Branding 品牌管理要点解析.ppt

* * * * * * * * * * * * * * * * * * On Line: Kellogg’s and Disney How are Kellogg’s and Disney promoting their cobranding of cereals on their company Web sites? Does one of the two companies benefit more than the other from the arrangement? If so, which one? How? On-Line: Post and Quaker Oats Ingredient branding can enhance the prestige and value of a brand.? Cookies and candies are some common ingredients that appear in other products, like cereal and ice cream.? Visit the Post Cereal and Quaker Oats Web sites to see how each company has incorporated ingredient branding into its marketing strategy.? What ingredients is each company using in its products?? Do you think the cobranded products you find have increased value over a plain product (i.e., a product without a branded?ingredient)? * * * * * * * On Line Food and Drug Administration Just what does the label on your snack foods say? What about your makeup? Go to the Food and Drug Administration’s Web site to read the exact requirements for labeling various products. Pick a product and report back to the class. * * * Final session By K Anandhi CII-IL Brand Management Brand A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products. An Effective Brand Name Is easy to pronounce Is easy to recognize and remember Is short, distinctive, and unique Describes the product, use, and benefits Has a positive connotation Reinforces the product image Is legally protectable Branding Brand Name Brand Mark Brand Equity That part of a brand that can be spoken, including letters, words, and numbers. The elements of a brand that cannot be spoken. The value of company and brand names. Awareness, quality, loyalty, patent and trademark. Benefits of Branding Powerful asset/tool in establishing competitive advantage- translates into brand equity ( the value of the company and brand names) Product identification! Consumer