品牌经管培训课件.ppt

Brand Management 品牌管理 一、The Meaning and Functions of A Brand 品牌概念及作用 二、Brand Management Strategy 品牌管理战略 三、 Brand Management Process 品牌管理操作流程;一、The Meaning and Functions of A Brand 品牌概念及其作用 The Definition of A Brand 品牌的涵义 The Essence and Functions of A Brand 品牌的本质、作用 3. The Architecture of A Brand 品牌的构成 The Brand Value 品牌资产价值;1.The Definition of A Brand 品牌涵义 ; A brand has been defined differently by people from two different sides: seller side and buyer side;--Seller Side 菲利普.科特勒这样解释品牌: 品牌是一种名称、术语、标记、符号或图案，或是它们的相互组合，用于识别某个消费者或某群消费者的产品或服务，并使之与竞争对手的产品和服务相区别。 "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ Signs and symbols are part of what a brand is, but this is a very incomplete definition. ;He said further,  品牌也是公司承诺向它的客户连续提供的一组特定的产品特征、利益与服务的组合。 A brand is a promise or promises that a company makes to provide consistently a combination of specific product features, benefits and services;品牌永远是对价值的承诺一个商业品牌承诺提供比竞争对手更大的经济价值或更低的总成本 ——IBM是一个基于公司声誉的品牌，它给客户一种信任且没有疑虑的感觉，使客户相信IBM承诺的价值一定能实现。;--Buyer Side "A brand is a collection of perceptions in the mind of the consumer". 品牌是消费者心目中看法的总和 This definition makes it clear that a brand is different from a product . A brand is intangible and exists in the mind of the consumer. ;This definition helps us understand the idea of brand loyalty and the 'loyalty ladder'. Different people have different perceptions of a product , which places them at different points on the loyalty ladder. ;This definition helps us understand how advertising works. Advertising has to sell, and it achieves this by positively influencing people's perceptions of the product . ;A brand is the product of two things: [Prediction of what to expect] x [emotional power of that expectation]. If I encounter a brand and I don't know what it means or does, it has zero power. If I have an exp