英文 管理 小论文 How to build a Strong Brand.docVIP

How to Build a Strong Brand 棗Learning from Coca-cola’s case Abstract: In product strategy, branding plays an important role. Developing a branded product requires considerable long-term investment, for example, advertising, promotion, packaging and so on. This paper is mainly about how to build a strong brand. Key words: Brand; Brand Management; Coca-Cola’s case More and more firms and organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. Well-known brands command a price premium and help companies to build a brand-loyal market. Definition of Brand Management The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol, or design, or a combination of sellers and to differentiate them from those of competition. It should be recognized that many practicing managers, however, refer to a brand as more than that 棗defining a brand in terms of having actually created a certain amount of awareness, reputation, prominence and so on in the marketplace. In essence, a brand identifies the seller. A brand is a seller’s promise to deliver a specific set of features, benefits, and services contently to the buyers. The best brands convey a warranty of quality. In formulating brand strategy, firms must deicide whether or not to brand; whether to produce manufacture brands, or distributor or private brand; which brand name to use and whether to use line extensions, brand extensions, multi-brands, new brand, or co-brands. Successful brands work to engage customers on a deeper level by touching a universal emotion. Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. This management process always involves four main steps: identifying and establishing brand position and values; planning and implementing brand marketing programs; measuring and interpreting bra