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品牌管理BrandingWhatisbranding？Theprocessinvolvedincreatingauniquenameandimageforaproductintheconsumers'mind,mainlythroughadvertisingcampaignswithaconsistenttheme.Brandingaimstoestablishasignificantanddifferentiatedpresenceinthemarketthatattractsandretainsloyalcustomers.catalogueBRANDANALYS--卢晓东DEVELOPINGABRAND--胡文康BRANDNAMES--任笑菲CONVERSATIONTIMEAPPLE’SBRANDINGSTRATEGY—廖洁璇BRANDINGEffectivebrandnamesareeasytopronounce,recognize,andremember.(ShortnamessuchasNikeandConversemeettheserequirements.)Marketerstrytoovercometheproblemofeasilymispronouncedbrandnamesbyteachingconsumershowtopronouncethemcorrectly.BrandNamesAparticularlyacuteprobleminselectingbrandnames:anexcellentbrandnameinonecountrymayprovedisastrousinanother.Firmsmarketingaproductinmanycountriesmustdecidewhethertouseasinglebrandnameuniversallyortailorthenametoindividualcountries.Becauseofdifferencesinlanguageandculture,somefirmscreatebrandnamestofitlocalmarkets.(Eg：IneasternEuropetheYellowPagestelephonedirectoryiscalledtheGoldenPagestoconnoteanimageofquality.)Brandnamesshouldalsogivebuyersthecorrectconnotationoftheproduct’simage（Eg:1.SpecializedBicyclescarrytheimageofchampionbicyclists.2.VISAsuggestsacreditcardwithglobaluse.）Thebrandnamemustalsobelegallyprotectable.TheLanhamActof1946statesregisteredtrademarksmustnotcontainwordorphrasesingeneraluse,suchasautomobileorsuntanlotionBrandAnalysisExplainswhoyouare-whereyouareandwhatyourconditionreallyis.Brandanalysisproducesaclearsnapshotofyourbrandcomparedtoyourcompetitorsanditsconditioningeneral.Whatfirstsurfacesisyourcurrentpositionversusyourcompetition?Youhavetofindoutwhatyourcompetitiveshareis,throughcomparingyourmarketgrowthwiththegrowthofyourcompetitorsandstudythestatusquoandtheprojectionsfortheindustryyouarein.BrandAnalysTheseresultsarecomplementedbyamoresubjectiveanalysisgainedbyinterviewingkeypeopleandregularstaffofyourfirmandadditionallyyourexternalpartners/alliances.Youneedquestionnairesforthispurpose,togetalltherightanswersfromyourstaff.Youhavetoconductasurveywithyourloyalcustomersandselectthemembersofyourtargetgroupandtoreallygettoknowthem,soyouhavetodevelopaspecificsetofquestionstogettothebottomofwhatyouwantandneedtoknow..Youalsohavetotalktothepeopleonthephone,launchasurveyonyourwebsiteandquestionthemwhereyourproductsareforsale.Thenproceedtoexamineifyourpracticedbrandcommunicationisconsistentthroughouteverypointofcontactwithyourclienteleandreviewexistingproductofferings.Thisisallnecessaryinordertodevelopacomprehensivebrandstrategyasthenextstepofbranding康：Whenweareconsideringwhethertoincreasethepriceofaproduct,Ithink,firstofall,weshouldconsidermarketconditions.Therearenotmanybrandsofthesameproductinthemarket,inotherwords,thesupplyislow,soIthinkwecanincreasethepriceofourproduct.东：Andasthestatisticsofthemarketresearchshow,thisproductisingreatneed.Sincedemandishign,ofcourse,wecanincreasetheprice.康:That’sright.Sofar,thecompetitionisnotfierce,andthemarketisnotsaturated,therefore,wecanincreasethepriceofourproduct.东:Notonlymarketconditionsshouldwetakeintoaccount,wemustalsoconsiderthebrandstrengthofourproduct.Ourbrandisrespectedandwellknown.Forthisreason,morepeoplearelikelytobuyourbrandofproduct.康:It’strue.Duetothestrengthofourbrand,customersarenotlikelytoswitchtootherbrandsifweincreasethepriceoftheproduct.东:Sowecansellourproductatahigherpricethanourcompetitors.Besides,weshouldalsoconsiderthequalityofourproduct.Comparedwithmostoftheproductsofthesamecategory,ourproductisofbetterquality,whichisshowninthesurvey—80%ofcustomersaremoresatisfiedwithourproductthanwithproductsofothermanufacturers.康:Yeah,it’strue.Ourproductismoredurableandreliable.Itseldomgoeswrong.Fewcustomerscomplainaboutourproduct.Therefore,wecanincreasethepriceabit.东:Inaddition,weshouldalsoconsidertheafter-salesservices.Ourcompanyoffersalongerguaranteeforthisproductthanothercompanies.Baseonthis,Ithinkwecanincreasethepriceoftheproduct.A:当我们考虑怎样增涨产品的价格，我认为，首先，我们应该考虑市场状况。在市场，同一类型的产品没有许多品牌，换句话说，供给很低，因此我认为我们可以产品的价格。B：而且据市场调查显示统计数据，这种商品需求量很高。因为需求增长，当然，我们可以提高价格。A：是的。到目前为止，竞争不是很激烈，而且市场没有饱和，因此，我们可以提高商品价格。B：不仅要考虑市场情况，我们也必须考虑产品的品牌力量。我们的品牌备受关注知名度很高，因此，许多消费者愿意购买我们的商品。A：确实是这样。因为我们的品牌力量，就算我们提高产品价格消费者也不会转向别的品牌。B：因此我们可以用比竞争者更高的价格销售我们的产品。此外，我们也应该考虑产品质量。跟其他同类产品相比，我们的产品具备高质量，调查显示—80%的消费者对我们的产品比对其他制造商生产出的产品更满意。A：是的，这是事实。我们的产品更持可靠耐用。很少出问题。没有消费者投诉我们的产品。因此，我们可以稍微提点价。B：此外，我们也应该考虑售后服务。我公司提供比竞争者更长久的服务保证。以此为基础，我认为我们可以增长产品的价格。Creatingabrandforyourcompanytakestimeandcarefulplanning.Yourcompanycouldbethenexticonforyourparticularproductorservice.Whenyouhaveacut,youreachfortheBandAidevenifthebandagemaybemadebyadifferentcompany.Lookaroundyouandnoticethemanybrandsaroundyou.Whatmakesthemsopopular?WhattoConsiderWhenDevelopingaBrandIdentifyTargetMarketWhattypeofcustomersareyoutryingtoattract?Thesuccessofyourcompany’sbrandingeffortswillrelyonthecustomersyouarepursuing.Trendygraphicsandhiphopmusicmayattracttheyoungerconsumer,butthistypeofadvertisingmightturnoffthematurecustomers.Catertotheinterestsofyourpotentialclientele.LogoandColorSchemeChoosesimplecolorchoicesandaneasytoreadfontf