全球品牌战略

目 录

第1部分 全球品牌建设 ··················································································1

1 品牌的寒武纪大爆发 ·····································································5

2 COMET框架：全球品牌如何创造价值 ·····································17

3 全球品牌的客户营销策略 ···························································40

4 全球营销组合决策：全球一体化，而不是标准化 ···················65

5 数字时代下的全球品牌建设 ·······················································96

第2部分 全球品牌建设的结构与过程 ··················································125

6 全球品牌组织结构 ·····································································127

7 全球品牌管理 ·············································································152

8 企业社会责任 ·············································································177

全球品牌战略

XVI

第3部分 全球品牌表现 ··············································································203

9 全球品牌资产 ·············································································207

10 全球品牌与股东利益 ·······························································234

11 全球品牌的未来 ·······································································246

附录 不同国家在文化地图比例尺上的分数 ······································251

图目录

图1.1 全球品牌价值链··························································································15

图2.1 全球品牌价值创造的维度——COMET框架············································18

图3.1 全球品牌价值······························································································47

图3.2 强有力的客户营销策略带来的品牌价值··················································62

图4.1 全球营销组合战略选择··············································································67

图4.2 全球框架内的产品调整··············································································72

图5.1 互联网广告在广告总支出中所占份额····················································101

图5.2 全球品牌的数字渠道选择········································································105

图6.1 全球组织结构设计····················································································131

图6.2 地理模式····································································································138

图6.3 功能模式····································································································139

图6.4 矩阵模式····································································································141

图6.5 网络模式（注：GSU全球服务单位）····················································144

图7.1 有效的全球品牌管理要素········································································153

图8.1 企业社会责任品牌的框架········································································180

全球品牌战略

图8.2 认知一致性与品牌违规············································································196

图9.1 全球品牌资产三角形················································································208

图9.2 以客户为基础的品牌资产的组成部分····················································209

图9.3 品牌知名度瀑布图····················································································210

图9.4 客户资产网格····························································································215

图9.5 全球品牌盈利的影响因素········································································224

图10.1 全球品牌资产与股东利益······································································235

表目录

表1.1 节选部分跨国公司的全球媒体支出····························································8

表2.1 所选国家或地区的创新性··········································································32

表3.1 全球品牌的五类客户营销策略··································································42

表4.1 全球品牌的主要营销组合选择··································································68

表4.2 全球品牌中文名称······················································································69

表4.3 对世界各地广告的信任度··········································································77

表4.4 全球广告主题······························································································78

表4.5 全球营销组合决策：管理实践和建议······················································92

表5.1 数字时代下的全球品牌建设······································································97

表5.2 跨越世代的互联网广告媒体的信任························································102

表5.3 消费者对分销渠道的偏好········································································106

表5.4 电子口碑与全球品牌销售········································································117

表6.1 组织模式····································································································132

表6.2 2015年世界各地的英语水平····································································148

表7.1 全球品牌战略协调矩阵············································································167

全球品牌战略

表8.1 企业社会责任的声誉和利益相关者的支持············································178

表8.2 世界上企业社会责任声誉最好的公司····················································179

表8.3 在13种消费品包装商品类别中CSR在包装上的使用情况 ····················190

表III. 1 选定行业中最有价值的全球品牌资产 ·················································205

表9.1 全球品牌的价格溢价与自有品牌····························································220

表9.2 可口可乐和百事可乐的销售资产····························································221

表9.3 所选全球品牌的销售资产········································································222

表9.4 全球品牌类型在盈利能力驱动因素方面的典型表现····························224

表9.5 大众集团品牌的盈利能力········································································227

表9.6 品牌估值机构估算全球品牌资产····························································231

表10.1 全球品牌资产按品牌估值代理公司的市值占公司总市值的百分比 ···236

表10.2 宝洁公司收购吉列公司（Gillette）的全球品牌资产 ··························242

表10.3 全球品牌资产对股东价值的影响··························································245

表A.1 不同国家在文化地图比例尺上的分数 ···················································252

工具目录

工具2.1 COMET诊断测试····················································································38

工具4.1 不同文化的销售管理控制系统······························································85

工具4.2 评估跨国客户作为GAM前景的记分卡 ················································89

工具6.1 诊断贵公司使用哪些控制机制····························································137

工具7.1 文化地图································································································162

工具7.2 评估经理的国家和全球身份································································172

工具8.1 以对企业社会责任的归因对客户进行分类········································193

工具9.1 客户资产的追踪工具············································································219