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1战略性品牌管理工具StrategicBrandManagementbyRolandBerger介绍RolandBergerStrategicBrandDevelopmentGroup北京,March20042罗兰贝格公司的品牌理念TheRolandBergerphilosophyofbrands3消费者的价值搜寻消费者将根据收到的品牌的价值陈述来评估对自身的消费需求的满足程度消费者的价值搜寻消费者将根据收到的品牌的价值陈述来评估对自身的消费需求的满足程度价值构成的接收消费者通常通过品牌的“外表”，即通过全部的营销组合以及品牌的使用者群体来了解品牌的价值构成价值构成的接收消费者通常通过品牌的“外表”，即通过全部的营销组合以及品牌的使用者群体来了解品牌的价值构成品牌是一组价值的陈述：只有消费者对品牌的感知与其自身的价值体系相吻合时，消费者才会做出积极的购买行为1)品牌的价值构成品牌的价值构成全部营销组合(全部4P's)全部营销组合(全部4P's)品牌名称、符号品牌名称、符号品牌的使用者群体品牌的使用者群体VPVP消费者行为消费者行为动机动机What'sinaname?Thatwhichwecallarosebyanyothernamewouldsmellassweet-JulietbyWilliamShakespeare-What'sinaname?Thatwhichwecallarosebyanyothernamewouldsmellassweet-JulietbyWilliamShakespeare-VSVS消费者的价值体系消费者的价值体系1)从某种意义上而言，品牌的价值陈述对消费者的满足程度越高，消费者也就越忠诚于该品牌和/或购买的越频繁1)从某种意义上而言，品牌的价值陈述对消费者的满足程度越高，消费者也就越忠诚于该品牌和/或购买的越频繁Source:RolandBerger,WilliamShakespeare接受或不接受一个品牌接受或不接受一个品牌购买决策购买决策共同的价值共同的价值MomentsoftruthMomentsoftruth4正如开PARTY需要向正确的客人发出邀请那样，品牌的成功也需要选择适合的用户群市场非用户市场非用户Source:RolandBerger-StrategicBrandDevelopmentGroupProductPromotionPricePlace品牌得到品牌用户新的品牌用户MarketShare品牌用户品牌用户品牌用户的流失非用户5Source:RolandBerger-StrategicBrandDevelopmentGroupThebrandingapproachinaspecificindustryisdeterminedbytheconsumer'sFreedomofChoiceandReconsiderationFrequencyFreedomofChoiceReconsiderationFrequencyBanksPorcelainAirTravelLowHighLowHighTVThroughputSpeedofpeoplethroughthebranduserbase-Inflow/Outflow-ThroughputSpeedofpeoplethroughthebranduserbase-Inflow/Outflow-MinMaxCarsInternetSoftdrinksGasStationsInsurancesCreditCardsEnergyCigarettesFastFoodFixedNetSupermarketsMailOrderMobilePhonesNewpaperTrainsHealthCareSugarCoffeeFruits6战略性品牌管理工具StrategicBrandManagementbyRolandBerger7Abrandstrategymustresultinaconclusive,focusedandefficientmarketingmix–andmustbeeconomicallyviableSource:RolandBerger-StrategicBrandDevelopmentGroupWhatistheactualpositionofabrandfromthepeople'sperspective?i.e.whatarethebrand'sActualValuePerception,Projection,DelimiterinthecompetitiveenvironmentWhatidealtargetpositionshouldthebrandtakeinthecompetitiveenvironment?i.e.theoptimalTargetValuePropositionandTargetSegmentthatisstrategicallydifferentiatedfromthecompetitionWhatisthemosteffectivebrandstrategytoreachtheidealbrandposition?i.e.theRoadMaptoTargetValueProposition,includingmilestonesfromactualtotargetpositionofabrandWhatarecorrespondingmeasurementsfortheentiremarketingmix?i.e.thedetailedactionplanforaconsistentadaptationoftheentiremarketingmixWhatarethecostsinvolvedandwhatistheimpactonthebusinessplan?i.e.thecostofre-positioningandeffectofbrandstrategyonrevenues,marginandprofitabilityStrategicBrandManagementbyRolandBerger8RolandBergerhasdevelopedaunique'platform'–therbProfiler–fortheentirestrategicbranddevelopmentprocessSource:RolandBerger-StrategicBrandDevelopmentGroupE+R–Q!BrandSwayPastProjectionBrandSwayPastProjectionMarketingMixMarketingMixPeoplePeopleCompetitionCompetitionActualValuePerceptionActualValuePerception•Product,Packaging•Price•Place,POS•Promotion,Pull/Push•Product,Packaging•Price•Place,POS•Promotion,Pull/PushDiagnosistoolTranslatebrandswayinto'rbProfiler-Language'•Marketdriver,trends•Marketdriver,trendsStrategyOptionIOptionIIOptionIIIStrategyOptionIOptionIIOptionIIIStep1Step2Step3+-Step1Step2Step3+-TVPTranslatebrandstrategyintoMarketing-MixBrandBBrandCStrategyRoadmaptoTargetStrategyRoadmaptoTargetExecutionDetailedActionPlanExecutionDetailedActionPlanProductProductPricePricePlacePlacePromotionPromotionE+R–ControllingtoolPVPBrandPosition(AVP)AVPACompetitor'sPositionBCDEArchetypeSegmentsTargetValuePropositionTargetValuePropositionStrategytool123456789Thebasicrulesforwarfareapplytostrategicbrandmanagement3Selectionofsiteforarmedconflictaccordingtoownstrengths1Innovationsinintelligenceandweaponry4Concentrationofforces6Highpriorityoforganizationandcommunicationbetweengeneralsandtheindividualbattalions5Closecoordinationofstrategicgoalsandresources2Elementofsurprise-'breakingtherules'ActualSituationTargetPositionSource:SunTzu,Xenophon,Cesar,Machiavelli,Clausewitz,Moltke10消费者的需求心理分析—19个基本的价值元素TheRosebudProject–the19wordsintheconsumervocabulary11更少消费表示集中和有限的需求更少消费更少消费更多消费表示需求最大化更多消费更多消费人消费者的需求和价值取向可以从消费欲望的强烈程度以及需求的理性/感性两个角度去理解产品和服务必须有感受的诉求，如乐趣和道德感性需求感性需求理想需求理想需求产品和服务必须满足衡量标准，如质量、价格Source:RolandBerger-StrategicBrandDevelopmentGroup需求极PeopleValuesPeopleValues12四个区域界定了不同的消费者价值取向寻求永恒和谐的事物，淡泊的消费欲望寻求永恒和谐的事物，淡泊的消费欲望寻求生活乐趣，更多的生活体验寻求生活乐趣，更多的生活体验节省花费，经济上的节省导向节省花费，经济上的节省导向Source:RolandBerger-StrategicBrandDevelopmentGroup寻求绩效和效率，理性的物质选择寻求绩效和效率，理性的物质选择–+ER'TogetherwiththerightpeopleIcanbemyselfandfeelatease''TogetherwiththerightpeopleIcanbemyselfandfeelatease''Iampreparedtoboycottanycompanythatactsagainstethicalstandards''Iampreparedtoboycottanycompanythatactsagainstethicalstandards'“Mostofthetime,reliabilityanddurabilityarecrucialformewhenbuyingaproduct”“Mostofthetime,reliabilityanddurabilityarecrucialformewhenbuyingaproduct”'Whenbuying,Ipayattentiontothedifferenceinprice''Whenbuying,Ipayattentiontothedifferenceinprice'13通过具体的量化调查和心理分析来挖掘消费者购买行为背后的潜在消费心理，我们发掘了19个需求元素'Reallygoodproductsnevergooutoffashion''Reallygo