產(chǎn)品策略及品牌管理(3)(文件)
【正文】 to be? (Creating the Brand Positioning) ? How do we get there? (Developing Brand Plans) ? How will we be measured? (Measuring Progress) Integrating Brand Marketing into our Business Situation Analysis Should Aim at Broad Understanding of Market ‘ Positioning’ Our Brands ? defines the brand’ s emotional connection with the customer ? fosters the development of more targeted products ? differentiates products within our portfolio and from petitors ? provides a unique and pelling ‘ selling proposition’ 2/24/2023 14 TARGET CUSTOMER… the foundation for the brand positioning Brand Positioning DNA Developing Brand Plans ? Identify challenges and implications of the Brand Positioning ? Develop Strategies to deliver on the Brand Positioning ? Determine Tactics that will bring Strategies to life Brand Marketing Process Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Measuring Progress Human Resources Public Affairs Purchasing Marketing, Sales, Service Product Development Finance Manufacturing Dealers / FRN From Company to Brand BRAND Design Suppliers / Agencies Quality/ Process Leader ship 2/24/2023 18 From Brand to Customer… Every touchpoint with the customer must reinforce the brand BRAND People Sponsorship 2/24/2023 19 Precise Customer Targeting Deep Consumer Insight Strong Brands that Connect Emotionally and Rationally with our Target Customers Consumer Company With Cul
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