strategicbrandmanagement(ppt155)-经营管理(编辑修改稿)

strategicbrandmanagement(ppt155)-经营管理(编辑修改稿)内容摘要：

(Pamp。 G) Healthy Choice (ConAgra) Hidden Valley Ranch (Clorox) Kleenix (KimberlyClark) Marlboro (Philip Morris) MCA Records (Universal Studios) Wranlger (VF Jeans) Kevin Clancy, Copernicus Strategic Brand Management The World39。 s 10 Most Valuable Brands 2020 VALUE ($billions) 1 COCACOLA 2 MICROSOFT 3 IBM 4 GE 5 INTEL 6 NOKIA 7 DISNEY 8 McDONALD39。 S 9 MARLBORO 10 MERCEDES Data: Interbrand Corp., . Man Chase amp。 Co / Business Week AUGUST 4, 2020 Interbrand’s Assessment is of Brand Power – the fullest possible view of each brand’s strengths and potential as a marketing and financial asset. POWER BRANDS The World39。 s 10 Most Valuable Brands 2020 VALUE ($billions) 1 COCACOLA 2 MICROSOFT 3 IBM 4 GE 5 INTEL 6 NOKIA 7 DISNEY 8 McDONALD39。 S 9 MARLBORO 10 MERCEDES Data: Interbrand Corp., . Man Chase amp。 Co / Business Week AUGUST 5, 2020 Interbrand’s Assessment is of Brand Power – the fullest possible view of each brand’s strengths and potential as a marketing and financial asset.  The Successful Brands – Don’t JUST sell products – Communicate Clear Values – Stretch Across a Number of Products – Attached to Consumers/ NOT Products – Individualized Relationships POWER BRANDS  Allow Consumers to clearly identify and specify products which genuinely offer added value.  Deep respect for the way products fit into consumer’s lives = “core” of success  Consumer Relationship = Loyalty  Social Changes in their favor POWER BRANDS  Assessing BRAND POWER POWER BRANDS Interbrand BRAND DEPTH BRAND WEIGHT POWER The influence or dominance that a brand has over its category or market (more than just market share)  Assessing BRAND POWER POWER BRANDS Interbrand BRAND WEIGHT The stretch or extension that the brand has achieved in the past or is likely to achieve in the future (especially outside its original category)  Assessing BRAND POWER POWER BRANDS Interbrand The breadth of franchise that the brand has achieved both in terms of age spread, consumer types and international appeal  Assessing BRAND POWER POWER BRANDS Interbrand  Assessing BRAND POWER POWER BRANDS Interbrand BRAND DEPTH The degree of mitment that the brand has achieved among its customer base and beyond. The proximity, the intimacy and the loyalty felt for the brand.  Assessing BRAND POWER POWER BRANDS Interbrand BRAND DEPTH BRAND WEIGHT POWER Power Brand = Master Brand?  Manifestation of Brand Essence  A term that USED TO apply only to overarching family brands (Nestle)  NOW applies to entire panies that rally around a single brand identity – Focus on entire value proposition rather than a single product’s functionality Branding the Corporation  Brands are not just products but panies: – Ford – IBM – Sony  Why has marketing refocused efforts on the potential of corporate brands?  Cost of creating and supporting product brands has bee prohibitive – $1Bil to develop a brand across US, EC, FE  Increasing retailer power  Traditional brand management not as effective/efficient  Focus moving up the value chain Branding the Corporation Master Branding the Corporation Enhances Brand…  Clarity – Clear brand priorities  Synergy – Every exposure generates awareness  Leverage – Corporate brand in all Company strategies Brand Relationship Spectrum  Thus, Benefits of Corporate Branding: – Every marketing dollar benefits each one of a pany’s division/products – Attracts and inspires employees, stakeholders and business partners – Supplier and Vendor relationships deeper and longer term – Connects up goodwill generated by operations + adds public support/PR in crisis Branding the Corporation  Benefits of Corporate Branding: – New product launches/extensions cheaper and quicker – Long Term strategic focus – Financial performance and value creation can be enhanced Branding the Corporation  What Might be Some of the Difficulties? – Organizations can be extremely plex – Wide variety of audiences make consistent proposition munication difficult – Too many businesses: Easier to build a rep amp。 image when one is known for one product or service Branding the Corporation  What Might be Some of the Difficulties? – Led from the top. CEOs are difficult to pin down for daytoday brand management – Business Directors often have finance or operations backgrounds – not marketing Branding the Corporation Class Examples of Master Brands Master Brands Branding  Different outes result from the marketing of a product or service because of its – brand name – brand element – brand identification – WHAT ELSE? Brand Equity  Common Denominator to interpret the potential effects and trade offs of various strategies and tactics  Common Denominator for assessing the value of a brand Brand Equity  Fundamentally, stresses the importance of the role of the brand in marketing strategies.  Marketing effects uniquely attributed to the brand  Represents the ADDED VALUE endowed as a result of past marketing investments.  Bridge between the past and future possibilities Brand Eq。