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ID:51571331
大小:137.00 KB
页数:30页
时间:2020-03-23
《设计和实施品牌战略教材.ppt》由会员上传分享,免费在线阅读,更多相关内容在PPT专区-天天文库。
1、CHAPTER11:DESIGNINGANDIMPLEMENTINGBRANDINGSTRATEGIESKevinLaneKellerTuckSchoolofBusinessDartmouthCollege1BrandingstrategyBrandingstrategyiscriticalbecauseitisthemeansbywhichthefirmcanhelpconsumersunderstanditsproductsandservicesandorganizethemintheirminds.Twoimportantstrategictools:Thebra
2、nd-productmatrixandthebrandhierarchyhelptocharacterizeandformulatebrandingstrategiesbydefiningvariousrelationshipsamongbrandsandproducts.2BrandingStrategyorBrandArchitectureThebrandingstrategyforafirmreflectsthenumberandnatureofcommonordistinctivebrandelementsappliedtothedifferentproductss
3、oldbythefirm.Whichbrandelementscanbeappliedtowhichproductsandthenatureofnewandexistingbrandelementstobeappliedtonewproducts3TheroleofBrandArchitectureClarify:brandawarenessImproveconsumerunderstandingandcommunicatesimilarityanddifferencesbetweenindividualproductsMotivate:brandimageMaximize
4、transferofequityto/fromthebrandtoindividualproductstoimprovetrialandrepeatpurchase4Brand-ProductMatrixMustdefine:Brand-Productrelationships(rows)LineandcategoryextensionsProduct-Brandrelationships(columns)Brandportfolio1234ABCProductsBrands5ImportantDefinitionsProductlineAgrouppfproductswi
5、thinaproductcategorythatarecloselyrelatedProductmix(productassortment)ThesetofallproductlinesanditemsthataparticularsellermakesavailabletobuyersBrandmix(brandassortment)Thesetofallbrandlinesthataparticularsellermakesavailabletobuyers6BreadthofaBrandingStrategyBreadthofproductmixAggregatema
6、rketfactorsCategoryfactorsEnvironmentalfactorsDepthofproductmixExaminingthepercentageofsalesandprofitscontributedbyeachitemintheproductlineDecidingtoincreasethelengthoftheproductlinebyaddingnewvariantsoritemstypicallyexpandsmarketcoverageandthereforemarketsharebutalsoincreasescosts7Depthof
7、aBrandingStrategyThenumberandnatureofdifferentbrandsmarketedintheproductclasssoldbyafirmReferredtoasbrandportfolioThereasonistopursuedifferentmarketsegments,differentchannelsofdistribution,ordifferentgeographicboundariesMaximizemarketcoverageandminimizebrandov
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