BRANDING品牌管理.pptVIP

品牌管理 Branding What is branding？ The process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. catalogue BRAND ANALYS --卢晓东 DEVELOPING A BRAND --胡文康 BRAND NAMES --任笑菲 CONVERSATION TIME APPLE’S BRANDING STRATEGY —廖洁璇 BRANDING Effective brand names are easy to pronounce, recognize, and remember.(Short names such as Nike and Converse meet these requirements.) Marketers try to overcome the problem of easily mispronounced brand names by teaching consumers how to pronounce them correctly. Brand Names A particularly acute problem in selecting brand names: an excellent brand name in one country may prove disastrous in another. Firms marketing a product in many countries must decide whether to use a single brand name universally or tailor the name to individual countries.Because of differences in language and culture, some firms create brand names to fit local markets.( Eg：In eastern Europe the Yellow Pages telephone directory is called the Golden Pages to connote an image of quality.) Brand names should also give buyers the correct connotation of the product’s image（Eg:1.Specialized Bicycles carry the image of champion bicyclists. 2. VISA suggests a credit card with global use.） The brand name must also be legally protectable. The Lanham Act of 1946 states registered trademarks must not contain word or phrases in general use, such as automobile or suntan lotion Brand Analysis Explains who you are - where you are and what your condition really is.Brand analysis produces a clear snapshot of your brand compared to your competitors and its condition in general. What first surfaces is your current position versus your competition?You have to find out what your competitive share is, through comparing your market growth with the growth of