国际市场营销7brandppt课件

.,1,国际市场营销,Internationalmarketing,.,2,Yourbrandfriendsandyou,.,3,Chapter9TheBrandmanagement,.Brandis“aname,term,symbolordesign(oracombinationofthem)whichisintendedtosignifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.”(PhilipKotler,2001),.,4,品牌的内涵,产品品牌(Product),品牌名（Brandname),货真价实的标志(Badgeofauthenticity),满意的保证(Guaranteesatisfaction),品牌经验（Brandexperience),产品经验（ProductExperience),品牌保证(brandreassurance),品牌个性（Brandpersonality),完整的品牌（Acompletebrand),社会性品牌价值（Socialbrandvalues),个人品牌价值（Personalbrandvalues),.,5,.Brandposition,一、Abrandcandeliveruptofivelevelsofmeaning:1.Attributes.Abrandfirstbringstomindcertainproductattributes.EX：Mercedessuggestssuchattributesaswellengineered,wellbuilt,durable,highprestige,fast,expensive,.,6,2.Benefits.Customersdonotbuyattributes,theybuybenefits.theattributedurablecouldtranslateintothefunctionalbenefitTheattributeexpensivemighttranslateintotheemotionalbenefit,.,7,3.Values.Abrandalsosayssomethingaboutthebuyersvalues.ThusMercedesbuyersvaluehighperformance,safetyandprestige,.,8,4.Culture:Abrandalsorepresentsacertainculture.TheMercedesrepresents“Germanculture”:highperformance,efficient,highquality.,.,9,5.Personality.Abrandalsoprojectsapersonality.Ifthisbrandwereaperson,whatkindofpersonwouldbeitdesiredself-imagesmatchthebrandsimage,.,10,Mercedesautomobileasbeingawealthy,ductuserthestrategyfocusesontheproductuser,ratherthanontheroduct.,.,11,EX:MontBlancpentarget-thebusinessexecutive-aqualitybusinessletterhead,passport-highestqualtiypen,.,12,二、BrandEquityThevalueofabrand,Brandshavehigherbrandequity：1、nameawareness,2、higherbrandloyalty,3、perceivedquality,4、strongbrandassociations5otherassetssuchaspatents,trademarksandchannelrelationships.,.,13,brandcapital,.,14,Branddevelopment,LINEEXTENSIONSLineextensionsoccurwhenacompanyintroducesadditionalitemsinagivenproductcategoryunderthesamebrandname,suchasnewflavours,forms,colours,ingredientsorpackagesizes.,.,15,Itmightwanttomeetconsumersdesiresforvarietyitmightrecognizealatentconsumerwantandtrytocapitalizeonit.,.,16,Lineextensionsinvolvesomerisksline-extensiontrap-specificmeaningCosts：developmentandpromotion,.,17,BRANDEXTENSIONSanyefforttouseasuccessfulbrandnametolaunchnewormodifiedproductsinanewcategory.,.,18,Advantages.1.capturegreatermarketshare2.realizegreateradvertisingefficiency,.,19,3.helpsthecompanyenternewproductcategoriesmoreeasily4.savethehighadvertisingcostusually,.,20,Sony-itsnewelectronicproductsRisknotvaluethebrandsassociations.aPepsisinglemaltwhiskey,.,21,.,22,2.Brandservesthreevitalroles.a.thebrandactsasa“magnet”thatcanattractnewcustomerstotheenterprise.b.theb