B2B品牌估值.ppt

Branding Tools,Waldemar Pfoertsch Feb.2010,Copyright 2010 by Prof.Waldemar A.Pfoertsch.All Rights Reserved.,TOOL 1:Value Proposition,Design your own value proposition/positioning statement does not need to be difficult:,For _,“YOUR(Target Segment)PRODUCTS”are _(Most important benefits/Claims)because _.(Most Important Support),By Professor Dr.Per V.Jenster,Tool 2:Segmentation with Brands,TOOL 3:Brand Relevance Creation,Distinguishing CharacteristicsAuthentic NewnessIndividual MeaningfulnessNon-Commercial Impact,Aaker http:/www.strategy-,1 2 3 4-5,1 2 3 4-5,1 2 3 4-5,1 2 3 4-5,TOOL 4(A):Branding Triangle,Company,Collaborators,Customers,Relevance.%Loyalty.%Retention.%,Motivation.%Retention.%Knowledge.%.,Recognition.%Market Share%Profitability%,2007 2008.2009 2010e.,TOOL 5:Measure Brand Strength,BehavioralFinancialCombination,Price PremiumIncreased Cash FlowIncreased Share Value,Brand KnowledgeBrand RelevanceBrand PreferenceBrand Loyalty,INTERBRAND Brand ValuatorBBDO Brand Equity Evaluation System(BEES)CoreBrand Analysis,TOOL 6:Brand Building Processes,Chief Brand Officer(CBO),Brand Responsibilities,Corporate Brand Brand Portfolio,Brand inventory(internal analysis),Brand exploratory(external analysis),Brand Equity Charter,Brand Score Cards,Brand Audit Mind Map,Brand Identity Elements,Key word searching(KWS),Natural Language Processing(NLP),Brand Score Card(BSC),Brand Exploratory,CorporateBrand,DivisionBrand,ProductBrand,Goals,Structures,Processes,TOOL 7:Customer-Based Brand Equity,Keller,2004,Tool 8:Audit Dimensions,BrandIdentity Elements,http:/,TOOL 4(B):Branding Triangle,Internal MarketingStaff TrainingEmployee newsIntranetCorporate TV,Interactive MarketingCustomer CommunicationEmployee interactionInternet TransactionsCall Centers.,External MarketingTrade ShowsCorporate newsInternetAds,PR,.,TOOL 9:Brand Valuation Price Premium,TOOL 10:Brand Valuation Interbrand,