品牌管理-Brand Manage

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1、BrandManagementBusiness6210,Winter2008DeanneFisherObjectivesTounderstandthatabrandismorethanaproductToexaminethefivestepsinbuildingabrandToconsiderthefivestrategicbranddecisionsthataffecthowmarcomsareusedTounderstandhowIMCbuildrelationshipsthatcreatebrandvalueToexaminetheanatomy

2、ofprofitablebrandrelationshipsCadburyMegabrandCaseABrandIsMorethanaProductBrandsareperceptionsIntegratedbundleofinformationandexperiences*IdentifiesproductandmakerHasassociationsandimageABrandIsMorethanaProductBrandstransformproductsConsumersusetangibleattributestodecidewhethert

3、woproductsaredifferent*ConsumersuseintangibleattributestodecidehowtwoproductsaredifferentQualityandvalueBrandimage**PerceptionsofbrandusersIntangibleattributesDifficultforcompetitorstocopyMorelikelytoinvolveconsumersemotionallyABrandIsMorethanaProductBrandpromiseBrandisavirtualc

4、ontractbetweenacompanyandacustomerFailuretodeliveronapromisedissatisfactionCustomerexpectationsmustbemanagedABrandIsMorethanaProductBrandequityIntangiblevalueofacompanybeyonditsphysicalassetsPremiumpricingmethodRoyaltymethodElementsBrand-nameawarenessBrandassociationsPerceivedq

5、ualityProprietaryassets(patents,trademarks,etc.)BrandloyaltyHowBrandsAreBuiltFivestepsSelectanameandsymbolCreateawarenessandbrandidentityPositionthebrandCreateabrandimageCreatetrustChoosingaBrandName&SymbolChoosingabrandnameBenefitdescriptionAssociationDistinctionPronounceabilit

6、yChoosingabrandsymbolLogoVisualelements*AudioelementsTrademarksBrandingStrategiesAim:ToensurethattheimageandperceptionofabrandaremaximizedFamilyBrandsBrandextensionsCooperativeBrandingCo-BrandingIngredientbrandingPrivateBrandsStakeholdersCustomersEmployeesGovernment,communities,

7、financial&investorcommunity,specialinterestgroups,suppliers,distributionchannelmembers,themedia,etc.StakeholderOverlapCustomersCommunityEmployeesShareholdersSuppliersMediaBrandRelationshipsAcquisitionversusretentionTrustSatisfactionConsistencyAccessibilityResponsivenessCommitmen

8、tAffinityLikingBrandRelationshipsIntensity*Awar