Brand-and-Branding品牌.pptx
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BrandandBranding,Somewell-knownBrands,Howdoyouchooseabrand?
Quality、Service、Innovation、Story、Advertising、Fashion、Culture、Dream、Value、Style、Reliabilityectwelivebrands,fromtheclotheswedressin,tothedrinkwehave,thefoodweeatandthecarwedrive.”-Laforet,BriefIntroduction,Abrandisa“name,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition”-AmericanMarketingAssociation,WhatisaBrand?
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,