BrandStrategy(设计和实施品牌战略)凯勒《战略

11.1CHAPTER11:DESIGNINGANDIMPLEMENTINGBRANDINGSTRATEGIESKevinLaneKellerTuckSchoolofBusinessDartmouthCollege11.2BrandingstrategyBrandingstrategyiscriticalbecauseitisthemeansbywhichthefirmcanhelpconsumersunderstanditsproductsandservicesandorganizethemintheirminds.Twoimportantstrategictools:Thebrand-productmatrixandthebrandhierarchyhelptocharacterizeandformulatebrandingstrategiesbydefiningvariousrelationshipsamongbrandsandproducts.11.3BrandingStrategyorBrandArchitectureThebrandingstrategyforafirmreflectsthenumberandnatureofcommonordistinctivebrandelementsappliedtothedifferentproductssoldbythefirm.Whichbrandelementscanbeappliedtowhichproductsandthenatureofnewandexistingbrandelementstobeappliedtonewproducts11.4TheroleofBrandArchitectureClarify:brandawarenessImproveconsumerunderstandingandcommunicatesimilarityanddifferencesbetweenindividualproductsMotivate:brandimageMaximizetransferofequityto/fromthebrandtoindividualproductstoimprovetrialandrepeatpurchase11.5Brand-ProductMatrixMustdefine:Brand-Productrelationships(rows)LineandcategoryextensionsProduct-Brandrelationships(columns)Brandportfolio1234ABCProductsBrands11.6ImportantDefinitionsProductlineAgrouppfproductswithinaproductcategorythatarecloselyrelatedProductmix(productassortment)ThesetofallproductlinesanditemsthataparticularsellermakesavailabletobuyersBrandmix(brandassortment)Thesetofallbrandlinesthataparticularsellermakesavailabletobuyers11.7BreadthofaBrandingStrategyBreadthofproductmixAggregatemarketfactorsCategoryfactorsEnvironmentalfactorsDepthofproductmixExaminingthepercentageofsalesandprofitscontributedbyeachitemintheproductlineDecidingtoincreasethelengthoftheproductlinebyaddingnewvariantsoritemstypicallyexpandsmarketcoverageandthereforemarketsharebutalsoincreasescosts11.8DepthofaBrandingStrategyThenumberandnatureofdifferentbrandsmarketedintheproductclasssoldbyafirmReferredtoasbrandportfolioThereasonistopursuedifferentmarketsegments,differentchannelsofdistribution,ordifferentgeographicboundariesMaximizemarketcoverageandminimizebrandoverlap11.9FordBrandPortfolio11.10DesigningaBrandPortfolioBasicprinciples:MaximizemarketcoveragesothatnopotentialcustomersarebeingignoredMinimizebrandoverlapsothatbrandsaren’tcompetingamongthemselvestogainthesamecustomer’sapproval11.11BrandRolesinthePortfolioFlankersCashcowsLow-endentry-levelHigh-endprestigebrands11.12BrandHierarchyAmeansofsummarizingthebrandingstrategybydisplayingthenumberandnatureofcommonanddistinctivebrandelementsacrossthefirm’sproducts,revealingtheexplicitorderingofbrandelementsAusefulmeansofgraphicallyportrayingafirm’sbrandingstrategy11.13BrandHierarchyTree:ToyotaToyotaCorporationToyota(Trucks)Toyota(SUV/vans)LexusToyotaFinancialServicesToyota(Cars)CorollaPriusAvalonCelicaECHOMatrixMR2SpyderCamryCESLESELEXLEPlatinumEditionXLXLSSESLE11.14BrandHierarchyLevelsFamilyBrand(Buick)CorporateBrand(GeneralMotors)Modifier:ItemorModel(Ultra)IndividualBrand(ParkAvenue)11.15CorporateBrandEquityOccurswhenrelevantconstituentsholdstrong,favorable,anduniqueassociationsaboutthecorporatebrandinmemoryEncompassesamuchwiderrangeofassociationsthanaproductbrand11.16FamilyBrandsBrandsappliedacrossarangeofproductcategoriesAnefficientmeanstolinkcommonassociationstomultiplebutdistinctproducts11.17IndividualBrandsRestrictedtoessentiallyoneproductcategoryTheremaybemultipleproducttypesofferedonthebasisofdifferentmodels,packagesizes,flavors,etc.11.18ModifiersSignalsrefinementsordifferencesinthebrandrelatedtofactorssuchasqualitylevels,attributes,functions,etc.Playsanimportantorganizingroleincommunicatinghowdifferentproductswithinacategorythatsharethesamebrandnameare11.19CorporateImageDimensionsCorporateproductattributes,benefitsorattitudesQualityInnovativenessPeopleandrelationshipsCustomerorientationValuesandprogramsConcernwiththeenvironmentSocialresponsibilityCorporatecredibilityExpertiseTrustworthinessLikability11.20BrandHierarchyDecisionsThenumberoflevelsofthehierarchytouseingeneralHowbrandelementsfromdifferentlevelsofthehierarchyarecombined,ifatall,foranyoneparticularproductHowanyonebrandelementislinked,ifatall,tomultipleproductsDesiredbrandawarenessandimageateachlevel11.21NumberofHierarchyLevelsPrincipleofsimplicityEmployasfewlevelsaspossiblePrincipleofclarityLogicandrelationshipofallbrandelementsemployedmustbeobviousandtransparent11.22LevelsofAwarenessandAssociationsPrincipleofrelevanceCreateglobalassociationsthatarerelevantacrossasmanyindividualitemsaspossiblePrincipleofdifferentiationDifferentiateindividualitemsandbrands11.23LinkingBrandsatDifferentLevelsPrincipleofprominenceTherelativeprominenceofbrandelementsaffectsperceptionsofproductdistanceandthetypeofimagecreatedfornewproducts11.24LinkingBrandsAcrossProductsPrincipleofcommonalityThemorecommonelementssharedbyproducts,thestrongerthelinkages11.25BrandArchitectureGuidelinesAdoptastrongcustomerfocusAvoidover-brandingEstablishrulesandconventionsandbedisciplinedCreatebroad,robustbrandplatformsSelective