凯勒_战略品牌管理_SBM3_01.pdf

CHAPTER 1: CHAPTER 1: BRANDS BRAND MANAGEMENT BRANDS BRAND MANAGEMENT Kevin Lane Keller Kevin Lane Keller Tuck School of Business Tuck School of Business Dartmouth College Dartmouth College 1.1 What is a brand? What is a brand?  For the American Marketing Association (AMA), a brand is a  For the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” of sellers and to differentiate them from those of competition.”  These different components of a brand that identify and  These different components of a brand that identify and differentiate it are brand elements. differentiate it are brand elements. 1.2 What is a brand? What is a brand?  Many practicing managers refer to a brand as more than that—  Many practicing managers refer to a brand as more than that— as something that has actually created a certain amount of as something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. awareness, reputation, prominence, and so on in the marketplace.  We can make a distinction between the AMA definition of a  We can make a distinction between the AMA definition of a “brand” with a small b and the industry’s concept of a “B