看到新一代的中国时尚设计师独创的具有创意和美学的世界级作品,它们在巴黎和伦敦得到褒奖,这是令人十分兴奋的事情。

What roles of Eastern luxury brands will play in global luxury market?

您认为东方的奢侈品品牌在未来的全球奢侈品市场会扮演一个怎么样的角色?

It is hard to say. Western brands have a much richer heritage than Eastern brands. What I do expect Eastern brands to bring is a fresh perspective, looking for the future, creating offers that break the status quo and surprise us. Shanghai is the most exciting city in the world nowadays. How can this fantastic place serve as inspiration for an Eastern luxury brand?

这很难说,我认为西方品牌有比东方品牌有更丰富的文化历史,我希望东方品牌带来的是一个全新的视角,展望未来,能够提供给我们打破现状和带给我们惊喜的创作。现在的上海是世界上最令人兴奋的城市,这样一个奇妙的地方将如何给东方的奢侈品品牌带来灵感呢?

How do you see east-west fusion in a brand?

对于品牌的东西融合,您怎么看?

Qeelin is a good example of this combination. It is all about an in-depth understanding of different cultures and how they can be combined to produce something unique. Digital can be a fantastic field of experimentation to combine them.

麒麟珠宝是东西融合的一个很好的例子,这是关于不同文化的深入了解,以及如何将它们结合并生产出独特的东西。数字可能会是一个奇妙的领域去尝试融合东西文化。

With the revolution of some big brands, how do you see the trend of omni-channel?

很多大品牌都在改革,为了配合最近很热的趋势Omni-channel,您如何看待?

It is here to stay. Clients will not change and will go ever more in this direction. China has an advantage here: its digital scene is starting to bypass the West in innovativeness and diversity. Brands can leverage this knowledge to help accelerate their expansion.

这种趋势将会保持,客户不会改变,会朝着这个方向发展得更多。中国在这方面有一个优势:它的数字领域开始在创新性和多样性方面赶超西方,品牌可以利用这方面的知识加速膨胀。

Your wishes for our EXPO BRANDING program?

说说您对EXPO BRANDING的祝愿?

It is fantastic to see the emergence of a company like EXPO BRANDING. It shows a level of market maturity and I can only wish you all the best!

看到像EXPO BRANDING这样的公司出现是十分美妙的,它也显示出了目前市场的一个成熟度,祝愿你们一切都好!