产品与品牌战略课件

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Chapter 6Product and Brand Decisions,产品与品牌战略,1,Chapter 6Product and Brand D,Basic Product Concepts,A product is a good,service,or idea,Tangible Attributes,Intangible Attributes,Product classification,Consumer goods,Industrial goods,2,Basic Product ConceptsA produc,Product Types,Buyer orientation,Amount of effort expended on purchase,Convenience,Preference,Shopping,Specialty,3,Product TypesBuyer orientation,Brands,Bundle of images and experiences in the customers mind,A promise made by a particular company about a particular product,A quality certification,Differentiation between competing products,The sum of impressions about a brand is the,Brand Image,4,BrandsBundle of images and exp,Brands,5,Brands5,Brands,The added value that accrues to a product as a result of investments in the marketing of the brand,An asset that represents the value created by the relationship between the brand and customer over time,6,BrandsThe added value that acc,Brands,“,We have to shift to high value-added products,and to do that we need to improve our brand.”,-Noboru Fujimoto,President Sharp Electronics Corporation,7,Brands“We have to shift to hig,Local Products and Brands,Brands that have achieved success in a single national market,Represent the lifeblood of domestic companies,Entrenched local products/brands can be a significant competitive hurdle to global companies,8,Local Products and BrandsBrand,International Products and Brands,Offered in several markets in a particular region,Euro-brands,9,International Products and Bra,Global Products and Brands,Global products meet the wants and needs of a global market and is offered in all world regions,Global brands have the same name and similar image and positioning throughout the world,10,Global Products and BrandsGlob,Global Products and Brands,A multinational has operations in different countries.A global company views the world as a single country.We know Argentina and France are different,but we treat them the same.We sell them the same products,we use the same production methods,we have the same corporate policies.We even use the same advertisingin a different language,of course.,-,Alfred Zeien Former Gillette CEO,11,Global Products and BrandsA mu,Branding Strategies-,品牌战略,Combination or tiered branding-,混合或层层上升品牌,:allows marketers to leverage a companys reputation while developing a distinctive identity for a line of products,Sony Walkman,Co-branding features two or more company or product brands,NutraSweet and Coca-Cola,Intel Inside,12,Branding Strategies-品牌战略Combin,Branding Strategies,Brand acts as an umbrella for new products,Example:The Virgin Group-,维珍集团,Virgin Entertainment:Virgin Mega-stores and MGM Cinemas,Virgin Trading:Virgin Cola and Virgin Vodka,Virgin Radio,Virgin Media Group:Virgin Publishing,Virgin Television,Virgin Net,Virgin Hotels,Virgin Travel Group:Virgin Atlantic Airways,Virgin Holidays,13,Branding StrategiesBrand acts,Global Brand Development-,全球品牌发展,Questions to ask when management seeks to build a global brand:,Will anticipated scale economies materialize?,How difficult will it be to develop a global brand team?,Can a single brand be imposed on all markets successfully?,14,Global Brand Development-全球品牌发,Global Brand Development,Global Brand Leadership-,全球品牌领导者,Using organizational structures,processes,and cultures to allocate brand-building resources globally,to create global synergies,（合作，配合）,and to develop a global brand strategy that coordinates and leverages country brand strategies,15,Global Brand DevelopmentGlobal,Global Brand Development,Create a compelling,（强制的，引人注目的）,value proposition,Think about all elements of brand identity and select names,marks,and symbols that have the potential for globalization,Research the alternatives of extending a national brand versus adopting a new brand identity globally,Develop a company-wide communication system,16,Global Brand DevelopmentCreate,Global Brand Development,Develop a consistent planning process,Assign specific responsibility for managing branding issues,Execute brand-building strategies,Harmonize,unravel confusion,and eliminate complexity,17,Global Brand DevelopmentDevelo,Local versus Global Products and Brands:A Needs-Based Approach,Physiological,Safety,Social,External/Internal,Esteem,Self-actualization,18,Local versus Global Products a,Country of Origin as Brand Element,Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries,Japan,Germany,France,Italy,19,Country of Origin as Brand Ele,Packaging,Consumer Packaged Goods when the packaging is designed to protect or contain the product during shipping,Eco-Packaging because package designers must address environmental issues,Offers communication cues that provide consumers with a basis for making a purchase decision,20,PackagingConsumer Packaged Goo,Labeling,Provides consumers with various types of information,Regulations di