《设计和实施品牌战略教材.ppt》由会员分享，可在线阅读，更多相关《设计和实施品牌战略教材.ppt（30页珍藏版）》请在金锄头文库上搜索。
1、11.1,CHAPTER 11: DESIGNING AND IMPLEMENTING BRANDING STRATEGIES,Kevin Lane Keller Tuck School of Business Dartmouth College,11.2,Branding strategy,Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services and organize them in thei
2、r minds. Two important strategic tools: The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.,11.3,Branding Strategy or Brand Architecture,The branding strategy for a firm reflects the numb
3、er and nature of common or distinctive brand elements applied to the different products sold by the firm. Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products,11.4,The role of Brand Architecture,Clarify: brand awareness
4、 Improve consumer understanding and communicate similarity and differences between individual products Motivate: brand image Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase,11.5,Brand-Product Matrix,Must define: Brand-Product relationships (r
5、ows) Line and category extensions Product-Brand relationships (columns) Brand portfolio,11.6,Important Definitions,Product line A group pf products within a product category that are closely related Product mix (product assortment) The set of all product lines and items that a particular seller make
6、s available to buyers Brand mix (brand assortment) The set of all brand lines that a particular seller makes available to buyers,11.7,Breadth of a Branding Strategy,Breadth of product mix Aggregate market factors Category factors Environmental factors Depth of product mix Examining the percentage of
7、 sales and profits contributed by each item in the product line Deciding to increase the length of the product line by adding new variants or items typically expands market coverage and therefore market share but also increases costs,11.8,Depth of a Branding Strategy,The number and nature of differe
8、nt brands marketed in the product class sold by a firm Referred to as brand portfolio The reason is to pursue different market segments, different channels of distribution, or different geographic boundaries Maximize market coverage and minimize brand overlap,11.9,Ford Brand Portfolio,11.10,Designin
9、g a Brand Portfolio,Basic principles: Maximize market coverage so that no potential customers are being ignored Minimize brand overlap so that brands arent competing among themselves to gain the same customers approval,11.11,Brand Roles in the Portfolio,Flankers Cash cows Low-end entry-level High-en
10、d prestige brands,11.12,Brand Hierarchy,A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products, revealing the explicit ordering of brand elements A useful means of graphically portraying a firms branding str
11、ategy,11.13,Brand Hierarchy Tree: Toyota,Toyota Corporation,Toyota (Trucks),Toyota (SUV/vans),Lexus,Toyota Financial Services,Toyota (Cars),Corolla,Prius,Avalon,Celica,ECHO,Matrix,MR2 Spyder,Camry,CE S LE,SE LE XLE,Platinum Edition XL XLS,SE SLE,11.14,Brand Hierarchy Levels,Family Brand (Buick),Corp
12、orate Brand (General Motors),Modifier: Item or Model (Ultra),Individual Brand (Park Avenue),11.15,Corporate Brand Equity,Occurs when relevant constituents hold strong, favorable, and unique associations about the corporate brand in memory Encompasses a much wider range of associations than a product
13、 brand,11.16,Family Brands,Brands applied across a range of product categories An efficient means to link common associations to multiple but distinct products,11.17,Individual Brands,Restricted to essentially one product category There may be multiple product types offered on the basis of different
14、 models, package sizes, flavors, etc.,11.18,Modifiers,Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc. Plays an important organizing role in communicating how different products within a category that share the same brand name are
15、,11.19,Corporate Image Dimensions,Corporate product attributes, benefits or attitudes Quality Innovativeness People and relationships Customer orientation Values and programs Concern with the environment Social responsibility Corporate credibility Expertise Trustworthiness Likability,11.20,Brand Hie
16、rarchy Decisions,The number of levels of the hierarchy to use in general How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product How any one brand element is linked, if at all, to multiple products Desired brand awareness and image at each level,11.21,Number of Hierarchy Levels,Principle of simplicity Employ as few levels as possible Principle of clarity Lo
