Brand-and-Branding品牌PPT推荐.pptx

Brand-and-Branding品牌PPT推荐.pptx

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,Attributes,Benefits,Values,Culture,User,Personality,Purposes,Tosomeextent,brandingisanidentityofcompany,representingacompanycultureBrandinghasthreemainpurposes:

productidentification,repeatsales,andnewproductsales.（throughauniquerelationshipwithcustomers）,RolesthatBrandsPlay,ConsumersIdentificationofsourceofproductAssignmentofresponsibilitytoproductmakerRiskreducerPromise,bond,orpactwithmakerofproductSymbolicdeviceSignalofquality,CompaniesMeansofidentificationtosimplifyhandlingortracingMeansoflegallyprotectinguniquefeaturesSignalofqualityleveltosatisfiedcustomersMeansofendowingproductswithuniqueassociationsSourceofcompetitiveadvantageSourceoffinancialreturns,Howtobuildabrand,Brandstrategy,Brandextension/stretchingbrandnameextendedtonewproductcategoriesMulti-brandsnewbrandsinthesameproductcategoryCo-brandsbrandsbearingtwoormorewellknownbrandnamesNewbrandsnewproductinadifferentproductcategory,Brandingprocess,Determinewhatyouarebranding.Research.Positionyourbrand.Defineyourbrand.Developyourbrandidentity.Launchyourbrandinternallyfirst.Manageyourbrand.Monitor,evaluate,andupdateyourbrand.,Levisjeansissophisticated,itsbuttonwillnotrust,pantspinisverydense.Andputtingmetalrivetsatthepointsofstrain,suchasonthepocketcornersandatthebaseofthebuttonfly.,Quality,Asearlyas1886,Levishavetwotrouserjeanstiedintwoseparatehorse,thehorseintheoppositedirection,toprovethatthepantsroadextremelytear-proof.,COCOChanelwasgoodatbreakingthetraditional,early40stosuccessfullytieduptheladiesintosimple,comfortableperhapsisthefirstmoderncasualwear.,innovation,BrandmindCOCOChanelheraldednewdesignsandrevolutionizedthefashionbygoingbacktobasics,incorporatingeleganceclassandoriginality.Chanelfashionhasalwayselegantsimplestyle.,Thesimple,thebest,Popularization,Mr.Henryfordisonlyonesuccess:

tounderstandtheneedsofpeopleinside,usingthebestmaterials,bythebeststaffforthegeneralpublicforallcanaffordagoodcar.,ModelT,Localization,Kentucky:

localizationstrategy,doinRomeastheRomansdoChinasKFC,slowlybecometheChineseofKFC.,ChinaTime-honoredBrands,1600（ChinaTime-honoredBrand）70%（havebeenoutofthemarket）20%（arestrugglingtosurvive）10%（areprofitable）,Whyaretheydisappearing?

1.ManagementmechanismToomanyagedemployees&

loweducationallevelToomanyretirees&

heavyburden,Whyaretheydisappearing?

2.BrandmaintenanceFakery（山寨）&

badserviceDestroyedcustomerloyaltyRuinedbrandimage,Whyaretheydisappearing?

3.BrandpromotionNocontinuingpromotionLessbrandawareness,Whyaretheydisappearing?

4.QualityofproductsPoorqualityPoorreputation,Whyaretheydisappearing?

5.BrandstretchingInvestmentinunrelatedindustriesConfusionaboutthenewbrandsandoldbrands,Strategies,ProductinventionProduct&

Craft&

Market&

ManagementBrandandtourismCustomersurveyMarketdivisionCorecompetencesChainoperationPromotionPiracy,NewproductsMaccha（抹茶）greenteaicecreamTea-flavoredchewinggum（口香糖）TeamooncakesTea-relatedhealthandbeautyproductsZhejiangUniversity&

ChineseAcademyofAgriculturalSciencesMorethan300chainstoresAmanagementinformationsystemdevelopedbyLenovo,Successfulbrand,Wuyutai（吴裕泰）,Alotofchoicessilkscarves&

silkquilts（被子）&

pajamas（睡衣）&

qipaoHalffabricsandhalffinishedgoodsNewservicesliketailoringaccordingly,