【英文】伯克利大学-品牌管理教程-Understanding Brand Manage.ppt

1、David Robinson /robinson/ugba106,Haas School of Business,ugba 106 Marketing, D. Robinson,2010,Lecture 9: Product II: Understanding Brand Management,Product II,Understanding branding Internal: Brand promise External features of the brand Brand Architecture Brand management An

2、cient (conventional) Modern (there are so many choices!),Contentious Remark of the Day,Everything is branded,A brand is a promise,“ a sellers promise to deliver consistently a specific set of features, benefits and services to buyers.” A short-hand that communicates powerfully and reduces uncertaint

3、y Differentiates goods or services from competing offerings,Promise,If the promise is strong enough, the brand speaks for itself(this is an entire Clinique ad),A Branding Example,Travelex bought up many regionalized airport money changers Launched a new blue and red corporate identity Now in most in

4、ternational airports you instantly recognize the Travelex kiosk Then did a brand extension to apply “Travelex” to travel insurance,Good !,Another good example,Best Buy differentiated itself by renaming its Service & Install business “Geek Squad” Heavy investment in brand-building, e.g. cars and unif

5、orms,Example: Less Happy Brand Management,StarbucksMeans: Pretty good coffee? Better than you can brew at home, no ?,What are the advantages & disadvantages of using the Hershey name?,Brand Strategy Decisions,K&A Figure 7.5,The First Brand Decision,The brand promise,Second Brand Strategy DecisionThe

6、 External Features,K&A Figure 7.5,Name Logo Colors Sound Brand essence statement,The external features of the brand,External Features of the Brand,Name,Logo,Colors,Sound,Brand Essence Statement,External Features of the Brand,Name,Logo,Colors,Sound,Brand Essence Statement,Rules:1. Short 2. Pronouncea

7、ble3. Not mean anything rude or silly,Brand names,Morgan Stanley Dean Witter Discover CNN an AOL Time Warner Company,Rules:1. Short 2. Pronounceable3. Not mean anything rude or silly,Brand names,Short Pronounceable Not mean anything rude in another language,Brand names,Short Pronounceable Not mean a

8、nything rude in another language,Product Names:Suggestive of the benefit offered,Ford “Explorer” 1999 2002 sold nearly a million units a year Note: Its not the “Ford Empathy”,In Asia, its the Ford Everestwhy?,Product (not firm) brands should be suggestive of product benefits: Cover Girl “Toyota Sien

9、a”, H-P Pavilion “Flying Pigeon” bicycles Ps: Public Storage example,Product Name: Suggestive of the benefit offered,For services (intangible products) the firm name is often the product name,What were they thinking?,External Features of the Brand,Name,Logo,Colors,Sound,Brand Essence Statement,For L

10、ogo and color scheme, balance creativity (stand out, distinctive) consistency,Brand External Features: Logo and color scheme,Balance creativityand consistency,External Features of the Brand,Name,Logo,Colors,Sound,Brand Essence Statement,Even smell!(A&F Stores),Brand External Features now includes so

11、und or jingle,Examples: Intel da-da-da-ding Windows sound,External Features of the Brand,Name,Logo,Colors,Sound,Brand Essence Statement,The Brand Essence Statement,Should “leverage a compelling truth” (Jeff Manning),The Brand Essence Statement,Should “leverage a compelling truth” (Jeff Manning),Admi

12、n & Comments,Introducing Brand Architecture,The relationship of the Firm Brand to individual Product Brands,Brand Strategy Decisions,K&A Figure 7.3,IMO, this is muddled,Brand Architecture &Brand Management,Brand Architecture,Brand Management,Brand Architecture,Managing the relationship between the f

13、irm name and product names Ranges from “Stealth” (who owns Ritz-Carlton?) Implicit (parent no secret, e.g. “Old Navy”) Specific endorsement: (“Courtyard by Marriott”) to Sub-brand: Sony Vaio Product is the brand “Tabasco Sauce”,When Miata was introduced into the US, Mazda didnt even mention the “Maz

14、da” nameit was considered a deal-killer,Sometimes it pays to hide the firm brand,Brand Management Ancient & Modern,Conventional Brand Management Decisions,Brand Management,Line Extension,Brand Extension,Private Label,Brand Licensing,How far can you down-stretch a Luxury Brand?,Burberry went after te

15、enagers and actually lost Revenue in UK, 2005,Under Ford, Jaguar unit added the “X-type” (based on the Ford Taurus) and total Jaguar sasles went from 200,000 to 100,000 vehicles/year in the US,Stretching Brands is like spending “Political Capital” (GWB),Brand equity is wonderful to have, but its lik

16、e other equity or capital: You can have it, OR You can spend it When you stretch the brand, you spend the equity,Example of Licensed Brand,Most eyeware uses a Licensed Brand One firm (e.g. “Porsche”) is renting out its brand associations to another (the firm that makes the glasses) Note: One firm is

17、 providing the “product benefits”, the other is providing the “image benefits” This only works if the brand is conspicuously visible,The “Value Proposition”and Licensed brands,Image value,Product value,Total customer value,Monetary cost,Time cost,Energy cost,Total customer cost,Customer delivered va

18、lue,Porsche,No. 3 Guanzhou Eyeframe factory,ModernBrand Management Decisions,Brand Management,Line Extension,Brand Extension,Private Label,Brand Licensing,Co-branding,Multi-brand,Stealth brand,White label brand,Fighting brand,Co-branding,Examples:Dell-intel branded laptopsThe Eddie Bauer Ford Explor

19、er Turns out to be very big on the Internet:NYTimes gives Amazon credibility, and Amazon makes NYT look modern.,Co-branding: Count the Brands,Notice all the brands: PlayStation.2 EA Sports Madden NFL,Multi-brand Strategy,Example: Harman International (Car Stereos) owns the following brands:,Harman/K

20、ardon Becker Infinity JBL Oxford,Carnival Cruise mid-price, mass market, “fun” Cunard Trans-Atlantic, old-world “European” Seabourn High-end, exclusive, exotic travel Windstar Youth and adventure Holland America Package toursWhat are the pros & cons of the multi-brand strategy?,Carnival Cruise has 12 lines:,Stealth Brand,Who owns “Rugby” clothing stores? Who owns Turning Leaf Vineyards?,“White Label” Brand,This is the opposite of licensing our brand We sel