【英文】战略品牌管理-Strategic Brand Manage

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1、StrategicBrandManagementWELCOME!Class#6SoniSimpsonEvaluatingtheMayoClinic600k+in-andout-patients/yrFoundedin1800byDrWilliamWoralMayo&twosons.Pioneered“grouppractice”=TwoheadsarebetterthanoneTwo“extension”facilitiesin1980s(Scottsdale,Jacksonville)MayoGraduateSchoolofMedicine–oneoflar

2、gestgraduateeducationcentersBrandValueChain&TestingEvaluatingtheMayoClinicWorldwideleaderinpatientcare,researchandeducationRenownedforworldclassspecialtycareEarnedareputationasworldclassspecialtycareMostmedicalstaffparticipateinresearch1950NobelPrizewinners,DrsKendallandHenchdiscove

3、redCortisoneBrandValueChain&TestingUseTheBrandValueChaintodetermineMeasurementTacticsandResultingMarketingStrategiesValueStagesMarketingProgramInvestmentCustomerMindsetMarketPerformanceShareholderValue-ProductCommunicationTradeEmployeeOther-AwarenessAssociationsAttitudesAttachmentAc

4、tivity-PricePremiums-PriceElasticities-MarketShare-ExpansionSuccess-CostStructures-Profitability-StockPrice-P/ERatio-MarketCapitalizationBrandValueChain&TestingEvaluatingtheMayoClinic‘96BrandEquityStudyAwareness84.3%,90+%among45+SpecialtyrankingToprankedat15.4%(nextat5.3%)“..goanywh

5、ereinUSforseriousconditionwhichrequiredhighlyspecializedcare..”StrongestBrandAssociations1)ScientificResearch,2)CancerTreatment,3)CardiacCareBrandValueChain&TestingEvaluatingtheMayoClinic‘96BrandEquityStudyAssociations(Thoughts&Feelings)Integrity(longevity,heritage,wisdomofstaff,tru

6、stininstitution),Leadership(modernity,premiumquality,internationalprestige)Professionalism(staffheldhighstandards,wereintellectuallysophisticatedandefficient)Commitmenttohealth&healing(reputationformedicaldiscoveries,preventativemedicine,tangibleresults)ExclusivityNoNegativeAssociat

7、ionsBrandValueChain&TestingEvaluatingtheMayoClinic‘96BrandEquityStudyProductPerceptionISSUEOutsideMidwestperceptionof“onlyforrich/famous”KnownforTertiaryCare(Notprimaryfamilycare)Thus,“notlikeme”BrandValueChain&TestingUseTheBrandValueChaintodetermineMeasurementTacticsandResultingMar

8、ketingStrategiesVal