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(name)(term)(sign) (symbol)(design)
(Brand name) (Trademark)) (brand
elements) (brand
identity)() (Image)
(Brand Elements)
(Brand names) (Logos/Symbols) (Characters) (Slogans) (jingle) (package) URL (, Uniform Resource Locators)
(memorability) (meaningfulness) (protectability) (transferability) (adaptability) (Likeability)
(rejection)
(brand nonrecognition)
(brand recognition)
(brand preference)
(brand insistence)
?
?
?
Assael
(brand impression)
(brand associations)
(emotional benefits) (self-expressive benefits)
Walt Disney World Resort
Located in Orlando
Magic Kingdom
Epcot
Animal Kingdom
MGM Studios
Great Fun
Expensive
Parks
(core brand value)
brand mantra
(brand essence) (core brand promise)
DNA
(1/2)
(2/2)
(
)
(
)
():
()
(AFBP)
(, Brand equity)
AFBP
Attributes
Functions
Benefits
Personalities
/ /
/
(licensing)
Hello Kitty GucciYSL
private branddistributor brand reseller brandstore brand
house brand (manufacturers brand)
YoYo
(Simple) (Unique) (Meaningful) (Easy to pronounce)
(multi-brands)
(cannibalization)
(flanker brandsfighter brands)
vs.
(Individual names) (Blanket family names) ()(Separate family names) (Corporate
name/individual name combo)
vs (Individual names)
---
(Blanket family names)---
P&G
SONYBMW
co-brandingdual branding brand alliancesbrand bundling
Smart
(ingredient branding)
Intel(Dolby noise reduction) Gore-Tex
(Brand extension)
(brand management)
(external brand management)
(internal brand management)
(brand revitalization)
(brand equity)
(brand assets)
(brand liabilities)
Interbrands Brand Equity Formula
(25%) (25%) (15%) (10%) (10%) (10%) (5%)
(brand equity)
customer-based brand equity
(brand awareness)
(brand loyalty)
(perceived brand quality)
(brand association)
Aaker Model
(1/2)
(2/2)
Q & A The End
(Brand Elements)Assael(brand impression)(brand associations)(core brand value)(1/2)(2/2)() 15 (licensing)(multi-brands) vs. vs 28(Brand extension)(brand management)(brand revitalization)(brand equity)(brand assets)(brand liabilities)Interbrands Brand Equity Formula 48(1/2)(2/2) 51