品牌营销战略-外文翻译（可编辑）.docVIP

品牌营销战略-外文翻译 Title: Brand Leadership Material Source: NewYork The Free Press Author: Aaker ,David A Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with competing products more favorable.It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacture. This can result from a combination of increased sales and increased price, and/or reduced COGScost of goods sold, and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, “Brand Managers” often carry line-management accountability for a brand’s PLProfit and Loss profitability, in contrast to marketing staff manager roles,which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone. The annual list of the world’s most valuable brands, pulished by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility. The discipline of brand management was started at Procter Gamble PLC as a result of a famous memo by Neil H, McElroy. Principles of brand management ?A good brand name should:be protected or at least protectable udder trademark law be easy to pronounce? be easy to remember be easy to recogniz