【英文】品牌管理-BRAND MANAGE

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1、BRANDMANAGEMENTBhushanD.Sudhakar,Ph.DAssistantProfessor&Co-ordinator(UG)1WhatisaBrand?Abrandisaname,term,sign,symbol,ordesignwhichisintendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.2NewBrandingChallengesBrandsare

2、importantaseverConsumerneedforsimplificationConsumerneedforriskreductionBrandmanagementisasdifficultaseverSavvyconsumersIncreasedcompetitionDecreasedeffectivenessoftraditionalmarketingtoolsandemergenceofnewmarketingtoolsComplexbrandandproductportfolios3TheCustomer/BrandC

3、hallengeInthisdifficultenvironment,marketersmusthaveakeenunderstandingof:customersbrandstherelationshipbetweenthetwo4TheConceptofBrandEquityThebrandequityconceptstressestheimportanceofthebrandinmarketingstrategies.Brandequityisdefinedintermsofthemarketingeffectsuniquelya

4、ttributabletothebrand.Brandequityrelatestothefactthatdifferentoutcomesresultinthemarketingofaproductorservicebecauseofitsbrandname,ascomparedtoifthesameproductorservicedidnothavethatname.5TheConceptofCustomer-BasedBrandEquityCustomer-basedbrandequityDifferentialeffectCu

5、stomerbrandknowledgeCustomerresponsetobrandmarketing6DeterminantsofCustomer-BasedBrandEquityCustomerisawareofandfamiliarwiththebrandCustomerholdssomestrong,favorable,anduniquebrandassociationsinmemory7BuildingCustomer-BasedBrandEquityBrandknowledgestructuresdependon...

6、TheinitialchoicesforthebrandelementsThesupportingmarketingprogramandthemannerbywhichthebrandisintegratedintoitOtherassociationsindirectlytransferredtothebrandbylinkingittosomeotherentities8BenefitsofCustomer-BasedBrandEquityEnjoygreaterbrandloyalty,usage,andaffinityComm

7、andlargerpricepremiumsReceivegreatertradecooperation&supportIncreasemarketingcommunicationeffectivenessYieldlicensingopportunitiesSupportbrandextensions.9Customer-BasedBrandEquityasa“Bridge”Customer-basedbrandequityrepresentsthe“addedvalue”endowedtoaproductasaresultofpa

8、stinvestmentsinthemarketingofabrand.Customer-basedbrandequityprovidesdirectionandfocustofuturemarketing