英文战略品牌管理Strategic Bran Management.pptVIP

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 Bra