aug16sem1_lesson7_d(文件)
【正文】 individual brand ? No capitalization on established reputation ? Potential cannibalization Alternative Brand Architecture Strategies ? Family branding : All names put under one umbrella. ? Also called Umbrella Branding and Multiproduct branding ? Questions: ? What are the examples of panies that practice Umbrella Branding? ? Why is it a good strategy? ? What are the risks? Alternative Brand Architecture Strategies ? Family/Umbrella Branding (cont’d) ? Advantages: ? Easier and less costly to introduce ? Capitalize on reputation ? Disadvantages: ? Failure may cause association ? Greater burden to maintain consistent quality ? Dilution ? The advantages of Subbranding (a strategy used with Umbrella branding)? Other Branding Strategies ? Private branding ? Private labelling or reseller branding – example? ? Mixed branding – give an example? ? CoBranding – give an example? ? Local vs Global branding ? When do you decide on local branding? ? When do you decide on global branding? Branding Strategy ? Cobranding ? Two panies 58 Branding Strategy ? Localized branding ? Local culture values ? Scale ? Globalized branding ? Global world and cross border munications ? Synergy and scale ? Global identity relevant across all countries ? Still need to adapt local munications 59 Branding Strategy ? Globalized and localized branding ? Transition from local to global brand identity 60 Branding Strategy ? Brand repositioning ? Update brand association because old association is obsolete ? Challenge: gain acceptance of new association 61 Case Study – Alleira ? Case: Alleira (Download from MKT1003 Workbin ‘Cases’ Folder) ? Individual Assignment C – Hardcopy Report Due in Class ? Read and analyze the case and answer Question 1 to 4 at the end of the case. Case Questions ? What constitute a brand identity? What is the brand identity of Alleira? What is your evaluation of the brand identity of Alleira? How can the brand identity be improved? ? What are the purposes, benefits and costs of branding as undertaken by Alleira for its batik products and collection? ? What is the branding strategy of Alleira? What are the advantages and disadvantages of its branding strategy? ? What tools are used and actions are taken by Alleira to municate to and obtain responses from consumers? Are the tools and actions effective? What improvements would you propose? Service Marketing Product Service Mix Characteristics of Services ? Intangibility ? Inseparability ? Variability/Inconsistency ? Perishability/Inventory Service Challenges ? Intangibility due to Experience Credence Properties ? What are experience properties? ? What are credence properties? Service Evaluation Properties Service Challenges ? What is the key challenge caused by Intangibility? ? Problems for new ers ? Cannot evaluate before your experience it (experience properties) Service Challenges ? What are the solutions for Intangibility? ? External Marketing ? Communicate benefits ? More concrete message ? Use of symbols smth you can see ? Be careful with contextual factors ? Manage expectations ? Manage word of mouth (reviews . hotels) Service Challenges ? Inseparability ? What are the challenges caused by Inseparability? ? Production and consumption cannot be provided separately/ happen at the same time. ? Implication: for perishability service cannot be stored ? High interaction between consumer and producer – at which point of contact is the most impt and what are you gonna do during those key points (impt contact point) Service Challenges ? Variability ? What are th
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1