第11章 品牌策略教材编辑.pptVIP

第11章 品牌策略　;第一节 品牌概述;第1节 品牌概述;2、借助品牌，消费者可以得到相应的服务便利，如更换零部件、维修服务等;（二）品牌对生产者的作用;为什么品牌和品牌战略重要Why Brands and Branding are Important;成功的品牌是难以忘却的Successful Brands Are Memorable 成功的品牌是与众不同的Successful Brands Provide Differentiation 成功的品牌减少价格压力Successful Brands Reduce Price Pressure 成功的品牌能与顾客建立关系Successful Brands Establish a Relationship with Customers 成功的品牌是持久优势的来源Successful Brands Are a Source of Sustainable Advantage;第2节 品牌资产;Brand equity: Measures the brand’s ability to capture consumer awareness, acceptability, preference and loyalty. Is a valuable asset that offers many competitive advantages. Help to builds strong and profitable customer relationships that result in loyal customers.;The Brand Equity Pyramid凯勒的品牌权益创建理论 ;品牌价值的来源;品牌资产的构成; 无知名度;（二）品牌美誉度 品牌美誉度是指某品牌获得公众信任、支持和赞许的程度 ;（三）品牌忠诚度 消费者在一段时间甚至很长时间内重复选择某一品牌，并形成重复购买的倾向，被称为品牌忠诚;（四）品牌联想 品牌联想就是消费者想到某一品牌时能记起的与品牌相连的信息，如产品特点、使用场合+品牌个性等;品牌的价值是可以用经济学术语来度量的The Value of a Brand Is Measurable in Economic Terms 现有顾客拒绝转换Resistance to switching by current customers 获取新顾客的成本Cost of acquiring a new customer 顾客愿意支付高于竞争者品牌的价格溢价Premium a customer will pay for the brand over competitors 能抵挡竞争者的价格折扣威胁Resistance to price discounting by competitors 品牌是必须要长期维持的一项投资Brand is an investment that must be sustained over time;全球十大品牌 Brand Valuation;全球十大品牌 Brand Valuation;Major Brand Strategy Decisions;品牌所有者（归属） Brand Sponsor ;Brand Positioning;Brand Name Selection;Generic Names 总名称, 属名;Trade Characters个性标志 ;郭国庆　主编;郭国庆　主编;Licensing;Major Branding DecisionsBrand Sponsorship;郭国庆　主编;郭国庆　主编;Brand Sponsorship;产 品 延 伸 Line Extension;郭国庆　主编;Line Extensions;什么是品牌延伸？What Is Brand Extension?;品牌延伸的战略价值The Strategic Value of Brand Extension;品牌延伸的方法Methods of Brand Extension;成功的品牌延伸难以把握The Elusiveness of Successful Brand Extension;郭国庆　主编;郭国庆　主编;复习题