战略品牌管理 15 中山大学吴柏林教授 “广告心理学(清华大学出版

1、Characteristics of Strong BrandsUnderstand brand meaning and market appropriate products and market product appropriatelyDisneyNikeSouthwest AirlinesCharacteristics of Strong BrandsProperly position brandsVisaCharacteristics of Strong BrandsProvide superior delivery of desired benefitsStarbucksFeder

2、al ExpressAmazonDockersCharacteristics of Strong BrandsMaintain innovation and relevance for the brandGilletteCharles SchwabCharacteristics of Strong BrandsEstablish credibility and create appropriate brand personality and imageryAppleVirginCharacteristics of Strong BrandsCommunicate with a consiste

3、nt voice at one point in time and over timeCoca-ColaAccenture (Andersen Consulting)Characteristics of Strong BrandsEmploy a full range of complementary brand elements and supporting marketing activitiesIntelMerrill LynchYahooCharacteristics of Strong BrandsStrategically design and implement a brand

4、hierarchy and brand portfolioBMWDuPontThe GapFordCharacteristics of Strong BrandsUnderstand brand meaning and market appropriate productsProperly position brandsProvide superior delivery of desired benefitsMaintain innovation and relevance for the brandEstablish credibility and create appropriate br

5、and personality and imageryCommunicate with a consistent voiceEmploy a full range of complementary brand elements and supporting marketing activitiesStrategically design and implement a brand hierarchyService Branding AddendumsSurpass customer expectationsNordstromMaximize service efficiencyMcDonald

6、sDevelop employee equityDisneyEstablish productive partnershipsAmerican AirlinesB-to-B Branding AddendumsEmphasize corporate or family brandEstablish strong corporate credibility & other intangiblesservice deliveryEmploy full range of IMCLeverage equity via secondary associationsother companiesDevel

7、op market-specific branding programsSeven Deadly Sins of Brand ManagementFailure to understand the full meaning of the brandBicSeven Deadly Sins of Brand ManagementFailure to live up to the brand promiseUnited AirlinesSeven Deadly Sins of Brand ManagementFailure to adequately support the brandCoorsS

8、hellSeven Deadly Sins of Brand ManagementFailure to be patient with the brandMichelobSeven Deadly Sins of Brand ManagementFailure to adequately control the brandReebokSeven Deadly Sins of Brand ManagementFailure to properly balance consistency and change with the brandKodakLevi-StraussSeven Deadly S

9、ins of Brand ManagementFailure to understand complexity of brand equity measurement and managementNumerous “” brandsSeven Deadly Sins of Brand ManagementFailure to understand the full meaning of the brandFailure to live up to the brand promiseFailure to adequately support the brandFailure to be patient with the brandFailure to adequately control the b