BrandStrategy凯勒《战略.ppt

PPTPPT文档演模板文档演模板 Office Office PPTPPTBrandStrategy凯勒凯勒战略战略2023/5/18BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBranding strategy n nBranding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in their minds.n nTwo important strategic tools:The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.2BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBranding Strategy or Brand Architecturen nThe branding strategy for a firm reflects the number and nature of common or distinctive brand elements applied to the different products sold by the firm.n nWhich brand elements can be applied to which Which brand elements can be applied to which products and the nature of new and existing brand products and the nature of new and existing brand elements to be applied to new productselements to be applied to new products3BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTThe role of Brand Architecturen nClarify:brand awareness n nImprove consumer understanding and communicate Improve consumer understanding and communicate similarity and differences between individual similarity and differences between individual products products n nMotivate:brand image n nMaximize transfer of equity to/from the brand to Maximize transfer of equity to/from the brand to individual products to improve trial and repeat individual products to improve trial and repeat purchase purchase 4BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand-Product Matrixn nMust define:Must define:n nBrand-Product relationships(rows)Brand-Product relationships(rows)n nLine and category extensionsLine and category extensionsn nProduct-Brand relationships(columns)Product-Brand relationships(columns)n nBrand portfolioBrand portfolio1234ABCProductsBrands5BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTImportant Definitionsn nProduct linen nA group pf products within a product category that A group pf products within a product category that are closely relatedare closely relatedn nProduct mix(product assortment)n nThe set of all product lines and items that a The set of all product lines and items that a particular seller makes available to buyersparticular seller makes available to buyersn nBrand mix(brand assortment)n nThe set of all brand lines that a particular seller The set of all brand lines that a particular seller makes available to buyersmakes available to buyers6BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBreadth of a Branding Strategyn nBreadth of product mixn nAggregate market factorsAggregate market factorsn nCategory factorsCategory factorsn nEnvironmental factorsEnvironmental factorsn nDepth of product mixn nExamining the percentage of sales and profits Examining the percentage of sales and profits contributed by each item in the product line contributed by each item in the product line n nDeciding to increase the length of the product line Deciding to increase the length of the product line by adding new variants or items typically expands by adding new variants or items typically expands market coverage and therefore market share but also market coverage and therefore market share but also increases costs increases costs 7BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTDepth of a Branding Strategyn nThe number and nature of different brands marketed in the product class sold by a firmn nReferred to as brand portfolion nThe reason is to pursue different market segments,different channels of distribution,or different geographic boundariesn nMaximize market coverage and minimize brand overlap8BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTFord Brand Portfolio9BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTDesigning a Brand Portfolio n nBasic principles:n nMaximize market coverageMaximize market coverage so that no potential so that no potential customers are being ignoredcustomers are being ignoredn nMinimize brand overlapMinimize brand overlap so that brands arent competing so that brands arent competing among themselves to gain the same customers among themselves to gain the same customers approval approval 10BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand Roles in the Portfolion nFlankersn nCash cowsn nLow-end entry-leveln nHigh-end prestige brands11BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand Hierarchyn nA means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products,revealing the explicit ordering of brand elementsn nA useful means of graphically portraying a firms branding strategy 12BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand Hierarchy Tree:ToyotaToyota CorporationToyota(Trucks)Toyota(SUV/vans)LexusToyotaFinancialServicesToyota(Cars)CorollaPriusAvalonCelicaECHOMatrixMR2SpyderCamryCESLESELEXLEPlatinum EditionXLXLSSESLE13BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand Hierarchy LevelsFamily Brand(Buick)Corporate Brand(General Motors)Modifier:Item or Model(Ultra)Individual Brand(Park Avenue)14BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTCorporate Brand Equityn nOccurs when relevant constituents hold strong,favorable,and unique associations about the corporate brand in memoryn nEncompasses a much wider range of associations than a product brand15BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTFamily Brandsn nBrands applied across a range of product categoriesn nAn efficient means to link common associations to multiple but distinct products16BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTIndividual Brandsn nRestricted to essentially one product categoryn nThere may be multiple product types offered on the basis of different models,package sizes,flavors,etc.17BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTModifiersn nSignals refinements or differences in the brand related to factors such as quality levels,attributes,functions,etc.n nPlays an important organizing role in communicating how different products within a category that share the same brand name are18BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTCorporate Image Dimensionsn nCorporate product attributes,benefits or attitudesCorporate product attributes,benefits or attitudesn nQualityQualityn nInnovativenessInnovativenessn nPeople and relationshipsPeople and relationshipsn nCustomer orientationCustomer orientationn nValues and programsValues and programsn nConcern with the environmentConcern with the environmentn nSocial responsibilitySocial responsibilityn nCorporate credibilityCorporate credibilityn nExpertiseExpertisen nTrustworthinessTrustworthinessn nLikabilityLikability19BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand Hierarchy Decisionsn nThe number of levels of the hierarchy to use in generaln nHow brand elements from different levels of the hierarchy are combined,if at all,for any one particular productn nHow any one brand element is linked,if at all,to multiple productsn nDesired brand awareness and image at each level20BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTNumber of Hierarchy Levelsn nPrinciple of simplicityn nEmploy as few levels as possibleEmploy as few levels as possiblen nPrinciple of clarityn nLogic and relationship of all brand elements Logic and relationship of all brand elements employed must be obvious and transparentemployed must be obvious and transparent21BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTLevels of Awareness and Associationsn nPrinciple of relevancen nCreate global associations that are relevant across as Create global associations that are relevant across as many individual items as possiblemany individual items as possiblen nPrinciple of differentiationn nDifferentiate individual items and brandsDifferentiate individual items and brands22BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTLinking Brands at Different Levelsn nPrinciple of prominencen nThe relative prominence of brand elements affects The relative prominence of brand elements affects perceptions of product distance and the type of perceptions of product distance and the type of image created for new productsimage created for new products23BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTLinking Brands Across Productsn nPrinciple of commonalityn nThe more common elements shared by products,The more common elements shared by products,the stronger the linkagesthe stronger the linkages24BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTBrand Architecture Guidelines n nAdopt a strong customer focusn nAvoid over-brandingn nEstablish rules and conventions and be disciplinedn nCreate broad,robust brand platformsn nSelectively employ sub-brands as means of complementing and strengthening brandsn nSelectively extend brands to establish new brand equity and enhance existing brand equity25BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTCorporate Brand Campaign n nDifferent objectives are possible:Different objectives are possible:n nBuild awareness of the company and the nature of its Build awareness of the company and the nature of its businessbusinessn nCreate favorable attitudes and perceptions of company Create favorable attitudes and perceptions of company credibilitycredibilityn nLink beliefs that can be leveraged by product-specific Link beliefs that can be leveraged by product-specific marketingmarketingn nMake a favorable impression on the financial communityMake a favorable impression on the financial communityn nMotivate present employees and attract better recruitsMotivate present employees and attract better recruitsn nInfluence public opinion on issues Influence public opinion on issues 26BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTUsing Cause Marketing to Build Brand Equityn nThe process offormulating and implementing marketingactivities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives 27BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTAdvantages of Cause Marketingn nBuilding brand awarenessn nEnhancing brand imagen nEstablishing brand credibilityn nEvoking brand feelingsn nCreating a sense of brand communityn nEliciting brand engagement28BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPTGreen Marketingn nA special case of cause marketing that is particularly concerned with the environmentn nExplosion of environmentally friendly products and marketing programs29BrandStrategy凯勒战略PPTPPT文档演模板文档演模板 Office Office PPTPPT演讲完毕，谢谢听讲!再见，see you again2023/5/18BrandStrategy凯勒战略