文档介绍：Strategic Brand Management
Advanced understanding of consumer and brand value
Sneak Preview
Roland Berger
New York, Paris, Munich
October 2002
1
The "right" or "wrong" brand strategy has immediate impact on
business ess, profitability – and thus on corporate value
• The importance of brands is ever increasing: Consumers are increasingly "bombarded" with
advertising messages and information. As a consequence of this information overkill, a brand has e the
abbreviation of all its positive and negative rational and emotional associations – brands increasingly give people
orientation and identity in a "crazy" world
• panies are ever battling against numerous "imperfections"
– Sales managers, marketing managers, and product developers often work in isolation from each other.
As a result, the marketing mix is usually individually optimised, "overloaded“ and not entirely conclusive
– The results of the various players along the strategic brand development process are patible with
each other, . a huge "loss of information" between market researchers, strategists, and advertising
creatives is the consequence
– The ess or failure of a particular brand strategy is often difficult to explain. Discussion about the
strategic development of brands tend to be abstract and are generally subject to the emotional, subjective
impressions of the people involved: the "language" is prone to misunderstandings
Thus, the strategic development of brands often happens "by coincidence"
• The brand strategy has a direct impact on the brand's corporate value, . ess
on the market, growth, market share, price, margins, and earnings – and thus on market capitalization and
corporate value
Source: Roland Berger 2
Brands are developed "by coincidence" – the strategic brand
management process is fragmented
Brand Diagnosis Brand Strategy Development Brand Strategy Implementation Launch
Market SWOT Strategy Strategy Solution Solution Exe