英文战略品牌管理Strategic Bran Management.ppt

Measuring Brand Equity SWOT Purpose: to guide thinking and help distill the key issues and opportunities facing the Brand AND the category Can be done in competitive analysis OPPORTUNITY Unsatisfied or poorly satisfied need in the marketplace which our company can perform profitability THREAT Potential problem from external source which could undermine our Brand’s competitive position if not addressed. EXTERNAL to the brand Markets, competitors, retail, social trends etc * Consumer-Based Brand Equity Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgments Consumer Feelings Brand Performance Brand Imagery 4 Intense, Active Loyalty 1 Deep Broad Brand Awareness 2 Points of Difference 3 Positive Accessible Reactions Consumer Acceptance Cycle THIS is Where the Insight Lives * Consumer-Based Brand Equity Pyramid Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality Values History, Heritage, Experiences Brand Characteristics Secondary Features Product Reliability, Durability Serviceability Service Effectiveness, Efficiency, Empathy Style and Design; Price Category Identification Needs Satisfied * Insight to Positioning State the thought you wish to implant in your target’s mind: TO (core target audience), (Brand Name), IS THE (frame of reference) THAT (owned benefit) BECAUSE (support or reason to believe) Power Positioning LINKS to Consumer Insight * Introducing (Brand Name)Succinct insight driven benefits (benefit statement) Consumer Insight statement (AHA not fact). Introducing New Brand. What it does (relevant core benefit to consumer). Reason to believe (how/why it do