《企业品牌管理》PPT课件

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 …
–
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.
5. Brand Properties - The brand owns ...
Innovation
• Life Cycle/BCG Implications • Being the Leader provides advantages • Better Mousetrap?
The Product Life Cycle
30%
* W.T.Robinson, (1984), ”Market Pioneering and Sustainable Market Share Advantages”
2. Core Brand Values
Guts, Authenticity,
- The brand means …
Originality, Ruggedness, Capability
3.
Brand Territory 4X4 Market. Outdoors.
- The brand competes inA…dventure Market etc.
- 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
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
According to Nestlé, the strength of the
brand’s positioning is built on five “pillars”:
Landrover Example
1. Brand Heritage
- The brand brings …
2. Core Brand Values
Introduction stage
Growth stage
Maturity stage
DBiblioteka Baiducline stage
0 Time
Leader Advantages*
MARKET ENTRY STRATEGY
PIONEER FAST FOLLOWER LATE ENTRANT
10%
20%
AVERAGE MARKET SHARE
4. Brand Personality
Male, Extrovert, Quietly Assured, Informal
- The brand is like… ‘conservative’.
5. Brand Properties
Logo, Brand Oval, BRG and Gold, Shape
- The brand owns ...
Brand Architecture - Try It Yourself!!
According to Nestlé, the strength of the brand’s positioning is built
on five “pillars”:
Your Brand Example
According to Nestlé, the strength of the
brand’s positioning is built on five
Landrover
“pillars”:
Example
1. Brand Heritage
50 years of Tradition.
- The brand brings … Britishness. Royalty?
Brand Architecture and Equity
Brand Equity
Brand Loyalty
Brand Knowledge
Brand Heritage Core Values
Brand Territory Brand Personality Brand Properties
Brand Architecture
Marketing Management
•Review of Last Session/Housekeeping •New Developments •Brand Management
–Pillars –‘Positioning’ via the pillars
•NPD
–8 stage process v Landrover practice
•Case Exercise
•Questions/Reading for next week
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)