PowerPoint Presentation by k966Xd

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									    Unit 2 Brands

   Language associated with marketing and brands
   Basic concepts of brand management
    The best 100 best global brands 2009
    by BusinessWeek/Interbrand
   1. Coca-cola          (US$68.73b)    +3%
   2. IBM                (US$60.21b)    +2%
   3. Microsoft          (US$56.65b)    -4%
   4. General Electric   (US$47.78b)    -10%
   5. Nokia              (US$34.87b)    -3%
   6. McDonald's         (US$32.28b)    +4%
   7. Google             (US$31.98b)    +25%
   8. Toyota             (US$31.33b)    -8%
   9. Intel              (US$30.64b)    -2%
   10. Disney             (US$28.45b)    -3%
         2009年中国500最具价值品牌
   1.   Industrial & Commercial Bank of China    (RMB125.09b)
   2.   State Grid Corporation of China          (RMB119.37b)
   3.   CCTV                                      (RMB108.53b)
   4.   China Mobile                              (RMB106.83b)
   5.   China Lift Insurance (Group) Company      (RMB82.44b)
   6.   China Aerospace Science & Technology    Corporation
                                                    (RMB71.63b)
   7. Sinochem Corporation                         (RMB69.33b)
   8. China Railway Group Limited                   (RMB68.74b)
   9. Haier                                         (RMB64.11b)
   10. Bank of China                                (RMB63.72b)
                                      --- by World Brand Lab in Beijing
     Discussion: Brands and I
   What are your impressions
    on those top brands? What
    do they represent/mean in
    your opinion?
   How loyal are you to the
    brands you have chosen?
Vocabulary
   branded goods
   good/high/excellent/superior/top quality
   good/attractive/stylish design
   high price/reasonable price
   good after-sale service/after service
   reliability
   popularity
   distinctive features
   high performance-price ratio
      Basic concept of brand management
   Listening: What’s branding? p.15
   brand equity:
    The value - both tangible and intangible that a
    brand adds to a product/service.
    The value a customer places on a branded
    product or service. It is the qualitative sum of
    everything that a customer thinks, feels and
    knows about the product or service.
   branding: The process of creating a unique,
    positive and recognizable identity for a product or
    service. Along with marketing and advertising,
    creating a visual identity through signage is an
    important part of the branding process.
  知名品牌的价值通常超乎我们的想象
Quotation on page 14
             世界上最有价值 8 大品牌的账面价值与其品牌价值对比

       6000                                   book value              market value

                                                      账面价值+品牌溢价=股票市值
       5000


       4000
                                                                      账面价值
亿 美元




                                                                      品牌溢价
       3000


       2000


       1000
              696.4   640.9   611.9   413.1   308.6   299.7   292.6   263.8
         0
              可口可乐    微软      IBM     通用电气 英特尔        诺基亚     迪斯尼     麦当劳
   资料来源:《财富》中文版、xx分析
      Basic concept of brand management
   Vocabulary p.15
   brand equity (clustered into five categories):
     brand awareness
     brand loyalty
     perceived quality 感知质量
     brand associations 品牌联想
     other proprietary brand assets (trademarks,
     patents, etc.)
Brand
   brand name: precondition and core of
                brand equity
   brand mark
    Brand names and translation
   Discussion:
   1. List five brands that you think are
    successful in both original and translation.
   2. List five brands that you think are
    successes in original but failures in
    translation.
   3. Discuss the factors of success in brand
    translation.
        Brand names: principles
         A good brand name should:
   be protected (or at least protectable) under trademark law
   be easy to pronounce
   be easy to remember
   be easy to recognize
   be easy to translate into all languages in the markets where
    the brand will be used
   attract attention
   suggest product benefits or suggest usage
   suggest the company or product image
   distinguish the product's positioning relative to the
    competition.
   be attractive
   stand out among a group of other brands
    Factors of successful translation
   Be easy to pronounce
   Be easy to recognize
   Be easy to remember
   Be attractive
   suggest product benefits or suggest usage
   suggest the company or product image
   Have culture awareness (localization)
Brand logo
Piracy and fakes
   Vocabulary   p.16
   Reading      p.16
       OEM
   original equipment manufacturer 原始设备制造商
   1) Original maker: a business that manufactures
    parts or components that are used in products
    assembled or produced by a second company and
    retailed under the second company's brand name.
    e.g. 广达 (30%),China manufacturers (86% )
   2) Reseller: a company that acquires a product or
    component and reuses or incorporates it into a
    new product with its own brand name. (VAR:
    value-added reseller)
    e.g. Nike, Dell, Nokia, Haier
Case studies
   p.18

								
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