品牌英文教案Word格式.docx
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教案编写日期
年月日
教学内容与教学过程
LearningObjectives
1.DefinitionandMeaningsofBrands
Differencebetweenaproductandabrand.
2.FunctionandImportanceofBrands
3.BrandRelationships
4.MetaphorsofBranding
5.BrandComponents
6.BrandingDecisions
7.BrandingintheInternetAge
8.BrandingintheInternetAge
Conclusion:
Whatarethe
factorsaffectingmodernbrandmanagement?
Questions:
Howdoesaproductdifferfromabrand?
Explainwhatbrandrelationshipsare.Supportyouranswerwithexample
提示与补充
Introduction
●Whatisthedifferencebetweenbuyingaproductandabrand?
●Whatdopeoplelookforwhenbuyingabrand?
●Howdolifestyleandimageaffectbrandpurchase?
●Whatistheroleandpurposeofthebrand?
●Whatdocompaniestrytodowithbrands?
●Whatisbrandmanagement?
●Whatarethefactorsaffectingmodernbrandmanagement?
DefinitionandMeanings
ofBrands
●Differencebetweenaproductandabrand.
●Abrandisa‘name,symbol,designormarkthatenhancesthevalueofaproductbeyonditsfunctionalpurposes’(Farquhar,1989).Abrandisacomplexentityinthemindoftheconsumer.
●Consumersdonotjustbuyaproduct,butalsotheimageassociationsoftheproduct.
DefinitionandMeaningsofBrands
Abrandismorethanaproduct.
FunctionandImportanceofBrands
●Imagebenefitcreation
●Riskreduction
●Increaseinformationefficiency.
ImportanceofBrands
●Brandsdenoteacertainattractivequalityorcharacteristic(Anholt,2003).
●Offeringuniquevalueanddifferentiatefromcompetition.
●Thevalueofthebrandisdeterminedbytheamountofprofititgenerates.
¡
Thebrandreflectsarelationshipbetweenthebuyerandtheproductbought.Itisthepromisethatacompanymakestoitscurrentandfuturecustomers.
Marketerscansustainthecustomer-brandrelationshipbygivingvalueandrelevancetotherelevanttargetaudienceoverthelongterm,throughqualityandinnovation.
Metaphorsofbrandingreferto‘symbol’,‘image’,‘figureofspeech’,or‘allegory’.
Deepmetaphors-mostpowerfulpredictorsofwhatcustomersthink,andhowtheyreacttoneworexistinggoodsandservices.
3implications:
1.advertisement
2.brandstories
3.newproductconcepts
BrandComponents
Brandidentity-uniquesetoffunctionalandmentalassociationsthebrandaspirestocreateormaintain.
Brandimage-whatcurrentlyresidesinthemindsofconsumers.
Brandpositioning-process,bywhichcompaniestrytocreateanimageoridentityinthemindsoftheirtargetmarketfortheirbrand(Seechapter5).
Brandequity-valuesthatcanmakeprofits,increasemarketshareandenhanceorganisationperformance(Seechapter2).
BrandingDecisions
●Brandstrategydecision–balancebetweenadvantagesandcostsofdevelopingabrandandotherbrandstrategiese.g.brandextension.
●Brandsponsorship-
●Brandnamedecision-decidingonanameforthebrand(SeeBrandingBrief1).
●Brandportfoliodecision-eachbrandintheportfoliomustkeepitsdistinctanduniquefeatures,differentiatedvalue,brandpromiseanddistinctimageintheconsumer’smind.
●Brandpositioning/repositioningdecisions–decidingonwhatkindofvaluethebrandwilldeliver,andhow.
●Whenabrandisrepositioned,itisclearlytryingtoredefineitsvaluetotheconsumer(Seechapter5).
BrandingintheInternetAge
●ConsumersaremorewillingtoengageinE-commercewithknownbrandsthanwithbrandstheydonotknow.Hence,establishedbrandsinitiatedhybridformsofmarketing–socalled“click-and-brick-strategies”–workingbothintheonlineandtheofflineenvironment.
●Advantagesanddisadvantagesofonlinebranding.
●Costsless.
●Existingrelationshipscanbeexpandedtotheonlineenvironment.
●Internetcantailortotheneedsofthebrand,andtherelationshipbetweenthecustomerandthebrand.
●Problem:
Unwantedexposureofthecompanyanditsbrand.
MarketingEthicsandSustainabilityofBrands
●Marketingandsustainabilitytwocontradictingphilosophies?
●Thequestionishowmarketerscanpursuethesetwogoalsatthesametime,andwhatcanbrandsdotowinovertheconsumer,andcreateasustainablevalueoradvantage.
●MarketingRe-Convergence-focusonwhatmatterstoconsumersandhowcompaniesperformintermsofthoseattributes.
●Brandsmustbeattunedtochangesintechnology,fashionandculture,energized,andupdated.
Understandthemeaning,functionandimportanceofbrands;
Chapter2
Brandequityandbrandvaluation
Understandthemeanofbrandequity
Understandwhyitisimportanttoputavalueonbrands
Examinethebenefitsofvaluingbrandsforcompanies,customersandshareholders
Brandequityandbrandvaluation
BAVforbrandmanagement
Understandwhyitisimportanttoputavalueonbrands
1.Whatisbrandequliy?
2.Howinternalbrandsarevalued
3.Thebehaviouralapproach
4.Customer-basedbrandequity
5.BAVforbrandmanagement
6.Emergingtrends
Understandthemeanofbrandequity
1.Whatistherelationshipbetweenthefollowingterms:
brandawareness,brandequity,brandshareandbrandvalue?
2.Isthereadifferencebetweenbrandvalueandbrandvaluation?
Ifso,explainyouranswer.
3.Discusstherelevanceofbrandequityinthestrategicbrandmanagementcontext.
●Howimportantthebrandistoapersonwhobuysit–Seechapter1.
●Whybrandsarealsoimportanttocompanies–Seechapter2.
●Whatisbrandequity?
-‘thesetofassociationsandbehaviouronthepartofabrand’scustomers,channelmembersandparentcorporationthatpermitsthebrandtoearngreatervolumeorgreatermarginsthatitcouldwithoutthebrandname’(Leuthesser,1988).
●Brandshavebeenaddedtocompanies’balancesheets,andhavebeenamajorreasonforcompaniesmakingacquisitionsinthelate80s.
Thereare3levelstobrandequity(Kapferer,2004).
●Brandassets(sourcesofinfluenceofthebrand),brandstrength(marketshare,marketleadership,etc.),andbrandvalue(theprofitpotentialofthebrand).
●Brandequity-whatgoesinandoutofthebrandhelpsmanagersunderstandhow,andwherebrandsaddvalue.
●Brandequityisabrandassetthatisbuiltovertime,throughadvertisingandothermarketingcommunications.
Threeapproachestovaluebrands:
1.Financialbrandvaluationmethods;
2.Behaviouralapproach;
3.Customer-basedbrandequity.
Financialbrandvaluationmethods:
●Cost-basedmethod:
1.Thevalueofthebrandequalstheamountofcoststhatgointoproductdevelopment,testmarketing,andallmarketingcommunications.2.Theamountofmoneythatwillbeneededtoreplaceabrand(replacementcost).
●Market-basedapproachbasedontheamountthatthecustomerorthemarketiswillingtopayforthebrand.Itsformulais:
BrandValue=(StockPricexNumberofShares)–(Tangibleassets+AllremainingIntangibleAssets)
Thebehaviouralapproachiscustomerormarket-oriented.
Definedas‘thevalueofthebrand’sname,symbols,associations,andreputationtoalltargetaudienceswhointeractwithit’(PicktonandBroderick,2005).
Brandequityincreasestheprobabilityofbrandchoiceleadingtobrandloyalty,andprotectsthebrandfromameasureofcompetitivethreats.
Achievingahighdegreeofbrandstrengthmaybeconsideredanimportantobjectiveformanagersofbrands.Thehigherthebrandstrengththehigherthebrandvalue.
Customer-basedbrandequity.
Consumersultimatelydecidewhichbrandsprovidemoreaddedvalue(Keller,2003).Thisapproachconcernswithmeasuringconsumermindsetorbrandknowledge.
BrandAssetValuator(BAV)
BAVmeasuresthevalueofabrandalongfour
dimensions:
“Differentiation”,“Relevance”,“Esteem”,and“Knowledge”.
“Differentiation”quantifiesthebrand'
spointofdifference.
“Relevance”-howappropriatethebrandistoyou.
“Esteem”-howwellregardedthebrandis.
“Knowledge”-anintimateunderstandingofthebrand.
“BrandStrength”(refersto“differentiation”and“relevance”)-describesthebrand'
sgrowthpotential.
“BrandStature”(refersto“esteem”and“knowledge”)-describesthebrand'
scurrentpower.SeeFigure2.
Advantagesandapplicationsofbrandvaluation
Resourceallocationforbrandscanfollowthesamerationaleasotherassetsofthecompany.
Returnonbrandinvestmentscanbedirectlycomparedwithotherinvestments.
Brandinvestmentscanbeassessedforcostandimpact.
Makingdecisionsonlicensingthebrandtosubsidiarycompanies.
Brandperformanceandbrandinvestmentscanbeassessedonanequallycomparablebasistoenhancetheoverallreturnfromthebrandportfolio.
Communicatingtheeconomicv