全球营销学课件Ch8ProductandBranddecisions.pptVIP

Chapter 8 Product and Brand Decisions Ⅰ. Basic product and  brand concepts 1. Brands (1) Brand concept Word mark + non-word mark A promise made by a particular company about a particular product A quality certification Differentiation between competing products (2) The sum of impressions about a brand is the Brand Image 品牌形象 Country of Origin as Brand Element Many factors affect brand image, but one factor of great concern is the country-of-origin effect on the market’s perception of the product Country-of-origin effect (COE) can be defined as any influence that the country of manufacture, assembly, or design has on a consumer’s positive or negative perception of a product Japan, Germany, France, Italy If a country produces high-quality products perceived as low quality, there are two alternatives: disguise the country of origin. keep foreign identification and change buyer attitudes. Local Products and Brands Brands that have achieved success in a single national market Represent the lifeblood of domestic companies Entrenched local products/brands can be a significant competitive hurdle to global companies return International Products and Brands Offered in several markets in a particular region ‘Euro-brands’ return Global Products and Brands Global brands have the same name and similar image and positioning throughout the world A global brand is not the same thing as a global product. No-brand brand: Muji 每当你拿到一件商品时，你会不自主地寻找它的品牌商标吗？但在无印良品（Muji）的所有商品上，无论是衣服，还是汽车，你却看不到任何标记，显然，它并不希望通过品牌商标来标识自己的产品。就像无印良品设计顾问原研哉所说的：“无印良品没有品牌策略，我们的初衷就是没有品牌。” 正如“无印良品”的名字一样，“无印”在日文中的意思是“没有花纹”，在它的产品中，你看不到华丽的装饰花纹和花俏繁复的设计，它推崇的是简单平实的设计风格，力求尽可能地还原素材本身的品质，并最大程度地体现出实用的功能性。它并非要培养人们“除此不行”、“这个很好”的观念，而是要告诉大家“这样就可以了”。所幸的是，无印良品的这一理念得到了大部分人的认同。 无印良品创建于80年代初的日本，在当时的日本设计界中，以视觉强化品牌识别是主流，但时任西友株式会社总裁的堤清二却觉得市场太过喧嚣而提出了“反品牌”的想法，于是他找来了几位知名设计师好友表达了自己的主张。最后，他在西武百货里开设了第一家无印良品店。堤清二认为，品牌商标只是外在的东西，并不能给消费者带来特别的好处，因此，无印良品只关心产品最根本的东西，而不是把精力放在各种花哨的装饰上。这样一来，最直接的好处是节省了不少品牌