罗兰贝格品牌战略咨询框架Stratgic Brand Management精品.pdf

Strategic Brand Management Advanced understanding of consumer and brand value Sneak Preview Roland Berger New York, Paris, Munich October 2002 1 The right or wrong brand strategy has immediate impact on business success, profitability – and thus on corporate value • The importance of brands is ever increasing: Consumers are increasingly bombarded with advertising messages and information. As a consequence of this i nformation overkill, a brand has become the abbreviation of all its positive and negative rational and emoti onal associations – brands increasingly give people orientation and identity in a crazy world • Brand companies are ever battling against numerous imperfections – Sales managers, marketing managers, and product developers often work in isolation from each other. As a result, the marketing mix is usually individually optimised, overloaded“ and not entirely conclusive – The results of the various players along the strategic brand development process are not compatible with each other, i.e. a huge loss of information between market researchers, strategists, and advertising creatives is the consequence – The success or failure of a particular brand strategy is often difficult to explain. Discussion about the strategic development of brands tend to be abstract and are generally subject to the emotional, subjective impressions of the people involved: the language is prone to misunderstandings Thus, the strategic development of brands often happens by coincidence • The brand strategy has a direct impact on the brands corporate value, i.e. success on the market, growth, market share, price, margins, and earnings – and thus on market capitalization and corporate value Source: Roland Berger