产品策略与品牌管理(英文版)(ppt 23页)

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产品策略与品牌管理(英文版)内容提要：
Why Brand Marketing?
Proliferation of product choices in the market
Increasing number of products with similar quality and performance
Product-based competitive advantages are short-lived
Consumers are looking for ways to simplify choices
Globalization and Powerful Global Brands
Target Customer Description:
What hobbies does this person have?
What lifestage is this person in?
What is most important in this person’s life?
What are this customer’s core values?
How does this person’s friends describe him/her?
‘Positioning’ Our Brands
defines the brand’s emotional connection with the customer
fosters the development of more targeted products
differentiates products within our portfolio and from competitors
provides a unique and compelling ‘selling proposition’

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