【英文】战略品牌管理-Strategic Brand Management教案.pptVIP

Measuring Brand Equity Objective: To guarantee assets/liabilities are nurtured and managed (loyalty, awareness, perceived quality, propriety brand assets) Develop Focused Master Plan Create Long term Strategic Orientation * Brand Marketing Process ANNUAL STRATEGIES How will the objectives be achieved? Annual Plan Execution Three Year and ANNUAL Objectives What do I want to Accomplish Objectives Should be S.M.A.R.T Establish Positioning Concept Marketing Plan Execution Functional Objectives Strategies And Tactical Plan Physical Product Package Pricing Advertising Media Public Relations Consumer Retailer Promo Market Research Analysis Long Term Strategy Measure Brand Equity Business Analysis Market Competitive Trends Consumer Insights SWOTs Marketing Mix Financial Health Strategic Implications Strategy Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role * Brand Marketing Process Analysis Long Term Strategy Measure Brand Equity Business Analysis Market Competitive Trends Consumer Insights SWOTs Marketing Mix Financial Health Strategic Implications Strategy Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role Establish Positioning Concept Analysis Long Term Strategy * ANNUAL STRATEGIES How will the objectives be achieved? Brand Marketing Process Annual Plan Execution Three Year and ANNUAL Objectives What do I want to Accomplish Objectives Should be S.M.A.R.T Establish Positioning Concept Marketing Plan Execution Functional Objectives Strategies And Tactical Plan Physical Product Package Pricing Advertising Media Public Relations Consumer Retailer Promo Market Research * Brand Marketing Process ANNUAL STRATEGIES How will the objectives be achieved? Annual Plan Execution Three Year and ANNUAL Objectives What do I want to Accomplish Objectives Should be S.M.A.R.T Establish Positioning Concept Marketing Plan Execution Functional Obj