brandstrategy(設(shè)計(jì)和實(shí)施品牌戰(zhàn)略)凱勒戰(zhàn)略(編輯修改稿)
2025-02-26 17:08 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 about the corporate brand in memory ? Enpasses a much wider range of associations than a product brand 15 Family Brands ? Brands applied across a range of product categories ? An efficient means to link mon associations to multiple but distinct products 16 Individual Brands ? Restricted to essentially one product category ? There may be multiple product types offered on the basis of different models, package sizes, flavors, etc. 17 Modifiers ? Signals refinements or differences in the brand related to factors such as quality levels, attributes, functions, etc. ? Plays an important anizing role in municating how different products within a category that share the same brand name are 18 Corporate Image Dimensions ? Corporate product attributes, benefits or attitudes ? Quality ? Innovativeness ? People and relationships ? Customer orientation ? Values and programs ? Concern with the environment ? Social responsibility ? Corporate credibility ? Expertise ? Trustworthiness ? Likability 19 Brand Hierarchy Decisions ? The number of levels of the hierarchy to use in general ? How brand elements from different levels of the hierarchy are bined, if at all, for any one particular product ? How any one brand element is linked, if at all, to multiple products ? Desired brand awareness and image at each level 20 Number of Hierarchy Levels ? Principle of simplicity ? Employ as few levels as possible ? Principle of clarity ? Logic and relationship of all brand elements employed must be obvious and transparent 21 Levels of Awareness and Associations ? Principle of relevance ? Create global associations that are relevant across as many individual items as possible ? Principle of differentiation ? Differentiate individual items and brands 22 Linking Brands at Different Levels
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