文档介绍：CHAPTER 11:DESIGNING AND IMPLEMENTING BRANDING STRATEGIES
CHAPTER 11:
DESIGNING AND IMPLEMENTING
BRANDING STRATEGIES
Kevin Lane Keller
Tuck School of Business
Dartmouth College
Branding strategy
Branding strategy is critical because it is the means by which the firm can help consumers understand its products and services anize them in their minds1>.
Two important strategic tools: The brand-product matrix and the brand hierarchy help to characterize and formulate branding strategies by defining various relationships among brands and products.
Branding Strategy or Brand Architecture
The branding strategy for a firm reflects the number and nature mon or distinctive brand elements applied to the different products sold by the firm.
Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products
The role of Brand Architecture
Clarify: brand awareness
Improve consumer understanding municate similarity and differences between individual products
Motivate: brand image
Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase
Brand-Product Matrix
Must define:
Brand-Product relationships (rows)
Line and category extensions
Product-Brand relationships (columns)
Brand portfolio
1
2
3
4
A
B
C
Products
Brands
Important Definitions
Product line
A group pf products within a product category that are closely related
Product mix (product assortment)
The set of all product lines and items that a particular seller makes available to buyers
Brand mix (brand assortment)
The set of all brand lines that a particular seller makes available to buyers
Breadth of a Branding Strategy
Breadth of product mix
Aggregate market factors
Category factors
Environmental factors
Depth of product mix
Examining the percentage of sales and profits contributed by each item in the product line
Deciding to increase the length of the produ