《精品》品牌管理eddie.ppt

课件 课件 课件 品牌管理手冊Brand Management Process By Eddie Sung 2005.03.16 优选 * 大綱 策略品牌管理的流程 品牌管理的概念 建構品牌權益(Brand Equity )-客戶基礎的『品牌定位』與『品牌價值』三階段建構方式 品牌的定位方式(Brand Positioning) 品牌的價值(Brand Value) 內部品牌建構(Internal Branding) 品牌的稽核(Brand Audit) 优选 * 策略品牌管理的流程Strategic Brand Management Process 設定品牌 定位與價值 規劃與實施 品牌行銷計劃 衡量並分析 品牌績效 品牌權益 成長及支持 讓品牌權益跨越 地理界限/文化/市場區隔 优选 * Brand Element Brand Element Name, Logo, Symbol, Package Design,… Attribute Design Identify and Distinguish with others. Made your product service DIFFERENT from others 优选 * Product vs. Brand 5. 潛在產品 (Potential Product) 4. 擴大性能的產品 (Augment Product) 3. 期待的產品 (Expected Product) 2. 一般性產品 (Generic Product) 1. 核心利益 (Core Benefit) 理性判斷(Rational) 有形的(Tangible) 象徵性的(Symbolic) 情感的(Emotional) 無形的(Intangible) Offer the same need brand Product Level產品的層次 察覺 感覺 消費者 塑造相關形象與訴求 消費動機與渴望 优选 * Creating a Successful Brand Hi Quality Appropriate to Consumers need Brand Name appealing in tune with consumer’s perceptions of the product Packaging Promotion Pricing Others… Appropriateness Appeal Differentiation Creating a Successful BRAND Product or Service Elements Element must meet Tests Blending all Various Elements In A Unique Way 优选 * 企業品牌持久領先的決定性因素 Vision of Mass Market 大眾市場的宏觀遠見 – 建構廣泛而持久的消費群眾基礎 Managerial Persistence 管理的努力不 懈 – 企業必須有長期資源投入的承諾 Financial Commitment 財務上的承諾 – 長期預算支持研發/行銷等活動，企業必需在短期利潤與長期市場領導地位間取得平衡 Relentless Innovation 堅持創新 – 面對消費者品味不斷改變及前撲後繼的競爭者，唯有堅持創新才能維持領導地位 Asset Leverage 利用資產槓桿 – 將品牌產品類別的成功經驗，發展策略以引介關聯至副品牌，擴大市場成功的基礎 优选 * Brand Equity Management Brand Equity Management System Planning Implementing Brand Marketing Program Brand Awareness Brand Image Consumers Recognition Recall Repeat Exposure Strong Association link to product category Purchase and Consumption Cues Association in memory of Consumers Strength of Brand Association Favorability of Brand Association Uniqueness of Brand Association Affect Consumers’ Purchase Decision Making Consumers willing to purchase your Brand Continually 优选 * 打