品牌与产品识别

项目背景

2013 年,中国领先的深圳跨国生物医学设备制造商与 CSOFT 建立联系。该企业在本国市场取得巨大成功后,便开始积极实施对欧洲市场的开拓计划,包括在医药杂志上投放广告以提升品牌知名度等。然而,五年的市场推广活动并未使他们的销售业绩有所起色。因此,他们意识到企业亟需获得外部专家的支持。

首先,客户方与 CSOFT 高管召开会议探讨了市场营销资料本地化的相关问题,随后双方以品牌传播的主题为突破口确定了品牌传播的方向。CSOFT 负责创建有效的品牌传播策略,以契合客户在新的目标市场的定位。

Following meetings about the localization of the company’s marketing materials, senior management breached the subject of branding with CSOFT executives. We were engaged to create a branding strategy to successfully position them in their new target market.
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项目内容

CSOFT 利用三个月的时间评估了客户方市场营销资料的设计和语言。客户一直沿用在中国开展的某次推广活动中采用的版面设计,然而这种信息传播方式并不足以撬动欧洲市场。

 

CSOFT 的全球化咨询专家针对客户所在行业的相关人员进行了深入调研,调研对象包括该行业关键意见领袖、有影响力的知名医生和发表过多篇与该行业相关的论文的外科医生。我们发现行业受众对这家企业有着很多负面认知,“中国本土品牌形象” 成为这些认知形成的根源。过于谦卑的品牌传播口吻及有失偏颇的目标受众定位导致该企业 “中国本土品牌” 的形象根深蒂固。因此,我们需要帮助这家客户重新确定品牌整体概念,以消除品牌偏见。该项目的目标是通过强化受众对品牌的正面认知及其深度感知,提升品牌价值。

 

我们建议采用更直接、更自信的口吻进行品牌传播,以更有效地吸引昂贵的医疗设备的目标受众。CSOFT 欧洲当地市场品牌营销专家还创作了更具感染力的品牌口号,以配合客户此次声势浩大的品牌宣传活动。

 

此外,我们还为客户创建了适用于市场营销人员的培训手册,其中包括视觉模板与文字模板。因此,客户可根据实际需求创建相应资料,还可根据需要对模板做出相应调整,并始终确保模板的一致性及其信息传播的有效性。

CSOFT’s globalization consultants conducted a survey of key opinion leaders, the influential, high-profile doctors and surgeons who contribute articles about our client’s industry to a variety of publications. We discovered that there were some very negative impressions of the company, many of which revolved around its perceived Chinese-ness. Not only was the client’s messaging approach too humble, the imagery was off target. The overall concept needed to be reworked to eliminate false biases. The goal was to increase brand equity through greater positive consumer recognition and depth of feeling.We suggested a more direct and confident approach—including direct versus indirect assertions—that would appeal to the target audience for these expensive, advanced devices. CSOFT’s in-country European branding experts developed a stronger tagline to accompany the punched-up campaign.In addition, we created a training guidebook for the client’s marketing staff that included visual and verbal templates to allow them to create their own materials. The templates can be changed while still maintaining consistency and power in messaging.
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为什么选择 CSOFT 华也国际?

品牌形象建设关乎企业成败。对于企业品牌而言,进驻新市场意味着更广阔的全球性发展空间,但跨文化交流与管理中的陷阱也随之而来。

企业必须基于跨文化差异重新定义品牌传播中的相关信息,否则便有可能付出沉重的时间与成本代价,甚至为品牌形象带来负面影响。

为了抓住在全球市场的发展机遇,企业必须理解不同文化背景下受众对自身品牌的感知,并据此作出相应的调整。

客户选择了 CSOFT 的品牌国际化与全球营销服务,因为他们曾获得过 CSOFT 翻译团队的支持,深知我们始终秉承最专注的客户服务态度,并在全球化服务方面拥有深厚的专业积淀,因而能够帮助他们成功进军新市场。

To capitalize on global marketing opportunities, it’s essential that companies understand the perception of their brand messaging in different cultures and tailor it accordingly.The client company selected CSOFT for global branding and campaign development services because they had experienced our translation services and knew we had an unrivaled customer-care attitude and the global expertise to help businesses like theirs succeed in new markets.
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项目成果

在几个月的时间里 CSOFT 一直与客户保持密切协作。CSOFT 自 2013 年启动该项目,至 2015 年仍在持续推进,期间获得了客户的一致好评。

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