B2B品牌估值.ppt

Branding Tools Waldemar Pfoertsch Feb. 2010 TOOL 1: Value Proposition Design your own value proposition/positioning statement does not need to be difficult: For ___________________, “YOUR (Target Segment) PRODUCTS” are ___________________ (Most important benefits/ Claims) because _______________________________. (Most Important Support) By Professor Dr. Per V. Jenster Tool 2: Segmentation with Brands ?? Beliefs and Values Benefits Attributes Low High Degree of Product Differentiation Level of Brand Meaning Bottled Water Pure Water Example: TOOL 3: Brand Relevance Creation Distinguishing Characteristics Authentic Newness Individual Meaningfulness Non-Commercial Impact Aaker /press04207 1 – 2 – 3 – 4 - 5 1 – 2 – 3 – 4 - 5 1 – 2 – 3 – 4 - 5 1 – 2 – 3 – 4 - 5 TOOL 4(A): Branding Triangle Company Collaborators Customers Relevance .. % Loyalty .. % Retention .. % … Motivation .. % Retention .. % Knowledge .. % ... Recognition ...% Market Share …% Profitability …% … 2007 ……… 2008 ………. 2009 …… 2010e ...... TOOL 5: Measure Brand Strength Behavioral Financial Combination Price Premium Increased Cash Flow Increased Share Value Brand Knowledge Brand Relevance Brand Preference Brand Loyalty INTERBRAND Brand Valuator BBDO Brand Equity Evaluation System (BEES) CoreBrand Analysis TOOL 6: Brand Building Processes Chief Brand Officer (CBO), Brand Responsibilities, Corporate Brand – Brand Portfolio, Brand inventory (internal analysis), Brand exploratory (external analysis), Brand Equity Charter, Brand Score Cards, Brand Audit Mind Map, Brand Identity Elements Key word searching (KWS), Natural Language Processing (NLP), Brand Score Card (BSC) Brand Exploratory Corporate Brand, Division Brand, Product Brand Goals, Structures, Processes TOOL 7: Customer-Based Brand Equity Brand Awareness Points of Difference Positive Reactions What about You and Me? What about You? What Are