营销管理_科特勒09_创建品牌资产.pptVIP

Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 品牌元素的选择标准 品牌塑造 难忘 有意义 讨人喜欢 品牌防御 可转让 可修改 可保护 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 品牌化新产品 品牌延伸 子品牌 母品牌 家族品牌 产品线延伸 类别延伸 品牌线 品牌组合 品牌变体 许可产品 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 品牌名称 单一品牌名称 统一的家族品牌名称 独立的家族品牌名称 公司名称加个体产品名称 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 口号（例子） Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Help is just around the corner Save 15% or more in 15 minutes or less We try harder We’ll pick you up Nextel–Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 设计全方位的营销活动 个性化 整合 内部化 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 内部品牌化 选择恰当的时机 将外部营销和内部营销相联系 让品牌在员工中活起来 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 联合品牌和成分品牌 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* 品牌延伸 优势 提高成功的机会 建立顾客正面的期望 零售商支持 加大当前品牌的知名度 广告、包装和分销的规模经济性 劣势 稀释品牌名称 品牌完整性的风险 损害母品牌的风险 与母品牌相互蚕食 丧失创建新品牌的机会 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 9-* Copyright ? 2009 Pearson Education, Inc. ?Publishi