可口可乐(全球客户定制中心branding

SameerMathurBrandingWhatisaBrand?2TheEightRolesofaBrand3IdentifythemakerSimplifyproducthandlingOrganizeaccountingOfferlegalprotectionTheEightRolesofaBrand4SignalqualitySecurePricePremiumCreateBarrierstoEntryCreateCompetitiveAdvantageBrandEquity5•Likeagoodneighbor,StateFarmisthere•Justdoit•NothingrunslikeaDeere•Save15%ormorein15minutesorless•Wetryharder•We’llpickyouup•I’mlovin’it•Innovationatwork•ThisBud’sforyou•Alwayslowprices1011BrandingstrategiesBlackandDeckerMultiproductbrandingstrategyfordoityourselfmarket1213MultiproductBrandingMultiBranding14PrivateLabelsSummary-WhatisaBrand?15SameerMathur