凯勒_战略品牌管理详解.ppt

* 12 * * * * 47 47 47 48 59 59 59 48 48 48 48 48 * * * * * * * * * * * * 2 The largest worldwide brand study, enabling YR to speak to the issue on the agenda, Brands and Financial Performance, but also enabling me to speak about brands the way consumers do. It’s helpful to think about Brands as you think about Relationships-- how brands are built how they progress how they can go sour and how to re-build damaged ones I’m going to talk about the * * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 11 OK, so here’s the cheat sheet. I’m Miss Lonelyhearts and I’m checking out what you’re telling me about the brands. I want to know about Brand Strength and Brand Stature and what they tell me about pursuing the relationship further. 26 26 26 29 29 1 30 30 31 22 22 22 22 20 20 20 20 20 20 20 20 19 20 1 1 1 1 17 1 12 7 7 7 7 23 14.* 全球品牌定位的问题 心理地图在新的市场中如何发挥作用? 定位怎样才算合适? 品牌认知的现有水平如何? 品牌核心价值、共同点、差异点的价值何在? 现有定位要如何改变? 是否需要建立新的品牌联想? 不应该重视现有品牌联想吗? 现有联想是否需要调整? 通过什么方式建立新的心理地图? 相同的营销活动能否应用? 应该做哪些改动? 还需要哪些新的营销活动? 14.* 创建基于顾客资产的全球品牌资产 在设计和执行营销方案以创建强势全球品牌时，认识到全球营销方案优势的同时，也必须尽可能看到它的一些缺陷。 14.* 全球品牌营销的十大戒律 理解全球品牌营销环境的异同点 品牌创建无捷径 创建营销基础设施 采用整合营销传播策略 建立品牌合作关系 平衡标准化与定制化 平衡全球化与本土化 制定可实施的品牌方针 实施全球品牌资产评估系统 发挥品牌元素的杠杆作用 15.* 第15章: 进一