品牌决策树跟领导品牌资料.pdf

品牌架构决策树 Brand architecture decision tree 目标 Purpose 品牌架构决策树为我们提供一个策略性的方法，以决策蒙牛品牌架构中的 现有品牌和新品牌的背书层级。 The decision tree provides a structured approach to determining the right endorsement level for an existing brand or new business opportunity within Mengniu’s brand portfolio. 主要问题和输出 Key questions and outcomes 业务问题Business Issues 输出Possible outcomes - 我们对业务有管理权吗？ - Do we have management control of the business? 1. 主品牌下的系列 Brand - 我们会长期投资这个业务吗？ as variant of the Mengniu - Are we committed to investing in the business? Masterbrand 品类问题Category Issues 2. 现有领导品牌下的系列 Brand - 这个品类的形象是什么？ as variant of an existing lead brand - What is the image of the category? - 蒙牛主品牌在这个品类可信度高吗？ 3. 创造一个新的强势背书品牌Create a - Is the Mengniu brand credible in the category? new strongly endorsed brand 品牌问题Brand Issues 4. 创造一个新的弱势背书品牌 - 这个品牌和现有的领导品牌定位有很大不同吗？ Create a new weakly endorsed brand - Is the positioning substantially different from existing lead brands? 5. 独立品牌 Brand as - 对于蒙牛品牌或者领导品牌的影响是怎样的？ standalone - What is the impact on Mengniu or a lead brand? Business Issues Category Issues Brand Issues Do we have Are we What is the image Is the Mengniu brand Is the positioning What is the impact on management committed to driver of the credible in the substantially different Mengniu or control of the investing in the category? category? from existing lead lead brand