凯勒_战略品牌管理_SBM3_10
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BrandStrategy(设计和实施品牌战略)凯勒《战略
11.16
Individual Brands
Restricted to essentially one product category There may be multiple product types offered on
the basis of different models, package sizes, flavors, etc.
Two important strategic tools: The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.
Must define:
Brand-Product relationships (rows)
Line and category extensions
Product-Brand relationships (columns)
Brand portfolio
11.5
Important Definitions
11.17
Modifiers
Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc.
Plays an important organizing role in communicating how different products within a category that share the same brand name are
Individual Brands
Restricted to essentially one product category There may be multiple product types offered on
the basis of different models, package sizes, flavors, etc.
Two important strategic tools: The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.
Must define:
Brand-Product relationships (rows)
Line and category extensions
Product-Brand relationships (columns)
Brand portfolio
11.5
Important Definitions
11.17
Modifiers
Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc.
Plays an important organizing role in communicating how different products within a category that share the same brand name are
Brand Elements Choosing (品牌要素选择) 凯勒 《战略品牌管理》PPT课件
4.6
Transferability
How useful is the brand element for line or category extensions?
To what extent does the brand element add to brand equity across geographic boundaries and market segments?
General information about the nature of the product category
Specific information about particular attributes and benefits of the brand
The first dimension is an important determinant of brand awareness and salience; the second, of brand image and positioning.
Brand knowledge structures depend on: The initial choices for the brand elements The supporting marketing program and the manner by which the brand is integrated into it Other associations indirectly transferred to the brand by linking it to some other entities
CHAPTER 4: CHOOSING BRAND ELEMENTS TO
BUILD BRAND EQUITY
Transferability
How useful is the brand element for line or category extensions?
To what extent does the brand element add to brand equity across geographic boundaries and market segments?
General information about the nature of the product category
Specific information about particular attributes and benefits of the brand
The first dimension is an important determinant of brand awareness and salience; the second, of brand image and positioning.
Brand knowledge structures depend on: The initial choices for the brand elements The supporting marketing program and the manner by which the brand is integrated into it Other associations indirectly transferred to the brand by linking it to some other entities
CHAPTER 4: CHOOSING BRAND ELEMENTS TO
BUILD BRAND EQUITY
keller 战略品牌管理 02 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料
– Ease of recognition & recall – Strength & clarity of category membership
Breadth of brand awareness
– Purchase consideration – Consumption consideration
WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT
PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE
History, heritage, & experiences
– Nostalgia – Memories
8
Judgment Dimensions
Brand quality
– Value – Satisfaction
Brand credibility
– Expertise – Trustworthiness – Likability
Performance
0.65
Judgment
0.49
Resonance
0.17 0.66
Imaings
Brand Salience
DEEP, BROAD BRAND AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT
Breadth of brand awareness
– Purchase consideration – Consumption consideration
WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT
PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE
History, heritage, & experiences
– Nostalgia – Memories
8
Judgment Dimensions
Brand quality
– Value – Satisfaction
Brand credibility
– Expertise – Trustworthiness – Likability
Performance
0.65
Judgment
0.49
Resonance
0.17 0.66
Imaings
Brand Salience
DEEP, BROAD BRAND AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT
BrandStrategy(设计和实施品牌战略)凯勒《战略
Corporate Brand (General Motors) Family Brand (Buick)
Individual Brand (Park Avenue) Modifier: Item or Model (Ultra)
11.14
Corporate Brand Equity
Occurs when relevant constituents hold strong, favorable, and unique associations about the corporate brand in memory
Toyota (Cars)
Toyota Financial Services
Lexus
Corolla Camry
CE
SE
S
LE
LE
XLE
Avalon
Platinum Edition XL XLS
Celica
SE SLE
ECHO Matrix
MR2 Spyder
Prius
11.13
Brand Hierarchy Levels
CHAPTER 11: DESIGNING AND IMPLEMENTING
BRANDING STRATEGIES
Kevin Lane Keller Tuck School of Business
Dartmouth College
11.1
Branding strategy
Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in their minds.
Individual Brand (Park Avenue) Modifier: Item or Model (Ultra)
11.14
Corporate Brand Equity
Occurs when relevant constituents hold strong, favorable, and unique associations about the corporate brand in memory
Toyota (Cars)
Toyota Financial Services
Lexus
Corolla Camry
CE
SE
S
LE
LE
XLE
Avalon
Platinum Edition XL XLS
Celica
SE SLE
ECHO Matrix
MR2 Spyder
Prius
11.13
Brand Hierarchy Levels
CHAPTER 11: DESIGNING AND IMPLEMENTING
BRANDING STRATEGIES
Kevin Lane Keller Tuck School of Business
Dartmouth College
11.1
Branding strategy
Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in their minds.
战略品牌管理第3版Keller_SBM3_04
4.5
Likability
Do customers find the brand element aesthetically appealing?
Descriptive and persuasive elements reduce the burden on marketing communications to build awareness.
4.2
Criteria for Choosing Brand Elements
Memorability Meaningfulness Likability Transferability Adaptability Protectability
Marketer’s offensive strategy and build brand equity
4.12
Brand Naming Procedures
Define objectives Generate names Screen initial candidates Study candidate names Research the final candidates Select the final name
memorability,
meaningfulness,
likability,
transferability, adaptability, and protectability
in mind.
4.11
Brand Naming Guidelines
Brand awareness
Simplicity and ease of pronunciation and spelling Familiarity and meaningfulness Differentiated, distinctive, and uniqueness
Likability
Do customers find the brand element aesthetically appealing?
Descriptive and persuasive elements reduce the burden on marketing communications to build awareness.
4.2
Criteria for Choosing Brand Elements
Memorability Meaningfulness Likability Transferability Adaptability Protectability
Marketer’s offensive strategy and build brand equity
4.12
Brand Naming Procedures
Define objectives Generate names Screen initial candidates Study candidate names Research the final candidates Select the final name
memorability,
meaningfulness,
likability,
transferability, adaptability, and protectability
in mind.
4.11
Brand Naming Guidelines
Brand awareness
Simplicity and ease of pronunciation and spelling Familiarity and meaningfulness Differentiated, distinctive, and uniqueness
BrandStrategy(设计和实施品牌战略)凯勒《战略
Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase
11.4
Brand-Product Matrix
Products 123 4 A Brands B C
11.9
Designing a Brand Portfolio
Basic principles:
Maximize market coverage so that no potential customers are being ignored
Brand mix (brand assortment)
The set of all brand lines that a particular seller makes available to buyers
11.6
Breadth of a Branding Strategy
Breadth of product mix
Product line
A group pf products within a product category that are closely related
Product mix (product assortment)
The set of all product lines and items that a particular seller makes available to buyers
Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products
11.4
Brand-Product Matrix
Products 123 4 A Brands B C
11.9
Designing a Brand Portfolio
Basic principles:
Maximize market coverage so that no potential customers are being ignored
Brand mix (brand assortment)
The set of all brand lines that a particular seller makes available to buyers
11.6
Breadth of a Branding Strategy
Breadth of product mix
Product line
A group pf products within a product category that are closely related
Product mix (product assortment)
The set of all product lines and items that a particular seller makes available to buyers
Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products
凯勒_第11章_设计和执行品牌战略
品牌战略的广度
产品组合的广度
总体市场因素 品类因素 环境因素
产品组合的深度
通过考察产品线中每一项目或成员对销售和利 润的贡献率。
通过增加新的变量或项目来延长产品线，一般 可以扩展市场覆盖面，增加市场份额，但同时 也会引起成本上升。
品牌战略的深度
是指公司出售的品类中所营销的品牌的数 目和性质。
哪些品牌元素能被应用于产品以及哪些品牌性 质和现存品牌元素应用于新产品
品牌体系的角色
阐明: 品牌认知
提高消费者的理解力，传播产品的相似点和差 异点。
激发: 品牌形象
最大化品牌资产转移至单个产品的能力，提高 使用率和重复购买率。
品牌-产品矩阵 •产品 •1 •2 •3 •4
•A
•品
•B
•牌
凯勒_第11章_设计和执 行品牌战略
2020年6月2日星期二
品牌战略
品牌战略对于公司来说是至关重要的，因 为它是公司帮助消费者了解和熟悉其产品 和服务的途径。
两个重要的战略工具: 品牌-产品矩阵和品 牌架构，通过定义各种品牌和产品的关系 ，系统地阐明品牌战略。
品牌战略或品牌体系
品牌战略通过公司所卖的不同产品反映了公 司的品牌数目、共性及其独特的品牌元素。
• 丰田 •(多功能车)
• 丰田 •(轿车)
•丰田 •金融 •服务
•雷克 •萨斯
•花冠
•CE •S •LE
•凯美瑞
•SE •LE •XLE
•阿瓦隆
•白金 •版 •XL •XLS
•塞利卡
•SE •SLE
•回音
•矩阵
•MR2 •世爵
•普锐斯
品牌架构层级
•公司品牌 (通用汽车) •家族品牌 (别克)
战略品牌管理
在竞争中最大限度地自我保护。
战略品牌管理
战略品牌管理的要义
品牌定位主要涉及以下四方面的内容。 第一、使用品牌的目标消费者。 第二、参照系即对品牌消费终点目标的描述。 第三、差异点即要回答自己的品牌为什么是最优秀
的。
第四、相信理由即对参照系和差异点提供支持性证 据。
战略品牌管理
Байду номын сангаас
战略品牌管理的要义
综上所述，凯勒教授的战略品牌管理理论为今天经 理人的品牌管理决策提供了更全面、更长远的视角。其 理论的创新点在从艺术与科学统一的战略高度，提出了 建设和管理品牌的理论架构，同时这一理论架构又有坚 实的现代心理学基础，使我们能够深入地解析消费者品
牌要素选择又是重要的一环。所谓品牌要素是指那些能 标记和区分品牌的要素，主要有：品牌名称、URL、标 识、图标、形象代表、广告语、广告曲以及包装等。可 以通过选择品牌要素来提高消费者的品牌认知，进而形
成强有力的、偏好的、独特的品牌联想。
战略品牌管理
战略品牌管理的要义
在品牌要素选择与设计要遵循以下标准。 第一、品牌要素的组合要有内在的可记忆性，能使 消费者回忆或容易识别。 第二、品牌要素的组合要有内在的含义，能告诉消
品牌的变革之谜。惠普品牌变革的成功，首先就是它有
一个清晰而坚定的战略品牌定位，其次才是具体的执行 变革。2005年，惠普现任CEO马克•赫德上任时，第一个
决策就是不改变费奥瑞纳的战略。
（3）引起顾客对品牌的正面反应；
（4）创建与顾客之间适当的品牌联系。
具体通过品牌出现、品牌性能、品牌形象、品牌判断、 品牌感受和品牌共鸣六个阶段实现强势品牌的建立。
战略品牌管理
战略品牌管理的要义
凯勒教授认为创建品牌资产更是一项品牌营销活动， 具体包括选择品牌要素、设计营销方案、整合营销沟通、
【战略管理】BrandStrategy(设计和实施品牌战略)凯勒《战略
Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products
11.3
The role of Brand Architecture
11.2
Branding Strategy or Brand Architecture
The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm.
segments, different channels of distribution, or different geographic boundaries Maximize market coverage and minimize brand overlap
11.8
Ford Brand Portfolio
Clarify: brand awareness
Improve consumer understanding and communicate similarity and differences between individual products
Motivate: brand image
11.7
Depth of a Branding Strategy
The number and nature of different brands marketed in the product class sold by a firm
11.3
The role of Brand Architecture
11.2
Branding Strategy or Brand Architecture
The branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm.
segments, different channels of distribution, or different geographic boundaries Maximize market coverage and minimize brand overlap
11.8
Ford Brand Portfolio
Clarify: brand awareness
Improve consumer understanding and communicate similarity and differences between individual products
Motivate: brand image
11.7
Depth of a Branding Strategy
The number and nature of different brands marketed in the product class sold by a firm
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10.8
Valuation Approaches
Attempt to place a financial value on brand equity for accounting purposes Useful in cases of mergers and acquisitions, brand licensing, fund raising, and brand management decisions Valuation approaches:
10.11
General Approaches
In determining the value of a brand in an acquisition or merger, firms can choose from three main approaches:
Cost approach: Brand equity is the amount of money that would be required to reproduce or replace the brand Market approach: The present value of the future economic benefits to be derived by the owner of the asset Income approach: The discounted future cash flow from the future earnings stream for the brand
CHAPTER 10: MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
Kevin Lane Keller Tuck School of Business Dartmouth College
10.1
Measuring Brand Equity
Market segmentation Financial (role of branding) analysis Demand (brand strength) analysis Competitive benchmarking Brand value calculation
Brand value calculation : Calculate the brand value as the net present value (NPV) of the forecast brand earnings, discounted by the brand discount rate
10.13
Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity
10.12
Interbrand’s Brand Valuation
Assumes that brand value is the present worth of the benefits of future ownership Follows five valuation steps:
10.4
Marketing-Based Approaches
The brand is held fixed and consumer response is examined based on changes in marketing programs. Applications: Explore price premiums’ effect on switching, consumer evaluations of marketing activities, brand extensions, etc. Advantage: Ease of implementation Disadvantage: Difficult to determine whether consumer responses are caused by brand knowledge or generic product knowledge
10.2
Comparative Methods
Brand-based comparative approaches Marketing-based comparative approaches Conjoint analysis
10.3
Brand-Based Approaches
Accounting background Historical perspectives General approaches Interbrand’s brand valuation methodology
10.9
Accounting Background
Intangible assets are typically lumped under the heading of goodwill and include things such as patents, trademarks, and licensing agreements, as well as “softer” considerations such as the skill of the management and customer relations. In an acquisition, the goodwill item often includes a premium paid to gain control, which, in certain instances, may even exceed the value of tangible and intangible assets.
The marketing element under consideration is fixed. Consumer response is examined based on changes in brand identification. Application example: Blind testing Advantage: Isolates the value of the brand Disadvantage: The totality of what is learned depends on how many applications are examined.
10.6
Holistic Methods
Attempt to place an overall value on the brand in either abstract utility terms or concrete financial terms Net out various considerations to determine the unique contribution of the brand Holistic methods:
10.10
Historical Perspectives
In Australia Rupert Murdoch’s News Corporation included a valuation of some of its magazines on its balance sheets in 1984. British firms used brand values primarily to boost their balance sheets. In the United States, generally accepted accounting principles (blanket amortization principles) mean that placing a brand on the balance sheet would require amortization of that asset for up to 40 years. Such a charge would severely hamper firm profitability; as a result, firms avoid such accounting maneuvers.
10.5
Conjoint Analysis
A survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands Helps researchers determine the trade-offs consumers make between brand attributes Applications: Assess advertising effectiveness and brand value; analyze brand/price trade-off Advantage: Allows for different brands or different aspects of the product to be analyzed simultaneously Disadvantage: May violate consumers’ expectations based on what they already know about brands
Valuation Approaches
Attempt to place a financial value on brand equity for accounting purposes Useful in cases of mergers and acquisitions, brand licensing, fund raising, and brand management decisions Valuation approaches:
10.11
General Approaches
In determining the value of a brand in an acquisition or merger, firms can choose from three main approaches:
Cost approach: Brand equity is the amount of money that would be required to reproduce or replace the brand Market approach: The present value of the future economic benefits to be derived by the owner of the asset Income approach: The discounted future cash flow from the future earnings stream for the brand
CHAPTER 10: MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE
Kevin Lane Keller Tuck School of Business Dartmouth College
10.1
Measuring Brand Equity
Market segmentation Financial (role of branding) analysis Demand (brand strength) analysis Competitive benchmarking Brand value calculation
Brand value calculation : Calculate the brand value as the net present value (NPV) of the forecast brand earnings, discounted by the brand discount rate
10.13
Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity
10.12
Interbrand’s Brand Valuation
Assumes that brand value is the present worth of the benefits of future ownership Follows five valuation steps:
10.4
Marketing-Based Approaches
The brand is held fixed and consumer response is examined based on changes in marketing programs. Applications: Explore price premiums’ effect on switching, consumer evaluations of marketing activities, brand extensions, etc. Advantage: Ease of implementation Disadvantage: Difficult to determine whether consumer responses are caused by brand knowledge or generic product knowledge
10.2
Comparative Methods
Brand-based comparative approaches Marketing-based comparative approaches Conjoint analysis
10.3
Brand-Based Approaches
Accounting background Historical perspectives General approaches Interbrand’s brand valuation methodology
10.9
Accounting Background
Intangible assets are typically lumped under the heading of goodwill and include things such as patents, trademarks, and licensing agreements, as well as “softer” considerations such as the skill of the management and customer relations. In an acquisition, the goodwill item often includes a premium paid to gain control, which, in certain instances, may even exceed the value of tangible and intangible assets.
The marketing element under consideration is fixed. Consumer response is examined based on changes in brand identification. Application example: Blind testing Advantage: Isolates the value of the brand Disadvantage: The totality of what is learned depends on how many applications are examined.
10.6
Holistic Methods
Attempt to place an overall value on the brand in either abstract utility terms or concrete financial terms Net out various considerations to determine the unique contribution of the brand Holistic methods:
10.10
Historical Perspectives
In Australia Rupert Murdoch’s News Corporation included a valuation of some of its magazines on its balance sheets in 1984. British firms used brand values primarily to boost their balance sheets. In the United States, generally accepted accounting principles (blanket amortization principles) mean that placing a brand on the balance sheet would require amortization of that asset for up to 40 years. Such a charge would severely hamper firm profitability; as a result, firms avoid such accounting maneuvers.
10.5
Conjoint Analysis
A survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands Helps researchers determine the trade-offs consumers make between brand attributes Applications: Assess advertising effectiveness and brand value; analyze brand/price trade-off Advantage: Allows for different brands or different aspects of the product to be analyzed simultaneously Disadvantage: May violate consumers’ expectations based on what they already know about brands