keller 战略品牌管理 03.ppt

1、品牌定位是： definecompetitiveframeofrencetargetmarketnatureofcompetitiondefinedesiredbrandknowledgestructurespoints-of-paritynnature strong、favorable、and unique品牌关联、issuesinimplementingbrandpositioning、 establishingcategorymembershipidentifyingchoosingpopspodscommunicatingestablishingpopspodssustainingev

2、olvingpodspops， 可建立目录成员、产品描述比较、识别选择pops pods、设计标准(consuurity ) personallyrelevantdistinctivesuperiorbelievablecredibledeliverabilitycriteria可拆卸前置效能，不可拆卸差异位置调整调查，差异调查(Macmillan McGrath，HBR，97 ) howdopeoplebecomeaware howdoconsumersmaketheirfinalselection？ howdoconsumersorderandpurchaseyourproductorse

3、rvice？ whathappenswhenyourproductorserviceisdelivered？ 是否已安装了产品？ howisyourproductorservicepaidfor？定位中的调查问题、差异性(cont.)主机产品存储和所有产品移动程序。以下简称“findcompellingimpactfulpoints-of-difference (cont.)主机产品”和“findcompellingimpactfulpoints-of-difference (cont.)” whatistheconsumerreallyusingyourproductfor？ whatdoc

4、onsumersneedhelpwithwhentheyuseyourproduct？ 为什么要重新启动交换？ howisyourproductrepairedorserviced？ whathappenswhenyourproductisdisposedofornolongerused？通信可持续发展popspods、 createpopsandpodsinthefaceofattributebenefittrade-offspricequalityconveniencequalitytastelowcaloriesefficacymildnesspowerssers ensi veness

5、 (variety )简单性strengthrefinement，strategiestoreconcileattributebenefittrade -。 establishseparatemarketingprogramsleveragesecondaryassociation (e.g . 共同品牌)重定向服务提升销售点pods、核心品牌价值共同品牌定位、核心品牌valuescorebrandposition、 setofabstractconceptsorphrasesthatcharacterizethe5- 10 mostimportantdimensionsofthementalmapofabrand.relatetopoints -。 差异性贴现valuesbrandmantra、品牌管理， abrandmantraisanarticulationoftheheartandsoulof the brandmantrasareshortthreetofivewordphrasesthatcapturethe