讲义教案第二章

1、Corporate Imageand Brand ManagementChapter 2ObjectivesHow does a corporate image affect consumers, other businesses, and the company itself?How to build effective company images?How to position a brand?How to choose brand elements to build brand equity?What different kinds of brands can firms offer?

2、How to implement brand extension?2 - 12-2ZapposAfter watching this video:What is your image of Zappos?What dose the competitive strategy bring to Zappos?2 - 32.1 Corporate ImageComponents of a corporate imageQuality of goods and servicesWillingness to stand behind its productsPerception of how the f

3、irm deals with customersSource: Adapted from Arun Sudhaman, “Brand Quality Still Key to Corporate Reputation: Edelman,” Media Asia, November 19, 2004, p. 8.2 - 4 Tangible Elements Intangible Elements1. Goods and services sold2. Retail outlets where sold3. Factories where produced4. Advertising, prom

4、otions, and other forms of communications5. Corporate name and logo6. Packages and labels7. Employees1. Corporate, personnel, and environmental policies2. Ideals and beliefs of corporate personnel3. Culture of country and location of the company4. Media reportsComponents of a Corporate Image2 - 5The

5、 Role of Corporate ImageConsumer PerspectiveProvides positive assuranceUnfamiliar settingsLittle or no previous experienceReduces search timeProvides psychological reinforcementSocial acceptance2 - 6The Role of Corporate ImageCompany PerspectiveExtension of name to new products.Ability to charge mor

6、eConsumer loyaltyMore frequent purchases by customersPositive word-of-mouth communicationsAttracts higher quality employees.2 - 72.2 Promoting the Desired ImageIdentifying the Desired ImageEvaluate current imageCan be strategic advantageCreating the right imageConvey clear messageFit with company an

7、d productRejuvenating an imageSells new products/Attracts new customersRemain consistent with old and newChanging an imageTarget market declines or product no longer matches industry trendsExtremely difficult2 - 8Promoting the Desired Image2.3 Corporate NamesUnited Airlines American AirlinesTrans Wo

8、rld AirlinesEastern Airlines2 - 92 - 10Overt namesImplied namesConceptual namesIconoclastic namesCategories of Corporate Names Google 中国航空公司 FedEX Apple2-11Aids in recall of specific brandsAids in recall of advertisementsReduces shopping effortReduces search time and evaluation of alternatives2.4 Co

9、rporate Logos2 - 12Easily recognizableFamiliarElicit consensual meaningEvoke positive feelingsTests of Quality Logos and Corporate NamesNew Coke VS. Classic Coke2 - 132.5 What is a brand?A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and se

10、rvices of one seller or group of sellers and to differentiate them from those of competition. American Marketing Association (AMA)品牌是一个名称、专有名词、标记、符号、设计或是上述元素的组合，用于识别某个产品或服务，并且使其与其他产品或服务区别开来。2 - 142.6 Brand Positioning“the act of designing the companys offer and image so that it occupies a distinct a

11、nd valued place in the target customers minds.”Philip Kotler“是指设计公司的产品服务以及形象，从而在目标顾客的印象中占有独特的价值地位。”2 - 152.6.1 Determining a frame of reference2 - 16Target marketMain competitors Similarities to competitors Difference from competitors 2 - 17Wise薯片的成分：土豆、植物油和盐Pringles薯片的成分：脱水土豆、甘油一酸脂、甘油二酸脂、抗坏血酸、丁基羟基本

12、甲醚2 - 182.6.2 Brand Positioning Guidelines2 - 19Defining and communicating the competitive frame of referenceDetermine category membershipInform consumers of a brands membershipEstablishing points of parity and points of differenceChoosing points of difference Attribute and Benefit Trade-offsTechnol

13、ogyCoffeeTeaIndulgenceFrom a machine companyto a branded consumer drinks company.our journey today!Wherewe startedOur futurevision2.7 Brand Equity2 - 21Brand parityBrand Equity2 - 222.7.1 Benefits of Brand EquityHigher pricesChannel powerReduces customer switching behaviorPrevents erosion of market

14、share2.7.2 Measuring Brand EquityBrand MetricsBrand metrics measure return on branding investmentsAttitudinal measuresAwareness, recall, and recognitionBrand power index (BPI)Awareness, trust, and distrusMost preferred brand (DSN Retailing)Revenue premium approach2 - 232.7.3 Customer-Based Brand Equ

15、ity Pyramid2 - 24RESONANCE（共鸣）SALIENCE（显著度）JUDGMENTS （判断）FEELINGS（感受）PERFORMANCE（功效）IMAGERY（形象）4. RELATIONSHIPS = What about you and me?3. RESPONSE = What about you?2. MEANING = What are you?1. IDENTITY = Who are you?Sub-Dimensions of CBBE Pyramid2 - 25品牌共鸣行为忠诚态度依附社区归属感主动介入品牌判断质量信誉考虑优势品牌感受温暖感乐趣感兴奋感安

16、全感社会认同感自尊感 品牌显著度 品牌认知的深度和广度 品牌功效主要成分及次要特色产品可靠性、耐用性、服务便利性服务效果、效率及情感风格与设计价格品牌形象用户形象购买及使用情境个性与价值历史、传统及经验2.7.4 Choosing Brand Elements to Build Brand Equity2 - 26Brand names & URLsLogos and symbolsCharactersSlogansPackaging2-272.7.5 Criteria for Choosing Brand Elements Memorability Meaningfulness Likabi

17、lity Transferability Adaptability Protectability Marketers offensive strategy and build brand equity Defensive role for leveraging and maintaining brand equity 2 - 28Family brands NOKIA、NIVEAFlanker brands 潘婷、海飞丝、沙宣Co-branding 康柏电脑中的Intel 索爱手机，欧米茄Private brands 沃尔玛、屈臣氏Brand extensions ELLE2.8 Types of Brands2.8.1 Brand ExtensionsWhen a firm uses an established brand name to introduce a new productBrand extension classifi