1、Branding Tools,Waldemar Pfoertsch Feb. 2010, Copyright 2010 by Prof. Waldemar A. Pfoertsch. All Rights Reserved.,TOOL 1: Value Proposition,Design your own value proposition/positioning statement does not need to be difficult:,For _, “YOUR(Target Segment) PRODUCTS” are _ (Most important benefits/ Cla
2、ims)because _. (Most Important Support),By Professor Dr. Per V. Jenster,Tool 2: Segmentation with Brands,TOOL 3: Brand Relevance Creation,Distinguishing CharacteristicsAuthentic NewnessIndividual MeaningfulnessNon-Commercial Impact,Aaker http:/www.strategy- 2 3 4 - 5,1 2 3 4 - 5,1 2 3 4 - 5,1 2 3 4
3、- 5,TOOL 4(A): Branding Triangle,Company,Collaborators,Customers,Relevance . %Loyalty . %Retention . %,Motivation . %Retention . %Knowledge . %.,Recognition .%Market Share %Profitability %,2007 2008 . 2009 2010e .,TOOL 5: Measure Brand Strength,BehavioralFinancialCombination,Price PremiumIncreased C
4、ash FlowIncreased Share Value,Brand KnowledgeBrand RelevanceBrand PreferenceBrand Loyalty,INTERBRAND Brand ValuatorBBDO Brand Equity Evaluation System (BEES) CoreBrand Analysis,TOOL 6: Brand Building Processes,Chief Brand Officer (CBO),Brand Responsibilities,Corporate Brand Brand Portfolio,Brand inv
5、entory (internal analysis),Brand exploratory (external analysis),Brand Equity Charter,Brand Score Cards,Brand Audit Mind Map,Brand Identity Elements,Key word searching (KWS),Natural Language Processing (NLP),Brand Score Card (BSC),Brand Exploratory,CorporateBrand,DivisionBrand,ProductBrand,Goals,Str
6、uctures,Processes,TOOL 7: Customer-Based Brand Equity,Keller, 2004,Tool 8: Audit Dimensions,BrandIdentity Elements,http:/ 4 (B): Branding Triangle,Internal MarketingStaff TrainingEmployee newsIntranetCorporate TV,Interactive MarketingCustomer CommunicationEmployee interactionInternet TransactionsCall Centers .,External MarketingTrade ShowsCorporate newsInternetAds, PR, .,TOOL 9: Brand Valuation Price Premium,TOOL 10: Brand Valuation Interbrand,
