【英文】战略品牌管理-Strategic Brand Manage.ppt

1、Strategic Brand Management,WELCOME! Class #6 Soni Simpson,Evaluating the Mayo Clinic 600k + in- and out-patients/yr Founded in 1800 by Dr William Woral Mayo assign group tasks; conduct research searches Oct 25th: Out line marketing plan to share with the group; Nov 1st: Having reviewed available dat

2、a; hypothesize financials, consumer insights, positioning and concepts (can turn in roughs to prof for feedback) Nov 8th: Draft marketing plan deck and begin conversion to power point presentation Nov 15th: Turn in completed plan and conduct presentations. FINISHED PRODUCT: One 10-15 Minute presenta

3、tion (docked a grade if over 15 minutes!) One marketing plan document (main text to be NO MORE than 5 pages. Appendix with charts, graphs, data and research encouraged) Visuals encouraged.,Strategic Brand Management,Your Marketing Plan,Purpose Define your core objectives, strategies and tactics in c

4、oncise summary Management selling tool for brand investment Document and sell or acknowledge results Provide solid, focused direction to corporation and brand support Define Brand evaluation objectives Live Working Document,Measuring Brand Equity,Objective: To guarantee assets/liabilities are nurtur

5、ed and managed (loyalty, awareness, perceived quality, propriety brand assets) Develop Focused Master Plan Create Long term Strategic Orientation,Brand Marketing Process,Brand Marketing Process,Analysis & Long Term Strategy,Brand Marketing Process,Annual Plan & Execution,Brand Marketing Process,Meas

6、uring Brand Equity,Market Trends Checklist,Volume & Share Industry definition & served market Category Size & growth rates Category Segmentation, trends, importance to category Share of market by brand & by segment,Assessing Competitive Trends,Measuring Brand Equity,Competitor Identification Key dir

7、ect competitors Competitive Scope: Regional/National/Global,Competitive Strategy Overall mission/priorities Target Audience Brand Turf/Positioning Class of Trade (COT) importance,Competitor Focus Importance in portfolio Level of product activity Level of marketing focus Financial resources,Competiti

8、ve Financials P&L analysis Cost Structure Spending Profitability,Advantage,Brand Value Chain & Testing,Use The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies,Value Stages,Shareholder Value,-Product Communication Trade Employee Other,-Awareness Associations Atti

9、tudes Attachment Activity,-Price Premiums -Price Elasticities -Market Share -Expansion Success -Cost Structures -Profitability,-Stock Price -P/E Ratio -Market Capitalization,Use The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies,Value Stages,Marketing Program I

10、nvestment,Customer Mindset,Market Performance,Shareholder Value,Multipliers,-Clarity -Relevance -Distinctiveness -Consistency,-Competitive reactions -Channel Support -Customer size & Profile,-Market Dynamics -Growth Panel -Risk Profile -Brand Contributions,Brand Value Chain & Testing,Measuring Brand

11、 Equity,SWOT Purpose: to guide thinking and help distill the key issues and opportunities facing the Brand AND the category Can be done in competitive analysis,STRENGTH Inherent source of competitive advantage within the Brand (of genuine relevance to the consumer),WEAKNESS Inherent cause of competi

12、tive disadvantage within the Brand (of genuine importance to consumer),Measuring Brand Equity,SWOT Purpose: to guide thinking and help distill the key issues and opportunities facing the Brand AND the category Can be done in competitive analysis,OPPORTUNITY Unsatisfied or poorly satisfied need in th

13、e marketplace which our company can perform profitability,THREAT Potential problem from external source which could undermine our Brands competitive position if not addressed.,Consumer-Based Brand Equity Pyramid,Brand Salience,Consumer- Brand Resonance,Consumer Judgments,Consumer Feelings,Brand Perf

14、ormance,Brand Imagery,4 Intense, Active Loyalty,1 Deep Broad Brand Awareness,2 Points of Difference,3 Positive Accessible Reactions,Consumer Acceptance Cycle,Consumer-Based Brand Equity Pyramid,Salience,Resonance,Judgments,Feelings,Performance,Imagery,Loyalty Attachment Community Engagement,Quality

15、Credibility Consideration Superiority,Warmth, Fun Excitement, Security, Social Approval, Self-Respect,4 Brand Relationships (WHAT About You AND ME?),1 Brand Identity (WHO Are You?),2 Brand Meaning (WHAT Are You?),3 Brand Response (WHAT About You?),User Profiles Purchase and Usage Situations Personal

16、ity & Values History, Heritage, & Experiences,Brand Characteristics Price,Category Identification Needs Satisfied,Insight to Positioning,State the thought you wish to implant in your targets mind: TO (core target audience), (Brand Name), IS THE (frame of reference) THAT (owned benefit) BECAUSE (supp

17、ort or reason to believe),Introducing (Brand Name)Succinct insight driven benefits (benefit statement),Consumer Insight statement (AHA not fact). Introducing New Brand. What it does (relevant core benefit to consumer). Reason to believe (how/why it does what it does). Reprise of positioning in closi

18、ng tag.,Your Marketing Plan,Fundamental Statement of Purpose What do I want to do (grow X% to $) Objectives must be SMART Specific Measurable Appropriate Realistic Timebound Long Term and Short term,Brand Development,Consumer Driven Marketing Cycle,Brand saturation High Cost,Strategies: Fact Based choices on who, how and why,Consumer Insight: Singularly focused need, desire or want,Tactics: Activities/capabilities what, where and when,Actions: Execution, feedback, assessment, and improvement,YOUR MARKETING PLAN,What is your Big Inspiring Vision? How will your consumer insight translate acro