品牌建设框架培训课件.ppt

* The first point Id like to make on Brand Equity and Communication Strategy is the importance of answering these questions with a very clear picture of the target audience in mind. It’s often best to first define the target and then define what you want your Brand to stand for in the mind and heart of your target. However, in practice, the target and equity work tend to be more iterative. An equity idea may create an opportunity to refine a target audience definition. On Bayer, for example, the decision to expand the Brand Equity from pain relief to cardiac prevention resulted in a re-examination of the target. In this section we’ll discuss best practices for creating and managing Brand Equity and translating Brand Equity choices into Communication Strategies. * Brand Equity is what sets your brand apart from competition in the hearts and minds of your target. Martin Nuechtern suggested we think of this as the Brands DNA. * There are 5 key elements of Brand Equity. First, the 3 strategic elements are Overall Equity, Strategic Equities and Brand Character. I want to talk about each of these in a bit more detail in a moment but I want to begin by drawing your attention to the fact we are calling out Brand Character as a separate Equity element. In the past we have talked about Character as one of the Strategic Equities. However, given the very important role a distinctive Brand Character which is well executed in marketing communications can have on building your business, we think its right to highlight this separately. Second, there are 2 executional Brand Equity elements. Executional Properties are the few elements of the brands marketing which have long-term stature, in-market pedigree and strong consumer identification with the brand. Examples would be the Mr. Pringles icon, Marlboros cowboy country imagery or Secrets Strong enough for a man but made for a woman selling line. Visual Identity is the distinctive and consistent visual expression o