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金门大学市场及公共关系专栏GGU Marketing and PR
【GGU】Marketing 325 Brand Management 课程讨论区 |
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【GGU】Marketing 325 Brand Management 课程讨论区 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:08 课程介绍： Explores the field of "Brand Management" including product management, brand positioning and building, measuring and managing brand equity over time. This course utilizes classic and current consumer and B-to-B case studies of leading marketers and their strategies for effectively building and managing products and brands. Topics include customer focus, brand positioning and identity, creating points of difference and competitive advantages, marketing communications and messages including the Internet and building customer loyalty. Building brand portfolios, sub-brands and line extensions and distribution strategies will also be covered. Prerequisite: MKT 300 or MKT 350. 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:08  |
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Midterm 考试复习重点： Corporate Brand and sub brand 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:11 Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; among many other examples are IBM, Pepsi, and Coca-Cola. Sub-brands utilize a parent brand’ positive brand equity and recognized brand elements, offering more choices to the consumers. Levi’s Type 1 Jeans Marriott Courtyard Gap kids VW Beetle
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A brand extension 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:13 A brand extension occurs when a firm uses an established brand name to enter a new market. Old Navy Owned by Gap Mini Cooper owned by BMW MT Dew Owned by Pepsi Xxx Owned by xxx 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:13 |
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Line extension and category extension and examples 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:13 A line extension uses a current brand name to enter a new market segment in the existing product class, say with new varieties, new flavors, or new size. Example: Tartar Control Crest, Colgate introduced new flavor, Starbuck chocolate, Diet Coke In a category extension, the marketers uses the current brand name to enter a different product class. Example: Swiss Army Brand introduce watches, sunglasses. Starbucks ice cream, Virgin Mobile. 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:13 |
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PODS AND EXAMPLE 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:15 Are important, strong, favorable and unique brand associations that consumers believe they can’t find in another brand, its what makes a brand unique and differentiated from the competition. PODs are also referred to as “key differentiators” Ikea - European fun design at a good value Swatch - stylish and fun Virgin Atlantic – the most innovative, pioneering and entertaining airline Volvo - Safety 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:15 |
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POPS AND EXAMPLES 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:16 Are brand associations that consumers believe are necessary for the brand to credibly compete. POPs are critical when taking an existing brand into a new category; marketers must convince consumers that the brand has the essential POPs to effectively compete against established brands. Jeep has created the POD of “rugged” with its military heritage and standards to withstand extreme off-road conditions. POPs in the luxury SUV category include: comfortable and smooth driving. In order to compete against luxury SUVs for urban drivers (against Range Rover), Jeep must convince consumers that the new Jeep Liberty is comfortable and smooth 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:16 |
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3 Pricing Strategies 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:21 Premium Pricing Value Pricing Discounting Every Day Low Pricing ( Wal Mart) 1) premium pricing Consumers often believe that expensive products and services deliver higher quality, better experience and prestige Consumers are willing to pay a premium for some brands (i.e. Starbucks vs. Safeway Select, BMW vs. VW) 2) value pricing provide a balance of offering good product that can satisfy consumers need with a fair price. eg, Southwest, Jetblue 3) discount pricing company need to provide a policy to control the frequency and depth of the discount. The discount strategy can de-value the brand, cause brand swithing, and price sensitive towards consumers. 4) Every day low price (Walmart) decreasing the disadvantages of discount strategy( marketing cost, brand switching) by setting a fair value price to consumers. 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) ggu 2008-07-03 15:21 |
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Midterm 考试复... 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) 红袖飞刀 2008-08-25 15:24 Midterm 考试复习重点??? Do you have old exam??? 摘自 加州大学论坛旧版 (Universities in California Bulletin Board System) 红袖飞刀 2008-08-25 15:24 |
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