战略品牌管理 15 中山大学吴柏林教授 “广告心理学(清华大学出版.ppt

1、Characteristics of Strong Brands,Understand brand meaning and market appropriate products and market product appropriately Disney Nike Southwest Airlines,Characteristics of Strong Brands,Properly position brands Visa,Characteristics of Strong Brands,Provide superior delivery of desired benefits Star

2、bucks Federal Express Amazon Dockers,Characteristics of Strong Brands,Maintain innovation and relevance for the brand Gillette Charles Schwab,Characteristics of Strong Brands,Establish credibility and create appropriate brand personality and imagery Apple Virgin,Characteristics of Strong Brands,Comm

3、unicate with a consistent voice at one point in time and over time Coca-Cola Accenture (Andersen Consulting),Characteristics of Strong Brands,Employ a full range of complementary brand elements and supporting marketing activities Intel Merrill Lynch Yahoo,Characteristics of Strong Brands,Strategical

4、ly design and implement a brand hierarchy and brand portfolio BMW DuPont The Gap Ford,Characteristics of Strong Brands,Understand brand meaning and market appropriate products Properly position brands Provide superior delivery of desired benefits Maintain innovation and relevance for the brand Estab

5、lish credibility and create appropriate brand personality and imagery Communicate with a consistent voice Employ a full range of complementary brand elements and supporting marketing activities Strategically design and implement a brand hierarchy,Service Branding Addendums,Surpass customer expectati

6、ons Nordstrom Maximize service efficiency McDonalds Develop employee equity Disney Establish productive partnerships American Airlines,B-to-B Branding Addendums,Emphasize corporate or family brand Establish strong corporate credibility & other intangibles service delivery Employ full range of IMC Le

7、verage equity via secondary associations other companies Develop market-specific branding programs,Seven Deadly Sins of Brand Management,Failure to understand the full meaning of the brand Bic,Seven Deadly Sins of Brand Management,Failure to live up to the brand promise United Airlines,Seven Deadly

8、Sins of Brand Management,Failure to adequately support the brand Coors Shell,Seven Deadly Sins of Brand Management,Failure to be patient with the brand Michelob,Seven Deadly Sins of Brand Management,Failure to adequately control the brand Reebok,Seven Deadly Sins of Brand Management,Failure to prope

9、rly balance consistency and change with the brand Kodak Levi-Strauss,Seven Deadly Sins of Brand Management,Failure to understand complexity of brand equity measurement and management Numerous “” brands,Seven Deadly Sins of Brand Management,Failure to understand the full meaning of the brand Failure to live up to the brand promise Failure to adequately support the brand Failure to be patient with the brand Failure to adequately control the