品牌營銷戰(zhàn)略-外文翻譯-在線瀏覽
2024-09-26 18:58本頁面
【正文】 he Courtyard Hotels(products brand name)by Marriott(mother brand name).Endorsed brands benefit from the standing of their mother brand and thus save a pany some marking 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 brands all ite business with its nameTechniquesCompanies somethings want to reduce the number of brands that they market. This process is known as “Brand rationalization” Some panies tend to create more brands ans 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 the case of product 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, a restated corporate vision statement, revisited mission statement or values of a pany. Brand identities may also lose resonance with their target market throngh demographic evolution. Repositioning a brand(sometimes called rebranding),may cost some brand equity,and can confuse theTarget market, but ideally,a brand can be repositioned while retaining existing brand equity fou leverage.Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased in strong brands is the accelerating pace of has resulted in an evertougher petitive situation on many markets. A product’s superiority is in itself no longer sufficient to guarantee its succes
公司管理相關推薦
鄂ICP備17016276號-1