国际营销国际营销国际营销 (20).pdf
《国际营销国际营销国际营销 (20).pdf》由会员分享,可在线阅读,更多相关《国际营销国际营销国际营销 (20).pdf(7页珍藏版)》请在得力文库 - 分享文档赚钱的网站上搜索。
1、Establishing a Brand PositioningCommunicating category membershipAnnouncing category benefitsComparing to exemplarsRelying on product descriptorBrand-positioning bulls-eye Low price vs.high quality Taste vs.low calories Powerful vs.safe Ubiquitous vs.exclusive Varied vs.simpleNegatively correlated a
2、ttributes/benefitsCommunicating POPs and PODsMonitoring CompetitionVariables in assessing potential competitors01Share of market02Share of mind03Share of heartAlternative Approaches to PositioningSettingCastNarrative arcLanguageBrand narratives and storytellingCultural branding输 入 您 的 标 题PLEASE ADD
3、YOUR TITTLE HEREPositioning/Brandingfor A Small Business Find compelling product performance advantage Focus on building one or two strong brands based on one or two key associations Encourage product trial in any way possible Develop cohesive digital strategy to make the brand“bigger and better”输 入 您 的 标 题PLEASE ADD YOUR TITTLE HEREPositioning/Brandingfor A Small Business Create buzz and a loyal brand community Employ a well-integrated set of brand elements Leverage as many secondary associations as possible Creatively conduct low-cost marketing research
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 国际营销国际营销国际营销 20 国际 营销 20
限制150内