《全球品牌管理》ppt課件-文庫吧
2024-11-23 03:22 本頁面
【正文】 the consumers’ experiences with the brand — either through direct or indirect means. 11 The Role of Marketing ? Create superior customer experiences that drive unshakable loyalty, advocacy and profitable revenue growth ? Manage, protect, leverage and enhance brands ? Engine of innovation and ideas that drives business 12 “The business enterprise has two — and only two — basic functions: marketing and innovation. Marketing and innovation produce results。 all the rest are costs.” Peter Drucker 13 The Allure of Global Brands ? Economies of scale across multiple markets ? Uniformity of image ? Responsiveness to global customers ? Enhanced marketing leverage ? Efficiencies in scope in extending product/service lines under established brand across channels. 14 “There is a tradeoff between efficiency and effectiveness in global brands. Operational efficiency es from our strategic umbrella brands. But we believe there is no such thing as a global consumer, especially in a sector as psychologically and culturally loaded as food.” Peter Brabeck Chairman amp。 CEO, Nestl233。 Source: Financial Times, February 22, 2022 Managing Global Brands For Success 16 Six Steps to Managing Global Brands for Success Establish Brand Strategy and Architecture Determine Governance Structure Define the Brand’s Identity Establish a Distinctive Positioning Align All Touchpoints Measure and Report Progress Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 17 ? Creates the strategic framework for the relationships among the master or parent brand and other brands in the portfolio ? Drives clarity in the anization regarding the operating philosophy for the use of the brand and its role Step 1 Establish Brand Strategy and Architecture 18 Company Type Affects Branding Approach ? Uses single master brand ? Spans multiple products and services ? Descriptive names used with master brand ? Combines use of master brand with secondary brands ? Standalone brands used strategically ? Multiple standalone brands ? No visible connection of brands to parent House of Brands Branded House Hybrid Brand House 19 Examples ? Virgin –Virgin Airways –Virgin Cola –Virgin Records ? BMW –X5 –325 –525 ? SONY Walkman ? Apple ipod ? Touchstone Pictures ? PlayStation ? Proctor amp。 Gamble –Tide –Crest –Pampers ? Unilever –AXE –Dove –Ponds House of Brands Branded House Hybrid Brand House 20 Alternative Global Branding Approaches Examples Master brand SONY, BMW, Virgin, IBM, McDonalds, Starbucks, Dell Endorser An IBM Company Ingredient Intel Inside, Powered by HP Standalone Touchstone Pictures, Tide, Crest, PlayStation 21 ? Disney World ? Disney Theatrical Productions ? Disney Imagineering ? Disneyland Resorts ? DisneyHand ? Disney Cruise Line ? Disney Radio ? Disneyland Paris/Tokyo ? ABC Television ? ESPN ? Buena Vista Television ? Miramax ? Touchstone Pictures ? Hollywood Records Careful application of the Disney master brand allows it to remain true to its core essence while perating new markets using standalone brands. Profile of the W
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