营销策略英语课件课本ch08新.pptVIP

1. Product Strategies 2. Product Concept Five Product Levels 3. Brand and Brand Strategy 品牌参与度：品牌与消费者的关系 Branding Decision Brand Name Decision Brand strategies (2) 4.Product Line Management Optimal Product-Line Length 5. Product Life Cycle Marketing Strategies: Introduction stage Marketing Strategies: Growth Stage Market Strategies: Maturity Stage Marketing Strategies:Decline Stage 6. New Product Development New Product Development Process Brand Strategies (1) Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New New Brands Co- Brands Brand Identity Brand Positioning Brand Equity Brand Extension Brand Culture Brand Equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a service to a firm and/or that firm’s customers. What’s Brand Equity ????????? Brand Value 1997 1998 1999 2000 434.27 479.78 838.45 725.37 89.93 566.54 701.97 132.67 144.42 148.30 88.00 144.64 142.31 164.10 153.58 170.69 322.75 335.53 104.99 132.74 300.21 390.49 110.26 119.85 Brand Equity Brand Loyalty Brand Awareness Perceived Quality Brand Association Competitive Advantage 品牌知名度 第一提及知名度 未提示知名度 提示知名度 无知名度 消费者在没有任何提示情况下，对于本行业会首先想到本品牌 第二个想到的品牌 经过提示之后，表示记得 经过提示仍想不起来 Competitive advantages of high brand equity: The company will have more leverage in bargaining with distributors and retailers because customers expect them to carry the brand. The company can charge a higher price than its competitors because the brand has higher perceived quality. The company can more easily launch extensions because the brand name carries high credibility. The brand offers some defense against price competition. Soap Camay,Ivory Shampoo Head Shoulders Rejoice Pantene Vidal Sassoon Skin Care Oil of Olay Make up SKII, Max Factor, Cover Girl Pampers Sanitary Napkins Safe Free Snack Pringles Product Lines Product Mix Width - number of different pr