品牌管理整理.doc

品牌管理整理：Chapter.1定义（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)品牌的优点：Consumers:Identification of source of product识别产品来源Assignment of responsibility to product maker追溯制造商责任的依据Risk reducer减少风险Search cost reducer降低搜寻成本Promise,bond,or pact with maker of product 产品质量的承诺和契约Symbolic device象征意义Signal of quality质量信号ManufacturersMeans of identification to simplify handling or tracing简化处理或追踪的识别工具Means of legally protecting unique features合法保护产品独特性的工具Signal of quality level to satisfied customers满足顾客质量要求的标志Means of endowing products with unique associations赋予产品独特联想的途径Source of competitive advantage竞争优势的源泉Source of financial returns财务回报的来源（P6）战略品牌管理过程1. Identifying and establishing brand positioning识别和确立品牌定位和价值2. Planning and implementing brand marketing programs规划并执行品牌营销活动3. Measuring and interpreting brand performance评估和诠释品牌绩效4. Growing and sustaining brand equity提升和维系品牌资产（P33）Chapter.2 Customer-based brand equity:Three ingredients:(1)differential effect差异化效应 (2)brand knowledge品牌知识 (3)consumer response to marketing 顾客对营销的反应(P41) Brand knowledge:Two components:(1)brand awareness品牌认知 (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 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 evaluate, 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:可传达性标准Three key deliver ability criteria:(1)Feasibility可行性 (2)Communicability沟通性 (3)Sustainability持续性(P94)Chapter.4选择品牌要素的标准Six criteria for brand elements1. Memorable（可记忆性）:(1)easily recognized (2)easily recalled2. Meaningful（有意义）:(1)descriptive (2)persuasive3. Likable（可爱性）:(1)fun and interesting (2)rich visual and verbal imagery (3)aesthetically pleasing4. Transferable（可转换性）:(1)within and across product categories (2)across geographic boundaries and cultures.5. Adaptable（可适应性）:(1)flexible (2)updatable6. Protectable（可保护性）:(1)legally (2)competitively(P114) options and tactics for brand elements:(1) brand names 品牌名称(2)URLs-uniform resource locators (3)logos and symbols标识与符号 (4)characters 形象(5)slogans口号 (6)packaging 包装（7）jingles广告曲(P119-137)Chapter.5 Personalizing Marketing:(1) experiential marketing 体验式营销 (2)one-to-one marketing一对一营销 (3)permission marketing许可营销(P151-155) Product Strategy:产品策略1. Perceived Quality and Value感知质量与价值: (1)brand intangibles品牌的无形属性 (2)value chain价值链2. Relationship Marketing关系营销:(1)mass customization大规模定制 (2)after marketing 后营销(3)loyalty programs 忠诚度计划(P157-161) Pricing Strategy:价格策略1. Consumer Price Perceptions顾客价格感知:consumers often rank brands according to price tiers in a category.2. Setting Prices to Build Brand Equity设定价格创建品牌资产:(1)value pricing价值定价 (2)everyday low pricing 每日低价(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信息传播过程Information 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反应:a person must respond favorably to the intended message or arguments of the communication5. Intentions意向:a person must plan to act in the desired manner of the communication6. Behavior行动:a person must actually act in the desired manner of the communication(P188-189)营销传播方案概述Overview of Marketing Communication Options:1. Advertising广告:(1)television (2)print广播 (3)direct response印刷品 (4)interactive互动 2. Promotion促销:(1)consumers promotion对消费者促销 (2)trade promotions对中间商促销3. Event Marketing and Sponsorship事件营销与赞助:(1)rationale原理 (2)guidelines原则4. Public Relations and Publicity公共关系与宣传5. Personal Selling个人推销(P190-217)Chapter.7Leveraging Secondary Associations:次级品牌知识的杠杆化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 (through 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)品牌联盟Co-Branding:also called brand bundling or brand alliances-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 （能借用所需要的专长） (2)leverage equity you dont have （能利用本不具有的品牌资产的杠杆效应） (3)reduce cost of product introduction （降低产品的导入费用） (4)expand brand meaning into related categories:broaden meaning/increase access points （将品牌的含义扩展到相关品类中） (5)source of additional revenue增加额外收入来源 Ex.disadvantages: (1)loss of control失去控制 (2)risk of brand equity dilution面临品牌资产稀释的危险 (3)negative feedback efforts负面反馈效应 (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:Potential Problems（名人背书）1. Celebrity endorsers can endorse so many products that they lack any specific product meaning or are seen as opportunistic or insincere.（做广告的名人会被过度使用，他们给许多产品做广告，从而使某一产品缺乏特别含义，人们会认为过于投机不真诚）2. There must be a reasonable match between the celebrity and the product.在名人和产品之间必须具备合理的匹配性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.这些做广告的人可能会遇上麻烦或者声望受损，从而降低品牌的市场价值4. Many consumers feel that celebrities are only doing the endorsement for the money and do not necessarily believe in or even use the endorsed brand.许多消费者发现，名人做广告仅仅是为了赚钱，其实他们并非真的信任或使用这个产品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章提到过，广告中的明星会使消费者的注意力不再集中于广告所宣传的品牌上）(P250-251)Chapter.8价值链(P259)Chapter.9 ZMET萨尔特曼隐喻诱引技术:the guided conversation consists of a series of steps1. Story telling故事描述:Participants describe the content of each picture2. Missed images缺失图片:Participants describe the picture or pictures that they were unable to obtain and explain their relevance3. Sorting task图片分类:Participants sort pictures into meaningful groups and provide a label or description for each group4. Construct elicitation 引出构念:Participants reveal basic constructs and their interconnections using images as stimuli through the Kelly repertory grid and laddering techniques5. The most representative picture:Participants indicate which picture is most representative6. Opposite images 反义图片:Participants indicate pictures that describe the opposite of the brand or the task they were given7. Sensory images 感觉图片:Participants indicate what does and does not describe the concept in terms of color,emotion,sound,smell,taste,and touch.8. Mental map 心理地图: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 constructs.9. Summary image 总结性图片: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插图: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真挚(down-to-earth,honest,wholesome,and cheerful)2. 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粗犷(outdoorsy and tough)(P303)Chapter.11Brand Hierarchy:品牌架构a brand hierarchy is a useful means of graphically portraying a firms branding 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 extension产品线延伸n Using a sub-brand （母品牌）to target a new market segment within the same product categoryn Category extension品类延伸n Using the parent brand in a different product categoryAdvantages of Extensions(品牌延伸)n Facilitate new product acceptance增加产品的可接受性n Improve brand image提升品牌形象n Reduce risk perceived by customers减少消费者风险感知n Increase the probability of gaining distribution and trial增加分销和试销的可能性n Increase efficiency of