营销学教学课件（英文版）pom12_media08.pptVIP

Branding Strategy: Building Strong Brands Brand represents the consumer’s perceptions and feelings about a product and its performance. It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers Branding Strategy: Building Strong Brands Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service. Brand equity provides competitive advantage Consumer awareness and loyalty/Benefits/Beliefs and value Customer equity is the value of the customer relationships that the brand creates Branding Strategy: Building Strong Brands Brand strategy decisions include: Brand positioning Brand name selection Brand sponsorship Brand development Branding Strategy: Building Strong Brands Product attributes Product benefits Product beliefs and values Brand Positioning Branding Strategy: Building Strong Brands Brand Name Selection Desirable qualities Suggest benefits and qualities Easy to pronounce, recognize, and remember Distinctive Extendable Translatable for the global economy Branding Strategy: Building Strong Brands Brand Sponsorship Manufacturer’s brand Private brand Licensed brand Co-brand Branding Strategy: Building Strong Brands Brand Development Strategies Line extensions Brand extensions Multibrands New brands Branding Strategy: Building Strong Brands Brand Development Strategies Branding Strategy: Building Strong Brands Brand Development Line extensions occur when a company extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category Brand extensions extend a brand name to a new or modified product in a new category Branding Strategy: