品牌 - web.cjcu.edu.twweb.cjcu.edu.tw/~sscheng/5brand.pdf · • 保護性(protectability) •...
TRANSCRIPT
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(name)(term)(sign) (symbol)(design)
(Brand name) (Trademark)) (brand
elements) (brand
identity)() (Image)
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(Brand Elements)
(Brand names) (Logos/Symbols) (Characters) (Slogans) (jingle) (package) URL (, Uniform Resource Locators)
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(memorability) (meaningfulness) (protectability) (transferability) (adaptability) (Likeability)
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(rejection)
(brand nonrecognition)
(brand recognition)
(brand preference)
(brand insistence)
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?
?
?
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Assael
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(brand impression)
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(brand associations)
(emotional benefits) (self-expressive benefits)
Walt Disney World Resort
Located in Orlando
Magic Kingdom
Epcot
Animal Kingdom
MGM Studios
Great Fun
Expensive
Parks
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(core brand value)
brand mantra
(brand essence) (core brand promise)
DNA
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(1/2)
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(2/2)
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(
)
(
)
():
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()
(AFBP)
(, Brand equity)
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AFBP
Attributes
Functions
Benefits
Personalities
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/ /
/
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(licensing)
Hello Kitty GucciYSL
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private branddistributor brand reseller brandstore brand
house brand (manufacturers brand)
YoYo
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(Simple) (Unique) (Meaningful) (Easy to pronounce)
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(multi-brands)
(cannibalization)
(flanker brandsfighter brands)
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vs.
(Individual names) (Blanket family names) ()(Separate family names) (Corporate
name/individual name combo)
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vs (Individual names)
---
(Blanket family names)---
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P&G
SONYBMW
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co-brandingdual branding brand alliancesbrand bundling
Smart
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(ingredient branding)
Intel(Dolby noise reduction) Gore-Tex
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(Brand extension)
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(brand management)
(external brand management)
(internal brand management)
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(brand revitalization)
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(brand equity)
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(brand assets)
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(brand liabilities)
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Interbrands Brand Equity Formula
(25%) (25%) (15%) (10%) (10%) (10%) (5%)
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(brand equity)
customer-based brand equity
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(brand awareness)
(brand loyalty)
(perceived brand quality)
(brand association)
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Aaker Model
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(1/2)
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(2/2)
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Q & A The End
(Brand Elements)Assael(brand impression)(brand associations)(core brand value)(1/2)(2/2)() 15 (licensing)(multi-brands) vs. vs 28(Brand extension)(brand management)(brand revitalization)(brand equity)(brand assets)(brand liabilities)Interbrands Brand Equity Formula 48(1/2)(2/2) 51