市場營銷講義lect_6presentationproductbrandmanagement(參考版)
2024-10-22 17:05本頁面
【正文】 ller’s new product development process ? NB This replaces the SWATCH CASE!!! 。ller case again – Q2 ? Describe M252。, the strength of the brand?s positioning is built on five “pillars”: Question ? Can you explain the importance of brand positioning for the building of a successful brand? ? What examples are relevant to this answer?? M252。, the strength of the brand?s positioning is built on five “pillars”: Brand Architecture 1. Brand Heritage The brand brings … 2. Core Brand Values The brand means … 3. Brand Territory The brand petes in … 4. Brand Personality The brand is like… 5. Brand Properties The brand owns ... Landrover Example According to Nestl233。 OUT 0 HIGH Low Market growth rate High Low Relative market share ? Question ? Can you Critically Evaluate two product management models using good examples to illustrate your answer?? What is a Brand? ? A brand is a name, term, sign, symbol, or design or a bination of them intended to identify the goods and services of one seller and to differentiate them from those of the petition (Bent, ., 1998, AMA) Branding Basics ? Brands through History ? Brands v Products Products are: Made in Factories largely copiable potentially short lived Branding Basics Cont?d. ? Brands are: – What the customer buys – the receptical of the emotional values over and above the functional
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