创建品牌资产

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,MARKETING MANAGEMENT IN CHINA,Philip Kotler Kevin Lane Keller Lu Taihong,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,营销管理（中国版）,第,9,章,创建品牌资产,菲利普科特勒-凯文莱恩凯勒-卢泰宏,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,2,本章问题,什么是品牌？如何进行品牌化？,什么是品牌资产？它是如何被建立、衡量和管理的？,制定品牌战略时的关键决策有哪些?,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,3,本章内容,什么是品牌资产？,创建品牌资产,制定品牌战略,管理和衡量品牌资产,苹果,小案例：海尔,营销视野：,中国品牌建立的基本缺陷,营销在中国：,激活中国老字号,营销在中国：,华为的品牌再造,创新营销：,欧莱雅在中国,营销视野：,一个品牌有多少价值？,本章案例：宝洁,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,4,什么是品牌？,一种名称、名词、标记、符号或设计，,或者这些要素的组合，其目的是借以识别某,个销售者或某些销售者提供的产品或劳务，,并使之与竞争对手的产品和劳务区别开来。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,5,品牌的角色,区分生产者,简化产品处理,管理会计记录,提供法律保护,品质保证,形成进入壁垒,竞争优势,获得品牌溢价,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,6,强势品牌的营销优势,提高感知,更高的忠诚度,更不易受到竞争的影响,更不易受到危机的影响,更高的利润率,涨价时顾客反应的弹性更小,降价时顾客反应的弹性更大,更强有力的商务合作和支持,营销传播效果增强,有机会进行特许经营,有机会进一步延伸品牌,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,7,什么是品牌化？,赋予产品和服务品牌的力量。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,8,什么是品牌资产？,品牌资产是指给产品和服务附加的价值，反映了顾客对该产品的想法、感受和所采取的行动，以及品牌带给公司的价格、市场份额和盈利性。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,9,品牌价值链,营销活动,投资,顾客心态,品牌表现,股东价值,活动增效器,顾客,增效器,市场,增效器,价值阶段,增效器,-,产品,传播,交易,员工,其他,知名度,联想,态度,情感,行为,价格溢价,弹性溢价,市场份额,延伸成就,成本结构,盈利性,股票价格,市盈率,股票市值,清楚,相关,独特,持久,竞争反应,渠道支持,顾客规模和特征,市场动态,增长潜力,风险特点,品牌贡献,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 9-,10,品牌资产,品牌资产源自顾客对品牌的反应的差异,这些差异是顾客的品牌知识引起的,差异化反应通过与品牌营销的各方面相关的知觉、偏好和行为表现出来,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-11,品,牌,牌,知,知,识,识,知,识,识,想,法,法,经,验,验,信,念,念,形,象,象,感,觉,觉,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-12,品,牌,牌,联,联,想,想,品,牌,牌,联,联,想,想,应,应,：,：,有,力,力,的,的,独,特,特,的,的,赞,许,许,的,的,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-13,品,牌,牌,知,知,识,识,的,的,辅,辅,助,助,来,来,源,源,品,牌,牌,事,物,物,人,地,点,点,其,他,他,品,品,牌,牌,联,盟,盟,成,分,分,公,司,司,延,伸,伸,第,三,三,方,方,，,，,赞,赞,助,助,者,者,事,业,业,事,件,件,代,言,言,人,人,员,工,工,渠,道,道,原,产,产,地,地,事,物,物,人,地,点,点,联,盟,盟,成,分,分,公,司,司,延,伸,伸,代,言,言,人,人,员,工,工,原,产,产,地,地,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-14,假,设,设,海,海,尔,尔,联,联,想,想,图,图,海,尔,尔,品,类,类,买,得,得,起,起,便,利,利,年,轻,轻,便,宜,宜,功,能,能,有,用,用,中,国,国,友,好,好,实,用,用,电,器,器,冰,箱,箱,简,单,单,可,信,信,忠,诚,诚,进,取,取,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-15,品牌,承,承诺,营销,者,者对,品,品牌,应,应该,是,是什,么,么样,的,的,和能,为,为顾,客,客做,些,些什,么,么所,做,做的,描,描述,。,。,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-16,市场,份,份额,、,、心,理,理份,额,额和,情,情感,份,份额,市场,份,份额,心理,份,份额,情感,份,份额,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-17,战略,性,性品,牌,牌管,理,理的,步,步骤,识别,和,和建,立,立品,牌,牌定,位,位,计划,和,和实,施,施品,牌,牌营,销,销,衡量,和,和解,释,释品,牌,牌绩,效,效,发展,和,和维,持,持品,牌,牌价,值,值,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-18,设计,一,一个,品,品牌,战,战略,开发,新,新的,品,品牌,元,元素,应用,现,现有,品,品牌,元,元素,综合,利,利用,新,新旧,元,元素,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-19,品牌,资,资产,驱,驱动,因,因素,品牌,元,元素,营销,活,活动,词义,转,转移,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-20,品牌,元,元素,元素,口号,品牌,名,名称,网址,标志,符号,文字,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-21,品牌,元,元素,的,的选,择,择标,准,准,品牌,塑,塑造,难忘,有意,义,义,讨人,喜,喜欢,品牌,防,防御,可转,让,让,可修,改,改,可保,护,护,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-22,品牌,化,化新,产,产品,品牌,延,延伸,子品,牌,牌,母品,牌,牌,家族,品,品牌,产品,线,线延,伸,伸,类别,延,延伸,品牌,线,线,品牌,组,组合,品牌,变,变体,许可,产,产品,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-23,品牌,名,名称,单一,品,品牌,名,名称,统一,的,的家,族,族品,牌,牌名,称,称,独立,的,的家,族,族品,牌,牌名,称,称,公司,名,名称,加,加个,体,体产,品,品,名称,Copyright,2009PearsonEducation,Inc.PublishingasPrenticeHall9-24,口号（例,子,子）,Likea goodneighbor,StateFarmisthere,Justdoit,Nothingrunslike aDeere,Helpisjustaroundthecorner,Save15%ormorein15 minutes or less,We try harder,Well pick you up,NextelDone,ZoomZoom,Imlovin it,Innovation at work,ThisBud,s for you,Always low prices,Copyright 2009PearsonEducation,Inc.PublishingasPrenticeHall9-25,设计全方,位,位的营销,活,活动,个性化,整合,内部化,Copyright 2009PearsonEducation,Inc.PublishingasPrenticeHall9-26,内部品牌,化,化,选择恰当,的,的时机,将外部营,销,销和内部,营,营销相联,系,系,让品牌在,员,员工中活,起,起来,Copyright 2009PearsonEducation,Inc.PublishingasPrenticeHall9-27,联合品牌,和,和成分品,牌,牌,Copyright 2009PearsonEducation,Inc.PublishingasPrenticeHall9-28,品牌延伸,优势,提高成功,的,的机会,建立顾客,正,正面的期,望,望,零售商支,持,持,加大当前,品,品牌的知,名,名度,广告、包,装,装和分销,的,的规模经,济,济性,劣势,稀释品牌,名,名称,品牌完整,性,性的风险,损害母品,牌,牌的风险,与母品牌,相,相互蚕食,丧失创建,新,新品牌的,机,机会,Copyright 2009PearsonEducation,Inc.PublishingasPrenticeHall9-29,品牌组合,中,中引入多,品,品牌的原,因,因,提高货架,占,占有率和,零,零售商的,店,店内依赖,吸引关注,差,差异的消,费,费者，否,则,则他们可,能,能转向另,一,一品牌,增加公司,内,内部的竞,争,争,实现规模,经,经济,Copyright 2009PearsonEducation,Inc.PublishingasPrenticeHall