企业品牌管理

企业品牌管理第1页/共19页WhatisaBrand?Abrandisaname,term,sign,symbol,ordesignoracombinationofthemintendedtoidentifythegoodsandservicesofonesellerandtodifferentiatethemfromthoseofthecompetition - (Bennett,P.D.,1998,AMA)第2页/共19页BrandingBasicsCont’d.Brandsare:-Whatthecustomerbuystherecepticaloftheemotionalvaluesoverandabovethefunctionalvaluesoftheproduct/servicemuchmoredifficulttocopyandthuscompetewithamajorpotentialsourceofdifferentiationlonger-lived-brandscantranscendtheoriginalproduct/service.Itistheproduct’sDNA.第3页/共19页BrandArchitectureandEquityBrandKnowledgeBrandHeritageCoreValuesBrandTerritoryBrandPersonalityBrandPropertiesBrandLoyaltyBrandEquity第4页/共19页BrandArchitecture1. BrandHeritage -Thebrandbrings…2. CoreBrandValues -Thebrandmeans…3. BrandTerritory -Thebrandcompetesin…4. BrandPersonality -Thebrandislike…5. BrandProperties -Thebrandowns...LandroverExampleAccordingtoNestlé,thestrengthofthebrand’spositioningisbuiltonfive“pillars”:

第5页/共19页BrandArchitecture1. BrandHeritage -Thebrandbrings…2. CoreBrandValues -Thebrandmeans…3. BrandTerritory -Thebrandcompetesin…4. BrandPersonality -Thebrandislike…5. BrandProperties -Thebrandowns...LandroverExampleAccordingtoNestlé,thestrengthofthebrand’spositioningisbuiltonfive“pillars”:50yearsofTradition.Britishness.Royalty?4X4Market.Outdoors.AdventureMarketetc.Male,Extrovert,QuietlyAssured,Informal‘conservative’.Logo,BrandOval,BRGandGold,ShapeGuts,Authenticity,Originality,Ruggedness,Capability第6页/共19页BrandArchitecture-TryItYourself!!1. BrandBackground -Thebrandbrings…2. BrandCoreValues -Thebrandmeans…3. BrandTerritory -Thebrandcompetesin…4. BrandPersonality -Thebrandis…5. BrandProperties -Thebrandowns...YourBrandExampleAccordingtoNestlé,thestrengthofthebrand’spositioningisbuiltonfive“pillars”:第7页/共19页InnovationLifeCycle/BCGImplicationsBeingtheLeaderprovidesadvantagesBetterMousetrap?第8页/共19页RevenueTime0IntroductionstageGrowthstageMaturitystageDeclinestageTheProductLifeCycle第9页/共19页LeaderAdvantages*10%20%30%PIONEERFASTFOLLOWERLATEENTRANTAVERAGEMARKETSHAREMARKETENTRYSTRATEGY*W.T.Robinson,(1984),”MarketPioneeringandSustainableMarketShareAdvantages”第10页/共19页PIMS*andPioneerAdvantageTheProfitImpactofMarketingStrategyresearchisbasedon@3000SBU’sin450companiesintheUS.70%ofSBU’swiththeleadingmarketsharewere‘oneofthepioneers’Only40%oftheSBU’swithlessthanaleadingmarketsharewerepioneers*Buzzell,R.andGale,B.(1987),ThePIMSPrinciples:LinkingStrategytoPerformance,FreePress第11页/共19页EmersonWasWrong

Ifamancanwriteabetterbook,preachabettersermon,ormakeabettermousetrapthanhisneighbor,thoughhebuildshishouseinthewoodstheworldwillmakeabeatenpathtohisdoor.

RalphWaldoEmerson(1803-82),U.S.essayist,philosopherandpoet

Ifyouonlybuildabettermousetrap,theworldwillnotbeatapathtoyourdoor.

Howwilltheworldknowyouhavethemousetrap?Whocares?Onlythosewhohavemice-Andwishtheydidn'tAnddon'tlikecatsAndthen,theyhavetoUnderstandhowtooperateitHavesomethingtoofferyouinexchangeAndbeforelong,abettermousewillcomealong!

第12页/共19页NewProductstrategyIdeaGenerationScreeningConcepttestingBusinessAnalysisProductDevelopmentMarketTestingCommercialisationSource:CooperandKleinschmidt,1986,JournalofProductInnovationManagementTheNewProductDevelopment(NPD)Process第13页/共19页TheNPDProcess“Weshouldnotethatnewproductspassthrougheachstageatvaryingspeeds;somemaydwellatastageforalongperiodwhileothersmaypassthroughveryquickly”Jobber,PrinciplesandPracticeofMarketing,p.298Whatwilldeterminethisprogress?第14页/共19页TypesofNewProducts20%10%26%26%11%7%NewproductLinesNewtotheCompanyHighLowNewtothemarketLowHighNewtotheworldproductsImprovementstoexistingproductsCostreductionsAdditionstoexitingproductlineRepositioningSource:-Booz,AllenandHamilton,1982第15页/共19页LandroverVideoCaseDiscussthesortofNPDprocessthattheDiscoverywentthroughHowmighttheDiffusionofInnovationprocesshavebeenusedtoguidetheDiscovery’scommercialisation??第16页/共19页MüllerCaseQuestionVolunteerGroup–AnswerQs2Inowntime,identifytheNPDprocessforMulleryoghurtintheUKAppreciatethelikelyNPDdifferencesforextensionsv‘newtotheworld’products第17页/共19页NextWeekReadch.11inJobberNBNOTCh12&13as