国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 6 Developing a Brand Strategy.pptVIP

Unit Six Developing a Brand Strategy Learning Outline Introduction Brand Definition and the Importance of Marketing Strategy Define your Brand Determine Your Brand’s Objectives Focus on Your Target Audience Discover and Crush Your Brand Barriers Introduction The importance of developing a brand strategy Difficult step in marketing plan process Vital to the company identity Marketing components: primary target customer and/or client competition product and service mix unique selling proposition Brand Definition and the Importance of Marketing Strategy branding -- see you as the only one that provides a solution to their problem A good brand will achieve the objectives: delivers the message clearly confirms your credibility connects your target prospects emotionally motivates the buyer concrete users loyalty Define your Brand First step in the process Foundation for other components to build on Measuring stick in evaluation Determine Your Brand’s Objectives Determine the objectives - critical to effective brand management - brand includes company personality, image, core competencies and characteristics - credibility Build and develop the brand strategy Accomplish and meet those brand objectives Focus on Your Target Audience Define your target market 1st step: to conduct an informal market analysis 2nd step: to write a target audience definition Discover and Crush Your Brand Barriers Barriers: competition, timing, financing, location, and lack of demand Be prepared to face these obstacles or barriers: - a careful and thought-out analysis - start by visiting some very popular Internet websites - keep informed on current market conditions by subscribing to trade publications, news alerts, and electronic newsletters