Brand and Branding品牌.ppt

Brand and BrandingBrand and Branding品品牌牌Some well-known BrandsHow do you choose a brand？•Quality、 Service、Innovation、Story、Advertising、Fashion、Culture、Dream、Value 、Style、Reliability ect•we live brands, from the clothes we dress in, to the drink we have, the food we eat and the car we drive ...”------Laforet Brief Introduction •A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” ---- American Marketing Association What is a Brand?Purposes To some extent, branding is an identity of company, representing a company culture Branding has three main purposes: product identification, repeat sales, and new product sales.（through a unique relationship with customers） Roles that Brands PlayConsumers•Identification of source of product •Assignment of responsibility to product maker•Risk reducer•Promise, bond, or pact with maker of product•Symbolic device•Signal of quality Companies •Means of identification to simplify handling or tracing•Means of legally protecting unique features•Signal of quality level to satisfied customers•Means of endowing products with unique associations•Source of competitive advantage •Source of financial returnsHow to build a brandBrand strategyBrand extension / stretching – brand name extended to new product categoriesMulti-brands – new brands in the same product categoryCo-brands –brands bearing two or more well known brand names New brands – new product in a different product category Branding process1.Determine what you are branding.2.Research.3.Position your brand.4.Define your brand.5.Develop your brand identity.6.Launch your brand internally first.7.Manage your brand.8.Monitor, evaluate, and update your brand.Levi's jeans is sophisticated, its button will not rust, pants pin is very dense. And putting metal rivets at the points of strain, such as on the pocket corners and at the base of the button fly. QualityAs early as 1886, Levi's have two trouser jeans tied in two separate horse, the horse in the opposite direction, to prove that the pants road extremely tear-proof. COCO Chanel was good at breaking the traditional, early 40’s to successfully tied up the ladies into simple, comfortable perhaps is the first modern casual wear. innovationBrand mindCOCO Chanel heralded new designs and revolutionized the fashion by going back to basics, incorporating elegance class and originality.Chanel fashion has always elegant simple style.The simple, the bestPopularizationßMr.  Henry ford is only one success: to understand the needs of people inside, using the best materials, by the best staff for the general public for all can afford a good car.Model TLocalizationßKentucky: localization strategy, do in Rome as the Romans doßChina’s KFC, slowly become the Chinese of KFC.China Time-honored Brands•1600 (China Time-honored Brand)•70% ( have been out of the market)•20% ( are struggling to survive )•10% ( are profitable)Why are they disappearing?1. Management mechanism–Too many aged employees & low educational level–Too many retirees & heavy burdenWhy are they disappearing?2. Brand maintenance–Fakery (山寨) & bad service–Destroyed customer loyalty–Ruined brand imageWhy are they disappearing?3. Brand promotion–No continuing promotion–Less brand awareness Why are they disappearing?4. Quality of products–Poor quality–Poor reputationWhy are they disappearing?5. Brand stretching–Investment in unrelated industries–Confusion about the new brands and old brands Strategies•Product invention–Product & Craft & Market & Management•Brand and tourism•Customer survey •Market division•Core competences•Chain operation•Promotion •Piracy•New products–Maccha （抹茶）green tea ice cream–Tea-flavored chewing gum（口香糖）–Tea mooncakes –Tea-related health and beauty products •Zhejiang University & Chinese Academy of Agricultural Sciences •More than 300 chain stores •A management information system developed by Lenovo Successful brand•Wuyutai（吴裕泰）•A lot of choices–silk scarves & silk quilts（被子）& pajamas（睡衣）& qipao •Half fabrics and half finished goods •New services like tailoring accordingly  结束语结束语谢谢大家聆听！！！谢谢大家聆听！！！30。