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1、StrategicBrandManagementAdvancedunderstandingofconsumerandbrandvalueSneakPreviewRolandBergerNewYork,Paris,MunichOctober20021The"right"or"wrong"brandstrategyhasimmediateimpactonbusinesssuccess,profitability–andthusoncorporatevalue•Theimportanceofbrandsiseverincreasing:Consumersar
2、eincreasingly"bombarded"withadvertisingmessagesandinformation.Asaconsequenceofthisinformationoverkill,abrandhasbecometheabbreviationofallitspositiveandnegativerationalandemotionalassociations–brandsincreasinglygivepeopleorientationandidentityina"crazy"world•Brandcompaniesareever
3、battlingagainstnumerous"imperfections"–Salesmanagers,marketingmanagers,andproductdevelopersoftenworkinisolationfromeachother.Asaresult,themarketingmixisusuallyindividuallyoptimised,"overloaded“andnotentirelyconclusive–Theresultsofthevariousplayersalongthestrategicbranddevelopmen
4、tprocessarenotcompatiblewitheachother,i.e.ahuge"lossofinformation"betweenmarketresearchers,strategists,andadvertisingcreativesistheconsequence–Thesuccessorfailureofaparticularbrandstrategyisoftendifficulttoexplain.Discussionaboutthestrategicdevelopmentofbrandstendtobeabstractand
5、aregenerallysubjecttotheemotional,subjectiveimpressionsofthepeopleinvolved:the"language"ispronetomisunderstandingsThus,thestrategicdevelopmentofbrandsoftenhappens"bycoincidence"•Thebrandstrategyhasadirectimpactonthebrand'scorporatevalue,i.e.successonthemarket,growth,marketshare,
6、price,margins,andearnings–andthusonmarketcapitalizationandcorporatevalueSource:RolandBerger2Brandsaredeveloped"bycoincidence"–thestrategicbrandmanagementprocessisfragmentedBrandDiagnosisBrandStrategyDevelopmentBrandStrategyImplementationLaunchMarketSWOTStrategyStrategySolutionSo
7、lutionExecutionResearchAnalysisConceptionApprovalCreationApprovalMarketQual/QuantQual/QuantBrandStrategyResear-ResearchSWOTRecommendationcherQuantitativeQuantitativeActionApprovalFollowProductApprovalExecutionBrandStrategyResearchSWOTPlanAup?Assortment11ApprovalExecutionPrice22A
8、pprovalExecutionPlace/Distribution33StrategyCon
