盛世长城培训课件.pptx

1、IntroductionThe Bigger PictureMarketing&BrandsSalesPush?-Supply led pany needs firstMaking a SaleSelling what you makeMarketingPull?-Demand ledCustomer needs firstMaking a DealMaking what you sellCustomer satisfaction is the true measure of successprospectNeed to understand how they see thingsYou ca

2、nnot pel consumers(more than once)What is a Brand?Great Brands are Great Ideas Bundles of benefits,rational and emotional,that deliver pleasure,meaning and satisfaction to people Emotional values embodied in the brandprovide sustainable differentiationInner-directed:MirrorInner-directed:MirrorOuter-

3、directed:BadgeInner-directed:MirrorOuter-directed:BadgeInner-directed:MirrorOuter-directed:Badge All marketing activity is munication-Product design/formulation-Brand name/packaging design-Positioning/promotion-Pricing/Distribution All offer meaning,offer to meet needs Consumer responds to the whole

4、 enchiladaPRACTICALRATIONALPRACTICALRATIONALPRACTICALSYMBOLICEMOTIONALRATIONALPRACTICALSYMBOLICEMOTIONALRATIONALPRACTICALSYMBOLICRATIONALEMOTIONALBasic Brand Engineering Brands are built by bonding chosen groups of psychological values credibly to the function of the brand To illuminate and dramatis

5、e the functionA Triangular RelationshipA Triangular RelationshipA Triangular RelationshipA Triangular Relationship*After D.Se tonBrand ABrand BBranding Builds Linkages*After D.Se tonPerBen E pBen Brand ARel ImpRel ImpBrand BRel ImpRelImpBranding Builds LinkagesPerBen E pBen PerBen E pBen PerBen E pB

6、en Rel.Imp =Relative importance of benefitPer.Ben =Perceived level of benefit performanceE p.Ben=E pected level of benefit performance*After D.Se tonPerBen E pBen Brand ARel ImpRel ImpBrand BRel ImpRelImpBranding&Positioningcreate the associative linksBranding Builds LinkagesPerBen E pBen PerBen E p

7、Ben PerBen E pBen ponents of Brand Value*After D.Se ton Perception Perceived ActualE pectation Actual E pected ponents of Brand Value*After D.Se ton1.Close the gaps:E pectation Perception Actual2.Change the PrioritiesRe-rank importance of benefits3.Add benefits*pete on new dimensions of the customer

8、抯 problem4.Improve actual performance*Another way of closing gaps*And tell them about it!ponents of Brand Value*After D.Se tonTYPICAL NEW ENTRANTDifferentiation Relevance Familiarity Esteem*After D.Se tonAssessment of the BrandTYPICAL 慏ECAYING BRANDDifferentiation Relevance Familiarity Esteem*After

9、D.Se tonAssessment of the Brand慙ag?IndicatorsFollowed out*After D.Se tonAssessment of the BrandBrands are ideas;operating on perception.A properly focussed brand adds value by adding specific meaning.In Summary Marketing is a different mindset from sales Brands are ideas,more than mere products Brands add value by adding meaning Brands are symbols;a consumer language A stimulus:response?model Customer perception is the only reality Brands can be successfully engineered