品牌管理整理

1、精選優(yōu)質(zhì)文檔-傾情為你奉上品牌管理整理：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”.(

2、P2)品牌的優(yōu)點(diǎn)：Consumers:Identification of source of product識(shí)別產(chǎn)品來(lái)源Assignment of responsibility to product maker追溯制造商責(zé)任的依據(jù)Risk reducer減少風(fēng)險(xiǎn)Search cost reducer降低搜尋成本Promise,bond,or pact with maker of product 產(chǎn)品質(zhì)量的承諾和契約Symbolic device象征意義Signal of quality質(zhì)量信號(hào)ManufacturersMeans of identification to simplify ha

3、ndling or tracing簡(jiǎn)化處理或追蹤的識(shí)別工具M(jìn)eans of legally protecting unique features合法保護(hù)產(chǎn)品獨(dú)特性的工具Signal of quality level to satisfied customers滿足顧客質(zhì)量要求的標(biāo)志Means of endowing products with unique associations賦予產(chǎn)品獨(dú)特聯(lián)想的途徑Source of competitive advantage競(jìng)爭(zhēng)優(yōu)勢(shì)的源泉Source of financial returns財(cái)務(wù)回報(bào)的來(lái)源（P6）戰(zhàn)略品牌管理過(guò)程1. Identifyin

4、g and establishing brand positioning識(shí)別和確立品牌定位和價(jià)值2. Planning and implementing brand marketing programs規(guī)劃并執(zhí)行品牌營(yíng)銷活動(dòng)3. Measuring and interpreting brand performance評(píng)估和詮釋品牌績(jī)效4. Growing and sustaining brand equity提升和維系品牌資產(chǎn)（P33）Chapter.2 Customer-based brand equity:Three ingredients:(1)differential effect差異

5、化效應(yīng) (2)brand knowledge品牌知識(shí) (3)consumer response to marketing 顧客對(duì)營(yíng)銷的反應(yīng)(P41) Brand knowledge:Two components:(1)brand awareness品牌認(rèn)知 (2)brand image品牌形象(P43)Chapter.3 Brand positioning: According to the CBBE model, deciding on a positioning requires determining a frame of reference(by identifying the tar

6、get 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 evaluate, and believe that they could not find to the same extent with

7、 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(dá)性標(biāo)準(zhǔn)Three key deliver ability criteria:(1)Feasibility可行性 (2)Communicability溝通性 (3)Sustainability持續(xù)性(P94)Chapt

8、er.4選擇品牌要素的標(biāo)準(zhǔn)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(ài)性）:(1)fun and interesting (2)rich visual and verbal imagery (3)aesthetically pleasing4. Transferable（可轉(zhuǎn)換性）:(1)within and across product ca

9、tegories (2)across geographic boundaries and cultures.5. Adaptable（可適應(yīng)性）:(1)flexible (2)updatable6. Protectable（可保護(hù)性）:(1)legally (2)competitively(P114) options and tactics for brand elements:(1) brand names 品牌名稱(2)URLs-uniform resource locators (3)logos and symbols標(biāo)識(shí)與符號(hào) (4)characters 形象(5)slogans口號(hào)

10、(6)packaging 包裝（7）jingles廣告曲(P119-137)Chapter.5 Personalizing Marketing:(1) experiential marketing 體驗(yàn)式營(yíng)銷 (2)one-to-one marketing一對(duì)一營(yíng)銷 (3)permission marketing許可營(yíng)銷(P151-155) Product Strategy:產(chǎn)品策略1. Perceived Quality and Value感知質(zhì)量與價(jià)值: (1)brand intangibles品牌的無(wú)形屬性 (2)value chain價(jià)值鏈2. Relationship Marketi

11、ng關(guān)系營(yíng)銷:(1)mass customization大規(guī)模定制 (2)after marketing 后營(yíng)銷(3)loyalty programs 忠誠(chéng)度計(jì)劃(P157-161) Pricing Strategy:價(jià)格策略1. Consumer Price Perceptions顧客價(jià)格感知:consumers often rank brands according to price tiers in a category.2. Setting Prices to Build Brand Equity設(shè)定價(jià)格創(chuàng)建品牌資產(chǎn):(1)value pricing價(jià)值定價(jià) (2)everyday l

12、ow pricing 每日低價(jià)(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(guò)程Information Processing Model of Communications1. Exposure展示:a person mus

13、t 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(yīng):a person must respond favorably to the intended message or arguments of the communication5. Intentions意向

14、:a person must plan to act in the desired manner of the communication6. Behavior行動(dòng):a person must actually act in the desired manner of the communication(P188-189)營(yíng)銷傳播方案概述Overview of Marketing Communication Options:1. Advertising廣告:(1)television (2)print廣播 (3)direct response印刷品 (4)interactive互動(dòng) 2. Pr

15、omotion促銷:(1)consumers promotion對(duì)消費(fèi)者促銷 (2)trade promotions對(duì)中間商促銷3. Event Marketing and Sponsorship事件營(yíng)銷與贊助:(1)rationale原理 (2)guidelines原則4. Public Relations and Publicity公共關(guān)系與宣傳5. Personal Selling個(gè)人推銷(P190-217)Chapter.7Leveraging Secondary Associations:次級(jí)品牌知識(shí)的杠桿化n Brand associations may themselves be

16、 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 (through co-branding)n Special case of co-branding is ingredient brandi

17、ng 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(lián)盟Co-Branding:also called brand bundling or brand alliances-occurs when two or more existing brands are combined into a

18、 joint product or are marketed together in some fashion. Ex.advantages: (1)borrow needed expertise （能借用所需要的專長(zhǎng)） (2)leverage equity you dont have （能利用本不具有的品牌資產(chǎn)的杠桿效應(yīng)） (3)reduce cost of product introduction （降低產(chǎn)品的導(dǎo)入費(fèi)用） (4)expand brand meaning into related categories:broaden meaning/increase access point

19、s （將品牌的含義擴(kuò)展到相關(guān)品類中） (5)source of additional revenue增加額外收入來(lái)源 Ex.disadvantages: (1)loss of control失去控制 (2)risk of brand equity dilution面臨品牌資產(chǎn)稀釋的危險(xiǎn) (3)negative feedback efforts負(fù)面反饋效應(yīng) (4)lack of brand focus and clarity品牌缺乏聚焦性和清晰度 (5)organizational distraction公司注意力分散(P236-238)Celebrity Endorsement:Potenti

20、al 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(huì)被過(guò)度使用，他們給許多產(chǎn)品做廣告，從而使某一產(chǎn)品缺乏特別含義，人們會(huì)認(rèn)為過(guò)于投機(jī)不真誠(chéng)）2. There must be a reasonable match between the celebrity and the product.在名人和產(chǎn)品之間必須具備合理的匹配性3

21、. 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(huì)遇上麻煩或者聲望受損，從而降低品牌的市場(chǎng)價(jià)值4. Many consumers feel that celebrities are only doing the endorsement for the money and do not necessarily believe in or

22、 even use the endorsed brand.許多消費(fèi)者發(fā)現(xiàn)，名人做廣告僅僅是為了賺錢，其實(shí)他們并非真的信任或使用這個(gè)產(chǎn)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.（在第6章提到過(guò)，廣告中的明星會(huì)使消費(fèi)者的注意力不再集中于廣告所宣傳的品牌上）(P250-251)Chapter.8價(jià)值鏈(P259

23、)Chapter.9 ZMET薩爾特曼隱喻誘引技術(shù):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 unable to obtain and explain their relevance3. Sorting task圖片分類:Parti

24、cipants sort pictures into meaningful groups and provide a label or description for each group4. Construct elicitation 引出構(gòu)念:Participants reveal basic constructs and their interconnections using images as stimuli through the Kelly repertory grid and laddering techniques5. The most representative pict

25、ure: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(jué)圖片:Participants indicate what does and does not describe the concept in terms of color,emotion,s

26、ound,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,researchers ask them to create a map or causal model connecting the co

27、nstructs.9. Summary image 總結(jié)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 the creation of the image.10. Vignette插圖:Participants put togeth

28、er 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. Excitement刺激(daring,spirited,imaginative,and up-to-date)3. Comp

29、etence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(gòu)a brand hierarchy is a useful means of graphically portraying a firms branding strategy by displaying the number and nature of common and

30、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 extension產(chǎn)品線延伸n Using a sub-brand （母品牌）to target a new market segmen

31、t 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(chǎn)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(fèi)者風(fēng)險(xiǎn)感知n Increase the probability of gaining distribution and trial增加分銷和試銷的可能性n Increase efficiency