品牌英文教案.docx

品牌英文教案.docx

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品牌英文教案

课题

Chapter1

IntroductiontoContemporaryBrandManagement

需2课时

教学

目的

要求

Understandthemeaning,functionandimportanceofbrands;Whatistheroleandpurposeofthebrand?

Whatarethefactorsaffectingmodernbrandmanagement?

教学

重点

DefinitionandMeaningsofBrands

BrandRelationships

教学

难点

MetaphorsofBranding

教案编写日期

年月日

教学内容与教学过程

LearningObjectives

1.DefinitionandMeaningsofBrands

Differencebetweenaproductandabrand.

2.FunctionandImportanceofBrands

3.BrandRelationships

4.MetaphorsofBranding

5.BrandComponents

6.BrandingDecisions

7.BrandingintheInternetAge

8.BrandingintheInternetAge

Conclusion:

Understandthemeaning,functionandimportanceofbrands;Whatistheroleandpurposeofthebrand?

Whatarethe

factorsaffectingmodernbrandmanagement?

Questions:

Howdoesaproductdifferfromabrand?

Explainwhatbrandrelationshipsare.Supportyouranswerwithexample

提示与补充

IntroductiontoContemporaryBrandManagement

Introduction

●Whatisthedifferencebetweenbuyingaproductandabrand?

●Whatdopeoplelookforwhenbuyingabrand?

●Howdolifestyleandimageaffectbrandpurchase?

●Whatistheroleandpurposeofthebrand?

●Whatdocompaniestrytodowithbrands?

●Whatisbrandmanagement?

●Whatarethefactorsaffectingmodernbrandmanagement?

DefinitionandMeanings

ofBrands

●Differencebetweenaproductandabrand.

●Abrandisa‘name,symbol,designormarkthatenhancesthevalueofaproductbeyonditsfunctionalpurposes’（Farquhar,1989）.Abrandisacomplexentityinthemindoftheconsumer.

●Consumersdonotjustbuyaproduct,butalsotheimageassociationsoftheproduct.

DefinitionandMeaningsofBrands

Abrandismorethanaproduct.

FunctionandImportanceofBrands

●Imagebenefitcreation

●Riskreduction

●Increaseinformationefficiency.

ImportanceofBrands

●Brandsdenoteacertainattractivequalityorcharacteristic（Anholt,2003）.

●Offeringuniquevalueanddifferentiatefromcompetition.

●Thevalueofthebrandisdeterminedbytheamountofprofititgenerates.

BrandRelationships

¡Thebrandreflectsarelationshipbetweenthebuyerandtheproductbought.Itisthepromisethatacompanymakestoitscurrentandfuturecustomers.

¡Marketerscansustainthecustomer-brandrelationshipbygivingvalueandrelevancetotherelevanttargetaudienceoverthelongterm,throughqualityandinnovation.

MetaphorsofBranding

Metaphorsofbrandingreferto‘symbol’,‘image’,‘figureofspeech’,or‘allegory’.

¡Deepmetaphors-mostpowerfulpredictorsofwhatcustomersthink,andhowtheyreacttoneworexistinggoodsandservices.

¡3implications:

1.advertisement

2.brandstories

3.newproductconcepts

BrandComponents

¡Brandidentity-uniquesetoffunctionalandmentalassociationsthebrandaspirestocreateormaintain.

¡Brandimage-whatcurrentlyresidesinthemindsofconsumers.

¡Brandpositioning-process,bywhichcompaniestrytocreateanimageoridentityinthemindsoftheirtargetmarketfortheirbrand（Seechapter5）.

¡Brandequity-valuesthatcanmakeprofits,increasemarketshareandenhanceorganisationperformance（Seechapter2）.

BrandingDecisions

●Brandstrategydecision–balancebetweenadvantagesandcostsofdevelopingabrandandotherbrandstrategiese.g.brandextension.

●Brandsponsorship-

●Brandnamedecision-decidingonanameforthebrand（SeeBrandingBrief1）.

●Brandportfoliodecision-eachbrandintheportfoliomustkeepitsdistinctanduniquefeatures,differentiatedvalue,brandpromiseanddistinctimageintheconsumer’smind.

●Brandpositioning/repositioningdecisions–decidingonwhatkindofvaluethebrandwilldeliver,andhow.

●Whenabrandisrepositioned,itisclearlytryingtoredefineitsvaluetotheconsumer（Seechapter5）.

BrandingintheInternetAge

●ConsumersaremorewillingtoengageinE-commercewithknownbrandsthanwithbrandstheydonotknow.Hence,establishedbrandsinitiatedhybridformsofmarketing–socalled“click-and-brick-strategies”–workingbothintheonlineandtheofflineenvironment.

●Advantagesanddisadvantagesofonlinebranding.

●Costsless.

●Existingrelationshipscanbeexpandedtotheonlineenvironment.

●Internetcantailortotheneedsofthebrand,andtherelationshipbetweenthecustomerandthebrand.

●Problem:

Unwantedexposureofthecompanyanditsbrand.

MarketingEthicsandSustainabilityofBrands

●Marketingandsustainabilitytwocontradictingphilosophies?

●Thequestionishowmarketerscanpursuethesetwogoalsatthesametime,andwhatcanbrandsdotowinovertheconsumer,andcreateasustainablevalueoradvantage.

●MarketingRe-Convergence-focusonwhatmatterstoconsumersandhowcompaniesperformintermsofthoseattributes.

●Brandsmustbeattunedtochangesintechnology,fashionandculture,energized,andupdated.

Conclusion:

Understandthemeaning,functionandimportanceofbrands;Whatistheroleandpurposeofthebrand?

Whatarethefactorsaffectingmodernbrandmanagement?

Questions:

Howdoesaproductdifferfromabrand?

Explainwhatbrandrelationshipsare.Supportyouranswerwithexample

课题

Chapter2

Brandequityandbrandvaluation

需2课时

教学

目的

要求

Understandthemeanofbrandequity

Understandwhyitisimportanttoputavalueonbrands

Examinethebenefitsofvaluingbrandsforcompanies,customersandshareholders

教学

重点

Brandequityandbrandvaluation

BAVforbrandmanagement

教学

难点

Understandwhyitisimportanttoputavalueonbrands

教案编写日期

年月日

教学内容与教学过程

LearningObjectives

1.Whatisbrandequliy?

2.Howinternalbrandsarevalued

3.Thebehaviouralapproach

4.Customer-basedbrandequity

5.BAVforbrandmanagement

6.Emergingtrends

Conclusion:

Understandthemeanofbrandequity

Understandwhyitisimportanttoputavalueonbrands

Examinethebenefitsofvaluingbrandsforcompanies,customersandshareholders

Questions:

1.Whatistherelationshipbetweenthefollowingterms:

brandawareness,brandequity,brandshareandbrandvalue?

2.Isthereadifferencebetweenbrandvalueandbrandvaluation?

Ifso,explainyouranswer.

3.Discusstherelevanceofbrandequityinthestrategicbrandmanagementcontext.

Brandequityandbrandvaluation

●Howimportantthebrandistoapersonwhobuysit–Seechapter1.

●Whybrandsarealsoimportanttocompanies–Seechapter2.

●Whatisbrandequity?

-‘thesetofassociationsandbehaviouronthepartofabrand’scustomers,channelmembersandparentcorporationthatpermitsthebrandtoearngreatervolumeorgreatermarginsthatitcouldwithoutthebrandname’（Leuthesser,1988）.

●Brandshavebeenaddedtocompanies’balancesheets,andhavebeenamajorreasonforcompaniesmakingacquisitionsinthelate80s.

¡Thereare3levelstobrandequity（Kapferer,2004）.

●Brandassets（sourcesofinfluenceofthebrand）,brandstrength（marketshare,marketleadership,etc.）,andbrandvalue（theprofitpotentialofthebrand）.

●Brandequity-whatgoesinandoutofthebrandhelpsmanagersunderstandhow,andwherebrandsaddvalue.

●Brandequityisabrandassetthatisbuiltovertime,throughadvertisingandothermarketingcommunications.

¡Threeapproachestovaluebrands:

1.Financialbrandvaluationmethods;

2.Behaviouralapproach;

3.Customer-basedbrandequity.

Financialbrandvaluationmethods:

●Cost-basedmethod:

1.Thevalueofthebrandequalstheamountofcoststhatgointoproductdevelopment,testmarketing,andallmarketingcommunications.2.Theamountofmoneythatwillbeneededtoreplaceabrand（replacementcost）.

●Market-basedapproachbasedontheamountthatthecustomerorthemarketiswillingtopayforthebrand.Itsformulais:

BrandValue=（StockPricexNumberofShares）–（Tangibleassets+AllremainingIntangibleAssets）

Thebehaviouralapproachiscustomerormarket-oriented.

¡Definedas‘thevalueofthebrand’sname,symbols,associations,andreputationtoalltargetaudienceswhointeractwithit’（PicktonandBroderick,2005）.

¡Brandequityincreasestheprobabilityofbrandchoiceleadingtobrandloyalty,andprotectsthebrandfromameasureofcompetitivethreats.

¡Achievingahighdegreeofbrandstrengthmaybeconsideredanimportantobjectiveformanagersofbrands.Thehigherthebrandstrengththehigherthebrandvalue.

Customer-basedbrandequity.

Consumersultimatelydecidewhichbrandsprovidemoreaddedvalue（Keller,2003）.Thisapproachconcernswithmeasuringconsumermindsetorbrandknowledge.

BrandAssetValuator（BAV）

BAVmeasuresthevalueofabrandalongfour

dimensions:

“Differentiation”,“Relevance”,“Esteem”,and“Knowledge”.

“Differentiation”quantifiesthebrand'spointofdifference.

“Relevance”-howappropriatethebrandistoyou.

“Esteem”-howwellregardedthebrandis.

“Knowledge”-anintimateunderstandingofthebrand.

“BrandStrength”（refersto“differentiation”and“relevance”）-describesthebrand'sgrowthpotential.

“BrandStature”（refersto“esteem”and“knowledge”）-describesthebrand'scurrentpower.SeeFigure2.

Advantagesandapplicationsofbrandvaluation

¡Resourceallocationforbrandscanfollowthesamerationaleasotherassetsofthecompany.

¡Returnonbrandinvestmentscanbedirectlycomparedwithotherinvestments.

¡Brandinvestmentscanbeassessedforcostandimpact.

¡Makingdecisionsonlicensingthebrandtosubsidiarycompanies.

¡Brandperformanceandbrandinvestmentscanbeassessedonanequallycomparablebasistoenhancetheoverallreturnfromthebrandportfolio.

¡Communicatingtheeconomicv