首都经济贸易大学研究生企管班市场营销与企业发展张梦霞院长课件资料精要.ppt

建立基于客户的品牌资产 品牌建立工具和目标 消费者知识效应 品牌利益 选择品牌元素 Brand name Memorability Logo Meaningfulness Symbol Appeal可爱 Character Transferability Packaging Adaptability Slogan Protectability 发展营销计划 Product Tangible and intangible benefits Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match 匹配 options 次级品牌杠杆 Company Country of origin Channel of distribution Other brands Endorsor 背书 Event Awareness Meaningfulness Transferability 可能的产出 Greater loyalty Less vulnerability 脆弱性 to competitive marketing actions and crises Larger m