国际市场营销7brand剖析.ppt

Ⅱ.Brand position 一、A brand can deliver up to five levels of meaning: 1. Attributes. A brand first brings to mind certain product attributes. EX：Mercedes suggests such attributes as well engineered, well built, durable, high prestige, fast, expensive EX: Mont Blanc pen target ---the business executive ---a quality business letterhead, passport ---highest qualtiy pen Brand development LINE EXTENSIONS Line extensions occur when a company introduces additional items in a given product category under the same brand name, such as new flavours, forms, colours, ingredients or package sizes. It might want to meet consumers desires for variety it might recognize a latent consumer want and try to capitalize on it. * * 国际市场营销 International marketing Chapter9 The Brand management Ⅰ. Brand is “a name, term, symbol or design (or a combination of them) which is intended to signify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” (Philip Kotler, 2001) 品牌的内涵 产品品牌 (Product) 品牌名（Brand name) 货真价实的标志 (Badge of authenticity) 满意的保证 (Guarantee satisfaction) 品牌经验 （Brand experience) 产品经验 （Product Experience) 品牌保证 (brand reassurance) 品牌个性 （Brand personality) 完整的品牌 （A complete brand) 社会性品牌价值 （Social brand values) 个人品牌价值 （Personal brand values) 2.Benefits. Customers do not buy attributes, they buy benefits. the attribute durable could translate into the functional benefit The attribute expensive‘ might translate into the emotional benefit, 3.Values. A brand also says something about the buyers values. Thus Mercedes buyers value high performance, safety and prestige 4.Culture: A brand also represents a certain culture. The Mercedes represents “German culture”: high performance, efficient, high quality. 5.Personality. A brand also projects a personality. ‘If this brand were a person, what kind of person would be it desired self-images match the brands