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1、噱篝仑,口葛咤r京华盛时代有恨广篝藓一芸粉时代StrategicBrandManagement战略品牌管理LanCogdellSourceMarketingChannalDavindHaigh:BrandFinanceDefiningtheBrand跃。志nametermisignisymboldesignoracombinationofthemwhichiintendedtoidentifythegoodsorservicesofonesellertodifferentiatethenfromthoseofthecompetitors“一个名字、名词、标记、苞号、设计,或是上逊的总和其目的是
2、要俭棣供应商的产品或服务有别于其他克予者“。PhilipKotler显特科勒“怡trademirkwhichthraahcareftmanagementskilftlpromotionandwideusecomepheifdfconitnietsignibmipcapartisulaftsejgfalliesandattributesbothtangibieandintangibie“途放绍双的醇理,巧妙的捷广和广泛的进用而逼入消发者恩维空间的商标,包合了塔奈特定的有形与无形的价借与特征“。JohnMurphy约辖.莲非wosper芸东时代Brand品牌V.产品Product?“product
3、issomethingthatismadeinafictorywhilstabrandssomethingthatisboughtbyaconsumer.Aprodueteanbecopiedbyacompetitorwhilstabrandisuniqgue.Aproduetcanbequicklyoutdatedwhilstasuecessfulbrandiproperlytanagedcanbetimeless“广品是汀厂里央库出舷交霁希品版惧消标者贵坂的义浩产品可以牲免予省复制,而品牌是独一广品可能铮息过时,雨一个成动的、萧理完善的品牌可以是标恒的V。StephenKing史蒂苏金,w
4、ospearBrandV.ProductBrand命牌inchutourcom芸东时代BrandDifferentiation。Brandsputupbyomajortocompetitionthroughdifferentiation:啧牌能通过妮弃化建立两大房障来随止克杨。Brandscreatealegalbamierprotectingabundleofrightscoveringnamescolourslogotypesandevensmellsandsounds:品牌能建立法征音。保护自身的名称,顾色,栋志,甚跃气味与声。Brandsereateapsythologicabarii
5、ertocompetitionrelatingtoaPackageoffunctionalandemotionalattribules品牌还旖建立怒与一系列动烨和情感特性相关的心理屏障来随止寇予。wospear芸不时代Brandcreateapactbetweencompanyandcustomersthroughthecreationofanemotionalticlinkedtothebrandatributes通过创建一系列与品牌特征相逊的情感经带,品牌在公司与消要者之间建立于契约。Functionalattributes:冯雌牺证Emotionalattributes:倩冠牺证.Ens
6、uringrecognition保证识剁HReassurance硫侮“Simplityinesyleitign椿化承挂-hstociatigl朱循“Guaranteeingorigin侦证朱源“Aspiation朝裂-Confinmingquality确保质量“Seltespression自我裁逊wospear芸娄时代WhyBrand?为什么要建立品牌?.Suceessfulbrandshavethecapabilityofsecuringhigherpricesorvolume成动的品牌膑僳证高价格或销售量,Brandshelptostabilselong-termdemandinthema
7、retctingintonewproduetorgeographicalmarkets。成动的品牌胎为道入新产品领域玮新地区提供有放的逸径。,Brandstierefyreatdrealbqtonplinefuiatlcialbenefi固而品牌舷市机真正的财务收盎wosper伟2tl0nfferenMarketadvantageisgainedthoughdifferentiation.This4ifferentiationmeansmiovingfromthetangiblettintangiblewhichistheemotionalpactthatseetresconsumefs:市场
8、伏势是通过县弃化荻得的。埕异化情味着从有形转向大形,建立起租定的情感契约。Examples司孔?,ThecheaicalAspariamewasre-brandedNutrasweeffe学品Aspartame践罪舫南者为HtiasWe“皋工鹄EmanInadefibresElastomefiebecaimeLyera人迪歼雄定成了HutchisonmobilephonesbecameOrange和记电讯京成了*0rangerSiliconchipsbecame“JntelInside砥谷苯片受成了“荣特尔“wospearTherearewanyfactorstotakeintoconside
9、rationinordertoubnderstqndandtperofbrandinfyissuitabletoaparticularcompanyandsectormostimportantly:为了解哪一类城的建立品牌的方法通合菪一公司戛行业,需要者应以下重要回梅:“NMarketresearchisessential市场研究是丁要的Undersiadingthecqnsumer首yital了解客户是关御.Defininstheadldienctiycritita|冶为硕任晋武要.Establishinghowtoreachthemisfundamental吊何接蛭到爱众是根本wosper
