第11篇品牌策略.pptVIP

为什么品牌和品牌战略重要Why Brands and Branding are Important 成功的品牌是难以忘却的Successful Brands Are Memorable 成功的品牌是与众不同的Successful Brands Provide Differentiation 成功的品牌减少价格压力Successful Brands Reduce Price Pressure 成功的品牌能与顾客建立关系Successful Brands Establish a Relationship with Customers 成功的品牌是持久优势的来源Successful Brands Are a Source of Sustainable Advantage Brand equity: Measures the brand’s ability to capture consumer awareness, acceptability, preference and loyalty. Is a valuable asset that offers many competitive advantages. Help to builds strong and profitable customer relationships that result in loyal customers. The Brand Equity Pyramid凯勒的品牌权益创建理论 品牌价值的来源 品牌的价值是可以用经济学术语来度量的The Value of a Brand Is Measurable in Economic Terms 现有顾客拒绝转换Resistance to switching by current customers 获取新顾客的成本Cost of acquiring a new customer 顾客愿意支付高于竞争者品牌的价格溢价Premium a customer will pay for the brand over competitors 能抵挡竞争者的价格折扣威胁Resistance to price discounting by competitors 品牌是必须要长期维持的一项投资Brand is an investment that must be sustained over time 全球十大品牌 Brand Valuation 全球十大品牌 Brand Valuation Major Brand Strategy Decisions 主要的品牌战略决策 Major Brand Strategy Decisions Brand Positioning Marketers can position brands at any of three levels: Product attributes Product benefits Beliefs and values Brand Name Selection Desirable qualities for a brand name: It should suggest the product’s benefits and qualities (federal express). It should be easy to pronounce, recognize, and remember (coke cola). It should be distinctive(oracle, google). It should be extendable (娃哈哈）. It should translate easily into foreign languages (Legend = LENOVO； coke cola：可口可乐 ). It should be capable of registration and legal protection. Generic Names 总名称, 属名 Used to describe a product class（产品类别） Trade Characters个性标志 Licensing Nickelodeon’s many licensed characters have generated more than $5.3 billion in licensing revenues in under five years. Licensing rights are purchased by makers of cereal and clothing, to name just a