第9章-创建品牌资产.pptx

,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,国际工商管理学院,MARKETING MANAGEMENT IN CHINA,第九章,建立品牌资产,Building Brand Equity,第九章要回答的问题,品牌产什么？如何建立品牌,什么是品牌资产，它是如何形成、测量和管理的？,制定品牌战略时有哪些重要的决策,?,主要内容,什么是品牌资产（,Brand Equity,）,创造品牌资产（,Creating Brand Equity,）,制定品牌战略（,Developing a Branding Strategy,）,管理和测量品牌资产（,Managing and Measuring Brand Equity,）,苹果,Apple,Mini case:Haier,Marketing Insight:,The Basic Defects in Branding of China,在,中国建立品牌的基本缺陷,Marketing in China:,Revitalize Chinas Time-honored Brands,激活中华老字号,Marketing in China:,Huaweis Brand Image Re-forming,华为的品牌形象再造,Innovative Marketing:,LOreal in China,欧莱雅在中国,Marketing Insight:,What is a Brand Worth?,品牌到底价值几何？,Chapter Case:P&G,（宝洁）,一、什么是品牌资产,品牌的角色,品牌化的范畴,品牌资产的定义,强势品牌的营销优势,品牌资产是一座桥梁,品牌资产模型,什么是品牌,What is a Brand?,A,name,term,sign,symbol or design,or a combination,of them,intended,to,identify,the goods or services of one seller or group of sellers and to,differentiate,them from those of competitors.,品牌是一种名称、术语、标记、符号或设计，或者这些要素的组合，其目的是借以识别某个销售者或其提供的产品或服务，并使之与竞争对手的产品和服务区别开来。,品牌的含义,Benz,品牌,属性,昂贵精良,利益,令人羡慕,价值,安全威信,文化,效率品质,个性,有趣权势,群体,成功高管,营销视野,1,名车品牌大观,1,宝马（,BMW,）,德国,中间的蓝白相间图案，代表蓝天、白云和旋转不停的螺旋桨，喻示宝马公司渊源悠久的历史，象征公司一贯宗旨和目标：在广阔的时空中，以先进的精湛技术、最新的观念，满足顾客的最大愿望。,营销视野,1,名车品牌大观,2,保时捷（,PORSCHE,）德国（斯图加特）。,采用斯图加特市的盾形市徽。商标中间是一匹骏马，代表斯图加特市盛产的一种名贵种马；左上方和右下方是鹿角的图案，表示斯图加特曾是狩猎的好地方；右上方和左下方的黄色条纹代表成熟了的麦子，喻示五谷丰登，黑色代表肥沃的土地，红色象征人们的智慧和对大自然的钟爱。,营销视野,1,名车品牌大观,3,大众,VW,大众汽车公司是德国最大也是最年轻的汽车公司，总部在沃尔斯堡。德文,Volks Wagenwerk,，意为大众使用的汽车，标志中的,VW,为全称中头一个字母。标志像是由三个用中指和食指作出的“,V”,组成，表示大众公司及其产品必胜必胜必胜。,营销视野,1,名车品牌大观,4,沃尔沃又被称为富豪，,1924,年创建。“,VOLVO”,为拉丁语，是“滚动向前”的意思。喻示着汽车车轮滚滚向前、公司兴旺发达和前途无限。,营销视野,1,名车品牌大观,5,别克,Buick,别克的商标图案是三把刀，它的排列给人们一种起点高并不断攀登的感觉，象征着一种积极进取，不断登攀的精神。,美洲虎（,JAGUAR,）是英国轿车,商标为一只正在跳跃前扑的,美洲虎,雕塑，矫健勇猛，形神兼备，具有时代感与视觉冲击力，它既代表了公司的名称，又表现出向前奔驰的力量与速度，象征该车如美洲虎一样驰骋于世界各地。,营销视野,1,名车品牌,大观,6,法拉利公司于,1929,年由恩佐,法拉利创建，总部设在特兰托，主要生产轿车和赛车。,法拉利公司标志为一匹黑色的腾马，底色为摩德纳（工厂所在地）金丝雀羽毛的颜色。腾马代表法拉利赛车的吉祥物。而法拉利本人也在,F1,赛场上创造了夺得,100,多次胜利的世界纪录。,营销视野,1,名车品牌大观,7,此标志发表于,1989,年,10,月，,TOYOTA,创立,50,周年之际，设计的重点是椭圆形组成的左右对称的构成。椭圆是具有两个中心的曲线，表示汽车制造者与顾客心心相印。并且，横竖两椭圆组合在一起，表示丰田（,TOYOTA,）的第一个字母,T,。背后的空间表示,TOYOTA,的先进技术在世界范围内拓展延伸，面向未来，面向宇宙不断飞翔。,营销视野,1,名车品牌大观,8,品牌的角色：,The Role of Brands,识别生产者,Identify the maker,简化产品处理,Simplify product handling,组织会计,Organize accounting,提供法律保护,Offer legal protection,突出质量,Signify quality,形成进入障碍,Create barriers to entry,作为竞争优势,Serve as competitive advantage,获取溢价,Secure price premium,强势品牌的营销优势：,Marketing Advantages of Strong Brands,对产品性能感知的提高,Improved perceptions,更大的忠诚度,Greater loyalty,竞争中更不易受到影响,Less vulnerable to competition,更不易受到危机的影响,Less vulnerable to crises,更大的利润,Larger margins,提价 时消费者的价格弹性更小,More inelastic response to price increases,降价时消费者的价格弹性更大：,More elastic response to price decreases,更多商务合作机制,Greater trade cooperation,增强营销沟通,Increased marketing communications,有机会进行特许经营,Possible licensing opportunities,更多的品牌延伸机会,Brand extension opportunities,何为品牌化,What is Branding?,Endowing products and services,with the power of a brand.,把品牌的力量赋予产品和服务,何为品牌资产,What is Brand Equity?,The,added value,endowed to products,reflected in how consumers,think,feel,and act,with respect to the brand,as well as the,prices,market share,and profitability,that the brand commands for the firm.,是指给产品和服务所附加的价值，反映了顾客对该品牌的想法、感受和所采取的行动，以及品牌带给公司的价格、市场份额和盈利性。,理解基于顾客的品牌资产,Brand equity arises from differences in consumer response to the brand,品牌资产源于消费者对品牌的反应的差异,Differences in response are a result of brand knowledge,这种差异反应是消费者对该品牌的知识引起的,Differential response is reflected in perception,preferences,and behavior related to the marketing of the brand,这些差异化的反应通过品牌营销过程中的认知、绩效和行为反应出来,品牌知识,Brand Knowledge,Brand,Knowledge,Thoughts,Experiences,Beliefs,Images,Feelings,品牌承诺,_Brand Promise,The marketers vision of what the brand must be and do for consumers,营销者对品牌应当是什么样的和能为顾客做些什么所做的描述,品牌资产模型：,Brand Equity Models,Brand Asset Valuator：,品牌资产评估,Aaker Model,BRANDZ,Brand Resonance：,品牌共鸣,BAV Key Components,Differentiation：,差异,Energy：,能量（动量）,Relevance（,关联度,）,Esteem（,尊敬,）,Knowledge（,知识,）,Brand Dynamics Pyramid：,品牌动态金字塔,Presence：,出现,Relevance：,相关,Performance：,绩效,Advantage：,优势,Bonding：,纽带,Strong Relationship,Weak Relationship,Aaker Model,Brand Identity,品牌识别,Extended Identity,Elements,Brand Essence,品牌精髓,Core Identity,Elements：,核心识别元素,Brand Resonance Pyramid,品牌共鸣金字塔,二、创造品牌资产,选择品牌要素,设计全方位营销活动,借助第二联想,(,次级杠杆,),Steps in Strategic Brand Management,Identifying and establishing brand positioning,Planning and implementing brand marketing,Measuring and interpreting brand performance,Growing and sustaining brand value,Drivers of Brand Equity,Brand Elements,Marketing Activities,Meaning Transference,Devising a Branding Strategy,Develop new brand elements,Apply existing brand elements,Use a combination of,old and new,Brand Elements,Elements,Slogans,Brand,names,URLs,Logos,Symbols,Characters,Slogans,Like a good neighbor,State Farm is there,Just do it,Nothing runs like a Deere,Help is just around the corner,Save 15%or more in 15 minutes or less,We try harder,Well pick you up,NextelDone,Zoom Zoom,Im lovin it,Innovation at work,This Buds for you,Always low prices,Brand Element Choice Criteria,Building the Brand,Memorable,Meaningful,Likeable,Defending the Brand,Transferable,Adaptable,Protectable,Designing Holistic Marketing Activities,Personalization,Integration,Internalization,Internal Branding,Choose the right moment,Link internal and external marketing,Bring the brand alive for employees,品牌联想,_Brand Associations,Brand associations should be:,Strong_,强烈的,Unique_,独一无二的,Favorable_,讨人喜欢的,Secondary Sources ofBrand Knowledge,Hypothetical,Haier,Associations Map,三、制定品牌战略,品牌建立的决策,自主品牌还是,OEM,品牌组合,品牌联合与成份品牌,品牌延伸,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,40,Marketing Discussion,Branding,versus,OEM?,品牌设计,1,、简洁醒目，易读易记。,宏基：,Melitech,-,Sonny,-,Ace,东京电讯工程公司,人,图形商标的三瓣菱形钻石图案，是根据岩崎家族海运船只上的标识和藩王内家的三帕叶标识演变而来的,Google,是由英文单词,Googol,变化而来。,Googol,是一个创造词，表示,1,后面带有,100,个零的数字。代表公司想征服网上无穷无尽资料的雄心,缺点是没有对应的中文名字，对不懂英语的人的记忆和使用有一定阻碍。,海德电梯销售有限公司标志,以其英文缩写,H,和,T,两个字母为造型骨架，设计成竖长的造型。将电梯井架、轿厢的特征组合在一起。,蓝色代表技术，黄色代 表人性化的服务，红色代表企业的远 大目标，永无止境,2,、构思巧妙，暗示属性。,那三条曲线，也像三条河流，示意着健力宝集团所在地广东三水县。,J,飘字的形状，犹如一个做曲体收腹姿势的体操或跳水运动员。艺术地表现出健力宝集团与体育运动的紧密关系，也象征着该集团公司像运动员一样奋勇前进，奋发向上,其图标是由字母,“,j,“,的美术体构成。,J,字顶头的圆点像个球体，是球类运动的象征。,J,字的下半部，由三条曲线并列组成，像三条田径跑道，是田径运动的象征,。,取名小天鹅，是因为企业主要是经营洗涤类家电的，天鹅给人的印象是洁白，高贵，适合企业产品的特点。,小天鹅,是江苏省小天鹅集团的商标名称，,集团主要生产经营洗衣机、空调、冰箱、洗碗机、干衣机、冷柜、工业洗衣机和干洗机等家用、商用电器产品，是中国最著名的白色家电集团。,3,、富蕴内含，情意浓重。,Nestle,英文的含义为,“,舒适，安顿下来,”,和依偎。一提起这个名称，都会使人想起待脯的婴儿,慈爱的母亲和健康营养的雀巢产品,.,lenovo,是由联想自己创造出的一个单词,“,novo,”,是一个拉丁词根，代表,“,新意,”,、,“,创新,”,“,le,”,取自原先的,“,Legend,”,，承继,“,传奇,”,之意，整个单词寓意为,“,创新的联想,”,或,“,联想创新,”,。,4,、避免雷同，超越时空。,My idea,美加净：,MAXAM,海 信：,HiSense,新 飞,：,Frestech,小霸王,：,Subor,品牌标识欣赏,Branding New Products,Brand extension,Sub-brand,Parent brand,Family brand,Line extension,Category extension,Brand line,Brand mix,Branded variants,Licensed product,Brand Naming,Individual names,Blanket family names,Separate family names,Corporate name-individual name combo,Reasons for Multiple Brands in Portfolio,To increase shelf presence and retailer dependence,To attract consumers seeking variety,To increase internal competition,To yield economies of scale,Brand Roles in a Brand Portfolio,Flankers,Low-end,Entry-level,High-end,Prestige,Cash Cows,Co-Branding and Ingredient Branding,Intel inside,Brand Extensions,Advantages,Improved odds of success,Development of positive consumer expectations,Access to retailer support,Leverage of current brand awareness,Economies of scale in advertising,packaging,distribution,Disadvantages,Dilution of brand name,Risk to brand integrity,Risk of harm to parent brand,Cannibalization of parent brand,Lost opportunity to create new brand,四、管理和衡量品牌资产,品牌强化,品牌激活,衡量品牌资产,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,58,Managing Brand Equity,Brand Reinforcement,Brand Revitalization,Brand Crises,Brand Reinforcement,Marketing Insight:,The Basic Defects in Branding of China,Brand Revitalization,Marketing in China:,Revitalize Chinas Time-honored Brands,Chinese Time-honored Brands,Western Brands,Introvert,Moderate,Extrovert,Show-off,Universal,Collective,Different,Individual,Harmonious,Steady,Competitive,Creative,Emphatic of internal quality,Emphatic of communication,Balanced,Adore elegance,decency,Measuring Brand Equity,Brand audits,Brand tracking,Brand valuation,品牌价值链：,Brand Value Chain,品牌价值链,价值,阶段,增值,过程,产品,沟通,贸易,员工,其他,营销项,目投资,顾客,心智,市场,业绩,股东,价值,认知,联想,态度,忠诚,行动,价格溢价,价格弹性,市场份额,品牌延伸,成本结构,盈利能力,股价,价格,/,收益比率,市场资本总额,营销活动,的效果,市场状况,投资者,情绪,明确性,相关性,特殊性,一致性,竞争性反应,渠道支持,顾客数量,和情况,市场动态,增长潜力,风险情况,品牌贡献,项目增值,市场增值,客户增值,Interbrand Valuation Method,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,66,Marketing Discussion,Are brand extensions good,versus,bad?,Brand extensions can endanger brands.,versus,Brand extensions are an important,brand-growth strategy.,Cases Discussion,Marketing in China:,Huaweis Brand Image Re-forming,1.Why did Huawei have to undergo brand re-form?,2.Find out the differences between brand image and brand value proposition(the“aardwolf”and the“elephant”).,Chapter Case:P&G,1.With P&G being the most successful global supplier of consumer goods,what are the majorfeatures of its marketing innovation?,2.Analyze the strengths and weaknesses of P&Gs multibrand strategy.,