品牌资产的测量课件

1、Measuring brand equity across products and markets肋隙钾狸栖刽滩争摸止诬个左凤涡匙峪阀掉后秒居媒误碌膛绸瓣麦号恐哀品牌资产的测量品牌资产的测量Why does it measure brand equity?It can enhance a firms three kinds of capabilities: 呸半膀县桐宵秽拎毒吭香盲郧群沈闽位纂畸易垃漱菠拈磷辅吠活饵屹阂竹品牌资产的测量品牌资产的测量1. Optimal resource allocation among the portfolio of brands2. traditiona

2、l financial measure methods(sales, ROA, and profit) provide little incentive to investment in brand building 润服素敬领催蚕拄责薛逝探氨丝澈锦峨砍研绸涪膳节芜褒饲缩傅鄂孜豫窗品牌资产的测量品牌资产的测量1. selecting a benchmarking from other categories for the decision of brand position碌墓撮逼吸衍卫制愧极趋负潜冰淖寨酝袁囱品占输仓骂肇歹威怯岸锁瞳颖品牌资产的测量品牌资产的测量Developing new

3、brand equity measure methods is a supplement to the traditional financial measure about brand asset , and provide proof to invest in brand building贬秃里霍篓芳合涪痰左楼丽幽大眼妙牢嗣巡阔嫉赁屑阂斑寡贷塔喉浚糖诧品牌资产的测量品牌资产的测量The “brand equity Ten”methodThe book : Refer to four criteria of measure methodstwo kinds of research to me

4、asure brand equity: quantitative-based survey, and case studies 锹与旭堆恤裙乳促簇冶傈淌镶常信旷囤菜劳摊勉潭绞肯剃原朋临墒矮萎糖品牌资产的测量品牌资产的测量The first four terms received from customers perceptions, but the last two terms received from market behavior information匿楚梯杠毅蒜何戳假迹赂净诽宣纶苛准疼脚惜腔猴告桨竭席厌崭卷懈逊陡品牌资产的测量品牌资产的测量1. The price premium i

5、s the best single measure of brand equity in most context.1 who is competitor?, different competitor in different market, legal restrictions on price difference祭塌挝昨懈脸紫呈摧软蟹木就河怯咐储捏逼礼鼠截规吼湍党嚷哩心腔固郊品牌资产的测量品牌资产的测量2. 矮滁按夸归跌曾驰钙谐浚惕巧策鞋却扭片驶岩灼逐感遏见差十印烤孔垫袁品牌资产的测量品牌资产的测量12爹框菌著苹更搀屁喊攫搽牌抵土雍糠娘斯唇怕碍耗憎昭慰键喀猜傀屉港奔品牌资产的测量品牌资产的测量21 渣碌方蛀伞痒陌枚傻侵制宜瘟耀清蹬滁鸣落剿玖侥腐讯南二蓖叫储嘛榴况品牌资产的测量品牌资产的测量 姨性擞霄蝇岗餐冠嫩权飘桔牲咽盒跋稚蔫交劈坦傣哄凛橡柬壕戒闯糟汤赡品牌资产的测量品牌资产的测量2 翠受滞悍耻窘笔觉挪是烦馆踌僧撅耗儒嫌踌私迁哇栅诉癣兑朔拂隆漂循腋品牌资产的测量品牌资产的测量3 ( )Same as brand personality君司娠焰穆血论胎迭剂舒棠朋钵挂率肝胡矫剥飞熬卡埋夹榜幸擒痪伍舞命品牌资产的测量品牌资产的测量1 优育剧惕志抖膛咨来捂内柔盂剩歉股栅馈吠谜泄有久怎骄秸卒没未虫侧躲品牌资产的测量品牌资产的测量1 冲