产品策新略跟品牌管理英文(ppt 23页)

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产品策略及品牌管理英文

Why Brand Marketing?
Proliferation of product choices in the market
Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
Agenda
Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight
Integrate Brand Marketing Into Business Case Study – Product Planning Summary and Q&A
Brand Strategy Creates Differentiation and Synergies Among Our Brands
TRUST
Ingenious…Caring
+
LOVE +
Genuine Progressive
Smart
Innovative Expressive Individualistic
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Revised 3/29 Contact: GSCOTT12

产品与品牌管理ppt课件

例子
對所有中小企業來說，由於桌上麥特（Desk-Mite）擁
相關市場區隔
品牌
有和電腦、辦公室設備及通訊設施進行溝通的能力，是
競爭力
一種提供更多彈性的互動式桌上型個人秘書產品。
差異化訴求
參考框架
行動方案
我們要怎麼去？
行銷計畫大綱
Байду номын сангаас主題
產品績效
背景
長期目標
內容
敘述產品過去一年來的績效，及與目標之間為何有落差。此部分可納入對產品績效及品質的研究。
企業型顧客
產業類別（SIC或NAICS）地理位置、企業規模功能性決策者獲利能力、風險類型產品應用購買的重要性訂購量訂購頻率效能要求支援服務期望特色服務要求
歷史績效分析
觀察一項產品在過去相對於原訂計畫的績效表現，觀察重點包括：
現有市場佔有率、顧客特質、顧客關係產品銷售團隊定價推廣活動配銷策略支援服務
The objectives of a marketing plan
1. To define the current situation 2. To define problems and opportunities 3. To establish objectives 4. To define the strategies and programs 5. To pinpoint responsibility for achieving
8、配銷策略
納入有關配銷通路的改變，包括：中間商的增減、激勵通路成員方式的改變、及要求通路成員收集產品使用者資訊的必要方案。
9、產品支援
包含產品保證、顧客服務的改變、及任何會影響產品目標達成與否的通路支援議題。

品牌化策略ppt课件

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Brand Management
HELLO KITTY化妆品系列
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Brand Management
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Brand Management
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Brand Management
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Brand Management
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Brand Management
日本最大的食品制造商Aji-no-moto公司的品牌构成就是这样调味品品牌：Ajinomoto/Hi-me/Hondashi/Cook-do；油品牌有： Ajinomoto/Salad oil等，其他还有汤料品牌、玉米渣品牌
4、公司品牌与产品品牌相互脱离，没有直接联系
宝洁（P&G）但宝洁在广告中有意的强调公司品牌“宝洁公司，优质出品”
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Brand Management
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Brand Management
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Brand Management
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Brand Management
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Brand Management
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Brand Management
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PB宜洁，包括护肤及美容用品类业务
PB Simply Basic，包括男童服装、棉袜、丝袜、女性内衣、内衣、手袋及配件、女童服装、男装、女装、婴儿用品、鞋类
PB Select Edition,包括毛巾和床上用品
PB Penmans,包括男装、女装和鞋袜

son新y品牌管理英文(ppt 56页)

Sales and =
Share
Increased Market Capitalize-
tion
Increases =
Margins
2000.11.２ Corporate AD
Corporate Brand ……Sony
Primary brand which drives a complete brand portfolio.
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence
“What We Do”
“The Core”
Dream is
a mother of innovation.
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Digital Dream Kids 1996 ～ Digital Dream Kids are ourselves
In this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!

【产品管理】产品策略及品牌管理英文(ppt 23页)

DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful
The Most Exclusive
Club
Superior Global Service
Consumer wants to be seen by friends as a valueoriented savvy consumer
Source: Kotler, Philip; Marketing Management
Consumer Insight
The Key to Product “Hits”
You Need To “Listen With Your Eyes”
Segmentation Trends
Tools
Analysis
• Needs-Based Segmentation
• Attitudinal Segmentation
• Generational Cohorts
• Futures Research
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5
4.5
3.25
0
4.5
3.25
0
3.5
2.25
0
3.5
2.25
0
S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission
S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions

品牌管理培训课件PPT(共 36张)

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Biblioteka 一、The Meaning and Functions of A Brand
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.
品牌概念及其作用 1. The Definition of A Brand
品牌的涵义 2. 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 4. The Brand Value
品牌资产价值
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

产品策略及品牌管理PPT

Consumer Immersion
• Consumer Insight Experience
• Consumer Immersions
• Ethnographics
Brand/Product Perception
• Brand Personality
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5
4.5
3.25
0
4.5
3.25
0
3.5
ቤተ መጻሕፍቲ ባይዱ
2.25
0
3.5
2.25
0
S6/S5 - All new vehicles with major engine, P/T upgrade, 1st use emission
S4/ S3 - New exterior w/ c/o lower structre, minor engine/ trans, new calib/ major emissions
Proliferation of product choices in the market
Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real

产品策略及品牌管理(ppt 23页)(英文)

him/her?
Integrating Brand Marketing into our Business
Analyzing and Diagnosing the Brand /
Situational Analysis
Creating the Brand
Positioning
Measuring Progress
Consumer wants a car whose operating cost, not its initial price, is low
Consumer expects good service from the dealer
Consumer buys the car and receives a complimentary U.S. road atlas
III. Ford Motor Company Overview A. Sales/Share中国最大的资料库下载 B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
• How do we get there? (Developing Brand Plans)
• How will we be measured? (Measuring Progress)
Situation Analysis Should Aim at Broad
Understanding of Market

产品策略及品牌管理英文(ppt 23页)

Consumer Insight Provides Basis for Consistently Delighting Consumer
Types of Needs Stated Real
Unstated Delight
Secret
Example
Consumer wants an inexpensive car
<PR> - Product readiness <CP> - Confirmation Prototype <CC> - Change cut-off <LR> - Launch Readiness <LS> - Launch sign-off <J1> - Job#1 Achieved
What Makes a Strong Brand?
Proliferation of product choices in the market
Increasing number of products with similar quality and performance Product-based competitive advantages are shortlived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands
DELIGHT
Trustworthy, Expert Convenient, Flexible
Innovative
Reliable; Convenient
Service
Stylish Spirited Insightful

产品策略及品牌管理(PPT 23)

III. Ford Motor Company Overview A. Sales/Share中国最大的资料库下载 B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
I. General Market Overview A. Demographics B. Economic Indicators C. Social trends
II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (I.e., financing through credit unions) E. Customer Segments and T• defines the brand’s emotional connection with the customer
• fosters the development of more targeted products
• differentiates products within our portfolio and from competitors
• Product Satisfaction
• Styling/Package
• Market Offering

品牌与品牌管理ppt课件

《市场第一位会导致失败第一位吗？持久市场领导者的真正原因》，杰拉德·特里斯和戈尔德，《麻省理工学院斯隆商学院学院管理评论》，1996.1.1。
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精选P的过去曾经如何强大，品牌的底线是不能经受低劣的品牌管理。
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最具价值的品牌有那些?
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(四) 品牌管理阶段
品牌管理阶段研究的基本问题是: (1) 品牌管理的长期要素构成; (2) 品牌管理业绩。这一阶段的新概念包括:品牌管理建制与组织、品牌延伸( brand extension) 、品牌强化( brand reinforcement ) 、品牌激活(brand revitalization) 、品牌联盟(brand alliance) 和品牌管理业绩 (brand performance) 。
战略品牌管理流程包括一下四个主要步骤：
1. 识别和确立品牌定位和价值 2. 规划并执行品牌营销活动 3. 评估和诠释品牌绩效 4. 提升和维系品牌资产
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战略品牌管理流程
步骤
识别和确立品牌定位和价值规划并执行品牌营销活动评估和诠释品牌绩效提升和维系品牌资产
关键概念
心理地图竞争性参照框架品牌共同点和品牌差异点核心品牌联想品牌精粹
品牌命名、品牌标识和商标等,而尤其以品牌命名为研究重点。
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品牌内涵。Gardner 和Levy (1955) 发表的第一篇专业性品牌论文《产品与品牌》提出了情感性品牌和品牌个性思想。Light 和King (1960) 通过品牌内涵和外延的规范性研究对品牌进行了规范性定义。
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品牌管理英文课件

1.2
What is a brand?

Many practicing managers refer to a brand as more than that— as something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. We can make a distinction between the AMA definition of a “brand” with a small b and the industry’s concept of a “Brand” with a capital b.

A brand is therefore more than a product, as it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.
Why do brands matter?

What functions do brands perform that make them so valuable to marketers?
1.8
Importance of Brands to Consumers

Identification of the source of the product Assignment of responsibility to product maker Risk reducer Search cost reducer Promise, bond, or pact with product maker Symbolic device Signal of quality

Brand Positioning (品牌定位) 凯勒《战略品牌管理》课件

3.8
Brand Positioning Guidelines

Two key issues in arriving at the optimal competitive brand positioning are:

Defining and communicating the competitive frame of reference Choosing and establishing points-of-parity and points-of-difference
3.4
Example of the toothpaste market

Four main segments:
1. 2.
3.
4.
Sensory: Seeking flavor and product appearance Sociables: Seeking brightness of teeth Worriers: Seeking decay prevention Independent: Seeking low price
3.5
Criteria for Segmentation

Identifiability: Can we easily identify the segment? Size: Is there adequate sales potential in the segment? Accessibility: Are specialized distribution outlets and communication media available to reach the segment? Responsiveness: How favorably will the segment respond to a tailored marketing program?