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打造一流的品牌資產
長久以來打造品牌差異化是許多品牌的終極目標，但在成熟的產品市場，太多競爭者都能滿足相同的消費者需求，差異化不再是能長久經營的策略。打造一流的品牌資產，才是讓品牌致勝的關鍵！
Differentiation has for a long time been the ultimate goal for brands. However, in mature markets where so many competitors meet the same consumer needs, differentiation is rarely sustainable. Getting brand assets right is a more sustainable way to continue to stand out from competitors and drive your brand to success.
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如何選擇代言人？
在這個娛樂和社交爆炸的時代裡，大眾對於名人的關注已經遠遠高於以往任何時代。各界行銷專家們當然不會錯過這樣的機會，炒作話題的同時亦不忘藉機帶上自己的品牌及商標來達到宣傳自己的目的。那麼，該如何在行銷活動中選擇正確的代言人，才能讓行銷效果最大化？In a time overwhelmed with entertainment and socializing, the public pays far more attention to celebrities and stars than ever. Naturally, smart marketing experts never allow to let any opportunities go. While hyping these hot topics, they would always bring forth their own brands or LOGO as an effort of propaganda.
Now, it’s time for us to calm down and reflect upon this question: how to select the right star spokesperson in marketing activities to maximise marketing results?
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讓您的品牌搖滾起來
對於品牌來說，接觸消費者並且感動他們，從未像現在如此艱難過。我們都一同見證了全球化造成品牌倍增、數位化讓更多內容及管道被開發，在戶外、在我們的口袋，甚至在我們的電冰箱上，都能是行銷活動的管道。
It has never been tougher for brands to touch and move people. We all experience it. Globalisation has resulted in multiplying brands. With digitisation, more content is developed for more channels. New channels open every day – outdoors, in our pockets, even on our fridges - through smartphones, connected screens and the Internet of Things. -
了解消費者如何選擇品牌以推動品牌成長--章節2/2
比起良好的產品表現，品牌親近度更是區分品牌、讓一個品牌成為消費者首選的關鍵。BVC模型能夠幫助企業了解他的品牌是否擁有該品牌規模應有的品牌取得意願，有效地將成長潛力最大化，或是將損失最小化。
Compared with performance, closeness is more likely to discriminate brands and push a band into being high ranked first. BVC (Brand Value Creator) helps you understand whether your brand has as much desire as it should, relative to its size. It can lead you to the best ways to maximise the growth potential, or minimise losses.
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了解消費者如何選擇品牌以推動品牌成長--章節1/2
當品牌變得突出之後，它在消費者有限的心理網路中，就成功地佔下了一席之地，而下一步就是成為首選，也就是與其它品牌相比，消費者進行選擇時，品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路，幫助品牌挖掘出變得與眾不同的機會。
BVC will help you understand where lack of saliency is the key challenge for your brand. Exploration of the mental networks around the category will help you identify opportunities for your brand to become more distinctive.
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非處方成藥：廣告與品牌表現的驅動關鍵
在台灣，非處方成藥品牌特別關注在透過有力的廣告來與目標客群產生共鳴，並建立品牌力。因此，了解非處方成藥廣告表現的驅動因素，以及品牌成長的關鍵動能是非常重要的。
In Taiwan, there has become a strong focus on building OTC brands via powerful advertising that resonate with the target audience. It is therefore critical to understand what truly drives their performance of OTC advertising, and what an OTC brands can leverage for greater growth. -
演算法的時代
本文將介紹，我們是如何盡可能地在受訪者能接受的時間內，獲得更多受訪者的資訊。在上一個章節中我們介紹了資料歸屬（data ascription），這一篇將繼續介紹資料融合（data fusion）及其他統計方法及其應用。
The purposes of this paper is how we extract as much information as possible from our respondents.
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演算法的時代 章節 1/2 - 資料歸屬（Data Ascription）
本文將介紹，我們是如何盡可能地在受訪者能接受的時間內，獲得更多受訪者的資訊。
The purposes of this paper is how we extract as much information as possible from our respondents.
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數位廣告的不當誘因
衡量指標的選擇非常重要，它決定了我們將要如何實現目標，錯誤的衡量指標可能會導致與預期相反的結果，這種現象稱為不當誘因。
Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”