产品与品牌战略

1Chapter6ProductandBrandDecisions产品与品牌战略2BasicProductConcepts•Aproductisagood,service,oridea–TangibleAttributes–IntangibleAttributes•Productclassification–Consumergoods–Industrialgoods3ProductTypes•Buyerorientation–Amountofeffortexpendedonpurchase–Convenience–Preference–Shopping–Specialty4Brands•Bundleofimagesandexperiencesinthecustomer’smind•Apromisemadebyaparticularcompanyaboutaparticularproduct•Aqualitycertification•Differentiationbetweencompetingproducts•ThesumofimpressionsaboutabrandistheBrandImage5Brands6Brands•Theaddedvaluethataccruestoaproductasaresultofinvestmentsinthemarketingofthebrand•Anassetthatrepresentsthevaluecreatedbytherelationshipbetweenthebrandandcustomerovertime7Brands“Wehavetoshifttohighvalue-addedproducts,andtodothatweneedtoimproveourbrand.”-NoboruFujimoto,PresidentSharpElectronicsCorporation8LocalProductsandBrands•Brandsthathaveachievedsuccessinasinglenationalmarket•Representthelifebloodofdomesticcompanies•Entrenchedlocalproducts/brandscanbeasignificantcompetitivehurdletoglobalcompanies9InternationalProductsandBrands•Offeredinseveralmarketsinaparticularregion–‘Euro-brands’10GlobalProductsandBrands•Globalproductsmeetthewantsandneedsofaglobalmarketandisofferedinallworldregions•Globalbrandshavethesamenameandsimilarimageandpositioningthroughouttheworld11GlobalProductsandBrandsAmultinationalhasoperationsindifferentcountries.Aglobalcompanyviewstheworldasasinglecountry.WeknowArgentinaandFrancearedifferent,butwetreatthemthesame.Wesellthemthesameproducts,weusethesameproductionmethods,wehavethesamecorporatepolicies.Weevenusethesameadvertising—inadifferentlanguage,ofcourse.-AlfredZeienFormerGilletteCEO12BrandingStrategies-品牌战略•Combinationortieredbranding-混合或层层上升品牌:allowsmarketerstoleverageacompany’sreputationwhiledevelopingadistinctiveidentityforalineofproducts–SonyWalkman•Co-brandingfeaturestwoormorecompanyorproductbrands–NutraSweetandCoca-Cola–IntelInside13BrandingStrategies•Brandactsasanumbrellafornewproducts–Example:TheVirginGroup-维珍集团•VirginEntertainment:VirginMega-storesandMGMCinemas•VirginTrading:VirginColaandVirginVodka•VirginRadio•VirginMediaGroup:VirginPublishing,VirginTelevision,VirginNet•VirginHotels•VirginTravelGroup:VirginAtlanticAirways,VirginHolidays14GlobalBrandDevelopment-全球品牌发展•Questionstoaskwhenmanagementseekstobuildaglobalbrand:–Willanticipatedscaleeconomiesmaterialize?–Howdifficultwillitbetodevelopaglobalbrandteam?–Canasinglebrandbeimposedonallmarketssuccessfully?15GlobalBrandDevelopment•GlobalBrandLeadership-全球品牌领导者–Usingorganizationalstructures,processes,andculturestoallocatebrand-buildingresourcesglobally,tocreateglobalsynergies（合作，配合）,andtodevelopaglobalbrandstrategythatcoordinatesandleveragescountrybrandstrategies16GlobalBrandDevelopment•Createacompelling（强制的，引人注目的）valueproposition•Thinkaboutallelementsofbrandidentityandselectnames,marks,andsymbolsthathavethepotentialforglobalization•Researchthealternativesofextendinganationalbrandversusadoptinganewbrandidentityglobally•Developacompany-widecommunicationsystem17GlobalBrandDevelopment•Developaconsistentplanningprocess•Assignspecificresponsibilityformanagingbrandingissues•Executebrand-buildingstrategies•Harmonize,unravelconfusion,andeliminatecomplexity18LocalversusGlobalProductsandBrands:ANeeds-BasedApproachPhysiologicalSafetySocialExternal/InternalEsteemSelf-actualization19CountryofOriginasBrandElement•Perceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountries–Japan–Germany–France–Italy20Packaging•ConsumerPackagedGoodswhenthepackagingisdesignedtoprotectorcontaintheproductduringshipping•Eco-Packagingbecausepackagedesignersmustaddressenvironmentalissues•Offerscommunicationcuesthatprovideconsumerswithabasisformakingapurchasedecision21Labeling•Providesconsumerswithvarioustypesofinformation•Regulationsdifferbycountryregardingvariousproducts–Healthwarningsontobaccoproducts–AmericanAutomobileLabelingActclarifiesthecountryoforigin,andfinalassemblypoint–EuropeanUnionrequireslabelsonallfoodproductsthatincludeingredientsfromgeneticallymodifiedcrops22Aesthetics•Globalmarketersmustunderstandtheimportanceofvisualaesthetics•AestheticStyles(degreeofcomplexityfoundonalabel)differaroundtheworld23ProductWarranties•ExpressWarrantyisawrittenguaranteethatassuresthebuyerisgettingwhattheypaidfororprovidesaremedyincaseofaproductfailure•Warrantiescanbeusedasacompetitivetool24Extend,Adapt,Create:StrategicAlternativesinGlobalMarketing•Extension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountry•Adaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarkets•Creation–developingnewproductsfortheworldmarket2526GlobalProductPlanning:StrategicAlternativesProductSameDifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtension27HowtoChooseaStrategy?•Twoerrorsthatmanagementmakesinchoosingastrategy–NIH(Notinventedhere)syndromemeansmanag