B2B brand management kotler waldemar pfoertsch

Brand Management Waldemar Pfoertsch_3 pptx

... strategic branding dimensions width, depth, and length Brand Distinction Brand Length 77 Brand Depth Premium Brand International Brand Classical Brand National Brand Individual Brand Family Brand ... subbrands and endorsed brands Brand Relationship Spectrum Branded House Subbrands Endorsed Brands Master Brand Co-Drivers as Driver Same Identity Different Identity Strong Endorsement House of Brands ... Brand Family Brand Corporate Brand Brand Width Fig 18 Generic brand strategies20 Brand width, depth and length distinguish the strategic branding options as follows:21 Brand Width – Number of products/services...

Brand Management Waldemar Pfoertsch_4 pot

... Use of brand- related interconnections Product-specific brand profile Product Brand No bad-will transfer Creates diverse growth platforms Premium Brand Brand Length Classic Brand National Brand ... This is a common brand management mistake, viewing the brand too narrowly Even the brand mission statement, though representing the core of the brand, cannot capture it all A brand is more complex ... overall direction of the brand strategy at hand The branding strategy with the highest potential for B2B companies is a strong corporate brand in relation with few product brands Combined strategically,...

Brand Management Waldemar Pfoertsch_6 pdf

... following five steps: brand planning, brand analysis, brand strategy, brand building, and brand audit (see Fig 40) 4.1 Brand Planning Since brand targets create long-term results, brand planning should ... Product, and Family Branding The most common brand strategy in B2B is a corporate brand in combination with a few product brands But also, Ingredient Branding as a form of multi-stage branding, becomes ... Tobias Langner, Corporate Brand Management, 2004, p 23 Martin Roll, “Understanding the Purpose of a Corporate Branding Strategy,” brandchannel.com (15 August 2005) 24 Waldemar Pfoertsch and Michael...

Brand Management Waldemar Pfoertsch_8 ppt

... grounds.53 200 Acceleration Through Branding Summary The brand building process consists of brand planning, brand analysis, brand strategy, brand building, and brand auditing Brand building starts with ... brands and their inherent brand equity (e.g what a brand is, why brands matter, and why brand management is relevant to the company) This charter also summarizes the activities that make up brand ... marketing the brand and they are captured in the Customer-Based Brand Equity (CBBE) model Brand analysis helps to define and formulate a proper brand mission, define a brand personality and set brand...

Brand Management Waldemar Pfoertsch_9 doc

... diligent brand management is required to serve customers distinct preferences worldwide The Corporate Brand Strategy at Cemex Cemex has developed a transnational brand strategy, with individual brands ... with a brand management via value creation 222 Success Stories of B2B Branding and innovation rather than simple cost controlling Samsung, when switching its strategy towards a premium brand, ... Interbrand brand equity development 2001-2005 (indexed; 2001 = 100)26 224 Success Stories of B2B Branding Besides being successful in this particular project Samsung increased its overall brand...

Brand Management Waldemar Pfoertsch_11 ppt

... the brand- asperson, brand- as-organization, and brand- as-symbol perspectives The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand ... Making Brands Go Global - Chinese Companies’ Brand Management, Pforzheim University 2006 71 See: Leveraging the Brand in: David A Aaker Building Strong Brands New York: The Free Press, 1996 72 Brandt, ... Decision Branding Pitfalls Time Fig 65 Guiding principle branding pitfalls 278 Beware of Branding Pitfalls The point is to learn from failed branding efforts of B2B companies that jumped into branding...

Brand Management Waldemar Pfoertsch_12 docx

... Through Branding Branding Dimensions B2B Branding Decision Branding Pitfalls Time Fig 69 Guiding principle future perspective 298 Future Perspective In our opinion, B2B branding and brand management ... think that brands take care of themselves If companies let their brand asset deteriorate, the overall company performance can suffer We recommend proactive brand management through brand differentiation ... should determine its own brand identity The essence is to learn from failed branding efforts of B2B companies that jumped into branding without considering the whole range of brand creation and steering...

Brand Management Waldemar Pfoertsch_14 potx

... 166, 226 Brand resonance 167, 184 Brand salience 167, 184 Brand management 55 Brand Score Card 192 Brand measurement 124, 192 Brand Specialties 124–48 Brand metrics 123, 193, 197, 280 Brand steward ... Brand history 50 Brand identity 94 Brand image 53, 93, 111 Brand imagery 167, 184 Brand judgment 184 Brand juvenation 197 Brand knowledge 160, 166, 279 Brand leadership 159, 321 Brand name X, 4, ... talent 39 Brand core 169, 170, 184 Blogging 148 Brand coverage 166, 312 Brand ambassador 107, 109, 128 Brand creation 82, 91, 181 Brand analysis 160, 163–68, 164, 168 Brand definition Brand depth...

Tài liệu Product and Brand Management doc

... identity and Brand equity: Brand Identity Brand Associations Brand Equity Brand Identity System Brand Identity Brand as Product Brand as Organization Brand as Person Value Proposition Brand- Customer ... Spectrum Spectrum House of House of Brands Brands Endorsed Endorsed Brands Brands SubSubBrands Brands Branded Branded House House House of brands: Independent Brands, Each working in their own right, ... The Product Brand Formula Brand Know-how Brand Interest Brand Philosophy Product Brand It is a situation where there is very little difference between the brand and the product Brand is a close...

Strategic Brand Management potx

... Brand Unit Shares 4% Branding Brand Dollar Shares 6% 13% 6% 3% 3% 80%  Measuring National Brand A Brand B Brand C Brand A Brand B Brand C All other Brand Share of Market ... issues Brand Dollar Shares Branding 6% 6% 3% Brand Unit Shares 4%  Measuring Brand Share of Market Brand Sales = Brand Category Sales Share 3% 85% Brand A Brand B Brand C All other 80% Brand ... (rather than Invent) the brand s CORE VALUES and abide by them Brand Vision and Essence BRAND = Mindset EQUITY = Roots ESSENCE = Brand s Soul VISION = Brand s DNA What is Brand Management? Functional...

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MBA in International Luxury Brand Management: CV Book 2013 pdf

... exchange, international travelling 23 MBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT Yu (Anson) LIN ansonyulin@gmail.com Nationality : Chinese CAREER OBJECTIVE To obtain a position in retail or business ... TFWA William Grant & Sons Ltd ESSEC MBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT Curriculum Vitæ MBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT Zineb AMARGUI zineb.amargui@essec.edu Nationality ... aligning it with the changing industry’s needs EDUCATION 2012 -2013 ESSEC Business School, Paris, France MBA in International Luxury Brand Management 2003-2004 University of Mumbai, Mumbai, India...

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