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首页 中国经济管理大学《战略品牌管理》MBA导师手册(工商管理经典教材)

中国经济管理大学《战略品牌管理》MBA导师手册(工商管理经典教材).pdf

中国经济管理大学《战略品牌管理》MBA导师手册(工商管理经典教…

果冻布丁
2011-09-07 0人阅读 举报 0 0 暂无简介

简介:本文档为《中国经济管理大学《战略品牌管理》MBA导师手册(工商管理经典教材)pdf》,可适用于市场营销领域

中国经济管理大学(工商管理经典译丛·市场营销系列)《战略品牌管理》(第版)教师手册认证系列:职业经理、人力资源总监、营销经理、品质经理、生产经理、物流经理、项目经理、企业培训师、营销策划师、酒店经理、市场总监、财务总监、行政总监、采购经理、企业管理咨询师、企业总经理、医院管理等高级资格认证。颁发双证:高级经理资格证书+MBA高等教育研修结业证书(含年全套学籍档案)证书说明:证书全国通用、电子注册是提干、求职、晋级的有效依据学习期限:个月(允许工作经验丰富学员提前毕业)收费标准:全部学费元咨询电话:招生网站:http:wwwmhjynet电子邮箱:xchycom颁证单位:中国经济管理大学主办单位:美华管理人才学校  职业经理MBA整套实战教程MBA经理教材免费下载网址:wwwmhjynet第一章:品牌和品牌管理第章:以客户为基础的品牌权益第三章:品牌定位第四章:选择品牌要素以建立品牌资产第五章:设计营销方案以建立品牌资产第六章:整合营销传播建立品牌资产第七章:利用次要品牌协会以建立品牌资产第章:开发一个品牌资产测量与管理系统第九章:品牌资产的测量资料来源:收集客户心态第章:品牌资产的测量结果:捕捉市场表现第章:设计和实施品牌战略第章:介绍和命名新的产品和品牌延伸第章:品牌管理超过时第章:管理品牌在地域界限和市场细分第章:关闭观测一般介绍的案件教学札记。英特尔公司:品牌的成分。新秀:商品品牌一。通用电气:品牌在企业对企业。红牛建设品牌资产的新途径。MTV的建立品牌共振。耐克打造全球品牌。iPod的:创建一个标志性品牌。杜邦企业品牌管理。利维的码头工人:建立一个子品牌。妮维雅管理品牌组合。雅虎管理一个互联网品牌。美国运通:个金融服务品牌。星巴克品牌管理的高增长。Snapple复兴一个品牌。埃森哲重塑品牌和全球大国的品牌重新定位ChapterBrandsBrandManagementOverviewThischaptersetsuptherationaleforthebookBecausebrandsaresovaluabletothefirmsthatmanufacturethemandtheconsumerswhopurchasethem,andbecausethemarketplacehasbecomeincreasinglycomplexandcompetitive,brandmanagementismoreimportantandchallengingnowthaniteverhasbeenBrandmanagersfaceaseeminglyunlimitednumberofoptionsandopportunitieswithrespecttoproduct,price,placeandpromotionstrategiesButtheyalsofaceincreasedriskastheystrivetodealwithseachangesinthemarketingenvironment,includingtheriseofprivatelabels,mediafragmentation,pressureforshorttermresults,shiftingconsumerpreferences,andtechnologicaladvancementsthatleveltheproductfeatureplayingfield,tonamejustafewDespitethesepressures,manybrandscontinuetogrowandflourish,asevidencedbytheglobalsuccessesofsuchmeganamesasNike,Disney,Mercedes,andothersMoreover,evencategoriesthatheretoforehadbeenthoughtofasconsistingofmundanecommodityproductsnowcontainbrands,includingCampbell’smushrooms,BlueRhinopropanegas,andPerduechickensChapteralsoindicatesthatbyfocusingspecificallyonbrands,thisbookenablesstudentstogainvaluableknowledge,broaderperspectives,andmorestrategicinsightsthaninamoregeneralmarketingtextThechapterintroducestheconceptofabrandasanidentifiableanddifferentiatedgoodorserviceBrandsoffertangibleandintangiblebenefitstothecompanieswhomanufacturethem,theretailerswhosellthem,andtheconsumerswhobuythemExamplesofstrongbrandsgiveninthetextincludenotonlyproductsandservices,butalsopeople,places,andsports,art,andentertainmentindustriesThechapterdescribessomeofthepastandpresentchallengesfacedbybrands(suchasthosenotedabove),andstatesthatthepurposeofthebookistosetforthprinciples,modelsandframeworksthatwillhelpguidemanagersthroughthesechallengesastheyplanandexecutebrandstrategiesThechapterdetailsthethreemainfactorsthatcontributetobrandequity:theinitialchoicesforthebrandelementsoridentitiesmakingupthebrandthewaythebrandisintegratedintothesupportingmarketingprogramandtheassociationsindirectlytransferredtothebrandbylinkingthebrandtosomeotherentity(eg,thecompany,countryoforigin,channelofdistribution,oranotherbrand)Severalstrategicimperativesforeffectivebrandequitymanagementareintroducedinthechapter,namelythebrandhierarchy,thebrandproductmatrix,andpoliciesregardingthestrengtheningofthebrandovertimeandovergeographicalboundariesInthischapter,thestrategicbrandmanagementprocessisdescribedThestrategicbrandmanagementprocessinvolvesfourmainsteps:identifyingandestablishingbrandpositioningandvalues,planningandimplementingbrandmarketingprograms,measuringandinterpretingbrandperformance,andgrowingandsustainingbrandequityBrandFocusdiscussesthehistoryofbrandingIttracesthedevelopmentofbrandsfrommarksofidentificationonstoneagepotterytonationalmanufacturerbrandsintheIndustrialRevolutiontomassmarketedbrandsScienceofBranding:UnderstandingBusinesstoBusinessBranding:HighTechBranding:UnderstandingMarketLeadershipBrandingBriefs:CocaCola’sBrandingLesson:DiamondIndustryCreatesNewNichestoIncreaseSales:FlyingHighwiththeSWABrand:BrandingtheWalMartWay:BuildingtheAmazonBrand:BuildingaBrandWinnerwithManchesterUnited:AdCampaignsEnticeVisitorswithaGlimpseofFreedom,Fun:BrandingaCause:WorldWildlifeFederationAdditionalBrandingBriefs::AGlimpseintothePastofSelectedBrands:BrandingEnergyDiscussionquestionsWhatdobrandsmeantoyouWhatareyourfavoritebrandsandwhyChecktoseehowyourperceptionsofbrandsmightdifferfromthoseofothersAnswerswillvarywidely,anddiscussioncouldcenteraroundreasonsforsuchdifferencesWhodoyouthinkhasthestrongestbrandsWhyWhatdoyouthinkoftheBusinessWeeklistofthestrongestbrandsinFigureDoyouagreewiththerankingsWhyorwhynotThesetwoquestionscanbeusedtoillustratethesimilaritiesanddifferencesbetween“favorite”brandsand“strong”brandsThediscussioncouldincludeevaluationofthecriteriaforinclusionontheBusinessWeeklistCanyouthinkofanythingthatcannotbebrandedPickanexamplethatwasnotdiscussedineachofthecategoriesprovided(servicesretailersanddistributorspeopleorganizationssports,arts,entertainment)anddescribehoweachisabrandDiscussionmightinvolvewhyanythingcanbecomeabrand(Becauseofthewayperceptionfunctions,thedifferentialeffectofwhenabrandispresentvsthecommodityproductcanalwaysbeachieved)Studentswillcomeupwithmanydifferentexamplesofbrandedproducts,andthediscussioncanbeusedtoexaminewhatmakesabrandCanyouthinkofyourselfasabrandWhatdoyoudoto“brand”yourselfPeopleresemblebrandsthemselvesinmanyways–withtheirname,theirmodeofdress,theirpatternofspeech,theirinterestsandactivities,etc–becauseeachaspectofapersoncontributestothedifferentiationofthatpersonfromotherpeopleWhatdoyouthinkofthenewbrandingchallengesandopportunitiesthatwerelistedinthechapterCanyouthinkofanyotherissuesBrandbuildershavefacedformsofsomeofthesechallengesinthepast,includingincreasedcompetitionandmediafragmentationThoughthenewchallengescertainlymakeitmoredifficulttobuildastrongbrand,bynomeanstotheymakeitimpossibleOtherissuesincludebrandbacklash,whichillustratesadifferenttypeofaccountabilityAstherepeatedtargetingduringantiglobalizationprotestsofretaillocationsofmultinationalcompaniessuchasMcDonald’s,GapStarbucksillustrates,arecognizablebrandcanalsobecomealightningrodforcriticismprotestExercisesandassignmentsAskstudentstopollorsoconsumersabouttheirbrandloyaltyinvariousproductcategories(eg,toothpaste,dishwashingsoap,shampoo,deodorant,toilettissue,soda,salsa,icecream,cereal,potatochips,jeans,runningshoes,andsocks)AretherebrandsorcategoriesforwhichconsumerloyaltyisrelativelyhighHowdoconsumersexplaintheirloyaltyorlackthereofHowaremarketingstrategiesaffectedbyconsumerattitudeandbehaviorpatterns(or,alternatively,howshouldtheybeaffected)(CanberelatedtoBrandingBrief:CocaCola’sBrandingLesson)Havestudentsidentifythreebrandsthatareontheendangeredspecieslistand)analyzereasonsfortheproblems,and)suggestprescriptivemarketingmeasuresAppropriatebrandsmightincludeWisepotatochips,Oldsmobilecars,Tangdrink,LifeSaversrollcandy,JCPenney(CanberelatedtoBrandingBriefbelow:BrandingEnergy)TellstudentstosurveyconsumersabouttheirbuyingbehaviorwithrespecttoprivatelabelorstorebrandsInwhichproductcategoriesdosuchproductsposethelargestcompetitivethreattopremiumbrandsWhichretailstoreshavethestrongestprivatelabelsGiveaprizetothestudentwhocomesupwiththebestlist(asvoteduponbyotherstudents)of“weird”brands–productsthatdon’tseemtolendthemselvestobrandingbutyetareverysuccessfulinthemarketplaceCandidatesmightincludeBlueRhinopropanegas,Banker’sBoxboxes,RentAHusbandhomehandymanservice,Campbell’smushrooms,andMerryMaidshousecleaningserviceKeytakeawaypointsAcompany’smanagementofabrandistypicallythedeterminingfactorintheultimatesuccessorfailureofthebrandBrandshavedifferentiatingfeaturesthatdistinguishthemfromcompetitorsandaddvalueforconsumersConsumersoftendon’tbuyproducts,theybuytheimagesassociatedwithproductsBRANDINGBRIEFAGLIMPSEINTOTHEPASTOFSELECTEDBRANDSiCocaCola(aerateddrinkandmanufacturer)Asoneofthebestknownandmostinternationaloftradenames,CocaColawascreatedinMaybyFrankMRobinson,bookkeepertothecreatorofthedrinkitself,DrJohnSPemberton,adruggistfromAtlanta,Georgia,andwasregisteredasatrademarkonJanuaryThenamewasbasedontwoofthedrink’sconstituents:extractsfromcocaleavesandfromthecolanutThatcocaleavesalsoyieldcocaineisaconnectionthatthemanufacturersdonotnowprefertoemphasize,anditiscertainlytruethatalthoughthedrinkoncecontainedaformofthedrug,especiallyintheearlydayswhenitwasadvertisedasan‘EsteemedBrainTonicandIntellectualBeverage,’itcontainsnonenowThenameitselfisaremarkablysuccessfuloneasamemorableandeasilypronounceabletradename,havingalliterationandthreedesirable‘k’sounds(compareKodak)CocaColagainedpopularityrapidlyitwasfirstbottledintosuchanextentthatthemanufacturerswereobligedtoregisterasecondnameforitusedbythepublicasa‘pet’form:CokeThesecondelementofthenameisnotaregisteredtrademark,sothat‘cola’drinksexistonthemarketinanumberofvarietiesAmongnamesofrivalbrands(imposters)wereCoca,Cola,FigCola,CandyCola,ColdCola,CayOla,andKocaNolaAllthesewereoutlawedbythecourtsinGillette(safetyrazors,blades,andtoiletriesbyGilletteIndustries)Thenamecomesfromthecompany’sfirstpresident,KingCampGillette,whotracedhisnamebacktotheGilletfamilyofSomerset,EnglandGillettepatentedthefirstdisposablerazorbladesin,havingthepreviousyearfoundedhiscompanyforthemanufactureofrazorsandblades,initiallyastheAmericanSafetyRazorCoGilletteasanamehasafavourableFrenchappearance(althoughabogusone)forproductsinthesophisticatedtoiletriesmarketGillette’soriginalbladehadbeenperfectedbyWilliamENickerson,whodesignedequipmentforthecompanyItwasfortunatethathehadnotbeentheactualinventor,since‘Nickerson’wouldhardlymakeasuitablenameforacompanysellingrazorsandbladesKodak(photographicproductsandcamerasandmanufacturer)AtradenamethatisaswellknowninternationallyasCocaColaThetwonames,infact,appearedwithintwoyearsofeachother:CocaColainandKodakinKodakasanamehasnomeaning:itisnotintendedtosuggestanyword(as‘code’or‘compact’),nordoesitderivefromanywordItwasinventedbytheAmericanphotographicpioneer,GeorgeEastman,whopatenteditonSeptemberFortunatelyforposterity,EastmanhasrecordedthereasoningthatpromptedhimtochoosethisparticularnameHechoseit,hesays,“becauseIknewatradenamemustbeshort,vigorous,incapableofbeingmisspelledtoanextentthatwoulddestroyitsidentity,andinordertosatisfytrademarklaws,itmustmeannothingTheletterKhasbeenafavouritewithmeitseemedastrong,incisivesortofletterTherefore,theworkIwantedhadtostartwithKThenitbecameaquestionoftryingoutagreatnumberofcombinationsoflettersthatmadewordsstartingandendingwithKThewordKodakistheresult’Ithasbeenpointedoutthatthenameisadditionallyonomatopoeicitsuggeststheclickingofacamera’sshutterItmayalsoberelevantthat‘K’wasfirstletterofEastman’smother’sfamilynameThenamehassometimesbeenusedgenericallyinanumberoflanguagesforacameraThispromptedtheVerbandDeutscherAmateurphotographenVereine(‘JointSocietyofGermanAmateurPhotographicAssociations’)toissuethefollowingwarning(inGerman)in:‘WhoeverspeaksofaKodakmeaningonlyaphotographiccameraingeneralisnotmindfulofthefactthatheisdamagingtheGermanindustryinfavouroftheAngloAmericanbywidespreaduseofthisword’GeorgeEastmanalsoinventedthenameofoneofKodak’smostpopularcameras,theBrownieShell(petroleumandmanufacturer)ThestoryofShellbeganinthefirsthalfofthenineteenthcenturyinthecurioshopinEastSmithfield,London,setupbyaJewishdealer,MarcusSamuelSamuel’schildrenhadfastenedseasideshellstotheiremptylunchboxesonreturningfromaholiday,andthedealermadeupanumberofsuchboxesandlabeledthemwiththenamesoftheresortstheshellshadcomefromForthemoresophisticateddemandsofhisladycustomersheimportedfancypolishedshellsfromabroadHisshopsoonbecameknownastheShellShop,andbusinessexpandedrapidlysothatbyMarcusSamuelhadbuiltupaninternationaltradeinorientalcuriosandcopra,aswellasshellsWhenbarreledkerosenewasaddedtohiscargolist,theworldwideactivitiesoftheShellShopwereconsolidatedastheShellTransportandTradingCoThiswasinwhenthefirmhadbeentakenoverbySamuel’sson,alsocalledMarcus(Marcuspèrediedin,aged)ThecompanyadoptedthescallopasitstrademarkinSony(electricalequipmentandmanufacturer)ManyJapanesetradenamesturnouttobetakensimplyfromthesurnameofacompanyfounderoraninventorSonyisratherdifferentWhenJapan’sfirsttransistorradiowasproducedbytheTokyoTsushinKogyoKabushaiKaisha(company)inthedirectorsunderstandablyfeltthattheyneededamuchmore‘streamlined’andinternationalnameforitthanthefulllengthcompanynameAtfirsttheyconsidered“TTK,whichwascertainlybetter,buttherealreadyexistedaTKK(TokyoKyutoKK,orTokyoExpressCo)whichwouldbeconfusingEarlier,theyhadused‘Tapecorder’fortheirtaperecorderand‘Soni’(from‘sonic’)forthismachine’stapeConsidering,‘Soni,’thedirectorsfeltthatthiswouldprobablybemispronouncedinEnglish,as‘sonigh’Buttheinternational(Latin)base‘son,’meaning‘sound,’wasgood,andanalterationofthefinal‘i’to‘y’wouldsuggest‘sonny,’andgivethenameahomely,affectionatetouchIf,however,theactualnamewasspelled‘Sonny’theJapanesewouldpronouncethisas‘sonny,’andthismightbeassociatedwiththeJapanesewordfor‘loss,’sonThiswouldnotdo,sincetheradiowasclearlyintendedtoproduceaprofit!Finally,thevariantSonywasdecidedonforthetransistor,andthenamepassedtothecompanyasawholeinaReprintedfromAdrianRoom,DictionaryofTradeNameOrigins,RoutledgeKeganPaul,BRANDINGBRIEFBRANDINGENERGYiiDeregulationoftheenergyindustryinsomestatesduringthemidsenabledenergycompaniestocompeteforretailcustomersThecompetitionledmanycompaniestostepuptheirmarketingprogramsineffortstoreachconsumersrecentlyempoweredwiththerighttochoosetheirenergyproviderSpendingonadvertisingintheenergyindustryrosefrom$millioninto$millioninSeveralcompaniesalsochangedtheirnamestomakethemmoreconsumerfriendly,aswhenPanhandleEasternbecamePanEnergyandNaturalGasClearinghousechangeditsnametoNGCandlaterbecameDynegy(for“DynamicEnergy”)SomepowercompaniesbeganofferingloyaltyprogramswhileothersappealedtoconsumerswithcrosspromotionswithotherutilitiessuchastelephoneandplumbingOneofthefirstcompaniestomakeasignificantinvestmentinraisingitspublicprofilewasCinergyCorporationIn,thecompanysigneda$million,fiveyeardealtorenameCincinnati’sRiverfrontStadiumasCinergyFieldRightbeforethedealwasmade,namerecognitionofthecompanystoodatpercentinthegreaterCincinnatiareaNinemonthsaftertherenaming,namerecognitioninCincinnatirosetopercentBecauseofnationaltelevisioncoverageforfootballandbaseball,theCinergynamebecameknownalloverthenationAnotherenergycompany,EdisonInternational,signeda$million,yeardealwiththeWaltDisneytorenametheAnaheimAngels“BigA”stadiumEdisonInternationalFieldEnergycompaniesalsousedtraditionaladvertisingmethodstobuildbrandawarenessFollowingitsnamechange,DynegywasstillrelativelyunknownamongfinancialanalystsandwholesaleenergybuyersaccordingtoabrandawarenessstudyconductedbythecompanyThecompanysufferedfromalowprofileimagedespitethefactthatitwasoneofthetopthreetransporter’sineachinterstategaspipelineinNorthAmericaandhadannualrevenuesof$billioninToraiseawareness,Dynegydebuteditsfirstnationaltelevisionadvertisingcampaignin,comprisedofseveralsecondspotsthatusedhumortoillustratethecompany’sservicesInonead,anactressplayingaDynegyemployeearrangesfoodonthedinnertablesoitresemblesapowergridSubsequentsurveysrevealedthatrecognitionoftheDynegybrandincreasedsignificantlyPowercompany’semphasisonmarketingdidnotnecessarilyleadtoachangeinconsumerbehaviorInthetwolargestderegulatedstates,CaliforniaandNewYork,onlytwopercentofconsumersswitchedutilitycompaniesAllanAdamson,themanagingdirectorofbrandexpertLandorAssociates,saidoftheenergyindustry,“ThisisaverydifficultcategorytobrandComingupwithanythingthat’sdifferentiatingtocustomersbeyondconsistentpowerdeliveryishard”Thismayhelpexplainwhyspendingonadvertisinginthecategorypeakedat$millioninIn,onlythreepowercompanies(Enron,Southern,PacificGasElectric)hadadbudgetsthatexceeded$millionFurthertroublesfortheenergyindustryoccurredwhenenergygiantEnron,theleadingenergymarketerintheworldandtheseventhlargestcompanyintheUS,declaredbankruptcyinDecemberEnronhadbeenamajoradvertiser,boastingthelargest

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  • kecho 英文版的,慢慢学习,谢谢

    2012-08-29 19:06:09

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中国经济管理大学《战略品牌管理》MBA导师手册(工商管理经典教材)

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