【英文】伯克利大学-品牌管理教程-Understanding Brand Manage.ppt

* * * * Consider this like a Batting Average: Every “at bat” counts, and you can’t go up to bat without it adding or subtracting from your Earned Run Average * 22 * * * * * * * * * * * * * * * * * * * * * * * * * * Think about Amazon … I’m relatively price insensitive … why? total cost. Why would anyone buy a BMW 750 iL with the 12-cylinder engine. Won’t get you there any faster than a V-8 740 * * * * Note: This is different from Marriott different brands associated with different product offerings: Here the offering can be exactly the same, except for name (big engine, leather seats etc) Why do this? Allows customers to buy what they want(I fell like more of a Dodge person than a Chrylser-type): Reaches them through lots of different channels Consider Harmon-Kardon, owns Infinity and a buncha other hi-fi: Permits differentiation * * Brand Architecture Managing the relationship between the firm name and product names Ranges from “Stealth” (who owns Ritz-Carlton?) Implicit (parent no secret, e.g. “Old Navy”) Specific endorsement: (“Courtyard by Marriott”) to Sub-brand: Sony Vaio Product is the brand “Tabasco Sauce” When Miata was introduced into the US, Mazda didn’t even mention the “Mazda” name—it was considered a deal-killer Sometimes it pays to hide the firm brand Brand Management Ancient Modern Conventional Brand Management Decisions Brand Management Line Extension Brand Extension Private Label Brand Licensing How far can you down-stretch a Luxury Brand? Burberry went after teenagers and actually lost Revenue in UK, 2005 Under Ford, Jaguar unit added the “X-type” (based on the Ford Taurus) and total Jaguar sasles went from 200,000 to 100,000 vehicles/year in the US Stretching Brands is like spending “Political Capital” (GWB) Brand equity is wonderful to have, but it’s like other equity or capital: You can have it, OR You can spend it When you stretch the brand, you spend the equity Example of Licensed Brand Most eyeware uses a Licensed Brand One fi