品牌管理整理

1、品牌管理整理：Chapter.1定義（definition）：According to the American Marketing Association(AMA),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 or group of sellers and to differentiate them from those of competition”.(P2)品牌的優(yōu)點：Cons

2、umers:·Identification of source of product識別產品來源·Assignment of responsibility to product maker追溯制造商責任的依據·Risk reducer減少風險·Search cost reducer降低搜尋成本·Promise,bond,or pact with maker of product 產品質量的承諾和契約·Symbolic device象征意義·Signal of quality質量信號Manufacturers·Mea

3、ns of identification to simplify handling or tracing簡化處理或追蹤的識別工具·Means of legally protecting unique features合法保護產品獨特性的工具·Signal of quality level to satisfied customers滿足顧客質量要求的標志·Means of endowing products with unique associations賦予產品獨特聯想的途徑·Source of competitive advantage競爭優(yōu)勢的源泉

4、·Source of financial returns財務回報的來源（P6）戰(zhàn)略品牌管理過程1. Identifying and establishing brand positioning識別和確立品牌定位和價值2. Planning and implementing brand marketing programs規(guī)劃并執(zhí)行品牌營銷活動3. Measuring and interpreting brand performance評估和詮釋品牌績效4. Growing and sustaining brand equity提升和維系品牌資產（P33）Chapter.2 Custo

5、mer-based brand equity:Three ingredients:(1)differential effect差異化效應 (2)brand knowledge品牌知識 (3)consumer response to marketing 顧客對營銷的反應(P41) Brand knowledge:Two components:(1)brand awareness品牌認知 (2)brand image品牌形象(P43)Chapter.3 Brand positioning: According to the CBBE model, deciding on a positioning

6、 requires determining a frame of reference(by identifying the target market and the nature of competition)and ideal points of parity and points of difference brand associations.(P80) PODs:Points of difference：are attributes or benefits that consumers strongly associate with a brand, positively evalu

7、ate, and believe that they could not find to the same extent with a competitive brandPOPs:Points of parity associations：on the other hand, are not necessarily unique to the brand but may in fact be shared with other brands.(P89) Deliver ability Criteria:可傳達性標準Three key deliver ability criteria:(1)Fe

8、asibility可行性 (2)Communicability溝通性 (3)Sustainability持續(xù)性(P94)Chapter.4選擇品牌要素的標準Six criteria for brand elements1. Memorable（可記憶性）:(1)easily recognized (2)easily recalled2. Meaningful（有意義）:(1)descriptive (2)persuasive3. Likable（可愛性）:(1)fun and interesting (2)rich visual and verbal imagery (3)aesthetica

9、lly pleasing4. Transferable（可轉換性）:(1)within and across product categories (2)across geographic boundaries and cultures.5. Adaptable（可適應性）:(1)flexible (2)updatable6. Protectable（可保護性）:(1)legally (2)competitively(P114) options and tactics for brand elements:(1) brand names 品牌名稱(2)URLs-uniform resource

10、 locators (3)logos and symbols標識與符號 (4)characters 形象(5)slogans口號 (6)packaging 包裝（7）jingles廣告曲(P119-137)Chapter.5 Personalizing Marketing:(1) experiential marketing 體驗式營銷 (2)one-to-one marketing一對一營銷 (3)permission marketing許可營銷(P151-155) Product Strategy:產品策略1. Perceived Quality and Value感知質量與價值: (1)

11、brand intangibles品牌的無形屬性 (2)value chain價值鏈2. Relationship Marketing關系營銷:(1)mass customization大規(guī)模定制 (2)after marketing 后營銷(3)loyalty programs 忠誠度計劃(P157-161) Pricing Strategy:價格策略1. Consumer Price Perceptions顧客價格感知:consumers often rank brands according to price tiers in a category.2. Setting Prices t

12、o Build Brand Equity設定價格創(chuàng)建品牌資產:(1)value pricing價值定價 (2)everyday low pricing 每日低價(P162-165) Channel Strategy:渠道策略Marketing channels are defined as “sets of interdependent organizations involved in the process of making a product or service available for use or consumption”(P173)Chapter.6信息傳播過程Informa

13、tion Processing Model of Communications1. Exposure展示:a person must see or hear the communication2. Attention注意:a person must notice the communication3. Comprehension理解:a person must understand the intended message or arguments of the communication4. Yielding反應:a person must respond favorably to the

14、intended message or arguments of the communication5. Intentions意向:a person must plan to act in the desired manner of the communication6. Behavior行動:a person must actually act in the desired manner of the communication(P188-189)營銷傳播方案概述Overview of Marketing Communication Options:1. Advertising廣告:(1)t

15、elevision (2)print廣播 (3)direct response印刷品 (4)interactive互動 2. Promotion促銷:(1)consumers promotion對消費者促銷 (2)trade promotions對中間商促銷3. Event Marketing and Sponsorship事件營銷與贊助:(1)rationale原理 (2)guidelines原則4. Public Relations and Publicity公共關系與宣傳5. Personal Selling個人推銷(P190-217)Chapter.7Leveraging Second

16、ary Associations:次級品牌知識的杠桿化n Brand associations may themselves be linked to other entities, creating secondary associations:n Company (through branding strategies)n Country of origin (through identification of product origin)n Channels of distribution (through channels strategy)n Other brands (throu

17、gh co-branding)n Special case of co-branding is ingredient branding n Characters (through licensing)n Celebrity spokesperson (through endorsement advertising)n Events (through sponsorship)n Other third-party sources (through awards and reviews)品牌聯盟Co-Branding:also called brand bundling or brand alli

18、ances-occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion. Ex.advantages: (1)borrow needed expertise （能借用所需要的專長） (2)leverage equity you dont have （能利用本不具有的品牌資產的杠桿效應） (3)reduce cost of product introduction （降低產品的導入費用） (4)expand brand mean

19、ing into related categories:broaden meaning/increase access points （將品牌的含義擴展到相關品類中） (5)source of additional revenue增加額外收入來源 Ex.disadvantages: (1)loss of control失去控制 (2)risk of brand equity dilution面臨品牌資產稀釋的危險 (3)negative feedback efforts負面反饋效應 (4)lack of brand focus and clarity品牌缺乏聚焦性和清晰度 (5)organiz

20、ational distraction公司注意力分散(P236-238)Celebrity Endorsement:Potential Problems（名人背書）1. Celebrity endorsers can endorse so many products that they lack any specific product meaning or are seen as opportunistic or insincere.（做廣告的名人會被過度使用，他們給許多產品做廣告，從而使某一產品缺乏特別含義，人們會認為過于投機不真誠）2. There must be a reasonabl

21、e match between the celebrity and the product.在名人和產品之間必須具備合理的匹配性3. Celebrity endorsers can get in trouble or lose popularity,diminishing their marketing value to the brand,or just fail to live up to expectations.這些做廣告的人可能會遇上麻煩或者聲望受損，從而降低品牌的市場價值4. Many consumers feel that celebrities are only doing t

22、he endorsement for the money and do not necessarily believe in or even use the endorsed brand.許多消費者發(fā)現，名人做廣告僅僅是為了賺錢，其實他們并非真的信任或使用這個產品5. As noted in Chapter 6,celebrities may distract attention from the brand in ads so that consumers notice the stars but have trouble remembering the advertised brand.（

23、在第6章提到過，廣告中的明星會使消費者的注意力不再集中于廣告所宣傳的品牌上）(P250-251)Chapter.8價值鏈(P259)Chapter.9 ZMET薩爾特曼隱喻誘引技術:the guided conversation consists of a series of steps1. Story telling故事描述:Participants describe the content of each picture2. Missed images缺失圖片:Participants describe the picture or pictures that they were unab

24、le to obtain and explain their relevance3. Sorting task圖片分類:Participants sort pictures into meaningful groups and provide a label or description for each group4. Construct elicitation 引出構念:Participants reveal basic constructs and their interconnections using images as stimuli through the Kelly reper

25、tory grid and laddering techniques5. The most representative picture:Participants indicate which picture is most representative6. Opposite images 反義圖片:Participants indicate pictures that describe the opposite of the brand or the task they were given7. Sensory images 感覺圖片:Participants indicate what d

26、oes and does not describe the concept in terms of color,emotion,sound,smell,taste,and touch.8. Mental map 心理地圖:After reviewing all the constructs discussed and asking participants whether the constructs are accurate representations of what they meant and whether any important ideas are missing,resea

27、rchers ask them to create a map or causal model connecting the constructs.9. Summary image 總結性圖片:Participants create a summary image or montage using their own images(sometimes augmented by images from an image bank)to express important issues.Digital imaging techniques may be employed to facilitate

28、 the creation of the image.10. Vignette插圖:Participants put together a vignette or short video to help communicate important issues.(P302)The Big Five:We can assess brand personality more definitively through adjective checklists or ratings.1. Sincerity真摯(down-to-earth,honest,wholesome,and cheerful)2

29、. Excitement刺激(daring,spirited,imaginative,and up-to-date)3. Competence能力(reliable,intelligent,and successful)4. Sophistication精致(upper class and charming)5. Ruggedness粗獷(outdoorsy and tough)(P303)Chapter.11Brand Hierarchy:品牌架構a brand hierarchy is a useful means of graphically portraying a firms bra

30、nding strategy by displaying the number and nature of common and distinctive brand elements across the firms products,revealing the explicit ordering of brand elements.(P367) APPLEIphone ipad macbookIphone4s ipad mini macbook1Iphone5s ipad air macbook3Iphone6Iphone plus12.Brand Extensions:n Line ext

31、ension產品線延伸n Using a sub-brand （母品牌）to target a new market segment within the same product categoryn Category extension品類延伸n Using the parent brand in a different product categoryAdvantages of Extensions(品牌延伸)n Facilitate new product acceptance增加產品的可接受性n Improve brand image提升品牌形象n Reduce risk perceived by customers減少消費者風險感知n Increase the probability of gaining distribution and trial增加分銷和試銷的可能性n Increas