9第九章 创建品牌资产

MarketingManagement,13thed第4篇建设强势品牌Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-29CreatingBrandEquity创建品牌资产Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-3ChapterQuestions•Whatisabrandandhowdoesbrandingwork?品牌是什么？品牌如何运作？•Whatisbrandequity?什么是品牌资产•Howisbrandequitybuilt,measured,andmanaged?品牌资产怎样创建、衡量和管理？•Whataretheimportantdecisionsindevelopingabrandingstrategy?在发展品牌过程中要做哪些重要的决策？Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-4StepsinStrategicBrandManagement战略品牌管理过程的四个主要步骤•Identifyingandestablishingbrandpositioning确定和建立品牌定位•Planningandimplementingbrandmarketing计划和实施品牌营销•Measuringandinterpretingbrandperformance（衡量和解释品牌性能）•Growingandsustainingbrandvalue增长和保持品牌价值Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-5一、什么是品牌资产WhatisaBrand?Abrandisaname,term,sign,symbolordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.品牌是一种名称、术语、标记、符号或设计，或是它们的组合运用，其目的是借以辨认某个销售者或某群销售者的产品或服务，并使之同竞争对手的产品和服务区别开来。Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-61.TheRoleofBrands品牌的角色Identifythemaker确定了产品的来源或制造者Simplifyproducthandling（简化产品的操作或跟踪）Organizeaccounting帮助组织存货进和做会计记录Offerlegalprotection提供法律保护Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-7TheRoleofBrands品牌的角色Signifyquality（品牌能表明一定的质量水平）Createbarrierstoentry创造其它公司进入市场的障碍Serveasacompetitiveadvantage保护竞争优势Securepricepremium（保证额外的利润）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-82.品牌的范畴WhatisBranding?（品牌化）Brandingisendowingproductsandserviceswiththepowerofthebrand.品牌化是赋予产品和服务一种品牌所具有的能力。它的根本是创造差别使自己与众不同。Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-93.WhatisBrandEquity?定义品牌资产Brandequityistheaddedvalueendowedonproductsandservices,whichmaybereflectedinthewayconsumers,think,feel,andactwithrespecttothebrand.品牌资产是附加在产品和服务上的价值。这种价值可能反映在消费者如何思考、感受某一品牌并做出购买行动，以及该品牌对公司的价值、市场份额和盈利能力的影响。Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-10BrandKnowledge品牌知识KnowledgeThoughts想法Experiences经验Beliefs信仰Images形象Feelings感觉Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-11AdvantagesofStrongBrands强势品牌的市场优势•Improvedperceptionsofproductperformance产品性能的改善•Greaterloyalty更高的忠诚度•Lessvulnerabilitytocompetitivemarketingactions竞争性市场行为中更少的弱点•Lessvulnerabilitytocrises市场危机中更少的弱点•Largermargins（更大的利润）•Moreinelasticconsumerresponse（对价格增长无弹性的消费者反应）•Greatertradecooperation更强大的买卖合作及支持•Increasedmarketingcommunicationseffectiveness增长的市场沟通效率•Possiblelicensingopportunities额外的品牌拓展机会Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-124.品牌资产是一座桥梁WhatisaBrandPromise?什么是品牌承诺？Abrandpromiseisthemarketer’svisionofwhatthebrandmustbeanddoforconsumers.品牌承诺是营销者们知道什么产品更适合消费者的一种眼光。Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-135.BrandEquityModels品牌资产模型•BrandAssetValuator（品牌资产评价者）•AakerModel（阿卡模型）•BRANDZ模型•BrandResonance（品牌共振模型）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-14（1）BAVKeyComponents（品牌资产有四个关键因素）Differentiation差异性Relevance（关联性）Esteem（尊重性）Knowledge知识性品牌力量（未来）品牌境界（过去）领导者补缺者/非现实侵蚀者新人/非关注的Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-15（2）Figure9.3BrandDynamicsPyramid动态品牌金字塔Presence（存在）Relevance（关联）Performance性能Advantage优势Bonding（粘合）StrongRelationshipWeakRelationshipCopyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-16（3）AakerModel阿卡模型品牌资产的类型：品牌忠诚度、品牌知名度、认知质量、品牌联想、其他专有资产BrandIdentity（品牌身份）ExtendedIdentityElements（延伸身份）BrandEssence（品牌本质）CoreIdentityElements（核心身份）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-17（4）Figure9.4BrandResonancePyramid（品牌共振模型）品牌特色、品牌性能、品牌形象、品牌判断、品牌感觉、品牌共鸣Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-18四、建立品牌资产DriversofBrandEquity品牌资产形成的三个主要方面BrandElements组成品牌的品牌元素或者身份的最初选择MarketingActivities产品和服务以及全部相关营销活动和支持营销计划MeaningTransference（通过其它实体产生品牌联想）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-191.选择品牌因素BrandElementsElementsSlogansBrandnames品牌名称URLs（链接）Logos口号SymbolsCharactersCopyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-20BrandElementChoiceCriteria（选择品牌元素的6个准则）•Memorable可记忆的•Meaningful有意义的•Likeability可爱的•Transferable可转换的•Adaptable可适应的•Protectible可保护的Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-212.DesigningHolisticMarketingActivities设计全面营销活动Personalization个性化Integration一体化Internalization内在化Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-22InternalBranding内部品牌化是帮助通知并且鼓舞员工活动和过程•Choosetherightmoment•Linkinternalandexternalmarketing连接内外营销•Bringthebrandalive（使…充满生机）foremployees（员工）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-233.调控第二联想Figure9.5SecondarySourcesofBrandKnowledge品牌知识的第二手来源：人（员工、赞助者）、物品（事件、事业、第三方赞助者）、地点（原产地、渠道）、其他品牌（联盟、组成部分、公司、延伸品）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-24三、衡量品牌资产MeasuringBrandEquityBrandAudits（品牌审计）BrandTracking（品牌跟踪）BrandValuation（品牌评价）Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-25四、ManagingBrandEquity管理品牌资产BrandReinforcement（品牌加强）BrandRevitalization（品牌复苏）BrandCrise