品牌管理-Brand Manage.pptVIP

Brand Management Business 6210, Winter 2008 Deanne Fisher Objectives To understand that a brand is more than a product To examine the five steps in building a brand To consider the five strategic brand decisions that affect how marcoms are used To understand how IMC build relationships that create brand value To examine the anatomy of profitable brand relationships Cadbury Megabrand Case A Brand Is More than a Product Brands are perceptions Integrated bundle of information and experiences * Identifies product and maker Has associations and image A Brand Is More than a Product Brands transform products Consumers use tangible attributes to decide whether two products are different * Consumers use intangible attributes to decide how two products are different Quality and value Brand image * * Perceptions of brand users Intangible attributes Difficult for competitors to copy More likely to involve consumers emotionally A Brand Is More than a Product Brand promise Brand is a virtual contract between a company and a customer Failure to deliver on a promise ? dissatisfaction Customer expectations must be managed A Brand Is More than a Product Brand equity Intangible value of a company beyond its physical assets Premium pricing method Royalty method Elements Brand-name awareness Brand associations Perceived quality Proprietary assets (patents, trademarks, etc.) Brand loyalty How Brands Are Built Five steps Select a name and symbol Create awareness and brand identity Position the brand Create a brand image Create trust Choosing a Brand Name Symbol Choosing a brand name Benefit description Association Distinction Pronounceability Choosing a brand symbol Logo Visual elements * Audio elements Trademarks Branding Strategies Aim: To ensure that the image and perception of a brand are maximized Family Brands Brand extensions Cooperative Branding Co-Branding Ingredient branding Private Brands Stakeholders Stakeholder Overlap Brand Relationships Acquisition versus retention Trust