【正文】 Most product level or brand managers limit themselves to setting shortterm objectives because their pensation packages are designed to reward shortterm behavior. Shortterm objectives should be seen as milestones towards longterm objectives.167。 Gamble PLC as a result of a famous memo by Neil H. McElroy.Principles of brand managementA good brand name should:167。在這方面尤其如此之間的平衡穩(wěn)定和風(fēng)險(xiǎn)性了。品牌定位是一種蓄意的方式與品牌，在內(nèi)部和外部。寶潔公司被許多人視為是一個(gè)具有創(chuàng)造很多產(chǎn)品品牌，如汰漬，幫寶適，象牙和潘婷等有關(guān)的消費(fèi)品牌例子。 在這方面，品牌管理通常是在組織視為一個(gè)單獨(dú)比市場(chǎng)更廣泛和更戰(zhàn)略性的作用。品牌的價(jià)值是取決于它的利潤總額為制造商產(chǎn)生。 識(shí)別手段，以簡(jiǎn)化處理或追蹤，法律上保護(hù)獨(dú)特的功能，信號(hào)的質(zhì)量水平，以滿足客戶的手段，賦予獨(dú)特的團(tuán)體，競(jìng)爭(zhēng)優(yōu)勢(shì)，經(jīng)濟(jì)回報(bào)源代碼產(chǎn)品的手段。一個(gè)舊的品牌標(biāo)識(shí)，可能是未對(duì)齊，以重新界定目標(biāo)市場(chǎng)，一個(gè)公司的愿景聲明重申，重新使命聲明或公司的價(jià)值觀。 這是有時(shí)很難轉(zhuǎn)化為品牌或產(chǎn)品類別的企業(yè)級(jí)水平的目標(biāo)。s Pamp。 Gamble, considered by many to have created product branding, is a choice example with its many unrelated consumer brands such as Tide, Pampers, Abunda, Ivory and Pantene.With endorsed brand architecture, a mother brand is tied to product brands, such as The Courtyard Hotels (product brand name) by Marriott (mother brand name). Endorsed brands benefit from the standing of their mother brand and thus save a pany some marketing expense by virtue promoting all the linked brands whenever the mother brand is advertised.The third model of brand architecture is most monly referred to as corporate branding. The mother brand is used and all products carry this name and all advertising speaks with the same voice. A good example of this brand architecture is the UKbased conglomerate Virgin. Virgin brands all its businesses with its name.TechniquesCompanies sometimes want to reduce the number of brands that they market. This process is known as Brand rationalization. Some panies tend to create more brands and product variations within a brand than economies of scale would indicate. Sometimes, they will create a specific service or product brand for each market that they target. In the case of product branding, this may be to gain retail shelf space (and reduce the amount of shelf space allocated to peting brands). A pany may decide to rationalize their portfolio of brands from time to time to gain production and marketing efficiency, or to rationalize a brand portfolio as part of corporate restructuring.A recurring challenge for brand managers is to build a consistent brand while keeping its message fresh and relevant. An older brand identity may be misaligned to a redefined target market