keller 战略品牌管理 03.ppt

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1、BrandPositioningDefinecompetitiveframeofreferenceTargetmarketNatureofcompetitionDefinedesiredbrandknowledgestructuresPoints-of-paritynecessarycompetitivePoints-of-differencestrong,favorable,anduniquebrandassociationsIssuesinImplementingBrandPositioningEstablishi

2、ngCategoryMembershipIdentifying&ChoosingPOP’s&POD’sCommunicating&EstablishingPOP’s&POD’sSustaining&EvolvingPOD’s&POP’sEstablishingCategoryMembershipProductdescriptorExemplarcomparisonsIdentifying&ChoosingPOP’s&POD’sDesirabilitycriteria(consumerperspective)Persona

3、llyrelevantDistinctive&superiorBelievable&credibleDeliverabilitycriteria(firmperspective)FeasibleProfitablePre-emptive,defensible&difficulttoattackMajorChallengesinPositioningFindcompelling&impactfulpoints-of-difference(MacMillan&McGrath,HBR,‘97)Howdopeoplebecome

4、awareoftheirneedforyourproductandservice?Howdoconsumersfindyouroffering?Howdoconsumersmaketheirfinalselection?Howdoconsumersorderandpurchaseyourproductorservice?Whathappenswhenyourproductorserviceisdelivered?Howisyourproductinstalled?Howisyourproductorservicepaid

5、for?MajorChallengesinPositioningFindcompelling&impactfulpoints-of-difference(cont.)Howisyourproductstored?Howisyourproductmovedaround?Whatistheconsumerreallyusingyourproductfor?Whatdoconsumersneedhelpwithwhentheyuseyourproduct?Whataboutreturnsorexchanges?Howisyou

6、rproductrepairedorserviced?Whathappenswhenyourproductisdisposedofornolongerused?Communicating&EstablishingPOP’s&POD’sCreatePOP’sandPOD’sinthefaceofattribute&benefittrade-offsPrice&qualityConvenience&qualityTaste&lowcaloriesEfficacy&mildnessPower&safetyUbiquity&pr

7、estigeComprehensiveness(variety)&simplicityStrength&refinementStrategiestoReconcileAttribute&BenefitTrade-OffsEstablishseparatemarketingprogramsLeveragesecondaryassociation(e.g.,co-brand)Re-definetherelationshipfromnegativetopositiveSustaining&EvolvingPOP’s&POD’

8、sCoreBrandValues&CoreBrandPropositionCoreBrandValuesSetofabstractconceptsorphrasesthatcharacterizethe5-10mostimportantdimensionsofthementalmapofabrand.Relateto