Keller策略品牌管理课件

1、2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 resonance salience judgmentsfeelings performanceimagery 4. relationships = what about you and me? 3. response = what about you? 2. meaning = what are you? 1. identity = who are you? loyalty attachment community engagement quality credibility conside

2、ration superiority warmth fun excitement security social approval self-respect category identification needs satisfied primary characteristics acquisition of consumer experience esteem consumer respect, regard, reputation; a fulfillment of perceived consumer promise relevance relates to usage and su

3、bsumes the five ps of marketing; relates to sale differentiation the basis for consumer choice; the essence of the brand, source of margin 2.178 room to grow. brand has power to build relevance. d r 0 10 20 30 40 50 60 70 80 90 100 differentiationrelevance examples: harley davidson yahoo! aol willia

4、ms-sonoma ikea bloomberg business news 2.179 r d 0 10 20 30 40 50 60 70 80 90 100 differentiationrelevance uniqueness has faded; price becomes dominant reason to buy. examples: exxon motts mcdonalds crest minute maid fruit of the loom peter pan (peanut butter) 2.180 e k 0 10 20 30 40 50 60 70 80 90

5、100 esteemknowledge brand is better liked than known. examples: coach leatherwear tag heuer calphalon movado blaupunkt pella windows palm pilot technics 2.181 k e 0 10 20 30 40 50 60 70 80 90 100 esteemknowledge brand is better known than liked. examples: plymouth tv guide spam woolworths chrysler m

6、axwell house national enquirer sanka 2.182 brandasset valuator leading brand strength differentiationrelevance lagging brand stature esteem knowledge 2.183 power leaders new niche/ unrealized potential declining leaders unfocused brand strength (differentiation and relevance) brand stature (esteem a

7、nd knowledge) eroded base: usa total adults bav 2000 2.184 2.185 usage loyalty (60%) attachment (30%) communityengagement resonance ace (10%) 15% base: 2001 bav data 2.186 0 50 100 050100 brand stature brand strength attached loyal community resonance engaged non-loyals resonance engaged community a

8、ttached loyal users non-loyal users base: bav usa adults 2001 differentiation 2.187 proportion of consumers consumer loyalty 7% bonded 32% advantage 35% performance 43% relevance 76% presence 38% 19% 17% 13% 20% 2.188 2.189 2.190 2.191 2.192 2.193 2.194 2.195 2.196 2.197 2.198 2.199 2.200 2.201 2.20

9、2 2.203 2.204 2.205 2.206 1234 a b c products brands 2.207 2.208 2.209 2.210 2.211 2.212 2.213 2.214 toyota corporation toyota (trucks) toyota (suv/vans) lexus toyota financial services toyota (cars) corolla priusavaloncelicaechomatrix mr2 spyder camry ce s le se le xle platinum edition xl xls se sl

10、e 2.215 family brand (buick) corporate brand (general motors) modifier: item or model (ultra) individual brand (park avenue) 2.216 2.217 2.218 2.219 2.220 2.221 2.222 2.223 2.224 2.225 2.226 2.227 2.228 2.229 2.230 2.231 2.232 2.233 2.234 2.235 2.236 2.237 2.238 2.239 2.240 2.241 2.242 nhow compelli

11、ng the evidence is concerning the corresponding attribute or benefit association in the extension context nhow relevant or diagnostic the extension evidence is concerning the attribute or benefit for the parent brand nhow consistent the extension evidence is with the corresponding parent brand assoc

12、iations nhow strong existing attribute or benefit associations are held in consumer memory for the parent brand 2.243 2.244 nivory shampoo and conditioner nvaseline intensive care skin lotion nhershey chocolate milk njell-o pudding pops nvisa travelers checks nsunkist orange soda ncolgate toothbrush

13、es nmars ice cream bars narm changes in marketing tactics trading off marketing activities to fortify vs. leverage brand equity protecting sources of brand equity brand awareness what products does the brand represent? what benefits does it supply? what needs does it satisfy? brand reinforcement str

14、ategies brand image how does the brand make products superior? what strong, favorable, and unique brand associations exist in customers minds? 2.256 2.257 brand revitalization strategies refresh old sources of brand equity create new sources of brand equity expand depth and breadth of awareness and

15、usage of brand increase quantity of consumption (how much) increase frequency of consumption (how often) improve strength, favorability, and uniqueness of brand associations bolster fading associations neutralize negative associations create new associations identify additional opportunities to use

16、brand in same basic way identify completely new and different ways to use retain vulnerable customers recapture lost customers identify neglected segments attract new customers 2.258 2.259 2.260 2.261 2.262 2.263 2.264 2.265 2.266 2.267 2.268 2.269 2.270 2.271 2.272 2.273 2.274 2.275 2.276 2.277 2.2

17、78 2.279 2.280 nbrand awareness, depth, and breadth nbrand associations 2.281 2.282 2.283 nmix and match brand elements ncreate a rich brand image and high perceived quality nadopt value-based pricing strategy nconsider a range of distribution options nmix marketing communication options nleverage s

18、econdary associations 2.284 2.285 nformalize the firms view of brand equity nconduct brand inventories nconduct consumer tracking studies nassemble results of outcome measures nestablish a department to oversee the implementation 2.286 ndefine brand hierarchy ncreate global associations nintroduce bran