keller 战略品牌管理 10 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料.pptVIP

BrandAsset? Valuator (BAV) Healthy brands have greater Differentiation than Relevance Brands with greater Relevance than Differentiation are in danger of becoming commodities More Esteem than Knowledge means, “I’d like to get to know you better” Too much Knowledge can be dangerous“I know you and you’re nothing special”  A Two Dimensional Framework for Diagnosing Brands: The Power Grid Brand Health Is Captured on the PowerGrid USA 1999 PowerGrid Sample YR Resonance Research YR Resonance Research With BAV Comparison to Other Models WPP BRANDZ Millward Brown Brand Dynamics Pyramid Bonding Advantage Performance Relevance Presence Comparison to Other Models Research International (Affinity Performance) Authority Heritage Trust Innovativeness Identification Bonding Caring Nostalgia Approval Prestige Acceptability Endorsement 本文观看结束！！！ * 240,000+ consumers Up to 181 categories 137 studies 40 countries 8 years 56 different brand metrics Common methodology Four Primary Aspects How Brands Are Built Knowledge The culmination of brand building efforts; acquisition of consumer experience Esteem Consumer respect, regard, reputation; a fulfillment of perceived consumer promise Relevance Relates to usage and subsumes the 5 P’s of marketing; relates to sale Differentiation The basis for consumer choice; the essence of the brand, source of margin Room to grow... Brand has power to build Relevance. D R 0 10 20 30 40 50 60 70 80 90 100 Differentiation Relevance Examples: Harley Davidson Yahoo! America On-Line Williams-Sonoma Ikea Bloomberg Business News R D 0 10 20 30 40 50 60 70 80 90 100 DIFFERENTIATION RELEVANCE Uniqueness has faded; Price becomes dominant reason to buy. Examples: Exxon Mott’s McDonald’s Crest Minute Maid Fruit of the Loom Peter Pan (peanut butter) E K 0 10 20 30 40 50 60 70 80 90 100 ESTEEM KNOWLEDGE Brand is better liked than known. Examples: Coach leatherwear Tag Heuer Calphalon Movado Blaupunkt Pella