国际营销专业英语Unit_6_Developing_a_Brand_Strategy教材教学课件.pptVIP

Unit Six Developing a Brand Strategy Learning Outline Introduction Brand Definition and the Importance of Marketing Strategy Define your Brand Determine Your Brand’s Objectives Focus on Your Target Audience Discover and Crush Your Brand Barriers Introduction The importance of developing a brand strategy Difficult step in marketing plan process Vital to the company identity Marketing components: primary target customer and/or client competition product and service mix unique selling proposition Brand Definition and the Importance of Marketing Strategy branding -- see you as the only one that provides a solution to their problem A good brand will achieve the objectives: delivers the message clearly confirms your credibility connects your target prospects emotionally motivates the buyer concrete users loyalty Define your Brand First step in the process Foundation for other components to build on Measuring stick in evaluation Determine Your Brand’s Objectives Determine the objectives - critical to effective brand management - brand includes company personality, image, core competencies and characteristics - credibility Build and develop the brand strategy Accomplish and meet those brand objectives Focus on Your Target Audience Define your target market 1st step: to conduct an informal market analysis 2nd step: to write a target audience definition