案例名称:
本土洞察与全球视野:戴德梁行的品牌建设之路
译名:
Local Insights and Global Perspectives: DTZ\\\\\\\'s Brand Building Road
中文关键词:
品牌战略;品牌定位;地产服务业;2019百优
英文关键词:
Brand Strategy;Brand positioning:Real estate service industry
中文摘要:
戴德梁行是全球房地产顾问五大行之一,提供兼具本土洞察与全球视野的房地产咨询顾问服务。本案例以戴德梁行和高纬环球合并为背景,回顾了戴德梁行的品牌建设历史,描述了在合并过程中面临戴德梁行和高纬环球两个品牌的取舍问题时公司对品牌战略和品牌定位的思考和决策环节以及合并完成后对品牌的维护措施,旨在引发关于企业品牌战略、品牌定位和品牌价值影响因素方面的深入思考,为企业品牌建设提供启示。
英文摘要:
DTZ is one of the top five real estate consultants in the world. Through more than ten years of operation, it has formed a unique brand image and accumulated brand recognition. This case is based on the merger of DTZ and Cushman & Wakefield. It reviews the business history of DTZ and describes the company\\\\\\\'s thinking and decision on brand strategy and brand positioning when faced with the trade-off between DTZ and Cushman & Wakefield. The process and the maintenance of the brand after the completion of the merger are aimed at in-depth thinking on the factors affecting the brand strategy, brand positioning and brand value of the company, and provide inspiration for the brand building.
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