英文文献003：品牌战略

英文文献003：品牌战略内容摘要：

nciples of brand management A good brand name should:  be protected (or at least protectable) under trademark law.  be easy to pronounce. 4  be easy to remember.  be easy to recognize.  be easy to translate into all languages in the markets where the brand will be used.  attract attention.  suggest product benefits (.: EasyOff) or suggest usage (note the tradeoff with strong trademark protection.)  suggest the pany or product image.  distinguish the product39。 s positioning relative to the petition.  be attractive.  stand out among a group of other brands. Types of brands premium brand economy brand fighting brand corporate branding individual branding family branding Functions of brand (For consumers) Identification of source of product, Assignment of responsibility to product maker, Risk reducer, Search cost reducer, Symbolic device, Signal of quality. (For Manufacture) Means of identification to simplify handling or tracing, Means of legally protecting unique features, Signal of quality level to satisfied customers, Means of endowing products with unique associations, Source of petitive advantage, Source of financial returns. (Strategic Brand Management 3rd edition,Kevin Lane Keller) Brand architecture The different brands owned by a pany are related to each other via brand architecture. In product brand architecture, the pany supports many different product brands with each having its own name and style of expression while the pany itself remains invisible to consumers. Procter amp。 Gamble, considered by many to have created product branding, is a choice example with its many unrelated consumer brands such as Tide, Pampers, Abunda, Ivory and Pantene. With endorsed brand architecture, a mother brand is tied to product brands, such as The Courtyard Hotels (product brand name) by Marriott (mother brand name). Endorsed brands 5 benefit from the standing of their mother brand and thus save a pany some marketing expense by virtue promoting all the linked brands whenever the mother brand is advertised. The third model of brand architecture is most monly referred to as corporate branding. The mother brand is used and all products carry this name and all advertising speaks with the same voice. A good example of this brand architecture is the UKbased conglomerate Virgin. Virgin brands all its businesses with its name. Techniques Companies sometimes want to reduce t。