???????????(core benefit),???????????????????--?????

1
?15?
?????,?????
2
??????????
??????? ????? ????
???? ???
???? ???
3
?????,?????

• ??????
• ??????????????????????
• ????????????????
• ???????????????????

4
?,??????

• ?????
• ???????
• ??????
• ????

5
1,??????

• ????????????????????????
• ???????

???? ???? ???? ????
?? ??
6
2,???????

• ???????????(core benefit),???????????????????--???
  ??
• ?????,??????????????(basic product),?????????
  ???--?,??,??,??,????
• ?????,????(expected product),?????????????????????
  ???? ????--????,????,?????,???????? ????
• ?????,????(augmented product),???????????????,????
  ?????????????????? ???--???,????,??,????,?????,???
  ??? ???????
• ??????????(potential product),????????????????????
  ??????(??????????????--??????????

7
3,??????

• ???(need family)???????????????? ? ??????
• ???(product family)??????????????????
• 
  
  ???,??,???
• ????(product class)???????????????????
• 
  ?????
• ???(product line)???????????????????????
• ????(product type)????????????????????
• 
  ??????????????
• ??(brand)???????????????????????,???????????????
  ??????????????
• ????(item)????????????????,??????????????????????
  ?????????
• ????(product system)?????????????????????????????
  35mm???????????????????
• ????(product mix)(?????product assortment)???????
  ???????????????????????

8
4,????

• ???????
• ??????????????????,?????,??????????
• ??? ???????????????,?????????,????
• ?? ????????????,?????????????,??
• ????????????????????????
  ????
• ?????
• ??? ???????????????,?????????????
• ?????
• ??? ?????????,???????????????????
• ??????????????
• ??? ???????(?)???????,?????????,????
• ?????????????????????
• ???? ?????????????????????????? ????
• ?????
• ?????
• ????????????
• ????
• ???????
• ????????

9
(No Transcript)
10
(No Transcript)
11
(No Transcript)
12
?????,?????

• ??????
• ??????????????????????
• ????????????????
• ???????????????????

13
?,??????????

• ??????
• ?????

14
1,??????

• ????(product mix)(??????)?????????????????????????
  
• ???????(width)?????????????????
• ???????(length)?????????????????
• ???????(depth)???????????????????
• ????????(consistency)?????????????????????????????
  ???????

? ? ? ? ? ? ? ?
15
PG???????
???????5 ???? ???????????25???,????
???5??? ?????????????3???,?????????
??????????6?
16
2,?????

• (1),?????
• (2),?????
• (3),?????
• (4),??????
• (5),??????
• (6),?????

17
(1),??????

• ??????????????,????????????????,???????,??
  ???????????,????????????
• ?????????????????????
• ??GE??????????,??????????????
• ??????????,???,????,
• ????????????

18
(2),?????

• ??????????
• ???????????????????????????????????????
• ???????????
• ???????????????????,??????????????????

19
(3),?????

• ???????(line stretching)
• ????
• ???????????,???????
• ???????????????,???????????????????
• ????????????????
• ???????????????????,????????
• ?????????????,?????????,??,???????????
• ??????????,???????????????????????????????,?
  ??????????
• ????
• ????????????????????????????
• ????
• ???????????????????????????????
• ?????(line filling)
• ??????????????????????????
• ??????????????????????????????????????????
  ????????????????????????????????????????,??????
  ???

20
(4),??????

• ??????,?????????,?????????????
• ?????????????,?????????
• ?????????????,???????(?????????????????),??????(??
  ????????????????????)?

21
(5),?????

• ???????????????????????? ???????????
• ???,??????????????????,?????????????
• ???,???????????????,??????????

22
(6),?????

• ???????????????,???????
• ???????????????????
• ?????????????,????????????????????????,???????????
  ?????
• ????????
• ????????????,???????????,?????????????????????,???
  ?????????????,???????

23
?????,?????

• ??????
• ??????????????????????
• ????????????????
• ???????????????????

24
?,????
???????????????,???,???????????????????,??????????
???????? ????,?????????????????????

• ??????
• ??????????
• ????????
• ???????

25
1,??????

• ???????????????????,?????????,????????????????????
  ?????,???????????????????
• ????,???????
• (1)??????????????????,??????????,???????????????
  ,????????????,???????????
• (2)???????????????,??????????????
• ????????????,?????????????,????????????????
  ???????
• ??????????????????,???????,
  ???????????,????????????????
• (3)???????????????????????????,????????????????
  ??,??????????,???????
• (4)????????????????,??????,????????????????????,?
  ??????

26
?????

• A brand is essentially a sellers promise to
  consistently delivery a specific set of features,
  benefits, and services to the buyers.
• The best brands convey a warranty of quality.

27
????????6???

• (1)??(attributes)????????????????
• ??????(Mercedes)????,????,??,????,??????,????
• (2)??(benefit)???????????????????????????????????
  ??????????
• ? ???--????????????
• ??---????????????????
• ????-???????,??????
• (3)??(Value)?????????????????
• ???????????????,?????
• (4)??(culture)???????????????
• ???????????????,??????
• (5)??(personality)?????????????
• ??????????????,??????????
• (6)???(user)???????????????????
• ????????????
• ?????????????????????

28
2,??????????

• ????(brand equity) ?????????
• ??Aaker(1991)??????????????
• ???????(the number of loyalty customers)
• ????????(brand-name recognition)
• ???????(perceived brand quality)
• ??????????(strong mental and emotional
  associations)
• ????,???????????(other asset)
• ????????????????
• ??????????????????,??????????
• ???????????????????,??????????????????
• ?????????????,??????????????
• ??????????,??????????????
• ?????????,???????????????

29
??????????

• ????(brand awareness)?????
• ????(brand acceptability)????????
• ????(brand preference)?????
• ????(brand loyalty)??????

30
3,????????
????? ?????? ?????? ??????
???????
31
(1) ????????????

• ???????????
• ??????????????????????????
• ?????????????????????????,??,??????????
• ??????????????,?????????????????????????????????,?
  ???????????????????????
• ?????????????????????????????
• ???????????????,???????????????????????????

32
(2) ??????(brand-sponsor decision)

• ?????(Manufacturing brand)
• ?????(national brand) ??
• ?????(distribution brand)
• ?????(private brand) ????
• ????(licensed brand name)??????
• NB vs. PB

33
(3)??????

• ?????????
• ???????(individual brand name)????????? PG??
• ????????????????(Blanket family name for all
  product) ????????????????????,??DVD,?????
• ??????????????????(separate family names for all
  product)????????????? ??Panasonic, national,
  technics
• ?????????????????(company trade name combined
  with individual product names) ????????

34
?????????

• ??????????????????????,?????????????
  ??????????????????????????,???????????????????????
  ??????,?????????????,???????,???????????,?????????
  ????????????
• ????????,?????????,????????,?????????????
  ?????????(PG)???????,?40??,????(Tide)????????195
  0????Cheer????Cheer??????????????,????????????????
  ????????????????????,?????????????????,???????????
  ,?????????????????,????????????

35
????????????

• (1)??????????
• ?????????????????????,????????????????
  ????????,????????????????,????????,??,????????????
  ?????????,??????????,???????,???????????????????
• (2)??????????
• ???????????????????????????(??????
  ????)????????????????????,??????????????????????,?
  ???????????
• (3)?????????????????
• ?????????????????,??,??,?????,????
  ??,????????????????????,?????????????,????????????
  ??????????,???????????
• (4)??????????????
• ????????????,?????,???????,?????????
  ?????,??????????,?????????????????,??????????

36
????????????

• ??????????
• ???????????????
• ?????????????????????
• ????????????
• ????????
• ??????????????????
• ??????
• ????(association tests)???????????
• ????(learning tests)????????
• ????(memory tests) ????????
• ????(preference tests)???????

37
(4) ??????

• ?????(brand extensions)
• ???????????????????,??????????????????????????????
  ???????,?????,??,??,???,???????
• Reddy, Holak, Bhat(1994)??????????
• ????????????????????
• ????(symbolic)??????????????
• ??????????????????
• ?????????????????,????????
• ????????????????????????
• ????????????????????????
• ?????????????????????????????????????

38

• ????(brand extension)
• ??????????????????????????
• ????????????(1)???????????????????????????????????
  ???????????????(2)????????????,???????????????????
  ??????
• ???????????(1??????????????????????????(2)????????
  ????????(3)??????????????????????????????????????
  ??????????????????

39

• ???(multibrand)
• ????????????????PG???????9????
• ????????????????
• ?????????????????????/???????
• ?????????????? ?
• ?????????????????
• ?????????????,????????????
• ?????????,(1)???????????????????,?????????????(2)?
  ???,????????????(3)???????????????

40
(No Transcript)
41
(No Transcript)
42

• ???(new brands)
• ???????????(new category)??????????????
• ??????
• ???????????,????????????????,?????????
  ???????,?????????
• ???????
• ??????????????
• ????????
• ????????????????
• ??????????????????????

43

• ????(Cobrands)?????(Dual brands)
• ?????????????????????????????
• ???????????
• ???????(component cobranding)
• FujitsuIntelMicrosoft
• ????????(same-company cobranding)
• ??????(Joint-venture cobranding)
• ??????
• ????????(multiple-sponsor cobranding)
• WILL????NEC??3???
• ????
• ???????????????????????????????????????????
  ?????????

44
5,???????

• ??????????????????,????????????????????????????
  ??????????,?????????????,????????,????????????
• ?????????????????--??????

45
?????,?????

• ??????
• ??????????????????????
• ????????????????
• ???????????????????

46
?,???????

• ??
• ?????
• ????????
• ??
• ?????
• ?????

47
1,??

• ??????????????????????
• ??????????
• ????
• ????
• ????
• ??????????????
• ?????????????????????????????????????????????????
  ???,???????,???????,????????????
• ???????????????????????????????????????????????
• ????????????????????????,??????????????????????
• ????????????????????,??????????

48
2,??

• ?????
• ?????????????????????????????????????????,????????
  ?????????????????????,??????????????????????,?????
  ??????????????
• ?????
• ??????????????
• ????????????????
• ???????????????????????,???????,??????,????????,?
  ???????,??????????????
• ???????????????????????