产品营销品牌策略

产品营销品牌策略1大纲品牌重要性品牌权益相关策略定位命名类型发展模式农产品品牌策略个案讨论2品牌Brandisthename,term,sign,ordesign—oracombinationofthese—thatidentifiesthemakerorsellerofaproductorservice名称标志标语、口号3品牌重要性Ifthisbusinessweresplitup,Iwouldgiveyouthelandandbricksandmortar,andIwouldkeepthebrandsandtrademark,andIwouldfarebetterthanyou.(FormerCEOofQuakerOats)Ifeveryassetweown,everybuilding,andeverypieceofequipmentweredestroyedinaterriblenaturaldisaster,wewouldbeabletoborrowallthemoneytoreplaceitveryquicklybecauseofthevalueofourbrand.(FormerCEOofMcDonald’s)4品牌权益Brandequityisthedifferentialeffectthatknowingthebrandnamehasoncustomerresponsetotheproductanditsmarketing.Aaker’sbrandequitymodel(1991,1996)Kelly’sbrandresonancemodel,customer-basedbrandequitymodel(1993,2001,2003)5Aaker’sbrandequitymodelConsumersatisfaction/loyaltyPerceivedqualityAssociation(联想)AwarenessMarketbehavior(marketshare,distribution)提高企业竞争优势Customerequity:thevalueofcustomerrelationshipsthatthebrandcreated.678定位-1品牌性格(BrandPersonality:thesetofhumancharacteristicsassociatedwithabrand)Sincerity(down-to-earth,honest,wholesome,cheerful):DoveExcitement(daring,spirited,imaginative,up-to-date):AppleCompetence(reliable,intelligence,successful):BBCSophistication(upperclass,charming):BrookBrothersRuggedness(outdoorsy,tough):JeepAaker,J.(1997)“DimensionsofMeasuringBrandPersonality.“J.ofMarketingResearch,347-356.定位-2AttributesBenefitsVolvo(safety),FedEx(ontimedelivery),Nike(performance),Lexus(quality)BeliefsandvaluesGodiva,Starbucks,Apple9命名-1Suggestbenefitsandqualities:TrueYoga,DieHard,IntensiveCareEasytopronounce,recognize,andremember:Tide,JetBlue.Distinctive:Zappos,Yahoo!,GoogleExtendable:ATranslatablefortheglobaleconomy:Exxon(Enco)CapableofregistrationandlegalprotectionKleenex,Levi’s,JELL-O,Band-AID,ScotchTape,Ziploccellophane,aspirin,nylon,yo-yo,escalator,shreddedwheat10类型Genericproduct,brandedproductManufacturer’sbrand(nationalbrand)宏碁(Acer),裕隆(Luxgen)Privatebrand(distributor’sbrand)Costco(Kirkland),统一超商(7select)，爱买(最划算)LicensedbrandStarbucks,MacDonald,BurgerKing,SubwayCo-brandNike+iPodSportKit,Asus-Garmin,BestWestern-HarleyDavidson11发展模式既有产品新产品既有品牌生产线延伸品牌延伸新品牌多重品牌新品牌12饲料厂种鸡场代养户雏鸡、饲料电宰场35日快餐店量贩店生鲜超市熟食加工外销消费者大成长城集团13瓜瓜园(品牌)股份有限公司零售加工零售消费者农会农民(产销班)资本产品政府辅导资本瓜瓜园14基本资料

地点:市新化区核心价值:用心、创新、安心成立产销班与加工站:1991品牌图案:1992零售店面:1993电子商务:2003十大绩优农业产销班:2005HACCP,ISO22000:2008科技农企业菁创奖—绩优营销类:201015水稻产销专区