FAQ
Summary: (摘要)
1. Why ETO?
為何選擇ETO?
2. What is Comprehensive Brand Management (CBM)®?
什麼是品牌總體經營?
3. Why did ETO invent Comprehensive Brand Management (CBM)®?
ETO為何創造總體品牌經營系統?)
4. Does Comprehensive Brand Management (CBM)® apply to international brands?
已有知名度，是否仍需要品牌總體經營?
5. How does Comprehensive Brand Management (CBM)® work for my firm?
我的公司應如何著手進行品牌總體經營?
6. How do I select an appropriate expert for my firm?
如何選擇適合的專家?
1. Why ETO?
為何選擇ETO?ETO’s brand experts, after long-term studies and practices, have launched the most recent Comprehensive Brand Management (CBM)® Program in 2010. We always make sure our clients receive the most recent and trendy version globally available. Focusing on corporate total management system in the next generation, you can effectively utilize limited resources and then become the best in the industry.
One year after implementation, our clients find their obstacles less occurring and issues more solvable. Written company regulations or unwritten rules, and abstract values are no longer merely displayed watchwords or random talks, but gladly followed and practiced as the career of each employee, who is turning into an unswervingly loyal internal customer as well.
Executing from the inside out for collaborations from within, our programs let consumers see through your brand name and perceive the connotations and quality inside, not simply the external packaging when they look from the outside.
Our cutting edge know-how is precautious and prospective, always using the latest business models to establish futuristic operating standards.
Comprehensive Brand Management (CBM)® is approaching the next version in our R&D Center teaming up with masters in international firms, in view of future market trends. The work fire of our development and innovation will never extinguish.
ETO的品牌專家們經長期研發，永遠提供客戶更新版且符合時代潮流的品牌總體經營系統。尤其是聚焦於下一世代的總體營運系統，使客戶得以有效利用有限資源，達到企業目標，保持優勢競爭力，並成為該行業的翹楚。
導入一年後，企業普遍發現障礙減少，問題較易解決，公司成不成文的規章制度及抽象的價值觀不再是高高在上或隨口說說的口號，而是每一位成員樂於身體力行的事業，他們也正逐漸轉變為忠誠不渝的內部顧客。
由內而外、裡應外合的執行方案使外部消費者透視到產品品牌和品質的內涵，而非單靠表面包裝。本公司擁有的珍貴知識永保領先、未雨綢繆、前瞻未來，並且運用全新企業運作模式建立未來型的商業標準。
專家們正針對未來市場趨勢研發最新版的管理系統，因此ETO創新發展的爐火永不止熄；而採用總體經營的品牌系統正是適宜的選擇。
2. What is Comprehensive Brand Management (CBM)® ?
什麼是品牌總體經營?
Firms today often build their brands as in Brand Management which works mostly in Advertising and/or partial Marketing. It requires a great deal of funding and must spend continuously, but the results are always limited and uncertain, particularly in this fast-changing world.
Our total solution, as a complex system, starts from top management to each part-time employee but works in both directions, covering Strategic Planning, Comprehensive Brand Management (CBM)®, Corporate Culture, Change Management, R&D and TQM (Total Quality Management), in order to build a value-sharing team with all functions helping and relying on one another, as in an Effective Value Chain. Once implemented, the following three pillars of a solid "trinity" is established:
1. Marketing and Sales
2. Quality and Productivity
3. Organizational Culture
As a result, no matter how widespread, each touchpoint with consumers, suppliers, employees and shareholders create higher value in all directions, so that it works continuously in a virtuous cycle, unlike an unintegrated organization in constant needs of time-consuming communications for only basic collaborations. This virtuous cycle in our brand management network ensures the essence of your brand as a love-and-trust mark, which retains long-term loyal customers as a firm’s core competency.
To sum up in a simpler way, CBM® builds your core competency, fulfilling from the inside out. Consequently, your brand’s image on the outside comes across consumers as so enticingly that they want to make a deal with it. Soon afterwards these customers will become even more attracted and gravitated toward deals after deals.
This is not a difficult program. In fact, with all the main points captured, all abstract strategic watchwords and values are converted into a realistic program for effective execution.
華人企業苦於找不到一套簡易有效，立竿見影的品牌經營系統，美國BusinessWeek / Interbrand 每年發表全球Top-100 最有價值的品牌排行榜，華人品牌總是缺席。我們通過敏銳審慎的評鑑，提出具體而微，設想周延；五臟俱全，迅速可行的品牌專案系統導入法，祈使華人品牌脫穎而出， 不再跑龍套，在全球演化的市場上取得一席之地，促使世界工廠昇華為全球品牌創新中心，與列強諸國平起平坐。
3. Why did ETO invent Comprehensive Brand Management (CBM)® ?
ETO為何創造總體品牌經營系統? Honestly, we have been assisting a number of Chinese firms to globalize and create world-popular brands. In order for this dream to finally come true someday soon, we would even contribute more know-how than required selflessly.
Market-dominating channels nowadays ignore quality, reliability and consumer rights, in order to offer everyday low prices. As a result, quality continues to deteriorate and suppliers must swallow extremely low margins without the ability to improve. Our program breaks this rule by helping suppliers to build their own brands and create higher value with a total solution customized for each client of ours.
鑒於坊間眾多大型通路，以營利為目的而漠視品質及消費者權益，霸占通路，壓榨廠商，天天以低價促銷，供應商唯有逆來順受，造成品質更加每況愈下。唯有憑藉前瞻的經營模式，自創品牌，提升良性循環的附加價值，免於弱肉強食的宿命。
由於各家公司產品及品牌等情況並不相同，本公司以總體品牌經營為模式，為客戶量身訂做適合該公司特質及組織的專業整合方案，使客戶在市場上能夠永續經營，立足於不敗之地。
4. Does Comprehensive Brand Management (CBM)® apply to international brands?
已有知名度，是否仍需要品牌總體經營? Yes and we should all develop in the CBM direction from the very beginning. In fact, international firms are in urgent needs of appropriate adjustments in order to face current and future challenges, particularly in the Greater China Market, but with heavy burdens in large organizations, more difficulties are encountered especially in crossing cultural gaps.
事實上，有些龐大的組織由於大而不當的包袱，使得轉型升級，甚至稍作調整亦困難重重。華人的中小企業仍有許多機會重整門戶，自立自強。
5. How does Comprehensive Brand Management (CBM)® work for my firm?
我的公司應如何著手進行品牌總體經營? We will start from our Corporate Diagnosis Process, and then submit a proposal within budget for your decision. This imperative diagnosis process not only helps us know our clients, but more importantly, helps executives to become seriously determined to improve and therefore expedites the pace along the way for substantial results; otherwise problems will be left unsolved as in partial brand management programs, and after years of efforts a globally popular brand remains a dream.
In order to avoid the same mistakes many firms have been repeating, especially in Greater China, we have incorporated a learning process in our corporate diagnosis for top management, followed by a serious of procedures to nurture your brand’s distinguished characteristics for consumers to remember.
Big successes never come easy. Toyota has invested over 40 years in establishing a reliable quality system, but it takes only four months for their brand reputation to be devastated. However, once we have the right mindset, victory is in hand.
為避免許多企業一再重蹈的覆轍，使投資得到實質的效益，本公司精心設計由企業診斷開始進行(包括最高管理者做正確決策)的方案。門檻的設置是為了集中智慧於真正有決心的客戶，而非散彈式的吸收顧客。起始準備的愈周全，成功希望愈大。
豐田汽車花費超過四十年光陰打造品質(質量)系統，竭力建立的品牌信譽，遭致重創僅需四個月。而一旦雙方具備必要的有形(周全計畫)及無形(立定決心)條件時，便可一舉竟功，使競爭對手難以超越。我們由衷盼望藉由無私的付出，終能使華人品牌不再缺席於權威的品牌目錄，而能在全世界普遍受到歡迎，與所有華人分享殊榮。
6. How do I select an appropriate expert for my firm?
如何選擇適合的專家?
- Make sure the expert you bring in is seasoned in all of the following fields. Do not outsource them individually thinking they are all covered, because they may be “covered” but never “synergized” or “networked” as in the required integrated management system:
Stratdgic Planning, Marketing Management and Consumer Insight, Brand Positioning, Leadership, Execution, Problem Solving, Organization Deployment and Performance Excellence, Empowerment and Accountability, Total Quality Management, Investment Evaluations and Business Models, Vision and Mission, Risk Management, Value/Supply Chain Management, Change Management, Corporate Core Competency, Continuous Improvement, R&D, Innovations, Next Practices. - Do not settle for less. For example, qualifications in “quality” are very different from those in “Total Quality Management." Advertising or Sales never equals Marketing; Purchasing is not Supply Chain or even close to Value Chain Management, and the list goes on. Be insightful at the interviews to avoid “partial” solutions.- “Experience” does not make someone an expert. A real expert has a short or no learning curve to obtain synergy, and has the ability to customize the most appropriate programs to be applied immediately in the client’s firm. These programs not only solve current problems, but also reveal practical methods to tackle consumption trends by turning abstract values into feasible daily operations. However, real masters, especially knowledgeable about the future, are very rare – even international firms invest a great deal of time and money to nurture executives – so be patient and look more around for the learned, not learning.
To sum up, try to find someone who can pave a specific way (preferably in writing) for clients to step out of issues (today) and into leadership in the industry (tomorrow). When you find a winner, you will be strongly affected by his/her big heart, not merely big numbers or words.
聘用一位具備跨領域才學的專家，切勿分散發包，否則無法達到綜效，徒費時間與金錢:
策略(戰略)規劃、行銷(市場營銷)管理與消費者調研(洞察)、品牌定位、領導力、執行力、問題解決、組織佈署與卓越績效、權責制度、全面品質(質量)管理、投資評估與商業經營模式、願景與使命、風險管理、價值鏈與供應鏈管理、變動管理、企業核心競爭力、持續改善、研發與創新、未來業務與實踐。
勿勉強接受以偏概全的解決方案。例如“品質”或“質量的經驗”並不代表“全面品質(質量)管理”的專業，而“廣告”和“銷售”的經驗也不等同於“行銷”或“營銷”，“採購”與“供應鏈”或“價值鏈”大相逕庭；而“經驗”與“專業”也不相同。一位真才實學的專家能在極短時間內為您量身打造總體的方案，並達到綜效。
但由於珍貴的知識家重金難求，即使外資企業也需要投資相當時間與金錢培養高層管理者。因此應多看多學，以尋得一位能夠順應消費趨勢，掌握未來，以廣闊的胸襟、具體的計劃與執行力將企業帶入良性循環的專家，而不僅僅以片面的知識或權宜之計謀求飲鴆止渴的生存。
More FAQ’s are here.
更多問與答在此。
For more information, please email us at cbm@etocorp.net.
如需更多資訊，請與我們聯繫: cbm@etocorp.