BRANDING品牌管理PPT课件.ppt

品牌管理 Branding 2020 3 18 1 Whatisbranding Theprocessinvolvedincreatingauniquenameandimageforaproductintheconsumers mind mainlythroughadvertisingcampaignswithaconsistenttheme Brandingaimstoestablishasignificantanddifferentiatedpresenceinthemarketthatattractsandretainsloyalcustomers 2020 3 18 2 catalogue BRANDANALYS 卢晓东 DEVELOPINGABRAND 胡文康 BRANDNAMES 任笑菲 CONVERSATIONTIME APPLE SBRANDINGSTRATEGY 廖洁璇 BRANDING 2020 3 18 3 Effectivebrandnamesareeasytopronounce recognize andremember ShortnamessuchasNikeandConversemeettheserequirements Marketerstrytoovercometheproblemofeasilymispronouncedbrandnamesbyteachingconsumershowtopronouncethemcorrectly BrandNames 2020 3 18 4 Aparticularlyacuteprobleminselectingbrandnames anexcellentbrandnameinonecountrymayprovedisastrousinanother Firmsmarketingaproductinmanycountriesmustdecidewhethertouseasinglebrandnameuniversallyortailorthenametoindividualcountries Becauseofdifferencesinlanguageandculture somefirmscreatebrandnamestofitlocalmarkets Eg IneasternEuropetheYellowPagestelephonedirectoryiscalledtheGoldenPagestoconnoteanimageofquality 2020 3 18 5 Brandnamesshouldalsogivebuyersthecorrectconnotationoftheproduct simage Eg 1 SpecializedBicyclescarrytheimageofchampionbicyclists 2 VISAsuggestsacreditcardwithglobaluse Thebrandnamemustalsobelegallyprotectable TheLanhamActof1946statesregisteredtrademarksmustnotcontainwordorphrasesingeneraluse suchasautomobileorsuntanlotion 2020 3 18 6 BrandAnalysisExplains whoyouare whereyouare and whatyourconditionreallyis Brandanalysisproducesaclearsnapshotofyourbrandcomparedtoyourcompetitorsanditsconditioningeneral Whatfirstsurfacesisyourcurrentpositionversusyourcompetition Youhavetofindoutwhatyourcompetitiveshareis throughcomparingyourmarketgrowthwiththegrowthofyourcompetitorsandstudythestatusquoandtheprojectionsfortheindustryyouarein BrandAnalys 2020 3 18 7 Theseresultsarecomplementedbyamoresubjectiveanalysisgainedbyinterviewingkeypeopleandregularstaffofyourfirmandadditionallyyourexternalpartners alliances Youneedquestionnairesforthispurpose togetalltherightanswersfromyourstaff Youhavetoconductasurveywithyourloyalcustomersandselectthemembersofyourtargetgroupandtoreallygettoknowthem soyouhavetodevelopaspecificsetofquestionstogettothebottomofwhatyouwantandneedtoknow 2020 3 18 8 Youalsohavetotalktothepeopleonthephone launchasurveyonyourwebsiteandquestionthemwhereyourproductsareforsale Thenproceedtoexamineifyourpracticedbrandcommunicationisconsistentthroughouteverypointofcontactwithyourclienteleandreviewexistingproductofferings Thisisallnecessaryinordertodevelopacomprehensivebrandstrategyasthenextstepofbranding 2020 3 18 9 康 Whenweareconsideringwhethertoincreasethepriceofaproduct Ithink firstofall weshouldconsidermarketconditions Therearenotmanybrandsofthesameproductinthemarket inotherwords thesupplyislow soIthinkwecanincreasethepriceofourproduct 东 Andasthestatisticsofthemarketresearchshow thisproductisingreatneed Sincedemandishign ofcourse wecanincreasetheprice 康 That sright Sofar thecompetitionisnotfierce andthemarketisnotsaturated therefore wecanincreasethepriceofourproduct 东 Notonlymarketconditionsshouldwetakeintoaccount wemustalsoconsiderthebrandstrengthofourproduct Ourbrandisrespectedandwellknown Forthisreason morepeoplearelikelytobuyourbrandofproduct 康 It strue Duetothestrengthofourbrand customersarenotlikelytoswitchtootherbrandsifweincreasethepriceoftheproduct 东 Sowecansellourproductatahigherpricethanourcompetitors Besides weshouldalsoconsiderthequalityofourproduct Comparedwithmostoftheproductsofthesamecategory ourproductisofbetterquality whichisshowninthesurvey 80 ofcustomersaremoresatisfiedwithourproductthanwithproductsofothermanufacturers 康 Yeah it strue Ourproductismoredurableandreliable Itseldomgoeswrong Fewcustomerscomplainaboutourproduct Therefore wecanincreasethepriceabit 东 Inaddition weshouldalsoconsidertheafter salesservices Ourcompanyoffersalongerguaranteeforthisproductthanothercompanies Baseonthis Ithinkwecanincreasethepriceoftheproduct 2020 3 18 10 A 当我们考虑怎样增涨产品的价格 我认为 首先 我们应该考虑市场状况 在市场 同一类型的产品没有许多品牌 换句话说 供给很低 因此我认为我们可以产品的价格 B 而且据市场调查显示统计数据 这种商品需求量很高 因为需求增长 当然 我们可以提高价格 A 是的 到目前为止 竞争不是很激烈 而且市场没有饱和 因此 我们可以提高商品价格 B 不仅要考虑市场情况 我们也必须考虑产品的品牌力量 我们的品牌备受关注知名度很高 因此 许多消费者愿意购买我们的商品 A 确实是这样 因为我们的品牌力量 就算我们提高产品价格消费者也不会转向别的品牌 B 因此我们可以用比竞争者更高的价格销售我们的产品 此外 我们也应该考虑产品质量 跟其他同类产品相比 我们的产品具备高质量 调查显示 80 的消费者对我们的产品比对其他制造商生产出的产品更满意 A 是的 这是事实 我们的产品更持可靠耐用 很少出问题 没有消费者投诉我们的产品 因此 我们可以稍微提点价 B 此外 我们也应该考虑售后服务 我公司提供比竞争者更长久的服务保证 以此为基础 我认为我们可以增长产品的价格 2020 3 18 11 Creatingabrandforyourcompanytakestimeandcarefulplanning Yourcompanycouldbethenexticonforyourparticularproductorservice Whenyouhaveacut youreachfortheBandAidevenifthebandagemaybemadebyadifferentcompany Lookaroundyouandnoticethemanybrandsaroundyou Whatmakesthemsopopular WhattoConsiderWhenDevelopingaBrand 2020 3 18 12 IdentifyTargetMarketWhattypeofcustomersareyoutryingtoattract Thesuccessofyourcompany sbrandingeffortswillrelyonthecustomersyouarepursuing Trendygraphicsandhiphopmusicmayattracttheyoungerconsumer butthistypeofadvertisingmightturnoffthematurecustomers Catertotheinterestsofyourpotentialclientele 2020 3 18 13 LogoandColorSchemeChoosesimplecolorchoicesandaneasytoreadfontforyourcompanylogo Choosingagraphicthatsayssomethingaboutyourbusinesshelpsincreatingyouruniquebrandname Agoodexampleofaneffectivelogoistheswirledred whiteandbluePepsicircle Thesimplelogodominatesthecansandbottlesitisprintedonandtheonlyreadingrequiredistodetermineifitisregular flavored dietorcaffeinefree 2020 3 18 14 Apple sBrandingStrategy AppleInc usestheApplebrandtocompeteacrossseveralhighlycompetitivemarkets IncludingthepersonalcomputerindustrywithitsMacintoshlineofcomputersandrelatedsoftware theconsumerelectronicsindustrywithproductssuchastheiPod digitalmusicdistributionthroughitsiTunesMusicStore thesmartphonemarketwiththeAppleiPhone andmorerecentlymagazine book gamesandapplicationspublishingviatheAppsStoreforiPhoneandtheiPadtabletcomputingdevice Formarketers thecompanyisalsoestablishingaverystrongpresencetorivalGoogleintheadvertisingmarket viaitsAppsbusinessandiAdnetwork 2020 3 18 15 ForseveralyearsApple sproductstrategyinvolv