搜索
Unit2Brandsmarketing•WhatisMarketing:brands&advertising•Marketingorientation:identificationandsatisfactionofcustomerneed.•Customer-oriented•Brandmanagerorproductmanager:promotecompany’sproducts•Productteam:aroundindividualproducts•FeedbackHowtomarket:•Marketingmix:Classicfourps•1.product:productrange/top-end/upmarket/mid-range/down-market/entry-levelproduct/newproductlaunched•2.place:customergrouporsegment/howproductspositioned/rivals•3.price:profitmargin/discount/pricewar•4.Promotion:outlet/distributionchannel/•Wholesaler/distributor/retailer•Salesforce/advertising/directmail/packaging•Thesequestionsrelatetoconsumermarketing.Theyalsoneedtobeadaptedtoothercompanies,productsandservices.QuotationThemostdistinctiveskillofprofessionalmarketersistheirabilitytocreate,maintain,protectandenhancebrandsPhilipKotlerwasselectedin2001asthe#4majormanagementgurubytheFinancialTimes(behindJackWelch,BillGates,andPeterDrucker,)andhasbeenhailedbytheManagementCentreEuropeastheworld'sforemostexpertonthestrategicpracticeofmarketing.In2008,theWallStreetJournallistedhimasthe6thmostinfluentialpersononbusinessthinking.StartingupAListsomeofyourfavoritebrands&answerthesequestions.1.Aretheyinternationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?3.Whydoyouchosethatparticularbrands?4.Dotheproductshaveanythingincommon?(Aretheyallhigh-priced?)5.Howloyalareyoutothebrandsyouhavechosen?StartingupBWhataretheadvantagesofbrandedgoodsfor:-Owninstantlyrecognisableproducts,-Associatespecificqualitieswiththebrand(valueformoney,safety)-Launchrelatedproductsunderthesamebrand,-Gaingreatercustomerloyalty-Makeshoppingaloteasier-Buyreliableproducts,-Highprestigebrandsenhanceone'sstatusa)themanufacturer?b)theconsumer?StartingupCArecentsurveynamedthebrandsbelowastheworld’stopten.Whichdoyouthinkisnumberone?Ranktheothersinorder.12345678910Checkyouransweronpage156.Areyousurprised?•1Google$66.4billion•2GeneralElectric$61.9billion•3Microsoft$55billion•4Coca-Cola$44.1billion•5ChinaMobile$41.2billion•6Marlboro$39.2billion•7Wal-Mart$36.9billion•8Citigroup$33.7billion•9IBM$33.6billion•10ToyotaMotor$33.4billionGoogleranked“mostpowerfulbrand”in2007VocabularyBrandmanagementBRANDluxuryclassicawarenessimagestretchingloyaltyleadermanagerWordpartnershipswiththeword‘brand’VocabularyBrandmanagementALookattheeightwordpartnershipswiththewordbrand.Matchthemtotheirdefinitions.1Abrandassociatedwithexpensive,highqualityproducts2Thepersonresponsibleforplanningandmanagingabrandedproduct3Thebrandwiththelargestmarketshare4Afamousbrandwithalonghistory5Theideasandbeliefswhichconsumershaveaboutabrand6Thetendencyofacustomertocontinuebuyingaparticularproduct7Usingasuccessfulbrandnametolaunchaproductinanewcategory8TheknowledgewhichconsumershaveofabrandluxurybrandclassicbrandbrandawarenessbrandimagebrandstretchingbrandloyaltybrandleaderbrandmanagerVocabularyBrandmanagementBCompletethesesentenceswithwordpartnershipsfromthelist.1Levis,whichhasbeenestablishedforover100yearsandisworld-famous,isa_____________.2Theaimoftheadvertisingcampaignistoenhance_____________sothatconsumersbecomemorefamiliarwithourcoffeeproducts.3Volvo’s________isthatofawell-engineered,upmarket,safecar.4Suchardisa_______ofSwisschocolate.brandmanagerluxurybrandclassicbrandbrandawarenessbrandimagebrandstretchingbrandloyaltybrandleaderVocabularyBrandmanagement1ThemovebyYamaha(originallyaJapanesemanufacturerofmotorbikes)intobrandedhi-fiequipment,pianosandsportsequipmentisagoodexampleof___________________.2TocreategoodwillandtrustwithitsvaluedChineseconsumers,Nestleshouldworkhardtore-establishits_____________throughofferingqualityproducts.3CanonUSAannouncedthattheCompanyisthenumber-one_______________intheoverallcopiermarket.4Asa__________________,Johnwilltakefullresponsibilityofsettingthedirectionforthebrand’spositioninthemarketCCompletethesesentenceswiththeremainingfourwordpartnerships.brandstretchingbrandimagebrandleaderbrandmanagerListeningWhatisbranding?ALynneFielding,amarketingspecialist,istalkingaboutbranding.Completethisextractfromtheinterviewwiththewordsbelow.competitorsmoneynamedifferentiatesynergyquality“Whatisbrandingandwhydoweneedbrands?”‘Abrandcanbea_______’,atermorasymbol.Itisusedto______________aproductfrom_____________products.Thebrandsguaranteeacertain__________level.Brandsshouldaddvaluetoproducts.Itisa________effectwherebyoneplusoneequalsthree.Butcustomersmustbelievetheygetextravaluefor_________.ListeningWhatisbranding?BackgroundinformationArielMotorcycleswasaBritishmotorcyclemanufacturerbasedinBournbrook,Birmingham.ItwasoneoftheleadinginnovatorsinBritishmotorcycling,andwaspartoftheArielmarque.ThecompanywassoldtoBSAin1944andthenamewasdiscontinuedin1970.Thecompanynamewasreusedin1999fortheformationofArielLtd,asportscarproducer.Häagen-DazsisanAmericanbrandoficecream,establishedbyPolishimmigrantsReubenandRoseMattusintheBronx,NewYorkin1961.Startingwithonlythreeflavors:vanilla,chocolate,andcoffee,thecompanyopeneditsfirstretailstoreinBrooklynNYin1976andthenofferedfranchisesthroughouttheUnitedStatesand54othe