Brand and Branding品牌（课堂PPT）

BrandandBranding,1,2020/5/18,Somewell-knownBrands,2,2020/5/18,Howdoyouchooseabrand？,Quality、Service、Innovation、Story、Advertising、Fashion、Culture、Dream、Value、Style、Reliabilityectwelivebrands,fromtheclotheswedressin,tothedrinkwehave,thefoodweeatandthecarwedrive.”-Laforet,3,2020/5/18,BriefIntroduction,Abrandisa“name,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition”-AmericanMarketingAssociation,4,2020/5/18,WhatisaBrand?,Attributes,Benefits,Values,Culture,User,Personality,5,2020/5/18,Purposes,Tosomeextent,brandingisanidentityofcompany,representingacompanycultureBrandinghasthreemainpurposes:productidentification,repeatsales,andnewproductsales.（throughauniquerelationshipwithcustomers）,6,2020/5/18,RolesthatBrandsPlay,ConsumersIdentificationofsourceofproductAssignmentofresponsibilitytoproductmakerRiskreducerPromise,bond,orpactwithmakerofproductSymbolicdeviceSignalofquality,CompaniesMeansofidentificationtosimplifyhandlingortracingMeansoflegallyprotectinguniquefeaturesSignalofqualityleveltosatisfiedcustomersMeansofendowingproductswithuniqueassociationsSourceofcompetitiveadvantageSourceoffinancialreturns,7,2020/5/18,Howtobuildabrand,8,2020/5/18,Brandstrategy,Brandextension/stretchingbrandnameextendedtonewproductcategoriesMulti-brandsnewbrandsinthesameproductcategoryCo-brandsbrandsbearingtwoormorewellknownbrandnamesNewbrandsnewproductinadifferentproductcategory,9,2020/5/18,Brandingprocess,Determinewhatyouarebranding.Research.Positionyourbrand.Defineyourbrand.Developyourbrandidentity.Launchyourbrandinternallyfirst.Manageyourbrand.Monitor,evaluate,andupdateyourbrand.,10,2020/5/18,Levisjeansissophisticated,itsbuttonwillnotrust,pantspinisverydense.Andputtingmetalrivetsatthepointsofstrain,suchasonthepocketcornersandatthebaseofthebuttonfly.,Quality,11,2020/5/18,Asearlyas1886,Levishavetwotrouserjeanstiedintwoseparatehorse,thehorseintheoppositedirection,toprovethatthepantsroadextremelytear-proof.,12,2020/5/18,COCOChanelwasgoodatbreakingthetraditional,early40stosuccessfullytieduptheladiesintosimple,comfortableperhapsisthefirstmoderncasualwear.,innovation,13,2020/5/18,14,2020/5/18,BrandmindCOCOChanelheraldednewdesignsandrevolutionizedthefashionbygoingbacktobasics,incorporatingeleganceclassandoriginality.Chanelfashionhasalwayselegantsimplestyle.,15,2020/5/18,Thesimple,thebest,16,2020/5/18,Popularization,Mr.Henryfordisonlyonesuccess:tounderstandtheneedsofpeopleinside,usingthebestmaterials,bythebeststaffforthegeneralpublicforallcanaffordagoodcar.,17,2020/5/18,ModelT,18,2020/5/18,Localization,Kentucky:localizationstrategy,doinRomeastheRomansdoChinasKFC,slowlybecometheChineseofKFC.,19,2020/5/18,ChinaTime-honoredBrands,1600(ChinaTime-honoredBrand)70%(havebeenoutofthemarket)20%(arestrugglingtosurvive)10%(areprofitable),20,2020/5/18,Whyaretheydisappearing?,1.ManagementmechanismToomanyagedemployees&loweducationallevelToomanyretirees&heavyburden,21,2020/5/18,Whyaretheydisappearing?,2.BrandmaintenanceFakery(山寨)&badserviceDestroyedcustomerloyaltyRuinedbrandimage,22,2020/5/18,Whyaretheydisappearing?,3.BrandpromotionNocontinuingpromotionLessbrandawareness,23,2020/5/18,Whyaretheydisappearing?,4.QualityofproductsPoorqualityPoorreputation,24,2020/5/18,Whyaretheydisappearing?,5.BrandstretchingInvestmentinunrelatedindustriesConfusionaboutthenewbrandsandoldbrands,25,2020/5/18,Strategies,ProductinventionProduct&Craft&Market&ManagementBrandandtourismCustomersurveyMarketdivisionCorecompetencesChainoperationPromotionPiracy,26,2020/5/18,NewproductsMaccha（抹茶）greenteaicecreamTea-flavoredchewinggum（口香糖）TeamooncakesTea-relatedhealthandbeautyproductsZhejiangUniversity&ChineseAcademyofAgriculturalSciencesMorethan300chainstoresAmanagementinformationsystemde