Table of Contents 目录
INTRODUCTION AND BACKGROUND 导言和背景
BRAND INVENTORY 品牌清单
2.1 CORE BRAND VALUES 核心品牌价值
2.2 BRAND ELEMENTS 品牌要素
2.3 BRAND COMMUNICATION 品牌传播
2.4 SECONDARY BRAND ASSOCIATIONS 二级品牌协会
2.4.1 Concepts and the Importance to Branding 概念和品牌的重要性
3. EVALUATION OF OFFICEWORKS BRAND 品牌的评估
3.1 POSITIONING 定位
3.2 SWOT SWOT分析
3.3 BRAND EQUITY 品牌资产
4. CONCLUSION AND RECOMMENDATIONS 结论和建议
REFERENCES 参考文献
1. Introduction and Background 导言和背景
The 21st century has witnessed significant social and economic developments. These developments have been instrumental in promoting the growth and development of businesses within specific economies as well as across the globe. Whereas this case, there are new challenges that businesses faces that could directly be linked to these developments. Among these include the growing local and global competition, and the rising challenges of capturing the attention of the target consumers in the “noisy” marketplace. One of the ways that businesses combat these challenges is through branding. According to Erdem and Swait (2014), branding plays a critical role in not only in differentiating businesses but also in creating value for the business in question. Speaking from this point of view, this paper conducts a brand audit for Officeworks, an Australian-based stationary and office supplies company. The first section of this paper explores the theoretical concepts on branding. The second of this paper will apply these concepts in the audit of Officeworks brand.
21世纪见证了重大的社会和经济发展。这些发展有助于促进特定经济体以及全球企业的增长和发展。在这种情况下，企业面临的新挑战可能与这些发展直接相关。其中包括日益增长的本地和全球竞争，以及在“嘈杂”的市场中吸引目标消费者注意力的挑战。企业应对这些挑战的方法之一是通过品牌。根据Erdem和Swait（2014）的说法，品牌不仅在区分业务方面，而且在为相关业务创造价值方面发挥着关键作用。从这个角度出发，本文对澳大利亚文具和办公用品公司Officeworks进行了品牌审计。本文部分探讨了品牌的理论概念。本文的第二部分将这些概念应用于办公用品品牌审计。
Officeworks, which was established in 1994 in Richmond, Australia, is one of the largest suppliers and retailers of a wide range of office solutions for educational, home and business needs. The company currently operates more than 160 stores across Australia, and has a workforce of more than 7,000 employees (Officeworks, 2018). The company targets both individuals and corporate consumers. With this in mind, apart from target the professional world such as workers in an office environment, engineers, and business administrators, the company targets individuals in society as well as consumers in educational institutions. Officeworks has a number of competitors who threatens its market share in Australia. These include Office Choice, Office National, Office Supplies Australia and Winc among others. Officeworks also receives competition from multinational corporations such as Haworth and Brother International Australia Pty Ltd. With regards to the stationary and office supplies industry, there is a need to observe that this industry is going through tremendous changes. To begin with, due to the rise of digital technology, some of the office products such as paper and pen are giving way to digital products such as digital writing pads and smart pens. Furthermore, the changing technology continues to play a critical role in the development of new stationary and office supplies products and services such as the 3D printer and printing vending machine services (Russell, Beck, Coroneos & Schweisinger, 2014). Apart from the changing nature of its products, this industry continues to experience an increasing level of competition that threatens the market share of most players. Therefore, apart from pricing and marketing mechanisms, players in this market have to offer services such as fast delivery to their target consumers in order to remain relevant in the industry.
Officeworks成立于1994年，位于澳大利亚里士满，是更大的办公解决方案供应商和零售商之一，可满足教育、家庭和商业需求。该公司目前在澳大利亚经营160多家店铺，员工超过7000人（Officeworks，2018）。该公司的目标是个人和企业消费者。考虑到这一点，除了瞄准职业领域，如办公环境中的工人、工程师和企业管理人员外，该公司还瞄准社会中的个人以及教育机构中的消费者。Officeworks有许多竞争对手，他们威胁着其在澳大利亚的市场份额。其中包括Office Choice、Office National、Office Supplies Australia和Winc等。Officeworks还面临来自跨国公司的竞争，如Haworth和Brother International Australia Pty Ltd。关于文具和办公用品行业，需要注意的是，该行业正在经历巨大的变化。首先，由于数字技术的兴起，一些办公产品如纸和笔正在被数字书写板和智能笔等数字产品所取代。此外，不断变化的技术在新的文具和办公用品产品和服务的开发中继续发挥着关键作用，如3D打印机和印刷自动售货机服务（Russell，Beck，Coroneos&Schweisinger，2014）。除了其产品的性质不断变化外，该行业的竞争仍在不断加剧，威胁着大多数参与者的市场份额。因此，除了定价和营销机制外，该市场的参与者还必须向其目标消费者提供快速交付等服务，以便在行业中保持相关性。