【導(dǎo)讀】WELCOME!!Name. WhatCoursesYou’veCompleted/AreIn. In:30please…WhatDoYouThinkYou’reGoingtoLearnthis. Quarter?We’llbuildofftext,industryexperts&studies,TenWeeks+Final(TBD). TopBrands. ProductLevels. BrandDefinition. BrandRelevance. BrandEquity. BrandValue. BrandShare. BrandManagement. INCLASSCASESTUDIES. SelfPositioning. DueNextWeek. asset.WhatisaProduct?

　　

【正文】 Expressive Functional Very meaningful in differentiating our Brand but very difficult to deliver consistently to our consumers Easy to deliver and explain to consumers but also easy to imitate Beliefs amp。 Core Values Benefits Features amp。 Attributes Brand Value Corresponding to Brand Hierarchy Pyramid Hierarchy : Timothy D. Ennis, Ennis Associates, Inc Brand Value: Brand Hierarchy Pyramid Beliefs amp。 Core Values Benefits Features amp。 Attributes The emotional beliefs and values that consumers feel are being addressed by our brand (CENTRAL) The functional and emotional benefits that our product/services provides to the consumer (EXPRESSIVE) Product/Service features and/or attributes that must be addressed (FUNCTIONAL) Very meaningful in differentiating our Brand but very difficult to deliver consistently to our consumers Easy to deliver and explain to consumers but also easy to imitate Mc Cormick: The Taste You Trust Brand Value: Brand Hierarchy Pyramid CENTRAL VALUE Beliefs and Core Values EXPRESSIVE Benefits FUNCTIONAL Features amp。 Attributes I take pleasure in how the family enjoys the meals I prepare Brand I Trust / Taste You Trust Part of making food my way Makes a meal/dish an eating pleasure Makes prepared meals taste better Brings out the best in foods Let me adjust to make it my own * Can be used with any dish * Adds flavor, Spicy * For everyday use * Has a lot of products I use * Easy to find when shopping * Largest variety of spices, extracts, dry seasonings, and mixes Brand Hierarchy Pyramid vs Product Level Beliefs amp。 Core Values Benefits Features amp。 Attributes Very meaningful in differentiating our Brand but very difficult to deliver consistently to our consumers Easy to deliver and explain to consumers but also easy to imitate Generic Product CORE BENEFIT Expected Product Augmented Product Potential Product Brand Value OK…Values are Essential…BUT Are they enough? What is missing?? Brand Value ? Values Need to be Harnessed amp。 Honed ? The Force – Brand Builder’s Vision – Big Idea – Conviction Brand Vision To build successful brands while your petitors turn their brands into modities start with a fivestep process Kevin Clancy, Copernicus, Counter Intuitive Brand Building ? Kevin Clancy Copernicus’s 5 Step Process Inspirational Vision Transform ational Strategy ModelBased Marketing Planning Obsessive Implement ation Diagnostic Metrics Kevin Clancy, Copernicus, Counter Intuitive Brand Vision ? Brand Vision LIFTS the Brand above the mundane and functional ? Appeals to Expressive and Central VALUES ? Process creates a bond with the consumer, and hopefully, longterm loyalty Brand Vision ? The First thing you need to do is create a marketing vision to rally your forces. “ Where there is no vision, the people perish.” Proverbs 29:18 Brand Vision ?“ Something supposedly seen by other than normal sight” ? “The ability to see something not actually visible” ? “A force or power of imagination” ? “The experience of having a revelation” ? “Something supernaturally revealed as to a prophet” Brand Vision MUST BE: Exciting, even inspirational, to all of your stakeholders: customers and prospective customers, managers and employees, analysts, reporters – everyone. Kevin Clancy, Copernicus, Counter Intuitive Brand Vision MUST BE: So big, so bold and so audicious that expressing it – never mind executing it – has a transformational effect. You start to bee what you want to be. The dream and the reality fuse. Kevin Clancy, Copernicus, Counter Intuitive . YOU NEED A BIG HAIRY VISION Brand Vision Checklist ? Inspirational amp。 uplifting。 it moves people ? Exciting。 it gets the blood pumping ? Aspirational。 it is barely attainable ? Readable。 it is clearly municated ? Unique/special/different ? Very specific, not general ? Connotes superiority or domination ? Bold and brash。 it oozes with confidence ? Causes people to want to invest in/work for the pany or buy the pany’s products ? Transformational, revolutionary, not evolutionary Brand Vision ?Let’s review some published vision statements ?Assign them a college grade from 0 to 100. Kevin Clancy, Copernicus, Counter Intuitive Brand Vision A beverage pany “We exist to create value for our shareholders on a longterm basis by building a business that enhances the pany’s trademarks.” Kevin Clancy, Copernicus, Counter Intuitive Grade = 63 Brand Vision A beverage experience pany “To have bigger brand awareness then CocaCola.” David Sutton, Zyman Marketing Big Hairy Audacious Goal Brand Vision A motorcycle pany “Yamaha Wo Tsubusa!” Kevin Clancy, Copernicus, Counter Intuitive Brand Vision A motorcycle pany “We will crush, squash, slaughter Yamaha!” Kevin Clancy, Copernicus, Counter Intuitive Grade = 85 Brand Vision A technology pany “To eclipse IBM as the 1 technology pany in the world.” Kevin Clancy, Copernicus, Counter Intuitive Grade = 91 Brand Vision A gasoline pany “We will bee the dominant brand in the service station industry and beyond – with the friendliest, fastest, cleanest stations everywhere – one of the most admired brands on the pla.” Kevin Clancy, Copernicus, Counter Intuitive Grade = 96 VISION to ASSET LEVERAGE ? Tellis and Golder five factors and rationale as the keys to enduring brand leadership Gerard Tellis amp。 Peter Golder “First to Market, First to Fail? Real Causes of Enduring Market Lendership” MIT Sloan Management Review, 1/1/96 Vision of the Mass Market Managerial Persistence Financial Comm