《企业品牌管理》PPT课件.ppt

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1、Marketing Management,Review of Last Session/HousekeepingNew DevelopmentsBrand ManagementPillarsPositioning via the pillarsNPD8 stage process v Landrover practiceCase ExerciseQuestions/Reading for next week,What is a Brand?,A brand is a name,term,sign,symbol,or design or a combination of them intende

2、d to identify the goods and services of one seller and to differentiate them from those of the competition-(Bennett,P.D.,1998,AMA),Branding Basics Contd.,Brands are:-What the customer buysthe receptical of the emotional values over and above the functional values of the product/servicemuch more diff

3、icult to copy and thus compete witha major potential source of differentiationlonger-lived-brands can transcend the original product/service.It is the products DNA.,Brand Architecture and Equity,Brand Knowledge,Brand Heritage,Core Values,Brand Territory,Brand Personality,Brand Properties,Brand Loyal

4、ty,Brand Equity,Brand Architecture,1.Brand Heritage-The brand brings 2.Core Brand Values-The brand means 3.Brand Territory-The brand competes in 4.Brand Personality-The brand is like5.Brand Properties-The brand owns.,Landrover Example,According to Nestl,the strength of the brands positioning is buil

5、t on five“pillars”:,Brand Architecture,1.Brand Heritage-The brand brings 2.Core Brand Values-The brand means 3.Brand Territory-The brand competes in 4.Brand Personality-The brand is like5.Brand Properties-The brand owns.,Landrover Example,According to Nestl,the strength of the brands positioning is

6、built on five“pillars”:,50 years of Tradition.Britishness.Royalty?,4X4 Market.Outdoors.Adventure Market etc.,Male,Extrovert,Quietly Assured,Informal conservative.,Logo,Brand Oval,BRG and Gold,Shape,Guts,Authenticity,Originality,Ruggedness,Capability,Brand Architecture-Try It Yourself!,1.Brand Backgr

7、ound-The brand brings 2.Brand Core Values-The brand means 3.Brand Territory-The brand competes in 4.Brand Personality-The brand is 5.Brand Properties-The brand owns.,Your Brand Example,According to Nestl,the strength of the brands positioning is built on five“pillars”:,Innovation,Life Cycle/BCG Impl

8、icationsBeing the Leader provides advantagesBetter Mousetrap?,Revenue,Time,0,Introduction stage,Growth stage,Maturity stage,Decline stage,The Product Life Cycle,Leader Advantages*,10%,20%,30%,PIONEER,FAST FOLLOWER,LATE ENTRANT,AVERAGE MARKET SHARE,MARKET ENTRY STRATEGY,*W.T.Robinson,(1984),”Market P

9、ioneering and Sustainable Market Share Advantages”,PIMS*and Pioneer Advantage,The Profit Impact of Marketing Strategy research is based on 3000 SBUs in 450 companies in the US.70%of SBUs with the leading market share were one of the pioneersOnly 40%of the SBUs with less than a leading market share w

10、ere pioneers*Buzzell,R.and Gale,B.(1987),The PIMS Principles:Linking Strategy to Performance,Free Press,Emerson Was Wrong,If a man can write a better book,preach a better sermon,or make a better mousetrap than his neighbor,though he builds his house in the woods the world will make a beaten path to

11、his door.Ralph Waldo Emerson(1803-82),U.S.essayist,philosopher and poet If you only build a better mousetrap,the world will not beat a path to your door.How will the world know you have the mousetrap?Who cares?Only those who have mice-And wish they didnt And dont like catsAnd then,they have to Under

12、stand how to operate it Have something to offer you in exchangeAnd before long,a better mouse will come along!,New Product strategy,Idea Generation,Screening,Concept testing,Business Analysis,Product Development,Market Testing,Commercialisation,Source:Cooper and Kleinschmidt,1986,Journal of Product

13、Innovation Management,The New Product Development(NPD)Process,The NPD Process,“We should note that new products pass through each stage at varying speeds;some may dwell at a stage for a long period while others may pass through very quickly”Jobber,Principles and Practice of Marketing,p.298What will

14、determine this progress?,Types of New Products,20%,10%,26%,26%,11%,7%,New productLines,New to the Company,High,Low,New to the market,Low,High,New tothe world products,Improvementsto existing products,Cost reductions,Additions toexiting productline,Repositioning,Source:-Booz,Allen and Hamilton,1982,L

15、androver Video Case,Discuss the sort of NPD process that the Discovery went throughHow might the Diffusion of Innovation process have been used to guide the Discoverys commercialisation?,Mller Case Question,Volunteer Group Answer Qs 2In own time,identify the NPD process for Muller yoghurt in the UKA

16、ppreciate the likely NPD differences for extensions v new to the world products,Next Week,Read ch.11 in JobberNB NOT Ch 12&13 as per the module outlineAddress the Mller case again Q2Describe Mllers brand positioningUse the 8 stage new product development process to analyse Mllers new product development processNB This replaces the SWATCH CASE!,