品牌管理整理

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1、品牌管理整理：Chapter.1①定义（definition）：AccordingtotheAmericanMarketingAssociation(AMA),abrandisa“name,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition”.

2、(P2)②品牌的优点：Consumers:·Identificationofsourceofproduct识别产品来源·Assignmentofresponsibilitytoproductmaker追溯制造商责任的依据·Riskreducer减少风险·Searchcostreducer降低搜寻成本·Promise,bond,orpactwithmakerofproduct产品质量的承诺和契约·Symbolicdevice象征意义·Signalofquality质量信号Manufacturers·M

3、eansofidentificationtosimplifyhandlingortracing简化处理或追踪的识别工具·Meansoflegallyprotectinguniquefeatures合法保护产品独特性的工具·Signalofqualityleveltosatisfiedcustomers满足顾客质量要求的标志·Meansofendowingproductswithuniqueassociations赋予产品独特联想的途径·Sourceofcompetitiveadvantage竞争优势

4、的源泉·Sourceoffinancialreturns财务回报的来源（P6）③战略品牌管理过程1.Identifyingandestablishingbrandpositioning识别和确立品牌定位和价值2.Planningandimplementingbrandmarketingprograms规划并执行品牌营销活动3.Measuringandinterpretingbrandperformance评估和诠释品牌绩效4.Growingandsustainingbrandequity提升和维系品

5、牌资产（P33）Chapter.2①Customer-basedbrandequity:Threeingredients:(1)differentialeffect差异化效应(2)brandknowledge品牌知识(3)consumerresponsetomarketing顾客对营销的反应(P41)②Brandknowledge:Twocomponents:(1)brandawareness品牌认知(2)brandimage品牌形象(P43)Chapter.3①Brandpositioning:A

6、ccordingtotheCBBEmodel,decidingonapositioningrequiresdeterminingaframeofreference(byidentifyingthetargetmarketandthenatureofcompetition)andidealpointsofparityandpointsofdifferencebrandassociations.(P80)②PODs:Pointsofdifference：areattributesorbenefitsth

7、atconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievethattheycouldnotfindtothesameextentwithacompetitivebrandPOPs:Pointsofparityassociations：ontheotherhand,arenotnecessarilyuniquetothebrandbutmayinfactbesharedwithotherbrands.(P89)①Delive

8、rabilityCriteria:可传达性标准Threekeydeliverabilitycriteria:(1)Feasibility可行性(2)Communicability沟通性(3)Sustainability持续性(P94)Chapter.4①选择品牌要素的标准Sixcriteriaforbrandelements1.Memorable（可记忆性）:(1)easilyrecognized(2)easilyrecalled2.Meaningful（有意义）:(