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StrategicBrandManagementbyRoland介RolandStrategicBrandDevelopment,MarchTheRolandBergerphilosophyof2 of消费者的价值体
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What'sinaThatwhichwecallaroseodsmellassweet 品牌的价值构
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Source:RolandBerger-StrategicBrandDevelopment StrategicBrandManagementbyRoland7Abrandstrategymustresultinaconclusive,focusedandmarketingmix–andmustbeeconomicallyStrategicBrandManagementbyRolandWhatisthe"actual"positionofabrandfromthe i.e.whatarethebrand'sActualValuePerception,Projection,DelimiterinthecompetitiveWhat"ideal"targetpositionshouldthebrandtakeinthecompetitiveWhatisthemosteffectivebrandstrategytoreachthe"ideal"brandi.e.theRoadMaptoTargetValueProposition, stonesfromactualtotargetpositionofaWhatarecorrespondingmeasurementsfortheentiremarketingi.e.thedetailedactionplanforaconsistentadaptationoftheentiremarketingWhatarethecostsinvolvedandwhatistheimpactonthebusinessi.e.thecostofre-positioningandeffectofbrandstrategyonrevenues,marginandSource:RolandBerger-StrategicBrandDevelopment RolandBergerhasdevelopedaunique'platform'–therbProfilerfortheentirestrategicbranddevelopmentBrandBrandPastRoadmaptoDetailedActionE–+REBrandBrand R554B36E2C781DArchetypeSegmentsBrandPosition(AVP)Competitor'sPosition+-Source:RolandBerger-StrategicBrandDevelopment Thebasicrulesforwarfareapplytostrategicbrand
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