英国大学市场营销讲义英文版：Lect7_presentation NPD.pptVIP

What is a Brand? A brand is a name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competition - (Bennett, P.D., 1998, AMA) Branding Basics Cont’d. Brands are:- What the customer buys the receptical of the emotional values over and above the functional values of the product/service much more difficult to copy and thus compete with a major potential source of differentiation longer-lived - brands can transcend the original product/service. It is the product’s DNA. Brand Architecture and Equity Brand Architecture 1. Brand Heritage - The brand brings … 2. Core Brand Values - The brand means … 3. Brand Territory - The brand competes in … 4. Brand Personality - The brand is like… 5. Brand Properties - The brand owns ... Brand Architecture 1. Brand Heritage - The brand brings … 2. Core Brand Values - The brand means … 3. Brand Territory - The brand competes in … 4. Brand Personality - The brand is like… 5. Brand Properties - The brand owns ... Brand Architecture - Try It Yourself!! 1. Brand Background - The brand brings … 2. Brand Core Values - The brand means … 3. Brand Territory - The brand competes in … 4. Brand Personality - The brand is … 5. Brand Properties - The brand owns ... Innovation Life Cycle/BCG Implications Being the Leader provides advantages Better Mousetrap? Leader Advantages* PIMS* and Pioneer Advantage The Profit Impact of Marketing Strategy research is based on @ 3000 SBU’s in 450 companies in the US. 70% of SBU’s with the leading market share were ‘one of the pioneers’ Only 40% of the SBU’s with less than a leading market share were pioneers *Buzzell, R. and Gale, B. (1987), The PIMS Principles:Linking Strategy to Performance, Free Press Emerson Was Wrong  The NPD Process “We should note that new products pass through each stage at varying speeds; some may dwell at a sta