創(chuàng)建品牌資產(chǎn)課件

營(yíng)銷管理（中國(guó)版）

第9章創(chuàng)建品牌資產(chǎn)菲利普·科特勒-凱文·萊恩·凱勒-盧泰宏?duì)I銷管理（中國(guó)版）創(chuàng)建品牌資產(chǎn)菲利普·科特勒-凱文·Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-2本章問(wèn)題什么是品牌？如何進(jìn)行品牌化？什么是品牌資產(chǎn)？它是如何被建立、衡量和管理的？制定品牌戰(zhàn)略時(shí)的關(guān)鍵決策有哪些?Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-3本章內(nèi)容什么是品牌資產(chǎn)？創(chuàng)建品牌資產(chǎn)制定品牌戰(zhàn)略管理和衡量品牌資產(chǎn)蘋(píng)果

小案例：海爾營(yíng)銷視野：

中國(guó)品牌建立的基本缺陷營(yíng)銷在中國(guó)：

激活中國(guó)老字號(hào)營(yíng)銷在中國(guó)：

華為的品牌再造創(chuàng)新?tīng)I(yíng)銷：

歐萊雅在中國(guó)營(yíng)銷視野：

一個(gè)品牌有多少價(jià)值？本章案例：寶潔Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-4什么是品牌？一種名稱、名詞、標(biāo)記、符號(hào)或設(shè)計(jì)，或者這些要素的組合，其目的是借以識(shí)別某個(gè)銷售者或某些銷售者提供的產(chǎn)品或勞務(wù)，并使之與競(jìng)爭(zhēng)對(duì)手的產(chǎn)品和勞務(wù)區(qū)別開(kāi)來(lái)。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-5品牌的角色區(qū)分生產(chǎn)者簡(jiǎn)化產(chǎn)品處理管理會(huì)計(jì)記錄提供法律保護(hù)品質(zhì)保證形成進(jìn)入壁壘競(jìng)爭(zhēng)優(yōu)勢(shì)獲得品牌溢價(jià)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-6強(qiáng)勢(shì)品牌的營(yíng)銷優(yōu)勢(shì)提高感知更高的忠誠(chéng)度更不易受到競(jìng)爭(zhēng)的影響更不易受到危機(jī)的影響更高的利潤(rùn)率漲價(jià)時(shí)顧客反應(yīng)的彈性更小降價(jià)時(shí)顧客反應(yīng)的彈性更大更強(qiáng)有力的商務(wù)合作和支持營(yíng)銷傳播效果增強(qiáng)有機(jī)會(huì)進(jìn)行特許經(jīng)營(yíng)有機(jī)會(huì)進(jìn)一步延伸品牌Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-7什么是品牌化？賦予產(chǎn)品和服務(wù)品牌的力量。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-8什么是品牌資產(chǎn)？品牌資產(chǎn)是指給產(chǎn)品和服務(wù)附加的價(jià)值，反映了顧客對(duì)該產(chǎn)品的想法、感受和所采取的行動(dòng)，以及品牌帶給公司的價(jià)格、市場(chǎng)份額和盈利性。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-9品牌價(jià)值鏈營(yíng)銷活動(dòng)投資顧客心態(tài)品牌表現(xiàn)股東價(jià)值活動(dòng)增效器顧客增效器市場(chǎng)增效器價(jià)值階段增效器-產(chǎn)品傳播交易員工其他知名度聯(lián)想態(tài)度情感行為價(jià)格溢價(jià)彈性溢價(jià)市場(chǎng)份額延伸成就成本結(jié)構(gòu)盈利性股票價(jià)格市盈率股票市值清楚相關(guān)獨(dú)特持久競(jìng)爭(zhēng)反應(yīng)渠道支持顧客規(guī)模和特征市場(chǎng)動(dòng)態(tài)增長(zhǎng)潛力風(fēng)險(xiǎn)特點(diǎn)品牌貢獻(xiàn)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-10品牌資產(chǎn)品牌資產(chǎn)源自顧客對(duì)品牌的反應(yīng)的差異這些差異是顧客的品牌知識(shí)引起的差異化反應(yīng)通過(guò)與品牌營(yíng)銷的各方面相關(guān)的知覺(jué)、偏好和行為表現(xiàn)出來(lái)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-11品牌知識(shí)知識(shí)想法經(jīng)驗(yàn)信念形象感覺(jué)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-12品牌聯(lián)想品牌聯(lián)想應(yīng)：有力的獨(dú)特的贊許的Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-13品牌知識(shí)的輔助來(lái)源品牌事物人地點(diǎn)其他品牌聯(lián)盟成分公司延伸第三方，贊助者事業(yè)事件代言人員工渠道原產(chǎn)地事物人地點(diǎn)聯(lián)盟成分公司延伸代言人員工原產(chǎn)地Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-14假設(shè)海爾聯(lián)想圖海爾品類買(mǎi)得起便利年輕便宜功能有用中國(guó)友好實(shí)用電器冰箱簡(jiǎn)單可信忠誠(chéng)進(jìn)取Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-15品牌承諾營(yíng)銷者對(duì)品牌應(yīng)該是什么樣的和能為顧客做些什么所做的描述。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-16市場(chǎng)份額、心理份額和情感份額市場(chǎng)份額心理份額情感份額Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-17戰(zhàn)略性品牌管理的步驟識(shí)別和建立品牌定位計(jì)劃和實(shí)施品牌營(yíng)銷衡量和解釋品牌績(jī)效發(fā)展和維持品牌價(jià)值Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-18設(shè)計(jì)一個(gè)品牌戰(zhàn)略開(kāi)發(fā)新的品牌元素應(yīng)用現(xiàn)有品牌元素綜合利用新舊元素Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-19品牌資產(chǎn)驅(qū)動(dòng)因素品牌元素營(yíng)銷活動(dòng)詞義轉(zhuǎn)移Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-20品牌元素元素口號(hào)品牌名稱網(wǎng)址標(biāo)志符號(hào)文字Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-21品牌元素的選擇標(biāo)準(zhǔn)品牌塑造難忘有意義討人喜歡品牌防御可轉(zhuǎn)讓可修改可保護(hù)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-22

品牌化新產(chǎn)品品牌延伸子品牌母品牌家族品牌產(chǎn)品線延伸類別延伸品牌線品牌組合品牌變體許可產(chǎn)品Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-23品牌名稱單一品牌名稱統(tǒng)一的家族品牌名稱獨(dú)立的家族品牌名稱公司名稱加個(gè)體產(chǎn)品名稱Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-24口號(hào)（例子）Likeagoodneighbor,StateFarmisthereJustdoitNothingrunslikeaDeereHelpisjustaroundthecornerSave15%ormorein15minutesorlessWetryharderWe’llpickyouupNextel–DoneZoomZoomI’mlovin’itInnovationatworkThisBud’sforyouAlwayslowpricesCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-25設(shè)計(jì)全方位的營(yíng)銷活動(dòng)個(gè)性化整合內(nèi)部化Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-26內(nèi)部品牌化選擇恰當(dāng)?shù)臅r(shí)機(jī)將外部營(yíng)銷和內(nèi)部營(yíng)銷相聯(lián)系讓品牌在員工中活起來(lái)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-27聯(lián)合品牌和成分品牌Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-28品牌延伸優(yōu)勢(shì)提高成功的機(jī)會(huì)建立顧客正面的期望零售商支持加大當(dāng)前品牌的知名度廣告、包裝和分銷的規(guī)模經(jīng)濟(jì)性劣勢(shì)稀釋品牌名稱品牌完整性的風(fēng)險(xiǎn)損害母品牌的風(fēng)險(xiǎn)與母品牌相互蠶食喪失創(chuàng)建新品牌的機(jī)會(huì)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-29品牌組合中引入多品牌的原因提高貨架占有率和零售商的店內(nèi)依賴吸引關(guān)注差異的消費(fèi)者，否則他們可能轉(zhuǎn)向另一品牌增加公司內(nèi)部的競(jìng)爭(zhēng)實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-30品牌組合中的品牌角色側(cè)面部隊(duì)低端威望品高端威望品現(xiàn)金牛Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-31管理品牌資產(chǎn)品牌強(qiáng)化品牌激活品牌危機(jī)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-32品牌強(qiáng)化營(yíng)銷視野：

中國(guó)品牌建立的基本缺陷Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-33品牌激活營(yíng)銷造中國(guó)：

激活中國(guó)老字號(hào)中國(guó)老字號(hào)西方品牌內(nèi)斂、中庸外向、張揚(yáng)共性、綜合差異、個(gè)性和氣、沉穩(wěn)競(jìng)爭(zhēng)、創(chuàng)新重內(nèi)在氣質(zhì)重傳播溝通和諧均衡崇尚高貴、貴族血統(tǒng)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-34衡量品牌資產(chǎn)品牌審計(jì)品牌追蹤品牌估價(jià)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-352007年十大最有價(jià)值的品牌

SOURCE:The100TopBrands.BusinessWeek.August6,2007:p.592007年排名2007品牌價(jià)值（百萬(wàn)美元）2006品牌價(jià)值（百萬(wàn)美元）變化百分比國(guó)家1.可口可樂(lè)6532467000-3%美國(guó)2.微軟58709569263%美國(guó)3.IBM57091562012%美國(guó)4.通用電氣51569487095%美國(guó)5.英特爾3095432319-4%美國(guó)6.豐田320702794115%日本7.諾基亞330703013112%芬蘭8.迪士尼29210278485%美國(guó)9.麥當(dāng)勞29398275017%美國(guó)10.奔馳23568217958%德國(guó)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-36Interbrand品牌評(píng)價(jià)方法市場(chǎng)細(xì)分財(cái)務(wù)分析競(jìng)爭(zhēng)基準(zhǔn)需求驅(qū)動(dòng)力無(wú)形資產(chǎn)收入品牌化的作用品牌力量品牌折價(jià)比率品牌收入品牌價(jià)值（未來(lái)品牌收入的凈限制）Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-37品牌資產(chǎn)模型品牌資產(chǎn)評(píng)估模型艾柯模型BRANDZ模型品牌共鳴模型Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-38品牌資產(chǎn)評(píng)估的關(guān)鍵要素差異能量相關(guān)尊敬知識(shí)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-39品牌動(dòng)態(tài)金字塔出現(xiàn)相關(guān)性能利益紐帶強(qiáng)關(guān)系弱關(guān)系Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-40艾柯模型品牌身份延伸身份要素品牌精髓核心身份要素Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-41品牌共鳴金字塔共鳴判斷感覺(jué)性能形象特色強(qiáng)烈、積極的忠誠(chéng)正面、易獲得的反應(yīng)相似點(diǎn)和差異點(diǎn)深度的、廣泛的品牌知名度4.關(guān)系=你我間關(guān)系怎樣？3.反應(yīng)=怎樣的？2.含義=你是什么？身份=你是誰(shuí)？Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-42營(yíng)銷討論打造品牌還是

貼牌生產(chǎn)？Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-43營(yíng)銷討論品牌延伸有利還是有害？品牌延伸會(huì)傷害品牌。還是品牌延伸是一個(gè)重要的品牌發(fā)展戰(zhàn)略。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-44案例討論營(yíng)銷在中國(guó)：

華為的品牌再造為什么華為要進(jìn)行品牌再造？試比較華為前后兩種品牌形象（“土狼”和“大象”）和品牌價(jià)值主張的差異。本章案例：寶潔

1.

寶潔公司成為最成功的全球消費(fèi)品供應(yīng)商，其營(yíng)銷創(chuàng)新的主要特征是什么？2.分析寶潔公司多品牌戰(zhàn)略的優(yōu)劣勢(shì)。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 7-45Copyright?2009PearsonEduca營(yíng)銷管理（中國(guó)版）

第9章創(chuàng)建品牌資產(chǎn)菲利普·科特勒-凱文·萊恩·凱勒-盧泰宏?duì)I銷管理（中國(guó)版）創(chuàng)建品牌資產(chǎn)菲利普·科特勒-凱文·Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-47本章問(wèn)題什么是品牌？如何進(jìn)行品牌化？什么是品牌資產(chǎn)？它是如何被建立、衡量和管理的？制定品牌戰(zhàn)略時(shí)的關(guān)鍵決策有哪些?Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-48本章內(nèi)容什么是品牌資產(chǎn)？創(chuàng)建品牌資產(chǎn)制定品牌戰(zhàn)略管理和衡量品牌資產(chǎn)蘋(píng)果

小案例：海爾營(yíng)銷視野：

中國(guó)品牌建立的基本缺陷營(yíng)銷在中國(guó)：

激活中國(guó)老字號(hào)營(yíng)銷在中國(guó)：

華為的品牌再造創(chuàng)新?tīng)I(yíng)銷：

歐萊雅在中國(guó)營(yíng)銷視野：

一個(gè)品牌有多少價(jià)值？本章案例：寶潔Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-49什么是品牌？一種名稱、名詞、標(biāo)記、符號(hào)或設(shè)計(jì)，或者這些要素的組合，其目的是借以識(shí)別某個(gè)銷售者或某些銷售者提供的產(chǎn)品或勞務(wù)，并使之與競(jìng)爭(zhēng)對(duì)手的產(chǎn)品和勞務(wù)區(qū)別開(kāi)來(lái)。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-50品牌的角色區(qū)分生產(chǎn)者簡(jiǎn)化產(chǎn)品處理管理會(huì)計(jì)記錄提供法律保護(hù)品質(zhì)保證形成進(jìn)入壁壘競(jìng)爭(zhēng)優(yōu)勢(shì)獲得品牌溢價(jià)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-51強(qiáng)勢(shì)品牌的營(yíng)銷優(yōu)勢(shì)提高感知更高的忠誠(chéng)度更不易受到競(jìng)爭(zhēng)的影響更不易受到危機(jī)的影響更高的利潤(rùn)率漲價(jià)時(shí)顧客反應(yīng)的彈性更小降價(jià)時(shí)顧客反應(yīng)的彈性更大更強(qiáng)有力的商務(wù)合作和支持營(yíng)銷傳播效果增強(qiáng)有機(jī)會(huì)進(jìn)行特許經(jīng)營(yíng)有機(jī)會(huì)進(jìn)一步延伸品牌Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-52什么是品牌化？賦予產(chǎn)品和服務(wù)品牌的力量。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-53什么是品牌資產(chǎn)？品牌資產(chǎn)是指給產(chǎn)品和服務(wù)附加的價(jià)值，反映了顧客對(duì)該產(chǎn)品的想法、感受和所采取的行動(dòng)，以及品牌帶給公司的價(jià)格、市場(chǎng)份額和盈利性。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-54品牌價(jià)值鏈營(yíng)銷活動(dòng)投資顧客心態(tài)品牌表現(xiàn)股東價(jià)值活動(dòng)增效器顧客增效器市場(chǎng)增效器價(jià)值階段增效器-產(chǎn)品傳播交易員工其他知名度聯(lián)想態(tài)度情感行為價(jià)格溢價(jià)彈性溢價(jià)市場(chǎng)份額延伸成就成本結(jié)構(gòu)盈利性股票價(jià)格市盈率股票市值清楚相關(guān)獨(dú)特持久競(jìng)爭(zhēng)反應(yīng)渠道支持顧客規(guī)模和特征市場(chǎng)動(dòng)態(tài)增長(zhǎng)潛力風(fēng)險(xiǎn)特點(diǎn)品牌貢獻(xiàn)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-55品牌資產(chǎn)品牌資產(chǎn)源自顧客對(duì)品牌的反應(yīng)的差異這些差異是顧客的品牌知識(shí)引起的差異化反應(yīng)通過(guò)與品牌營(yíng)銷的各方面相關(guān)的知覺(jué)、偏好和行為表現(xiàn)出來(lái)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-56品牌知識(shí)知識(shí)想法經(jīng)驗(yàn)信念形象感覺(jué)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-57品牌聯(lián)想品牌聯(lián)想應(yīng)：有力的獨(dú)特的贊許的Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-58品牌知識(shí)的輔助來(lái)源品牌事物人地點(diǎn)其他品牌聯(lián)盟成分公司延伸第三方，贊助者事業(yè)事件代言人員工渠道原產(chǎn)地事物人地點(diǎn)聯(lián)盟成分公司延伸代言人員工原產(chǎn)地Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-59假設(shè)海爾聯(lián)想圖海爾品類買(mǎi)得起便利年輕便宜功能有用中國(guó)友好實(shí)用電器冰箱簡(jiǎn)單可信忠誠(chéng)進(jìn)取Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-60品牌承諾營(yíng)銷者對(duì)品牌應(yīng)該是什么樣的和能為顧客做些什么所做的描述。Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-61市場(chǎng)份額、心理份額和情感份額市場(chǎng)份額心理份額情感份額Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-62戰(zhàn)略性品牌管理的步驟識(shí)別和建立品牌定位計(jì)劃和實(shí)施品牌營(yíng)銷衡量和解釋品牌績(jī)效發(fā)展和維持品牌價(jià)值Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-63設(shè)計(jì)一個(gè)品牌戰(zhàn)略開(kāi)發(fā)新的品牌元素應(yīng)用現(xiàn)有品牌元素綜合利用新舊元素Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-64品牌資產(chǎn)驅(qū)動(dòng)因素品牌元素營(yíng)銷活動(dòng)詞義轉(zhuǎn)移Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-65品牌元素元素口號(hào)品牌名稱網(wǎng)址標(biāo)志符號(hào)文字Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-66品牌元素的選擇標(biāo)準(zhǔn)品牌塑造難忘有意義討人喜歡品牌防御可轉(zhuǎn)讓可修改可保護(hù)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-67

品牌化新產(chǎn)品品牌延伸子品牌母品牌家族品牌產(chǎn)品線延伸類別延伸品牌線品牌組合品牌變體許可產(chǎn)品Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-68品牌名稱單一品牌名稱統(tǒng)一的家族品牌名稱獨(dú)立的家族品牌名稱公司名稱加個(gè)體產(chǎn)品名稱Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-69口號(hào)（例子）Likeagoodneighbor,StateFarmisthereJustdoitNothingrunslikeaDeereHelpisjustaroundthecornerSave15%ormorein15minutesorlessWetryharderWe’llpickyouupNextel–DoneZoomZoomI’mlovin’itInnovationatworkThisBud’sforyouAlwayslowpricesCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-70設(shè)計(jì)全方位的營(yíng)銷活動(dòng)個(gè)性化整合內(nèi)部化Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-71內(nèi)部品牌化選擇恰當(dāng)?shù)臅r(shí)機(jī)將外部營(yíng)銷和內(nèi)部營(yíng)銷相聯(lián)系讓品牌在員工中活起來(lái)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-72聯(lián)合品牌和成分品牌Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-73品牌延伸優(yōu)勢(shì)提高成功的機(jī)會(huì)建立顧客正面的期望零售商支持加大當(dāng)前品牌的知名度廣告、包裝和分銷的規(guī)模經(jīng)濟(jì)性劣勢(shì)稀釋品牌名稱品牌完整性的風(fēng)險(xiǎn)損害母品牌的風(fēng)險(xiǎn)與母品牌相互蠶食喪失創(chuàng)建新品牌的機(jī)會(huì)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-74品牌組合中引入多品牌的原因提高貨架占有率和零售商的店內(nèi)依賴吸引關(guān)注差異的消費(fèi)者，否則他們可能轉(zhuǎn)向另一品牌增加公司內(nèi)部的競(jìng)爭(zhēng)實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-75品牌組合中的品牌角色側(cè)面部隊(duì)低端威望品高端威望品現(xiàn)金牛Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-76管理品牌資產(chǎn)品牌強(qiáng)化品牌激活品牌危機(jī)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-77品牌強(qiáng)化營(yíng)銷視野：

中國(guó)品牌建立的基本缺陷Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-78品牌激活營(yíng)銷造中國(guó)：

激活中國(guó)老字號(hào)中國(guó)老字號(hào)西方品牌內(nèi)斂、中庸外向、張揚(yáng)共性、綜合差異、個(gè)性和氣、沉穩(wěn)競(jìng)爭(zhēng)、創(chuàng)新重內(nèi)在氣質(zhì)重傳播溝通和諧均衡崇尚高貴、貴族血統(tǒng)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-79衡量品牌資產(chǎn)品牌審計(jì)品牌追蹤品牌估價(jià)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 9-802007年十大最有價(jià)值的品牌

SOURCE:The100TopBrands.BusinessWeek.August6,2007:p.592007年排名2007品牌價(jià)值（百萬(wàn)美元）2006品牌價(jià)值（百萬(wàn)美元）變化百分比國(guó)家1.可口可樂(lè)6532467000-3%美國(guó)2.微軟58709569263%美國(guó)3.IBM57091562012%美國(guó)4.通用電氣51569487095%美國(guó)5.英特爾3095432319-4%美國(guó)6.豐田320702794115%日本7.諾基亞330703013112%芬蘭8.迪士尼29210278485%美國(guó)9.麥當(dāng)勞29398275017%美國(guó)10.奔馳23568217958%德國(guó)Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

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