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1、MarketingManagementReviewofLastSession/HousekeepingNewDevelopmentsBrandManagementPillars‘Positioning’viathepillarsNPD8stageprocessvLandroverpracticeCaseExerciseQuestions/ReadingfornextweekWhatisaBrand?Abrandisaname,term,sign,symbol,ordesignoracombinationofthemintendedtoidentifythegoods
2、andservicesofonesellerandtodifferentiatethemfromthoseofthecompetition-(Bennett,P.D.,1998,AMA)BrandingBasicsCont’d.Brandsare:-Whatthecustomerbuystherecepticaloftheemotionalvaluesoverandabovethefunctionalvaluesoftheproduct/servicemuchmoredifficulttocopyandthuscompetewithamajorpotentialso
3、urceofdifferentiationlonger-lived-brandscantranscendtheoriginalproduct/service.Itistheproduct’sDNA.BrandArchitectureandEquityBrandKnowledgeBrandHeritageCoreValuesBrandTerritoryBrandPersonalityBrandPropertiesBrandLoyaltyBrandEquityBrandArchitecture1.BrandHeritage-Thebrandbrings…2.CoreBr
4、andValues-Thebrandmeans…3.BrandTerritory-Thebrandcompetesin…4.BrandPersonality-Thebrandislike…5.BrandProperties-Thebrandowns...LandroverExampleAccordingtoNestlé,thestrengthofthebrand’spositioningisbuiltonfive“pillars”:BrandArchitecture1.BrandHeritage-Thebrandbrings…2.CoreBrandValues-Th
5、ebrandmeans…3.BrandTerritory-Thebrandcompetesin…4.BrandPersonality-Thebrandislike…5.BrandProperties-Thebrandowns...LandroverExampleAccordingtoNestlé,thestrengthofthebrand’spositioningisbuiltonfive“pillars”:50yearsofTradition.Britishness.Royalty?4X4Market.Outdoors.AdventureMarketetc.Mal
6、e,Extrovert,QuietlyAssured,Informal‘conservative’.Logo,BrandOval,BRGandGold,ShapeGuts,Authenticity,Originality,Ruggedness,CapabilityBrandArchitecture-TryItYourself!!1.BrandBackground-Thebrandbrings…2.BrandCoreValues-Thebrandmeans…3.BrandTerritory-Thebrandcompetesin…4.BrandPersonality-T
7、hebrandis…5.BrandProperties-Thebrandowns...YourBrandExampleAccordingtoNestlé,thestrengthofthebrand’spositioningisbuiltonfive“pillars”:InnovationLifeCycle/BCGImplicationsBeingtheLeaderprovidesadvantagesBetterMousetrap?RevenueTime0IntroductionstageGrowthstageMaturitystageDeclinestageTh
