营销管理科特勒第创建品牌资产.pptx

Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,#,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,MARKETING MANAGEMENT IN CHINA,Philip Kotler Kevin Lane Keller Lu Taihong,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,营销管理（中国版）,第,9,章,创建品牌资产,菲利普,科特勒,-,凯文,莱恩,凯勒,-,卢泰宏,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,2,本章问题,什么是品牌？如何进行品牌化？,什么是品牌资产？它是如何被建立、衡量和管理的？,制定品牌战略时的关键决策有哪些,?,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,3,本章内容,什么是品牌资产？,创建品牌资产,制定品牌战略,管理和衡量品牌资产,苹果,小案例：海尔,营销视野：,中国品牌建立的基本缺陷,营销在中国：,激活中国老字号,营销在中国：,华为的品牌再造,创新营销：,欧莱雅在中国,营销视野：,一个品牌有多少价值？,本章案例：宝洁,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,4,什么是品牌？,一种名称、名词、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,个销售者或某些销售者提供的产品或劳务，,并使之与竞争对手的产品和劳务区别开来。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,5,品牌的角色,区分生产者,简化产品处理,管理会计记录,提供法律保护,品质保证,形成进入壁垒,竞争优势,获得品牌溢价,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,6,强势品牌的营销优势,提高感知,更高的忠诚度,更不易受到竞争的影响,更不易受到危机的影响,更高的利润率,涨价时顾客反应的弹性更小,降价时顾客反应的弹性更大,更强有力的商务合作和支持营销传播效果增强,有机会进行特许经营,有机会进一步延伸品牌,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,7,什么是品牌化？,赋予产品和服务品牌的力量。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,8,什么是品牌资产？,品牌资产是指给产品和服务附加的价值，反映了顾客对该产品的想法、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。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,9,品牌价值链,营销活动,投资,顾客心态,品牌表现,股东价值,活动增效器,顾客,增效器,市场,增效器,价值阶段,增效器,-,产品,传播,交易,员工,其他,知名度,联想,态度,情感,行为,价格溢价,弹性溢价,市场份额,延伸成就,成本结构,盈利性,股票价格,市盈率,股票市值,清楚,相关,独特,持久,竞争反应,渠道支持,顾客规模和特征,市场动态,增长潜力,风险特点,品牌贡献,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,10,品牌资产,品牌资产源自顾客对品牌的反应的差异,这些差异是顾客的品牌知识引起的,差异化反应通过与品牌营销的各方面相关的知觉、偏好和行为表现出来,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,11,品牌知识,知识,想法,经验,信念,形象,感觉,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,12,品牌联想,品牌联想应：,有力的,独特的,赞许的,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,13,品牌知识的辅助来源,品牌,事物,人,地点,其他品牌,联盟,成分,公司,延伸,第三方，赞助者,事业,事件,代言人,员工,渠道,原产地,事物,人,地点,联盟,成分,公司,延伸,代言人,员工,原产地,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,14,假设海尔联想图,海尔,品类,买得起,便利,年轻,便宜,功能,有用,中国,友好,实用,电器,冰箱,简单,可信,忠诚,进取,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,15,品牌承诺,营销者对品牌应该是什么样的,和能为顾客做些什么所做的描述。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,16,市场份额、心理份额和情感份额,市场份额,心理份额,情感份额,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,17,战略性品牌管理的步骤,识别和建立品牌定位,计划和实施品牌营销,衡量和解释品牌绩效,发展和维持品牌价值,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,18,设计一个品牌战略,开发新的品牌元素,应用现有品牌元素,综合利用新旧元素,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,19,品牌资产驱动因素,品牌元素,营销活动,词义转移,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,20,品牌元素,元素,口号,品牌名称,网址,标志,符号,文字,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,21,品牌元素的选择标准,品牌塑造,难忘,有意义,讨人喜欢,品牌防御,可转让,可修改,可保护,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,22,品牌化新产品,品牌延伸,子品牌,母品牌,家族品牌,产品线延伸,类别延伸,品牌线,品牌组合,品牌变体,许可产品,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,23,品牌名称,单一品牌名称,统一的家族品牌名称,独立的家族品牌名称,公司名称加个体产品,名称,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,24,口号（例子）,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,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,25,设计全方位的营销活动,个性化,整合,内部化,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,26,内部品牌化,选择恰当的时机,将外部营销和内部营销相联系,让品牌在员工中活起来,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,27,联合品牌和成分品牌,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,28,品牌延伸,优势,提高成功的机会,建立顾客正面的期望,零售商支持,加大当前品牌的知名度,广告、包装和分销的规模经济性,劣势,稀释品牌名称,品牌完整性的风险,损害母品牌的风险,与母品牌相互蚕食,丧失创建新品牌的机会,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,29,品牌组合中引入多品牌的原因,提高货架占有率和零售商的店内依赖,吸引关注差异的消费者，否则他们可能转向另一品牌,增加公司内部的竞争,实现规模经济,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,30,品牌组合中的品牌角色,侧面部队,低端威望品,高端威望品,现金牛,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,31,管理品牌资产,品牌强化,品牌激活,品牌危机,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,32,品牌强化,营销视野：,中国品牌建立的基本缺陷,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,33,品牌激活,营销造中国：,激活中国老字号,中国老字号,西方品牌,内敛、中庸,外向、张扬,共性、综合,差异、个性,和气、沉稳,竞争、创新,重内在气质,重传播沟通,和谐均衡,崇尚高贵、贵族血统,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,34,衡量品牌资产,品牌审计,品牌追踪,品牌估价,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,35,2007,年十大最有价值的品牌,SOURCE:The 100 Top Brands.,BusinessWeek.,August 6,2007:p.59,2007,年,排名,2007,品牌价值,（百万美元）,2006,品牌价值,（百万美元）,变化百分比,国家,1.,可口可乐,65 324,67 000,-3%,美国,2.,微软,58 709,56 926,3%,美国,3.IBM,57 091,56 201,2%,美国,4.,通用电气,51 569,48 709,5%,美国,5.,英特尔,30 954,32 319,-4%,美国,6.,丰田,32 070,27 941,15%,日本,7.,诺基亚,33 070,30 131,12%,芬兰,8.,迪士尼,29 210,27 848,5%,美国,9.,麦当劳,29 398,27501,7%,美国,10.,奔驰,23568,21 795,8%,德国,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,36,Interbrand,品牌评价方法,市场细分,财务分析,竞争基准,需求驱动力,无形资产收入,品牌化的作用,品牌力量,品牌折价比率,品牌收入,品牌价值（未来品牌收入的净限制）,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,37,品牌资产模型,品牌资产评估模型,艾柯模型,BRANDZ,模型,品牌共鸣模型,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,38,品牌资产评估的关键要素,差异,能量,相关,尊敬,知识,Copyright 2009 Pearson EducationInc.Publishing as Prentice Hall 9-,39,品牌动态金字塔,出现,相关,性能,利益,纽带,强关系,弱关系,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,40,艾柯模型,品牌身份,延伸身份要素,品牌精髓,核心身份要素,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,41,品牌共鸣金字塔,共鸣,判断,感觉,性能,形象,特色,强烈、积极的,忠诚,正面、易获,得的反应,相似点和,差异点,深度的广泛的,品牌知名度,4.,关系,=,你我间关系怎样？,3.,反应,=,怎样的？,2.,含义,=,你是什么？,身份,=,你是谁？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,42,营销讨论,打造品牌,还是,贴牌生产？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,43,营销讨论,品牌延伸有利,还是,有害？,品牌延伸会伤害品牌。,还是,品牌延伸是一个重要的品牌发展战略。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,44,案例讨论,营销在中国：,华为的品牌再造,为什么华为要进行品牌再造？,试比较华为前后两种品牌形象（“土狼”和“大象”）和品牌价值主张的差异。,本章案例：宝洁,1.,宝洁公司成为最成功的全球消费品供应商，其营销创新的主要特征是什么？,2.,分析宝洁公司多品牌战略的优劣势。,