Survival Kit
Pre-Brand Management Program - Our Survival Kit
生存計畫 - 品牌經營的前置方案
Many companies today strive to survive with no choice but to leave total solutions to the future. In view of such demands, we have put together a survival kit for those in need of survival now and then build brands in a longer run:
1. Funding (Please click here for more information).
2. Pre-Brand Management Program:
- Quick health check on firm and diagnosis (required in order to save clients’
time and cost)
- CIS (Corporate Identity System), including MI(Mind Identity), BI(Behavior
Identity) and VI(Visual Identity). However, in this , particular program, we
start from VI, including logo, trademark, slogan, uniform, building, stationery,
badge, company brochure, paperwork, and/or whichever the client’s in need
most.
- BIS (Brand Identity System), starting from Marketing and PR activities, such as
advertising, product packaging, etc.
本公司有鑑於諸多企業必須先生存，後謀求品牌經營，特別推出一套生存計畫:
1. 資金 (請按此)
2. 品牌經營的前置方案:
- 企業快速體檢與診斷 (為省時省錢的必經過程)
- CIS (企業識別系統)，包括MI(理念識別)，BI(行為識別)和VI(視覺識別)。本方案由VI開始
進行，包括品牌標識、商標、標語、制服、建築、文具、徽章、公司簡介、文件設計等
視需求而定。
- BIS (品牌識別系統)由行銷及公關活動開始，亦包括廣告、包裝等。
Related FAQ:
相關常見問題:
1. ETO has quickly turned a number of unknown brands into famous ones.
What’s your secret?
請問ETO將幾個默默無聞的品牌很快地塑造成馳名品牌的秘笈，可否透露一些?
A. In CBM’s (Comprehensive Brand Management) principles, we have only executed a very logical re-engineering procedure on clients’ brands and firms, really without any secret. In fact, everyone can see the progress in time if he/she follows these steps. However, everything must be executed “correctly” from the very beginning, which requires a certain level of expertise. The key is for corporate leaders to obtain the right concept first, learn the strategy of CBM modestly, clear away all obstacles to changes and innovations, carefully nurture the brand essence and senses, and ultimately win by having the proper wisdom. Again, there is really no short cut to brand management.
如依"CBM"(品牌總體經營)的原理來說，這是一個環環相扣的品牌建設工程，談不上有什麼秘訣。只要按部就班，循序漸進，假以時日，就能看到成果。但一開始就要做對，企業領導人須有正確的觀念，虛心學習品牌總體經營的策略，掃除所有改革創新的障礙，悉心培養品牌精隨的慧根(sense)，以智取勝。做品牌是沒有捷徑的，無法一步到位。
2. What are the differences between Branding and Advertising?
做品牌與做廣告有何差別?
A. Speed Function Effect Communications Efforts
Branding: Slow Move High Influencing Marathon
Advertising: Fast Publicize Low Superficial Hundred-
meter Dash
需時 功能 有效性 傳播方式 著力模式
做品牌: 慢 感動 高 潛移默化 馬拉松長跑
做廣告: 快 宣導 低 虛擬表徵 百米短跑
3. Will my money be wasted if I take the Survival Kit only?
如果只做這個品牌經營的前置方案，會不會浪費錢? A. No, because of our qualification is not only in designing pretty appearances. (Click here for more information.) Even just with the pre-brand management program, many companies can survive well for a long time, but don’t think we are done – it is in a survival kit after all. Furthermore, many firms have spent a fortune for a temporary makeover which may or may not make them look nice – as stated above, advertising has a fast effect, positive or negative. Everything we do at this stage makes a proper foundation for all future improvements. In fact, such initial costs will even become a good investment if we proceed with the CBM Program, turning the brand’s “makeup” into “personality.” We have the whole roadmap for a company to firstly survive, look nice and then greatly increase the brand value as operated in a world-class firm. Sky is the limit for our clients to grow.
Remember, we don’t just save lives – we can make brands and firms strong and prosperous continuously.
不會，因為我們的專業遠高於為企業做短暫的表面包裝 (請按此見更多資訊)。即使只進行本方案，許多公司仍可生存一段較長的時間，但請萬勿捨本逐末，以此權宜之計為長遠打算。此外，許多公司動輒花費數千萬元，卻未必能得到動人的包裝 - 如上述，廣告具有快速的效果，但不見得是正面的。本公司在此方案中悉心設計了長期可用的元素，一旦進入CBM方案，使一時的包裝變成品牌的內涵，費用便轉為可回收的投資。本公司具備由生存開始，經過包裝，而至成長為世界級的企業，全套的方案可供選擇。只要有決心，我們的發展無上限。
For more information, please visit FAQ and BrandFora, or email:cbm@etocorp.net.
更多資訊在FAQ和BrandFora，或請發電郵:cbm@etocorp.net。