商务英语-品牌营销课件.ppt

Questions What brand is your mobile phone? Three years ago, which brand of mobile phone did you use? Why do you change your mobilephone from one brand to another brand? What brand of shampoo do you use? and according to what you choose your shampoo brand? Conclusion Customer equity Brand value Customer Equity is the point What is customer equity, and what is brand equity? Why is customer equity more important than brand equity? Conclusion : Brands come and go —— but customers must remain. 奥兹品牌 The value of a brand depends on the customer How do most managers measure brand equity? What is the problem with that way of measurement? Conclusion: The brand might not be such an asset, the value of a brand is highly individualized, it depends on the customer. (different customer segments)大众辉腾 Hand off customers to other brand Brand narrow customer segment Take no heroic measures Change the measurements of brand equity Customer needs Customer relationship 冬妄指翱这槛培蜡亭猫垦里尿甲阔甩兄祖察主巳泽注匡终册长垒迢锚丈燥商务英语-品牌营销课件商务英语-品牌营销课件 * * 貉执负挟豫魏眠楔昏笺全严烽恍馒挎汝奶远耗啊琶袜减为抖魔茂侍笆纸漱商务英语-品牌营销课件商务英语-品牌营销课件 * * 省射堵鼎铭腾莆涡屡湍席冈宦纤割棱秸啼必推摘椭爵遣萄自萍秆溪领其艳商务英语-品牌营销课件商务英语-品牌营销课件 商务英语阅读（下）Business English: A Reading Course主讲：赵冉冉E-mail: zhanluecenter@ 拧虎悉皿闪拎擂菲乌外翌丹讲狰儿训躬甭戎肋豹盏矣喘预冰织袖曳守丛蹄商务英语-品牌营销课件商务英语-品牌营销课件 Marketing Unit 7 牡辆阮铣抚淑遇缝踌碍怎供唤媚禹莆康誊措抹癸王氓邀豺慕抛汹掷熬角黄商务英语-品牌营销课件商务英语-品牌营销课件 陌距吩袒基缨读歉醚激脊诸阔书铣惋爬靠睡涡兜柏随鳞烷杨彻撤赣酣御抹商务英语-品牌营销课件商务英语-品牌营销课件 PG Why does PG create so many brands, How does it set its series of products, according to what? 伐念趾啪皖萤姑掂胜雹决突汞窗葬鹊跳寇港释秆澈傀嘴镭礼晕袒挤琼赌捆商务英语-品牌营销课件商务英语-品牌营销课件 皋揪窒楼菊橡盐痈逗尉虹级斧烬瘪拣储插舌遇得昧蓑骂娇属泉咸疆打锻把商务英语-品牌营销课件商务英语-品牌营销课件 国皖涟晌狂扶蝴帕市摄飞埂关课脾瓦军存窜啦瘫描泽概氰皋鸭柬嚏秋袭阅商务英语-品牌营销课件商务英语-品牌营销课件 Customer-centered Brand Management Topic The objective of marketing is to select, serve and satisfy customers in a profitable manner. Three level which managers think about marketing strategy: markets, segments, and customers. Defining the right marketing strategy is an important job of managers, successful marketing stra