品牌管理ppt课件 (8).ppt

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1、CHAPTER4:CHOOSINGBRANDELEMENTSTOBUILDBRANDEQUITYKevinLaneKellerTuckSchoolofBusinessDartmouthCollege4.1BuildingCustomer-BasedBrandEquityBrandknowledgestructuresdependon:TheinitialchoicesforthebrandelementsThesupportingmarketingprogramandthemannerbywhichthebrandisintegratedintoitOth

2、erassociationsindirectlytransferredtothebrandbylinkingittosomeotherentities4.2CriteriaforChoosingBrandElementsMemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityProtectabilityMarketer’soffensivestrategyandbuildbrandequityDefensiveroleforleveragingandmaintainingbrandequit

3、y4.3MemorabilityBrandelementsshouldinherentlybememorableandattention-getting,andthereforefacilitaterecallorrecognition.Forexample,abrandofpropanegascylindersnamedBlueRhinofeaturingapowder-blueanimalmascotwithadistinctiveyellowflameislikelytostickinthemindsofconsumers.4.4Meaningfulne

4、ssBrandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasivecontent.TwoparticularlyimportantcriteriaGeneralinformationaboutthenatureoftheproductcategorySpecificinformationaboutparticularattributesandbenefitsofthebrandThefirstdimensionisanimportantdeterminantofbrandawa

5、renessandsalience;thesecond,ofbrandimageandpositioning.4.5LikabilityDocustomersfindthebrandelementaestheticallyappealing?Descriptiveandpersuasiveelementsreducetheburdenonmarketingcommunicationstobuildawareness.4.6TransferabilityHowusefulisthebrandelementforlineorcategoryextensions?T

6、owhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?4.7AdaptabilityThemoreadaptableandflexiblethebrandelement,theeasieritistoupdateittochangesinconsumervaluesandopinions.Forexample,logosandcharacterscanbegivenanewlookoranewdesigntomakethemappear

7、moremodernandrelevant.4.8ProtectabilityMarketersshould:Choosebrandelementsthatcanbelegallyprotectedinternationally.Formallyregisterchosenbrandelementswiththeappropriatelegalbodies.Vigorouslydefendtrademarksfromunauthorizedcompetitiveinfringement.4.9TacticsforBrandElementsAvarietyofb

8、randelementscanbech