You are on page 1of 3

6/20/2008

[
   5  


HTTP://WWW.WORAWISUT.NET

 !]

[NIDA Business School] |


Worawisut Pinyoyang
4920224134
2008


: 
   5  

  !"
 : 
 
: http://www.manager.co.th/Business/ViewNews.aspx?NewsID=9510000072278
 : 20 CD
E
2551

 :  FG
 :! Brand Engagement , Improving Customer Experience
"#  : NIKE , Adidas , PUMA
Rating : Positive

"
" "
!:
 (Reebok) WXY E
E

CZG[FC GE
E\G Y 
C GC
F]
"^_`a FE F
Y Z_ GC "  G[bZ C ZX !cG[!d \
 Ca d
 _ GZX Z[Fe
 G[Y a 
 C G  G[
Rebranding  Refreshing FgY GYFe
C FhCE FdC i 
 d
 
" 
FW"" c "  !g"" Fe
physical place GYG _ G
[g !FgY
c`dCcd 
 \a _ G   d i ! WXY 
cE ZcDi FC
[F
mg _`
c`C GY "EZZcF

GY Emotional C
E F
Y ZFe

 low involvement (CdCFYEdF
Y
Y[ C C
GZY cWc  ) cZZcC G !
dE

Z
d E ZCGYn ECd
dCa iCFhCE mE CF oYour
Move-`[
r FgYX C FhCE 
ZcFaCG[ZC \GY_ G[
aX

ZcF]
d Gd

 G[YFgY  i




C !FY E
F
Y CZ i "mF C icF!CY \GYECaX
cFe
d  *


"+

,,-./
00 1 WXY _ GZc nX_
F! X DX gsC
 Y FgY !
d 
Y CcGbmgCaX


ZgsC Y+ "+


 
,,"#  
 0,+

# //,
2#+34"
5 # + 6
/+7

,89+
1# /
#+,,6
G[ _ GZc 
db
 dCcG  Z FgY "
FaEi
Z i"m CaX
 c`dC
cd 
  i"m (Brand Engagement) ZX Fe
Y GY E\_ GgEECGYZc aX
C
_ Gc "GCY dC"F

Brand Engagement ] 
aE !Y  Starbucks
[  dE GY a  GE  Gi u GYgEEC Brand Engagement cd i   
c
 \a _ G (Convergence Service) "E ! c
FF
] Fe
 dX i

Page 2 of 3
Page 3 of 3

You might also like