기업스타일이 브랜드를 만든다

옮긴이의 글 ······················································································· 9
머리말 ················································································································· 13

서장 기업에 요구되는 제5의 경영 자원
서장-1 기업이 브랜드를 주목하게 된 배경 ····························· 18
서장-2 우수 고객이 기업에 이익을 가져 온다 ······················· 22
서장-3 제5의 경영 자원으로서의 ‘브랜드’ ······························ 26

1장 브랜드가 경영에 미치는 메리트
1-1 기업 경영상의 메리트 ····················································· 30
1-2 고객에 대한 메리트 ························································ 32
1-3 주주에 대한 메리트 ························································ 33
1-4 사원에 대한 메리트 ························································ 35
1-5 거래처에 대한 메리트 ····················································· 37

2장 브랜딩 실시를 위한 입안 순서
2-1 브랜딩 진행 방법 ··························································· 40
2-2 브랜드 목표를 확인한다 ·················································· 44
2-3 브랜딩 조직 체제를 세운다 ·············································· 48
2-4 브랜드 자원을 추출한다 ··················································· 53
2-5 자사 브랜드 현상을 조사한다 ··········································· 58
2-6 자사를 둘러싼 환경을 조사 분석하고 미래를 예측한다 ········62
2-7 기업과 기업 브랜드의 현재 포지션을 파악한다 ·····················67
2-8 목표로 해야 할 기업 브랜드 포지션을 정한다 ························71
2-9 목표 달성을 위한 경영 전략과 브랜드 전략을 정한다 ···········75
2-10 미션 스테이트먼트를 작성한다 ················································79
2-11 사내 계몽과 교육 방침을 정한다 ····································· 83
2-12 커뮤니케이션 방법을 생각한다 ········································89
2-13 브랜드 평가 방법을 생각한다 ·········································· 92

3장 브랜드 프로젝트를 진행시키는 방법
3-1 사내 프로젝트를 시작한다 ··············································· 96
3-2 프로젝트 팀을 결성한다 ··················································· 99
3-3 워킹 팀을 통해 브랜드 의식을 고양한다 ··························103
3-4 프로젝트 운영 순서를 검토한다 ······································· 106

4장 기업 스타일 재구축의 포인트
4-1 기업 스타일과 브랜드의 관계 ············································ 110
4-2 기업 스타일을 재구축하는 순서 ·········································114
4-3 기업 스타일의 재구축 <스텝1> ········································· 118
4-4 기업 스타일의 재구축 <스텝2> ········································· 128
4-5 기업 스타일의 재구축 <스텝3> ········································· 132
4-6 기업 스타일의 재구축 <스텝4> ········································· 136
4-7 기업 스타일의 재구축 <스텝5> ········································· 140

5장 평생 고객화를 생각하는 포인트
5-1 평생 고객화와 브랜드의 관계 ············································ 144
5-2 평생 고객화를 실현하는 방법 ············································ 148
5-3 평생 고객화와 CRM ···························································· 153

6장 브랜드 교육의 포인트
6-1 브랜드 교육의 목표 설정 ···················································· 158
6-2 브랜드 교육의 커리큘럼 결정 ············································ 162
6-3 교육 스타일 설정과 운용법 검토 ······································· 166
6-4 브랜드 교육 운용 시스템의 결정 ······································· 170
6-5 브랜드 교육을 성공시키는 사내 체제 구축 ······················173

7장 브랜드 커뮤니케이션의 실시 포인트
7-1 브랜드 커뮤니케이션을 어떻게 생각하는가 ··················· 180
7-2 커뮤니케이션의 대상자와 목표를 정한다 ·························185
7-3 대상자에게 적합한 커뮤니케이션 방침을 정한다 ············189
7-4 홍보 활동 실시의 포인트 ···················································· 194
7-5 광고 실시의 포인트 ······························································200
7-6 영업 활동의 포인트 ······························································205
7-7 인터넷 활용의 포인트 ························································· 210
7-8 커뮤니케이션의 평가 ·························································· 215

8장 성공 브랜드의 브랜딩 구축 포인트
8-1 기업 브랜딩 사례 _ SONY ················································ 222
8-2 상품 브랜딩 사례 _ TOYOTA 자동차 ······························ 226
8-3 스토어 브랜딩 사례 _ 스타벅스 커피 ······························· 230
8-4 브랜드 가치와 기업 스타일의 정착화 사례_일본항공(JAL) ·····234
8-5 고객 정책 사례 _ For Seasons Hotels & Resorts ········ 238
8-6 브랜드 교육 사례 _ YANASE ············································ 242