国际营销专业英语Unit 6 Developing a Brand StrategyUnitSixDevelopingaBrandStrategyLearningOutlineIntroductionBrandDefinitionandtheImportanceofMarketingStrategyDefineyourBrandDetermineYourBrand’sObjectivesFocusonYourTargetAudienceDiscoverandCrushYourBrandBarriersIntroductionTheimportanceofdevelopingabrandstrate...
UnitSixDevelopingaBrandStrategyLearningOutlineIntroductionBrandDefinitionandtheImportanceofMarketingStrategyDefineyourBrandDetermineYourBrand’sObjectivesFocusonYourTargetAudienceDiscoverandCrushYourBrandBarriersIntroductionTheimportanceofdevelopingabrandstrategyDifficultstepinmarketingplanprocessVitaltothecompanyidentityMarketingcomponents:primarytargetcustomerand/orclientcompetitionproductandservicemixuniquesellingpropositionBrandDefinitionandtheImportanceofMarketingStrategybranding--seeyouastheonlyonethatprovidesasolutiontotheirproblemAgoodbrandwillachievetheobjectives:deliversthemessageclearlyconfirmsyourcredibilityconnectsyourtargetprospectsemotionallymotivatesthebuyerconcreteusersloyaltyDefineyourBrandFirststepintheprocessFoundationforothercomponentstobuildonMeasuringstickinevaluationDetermineYourBrand’sObjectivesDeterminetheobjectives-criticaltoeffectivebrandmanagement-brandincludescompanypersonality,image,corecompetenciesandcharacteristics-credibilityBuildanddevelopthebrandstrategyAccomplishandmeetthosebrandobjectivesFocusonYourTargetAudienceDefineyourtargetmarket1ststep:toconductaninformalmarketanalysis2ndstep:towriteatargetaudiencedefinitionDiscoverandCrushYourBrandBarriersBarriers:competition,timing,financing,location,andlackofdemandBepreparedtofacetheseobstaclesorbarriers:-acarefulandthought-outanalysis-startbyvisitingsomeverypopularInternetwebsites-keepinformedoncurrentmarketconditionsbysubscribingtotradepublications,newsalerts,andelectronicnewsletters
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