企业品牌管理课件

1、企业品牌管理课件Marketing ManagementReview of Last Session/HousekeepingNew DevelopmentsBrand ManagementPillarsPositioning via the pillarsNPD8 stage process v Landrover practiceCase ExerciseQuestions/Reading for next week企业品牌管理课件What is a Brand?What is a Brand? A brand is a name, term, sign, symbol, A brand

2、is a name, term, sign, symbol, or design or a combination of them or design or a combination of them intended to identify the goods and intended to identify the goods and services of one seller and to services of one seller and to differentiate them from those of the differentiate them from those of

3、 the competitioncompetition- -(Bennett, P.D., 1998, AMA)(Bennett, P.D., 1998, AMA)企业品牌管理课件Branding Basics Contd.Branding Basics Contd. Brands are:-Brands are:-What the customer buysWhat the customer buysthe receptical of the emotional values over the receptical of the emotional values over and above

4、 the functional values of the and above the functional values of the product/serviceproduct/servicemuch more difficult to copy and thus compete much more difficult to copy and thus compete withwitha major potential source of differentiationa major potential source of differentiationlonger-lived - br

5、ands can transcend the longer-lived - brands can transcend the original product/service. It is the original product/service. It is the products DNA.products DNA.企业品牌管理课件Brand Architecture and EquityBrand KnowledgeBrand KnowledgeBrand HeritageBrand Heritage Core Values Core ValuesBrand Brand Territor

6、yTerritoryBrand PersonalityBrand PersonalityBrand Brand PropertiesPropertiesBrand LoyaltyBrand LoyaltyBrand Brand EquityEquity企业品牌管理课件Brand ArchitectureBrand Architecture1.1.Brand HeritageBrand Heritage- The brand brings 2.2.Core Brand ValuesCore Brand Values- The brand means 3. 3. Brand TerritoryBr

7、and Territory- The brand competes in 4.4.Brand PersonalityBrand Personality- The brand is like5.5.Brand PropertiesBrand Properties- The brand owns .Landrover ExampleAccording to Nestl, the strength of the brands positioning is built on five “pillars”: 企业品牌管理课件Brand ArchitectureBrand Architecture1.1.

8、Brand HeritageBrand Heritage- The brand brings 2.2.Core Brand ValuesCore Brand Values- The brand means 3. 3. Brand TerritoryBrand Territory- The brand competes in 4.4.Brand PersonalityBrand Personality- The brand is like5.5.Brand PropertiesBrand Properties- The brand owns .Landrover ExampleAccording

9、 to Nestl, the strength of the brands positioning is built on five “pillars”:50 years of Tradition.Britishness. Royalty?4X4 Market. Outdoors.Adventure Market etc.Male, Extrovert, Quietly Assured, Informal conservative.Logo, Brand Oval, BRG and Gold, ShapeGuts, Authenticity, Originality, Ruggedness,

10、Capability企业品牌管理课件Brand Architecture - Try It Brand Architecture - Try It Yourself!Yourself!1.1.Brand BackgroundBrand Background- The brand brings 2.2.Brand Core ValuesBrand Core Values- The brand means 3. 3. Brand TerritoryBrand Territory- The brand competes in 4.4.Brand PersonalityBrand Personalit

11、y- The brand is 5.5.Brand PropertiesBrand Properties- The brand owns .Your Brand ExampleAccording to Nestl, the strength of the brands positioning is built on five “pillars”:企业品牌管理课件Innovation Life Cycle/BCG Implications Being the Leader provides advantages Better Mousetrap?企业品牌管理课件RevenueTime0Intro

12、duction stageGrowth stageMaturity stageDecline stageThe Product Life Cycle企业品牌管理课件Leader Advantages*10%20%30%PIONEERFAST FOLLOWERLATE ENTRANTAVERAGE MARKET SHAREMARKET ENTRY STRATEGY* W.T.Robinson, (1984), ”Market Pioneering and Sustainable Market Share Advantages”企业品牌管理课件PIMS* and Pioneer Advantage

13、 The Profit Impact of Marketing Strategy research is based on 3000 SBUs in 450 companies in the US. 70% of SBUs with the leading market share were one of the pioneers Only 40% of the SBUs with less than a leading market share were pioneers * *Buzzell, R. and Gale, B. (1987), Buzzell, R. and Gale, B.

14、 (1987), The PIMS Principles:Linking The PIMS Principles:Linking Strategy to PerformanceStrategy to Performance, Free Press, Free Press企业品牌管理课件Emerson Was Wrong If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he builds his house in the w

15、oods the world will make a beaten path to his door. Ralph Waldo Emerson (1803-82), U.S. essayist, philosopher and poet If you only build a better mousetrap, the world will not beat a path to your door. How will the world know you have the mousetrap? Who cares? Only those who have mice -And wish they

16、 didnt And dont like catsAnd then, they have to Understand how to operate it Have something to offer you in exchangeAnd before long, a better mouse will come along! 企业品牌管理课件New Product strategyIdea GenerationScreeningConcept testingBusiness AnalysisProduct DevelopmentMarket TestingCommercialisationS

17、ource: Cooper and Kleinschmidt, 1986, Journal of Product Innovation ManagementThe New Product Development (NPD) Process企业品牌管理课件The NPD Process “We should note that new products pass “We should note that new products pass through each stage at varying speeds; some through each stage at varying speeds

18、; some may dwell at a stage for a long period may dwell at a stage for a long period while others may pass through very quickly”while others may pass through very quickly” Jobber, Principles and Practice of Marketing, p. Jobber, Principles and Practice of Marketing, p. 298298 What will determine thi

19、s progress?What will determine this progress?企业品牌管理课件Types of New Products 20%10%26%26%11%7%New productLinesNew to the CompanyHighLowNew to the marketLowHighNew tothe world productsImprovementsto existing productsCost reductionsAdditions toexiting productlineRepositioningSource:-Booz, Allen and Hamilton, 1982企业品牌管理课件Landrover Video Case Discuss the sort of NPD process that the Discovery went through How might the Di