7/25/2019 Ch.6 Brand Brand Management
1/29
: .
&
MARKETINGPRODUCT BRAND BRAND MANAGEMENT
7/25/2019 Ch.6 Brand Brand Management
2/29
.
!
""! #! $ ""
".
%" $ ""! " ""! # " !
! " #" #".
&
- , ,
7/25/2019 Ch.6 Brand Brand Management
3/29
- , ,
!"#
$ ' "
$
" (
#
$ !
..
(
$
$ &
$
") "!
"! !
! .. "
*+,-/+0
. 1 !
"! ! "! "! "
)
" 2"
# "
.
!"# $ 3 " "
# "$ $# ..$"" "
! 4! # 4" $
7/25/2019 Ch.6 Brand Brand Management
4/29
- , ,
" %#& $
5 # #
"
.
%#& $5 #
#
" "
#
.
7/25/2019 Ch.6 Brand Brand Management
5/29
- , ,
'(&$
5 #
" "
"
"
!
" " "
""!
" "! "
.
..
')&$5
#
"
#
(
! #!
"
.. $
'*+ $6 ( $
# # #"
$5
#
"
"
"
"
4#
. .. *708
/9,80+
+
$5
#
#
#(
#(
#
..
(#
7/25/2019 Ch.6 Brand Brand Management
6/29
- , ,
"+
.+$
6( "
"
. &
#
"
#
("$ ..
!
.+ /(&
+'*"&$
3
#
(
#
2#! !
.
')&
.+
#"&
+"&$6(
"
" # "
.
'(&
0( .+$5
" "!
$
..
" .
00( .+$:
"
" " .
7/25/2019 Ch.6 Brand Brand Management
7/29%1 2+& 3"&
- , ,
"4+ .+$5 (
$ # 4 "
" "" " ""
'+ 0!($
& " #
.
0'4+ 0)"$
;" #
! " # ##
! # $ $ #
- , ,
7/25/2019 Ch.6 Brand Brand Management
9/29
H" )5 "
. & " # ""
# #.
? ) " 4#(
. " " 4#
# # # " IA+/J K L8/J8M #
.
' $" . &
" " . .. !
". 6 !
" .
' " "" "
.
- , ,
7/25/2019 Ch.6 Brand Brand Management
10/29
' ) ' # #$ # "
! " 4 .
1 4" "
" "! "" .
? #$ $ "
"$ " ..&(.
6 " "!
$ " $".
' " " "" #. D"
# ("$
.
- , ,
7/25/2019 Ch.6 Brand Brand Management
11/29
& ) ! ! "! $
# ! " #
# " #" #" " ""
# #
.. 2 4 2 $ /7A+!
" N7/+
7/25/2019 Ch.6 Brand Brand Management
12/29
P "$)
Q. H") "
. 1 G8M/8-8R " # " "" "!" ! " $"! " 2" " 2" 4 "".
S. '")' ( ". 6( ". ?!
" "$ " ". C
" TU "
# $ " ! # #
.
V. 64) " 4 # . 5
" G8M/8-8R $ 2" ! " $.
P. #")1 " " " #". 6 "
W ' # $ $ "
G8M/8-8R # $! .
1 $. '
" " " " . ' " "
" 4 " #".
- , ,
7/25/2019 Ch.6 Brand Brand Management
13/29
4 ) " 2" 4. ' 2"" 4 2""
#" " ! #" ! " "! # ! 4$ . .. " X8RYA8 " N+M,+Y97, " Z8MM98M " .
1 2" 4
. 3 2" #" #" "! " " " .
3" " " $" # #" # " " "
.
" #$ " " .
- , ,
7/25/2019 Ch.6 Brand Brand Management
14/29
[ "" ) 1
" $" # . ..
( ! 4 ..
1 """ " # 4)
\ 1 """ " " "
. ' ( " #(
" " ( .
\ 1 """ 4 " " "
2#(. ]
.
\ 1 """ " " " " #
# $ #$. 1
""" $ " # "
"" $# 4# " $ .
- , ,
7/25/2019 Ch.6 Brand Brand Management
15/29
1 """ " )
\ 1 """ $ "
( .\ 1 """ " # " #! #.
\ 1 """ " " " $ $ ## .
\ 1 """ " " " """ # .
1 """ 4 # " #)
\ 6 " """ "( " 2"" " .
\ 3" " #" 4 #
#$ " (" $ ".\ 1 #" " $ 2#(! $
" $ .
- , ,
7/25/2019 Ch.6 Brand Brand Management
16/29
3 '
1 " . 1 . " " .
" " 4)
Q. $ " ..
^+R9R = 2 ">.
S. ! #( "$ $. & 4"$ .. L7_8 =$>.
V. 1 4#(. .. `a8AA! b7-+J! c9Md9,.
P. * "$ $ = "> .. ( " e8MM+M9 T U " T! ! $"!4U $ " .
f. " " $#" . # T #U ## . .. " G9AA8M IM8g9,d N70O+, " h9Y8.
- , ,
7/25/2019 Ch.6 Brand Brand Management
17/29
H"
' P ")
=> #$ " #
"! # " X8RYA8! G9/M7R7iY! jIG #$
" .
=>k# " #"
" # " (" l+J+ e77-R # #" "$ "
# G+MJR K `O8,/8M.
=> "$ " "
" " " "
#" ##. .. ""
$# 4 " 2" # " # N+A_9,
NA9,8! Z98M8 N+M-9,. ' $ " 4 "
"" " $ " "
" " "
- , ,
7/25/2019 Ch.6 Brand Brand Management
18/29
?"
- , ,
!"# $% &
' &(
") *
)+&
+0" #
+0"
#
7/25/2019 Ch.6 Brand Brand Management
19/29
" ?
" "" # " ! # $! ! !
" .
$ $ )
\ [ # # \ [ # "
4.
\ 1 ( # " " "
".
1 " $ $)
\ 1 " ".
\ 4 " T " " U .. N7/+ /7A+
=! m8M7! A9dYa! ! >.
- , ,
7/25/2019 Ch.6 Brand Brand Management
20/29
3"
?" " " """ "" " "" # "# # ". .. 1 ZM7/Y8M K n+0oA8 "" " e+9M " $# " " # " 4 .
)\ ' 4( $ $"
" " # .
\ "" " " " # $! $ 4( " " " .
)\ ' " # I9/ $ ""
.
\ & " " " #" $ " \ " $ $ " =. ' Z8OR9! Na+,8A>.
- , ,
7/25/2019 Ch.6 Brand Brand Management
21/29
?" " " " " #. .. " h8_8M # Z8MR9A! ^G ! @+-97,! J9O.
)
\ D " " $" """ "
" .\ D" "" # $# # "
" 4# .
& " " " """ $ " # " " " .. G8M/8-8R!
Za9A9OR.
)
\ 3$" " .
\ D$ " # # #.
- , ,
7/25/2019 Ch.6 Brand Brand Management
22/29
1 " ( " " " "
" .. 1 b8AA7ddpR =.. N7M, \ eA+J8! @+9R9,
IM+,! qAA IM+,! N7/7 Z7OR> " N+-orMpR =.. s9RO+! eA+J8R! @7R8R! eMr9Y XrY>.
[ ) ' " " " !
4" " " "
# #! .. h8BrR.
3 $ " $ " $" " " " . .. "
`89J7 #$ " " "
ZrAR+M.
- , ,
7/25/2019 Ch.6 Brand Brand Management
23/29
3"" #
)
t # " " "
" " .
[ # .
1 "" " .. 1
b8,Yr/J eM98- Na9/J8, 4 $ "! #
! " " " # 2"
" # # " 4"""
" . u4 " # beN.
- , ,
7/25/2019 Ch.6 Brand Brand Management
24/29
6" " #
? # # " 4$ ! $ ! #$ ! $ "
# # # $# #$ $ ! .. " Za9A9OR
( # "#! " X9J8 (
" .
) & "( " .
' "$ # " #!
2" 4"! #
.
' " 2" "
#! ( ".
t " "! # "! !
"" #! #! ! "".
- , ,
7/25/2019 Ch.6 Brand Brand Management
25/29
6" " #
& " # # 4" )
=> 3" !=> ?#" .
3" ) "$ " # # "
"$ $ ".
3" #)? # "
# # " #.
1 "" # ""
" " # .. v8M7B.
8'($
& " # #
"$ # .
1 " $" .
& $ # # $
" # .
- , ,
7/25/2019 Ch.6 Brand Brand Management
26/29
3" #)? # "
# # " #.
$ 4" 2"
# "$ #
# .. NaMRA8M " h+0o7Mda9,9.
8'($
' # "$ # #!
# " .
3" $ $)' "
" $ $.
.. 1 `7, # T2U s+AJ0+,.
8'($
' # "$ # #!
# " .
- , ,
7/25/2019 Ch.6 Brand Brand Management
27/29
?#" #)1 "" " " #
# " "$ " " " .
"" # " #" " # # ")
\ "!
\ !
\ 4 " ( "!
\ " " #.
.. 1 `7,! # " " ( .
1 #" " $" " .
- , ,
7/25/2019 Ch.6 Brand Brand Management
28/29
3 #)? " #
# ! " " #
#" # #.
1 "" " " " #.
#
& # # # " #" ..
=! ! " ..>
%) .. !
$ ..
3$ )6 # #
) 6 " .
; )3 # T#U
.
? ) 6 ( # 2"
"! # #! .
- , ,
7/25/2019 Ch.6 Brand Brand Management
29/29
1 4 " " "" " P )
Q. #! $ #
# ".S. 1 "$ # # ".
V. TU
$ # # ".
P. 1 4 $" " #
#! "! " $.
- , ,