Keller SBM5e Accessible CH12

Strategic Brand Management: Building,
Measuring, and Managing Brand Equity

Fifth Edition, Global Edition
⼀有关 .
2 5分
考试
Chapter 12
Designing and
Implementing Brand
Architecture Strategies
如何
结果
设计品 Bmndquitg ,
测量品牌来源
,
如何保护
品牌
Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Learning Objectives (1 of 2)
12.1 Define the key components of brand architecture
12.2 Define a brand-product matrix
12.3 Outline the principles of a good brand portfolio
12.4 Assemble a basic brand hierarchy for a brand

Learning Objectives (2 of 2)
12.5 Describe how a corporate brand is different from a
product brand
12.6 Explain the role of brand architecture in strengthening a
brand’s value and a firm’s performance
12.7 Understand how sustainability initiatives, corporate
social responsibility and green marketing can enhance a
brand

制定品牌架构策略
Developing a Brand Architecture

Strategy (1 of 2)
( ⼀个品牌不可能是
卖⼀种产品 )
品牌架构战略
• Brand architecture strategy

帮助营销⼈员确定引⼊哪些产品和服务
– Helps marketers determine which products and

services to introduce
哪些品牌名称、标志、符号等适⽤于新产品和现有产品
– Which brand names, logos, symbols, etc. to apply to

new and existing products

Developing a Brand Architecture
Strategy (2 of 2)
• Step 1: Defining brand potential 定义品牌的潜⼒
产业链
拓展相关的
。
• Step 2: Identifying brand extension opportunities 识别品牌延伸机会
• Step 3: Branding new products and services 打造新产品和服务的品牌
区分
轮品牌的
。
品相差⼤
羏的主
,
Mkt
如果 7 arqet
成浙品牌
Brand Archìtecture

Step 1: Defining Brand Potential
• Three important characteristics:
– Brand vision
– Brand boundaries 界限
– Brand positioning

Step 2: Identifying Brand Extension
Opportunities
• Brand extension is a new product introduced under an
existing brand name
产品线延伸:在现有类别中引⼊新产品
① – Line extension: New product introductions within
existing categories
类别扩展:在现有类别之外引⼊新产品
② – Category extension: New product introductions outside
existing categories
每⼀项扩建对公平的影响需要从以下⽅⾯加以理解:
• Equity implications of each extension needs to be

understood in terms of:
① – Points-of-parity 相同点竞争争夺市场 )
(与对⼿相似 ,
②
– Points-of-difference 差异点

Step 3: Specifying Branding New Elements
for Branding New Products and Services
• New products and services must be branded in a way to
maximize the brand’s overall clarity
– Branded house strategy
▪Umbrella corporate or family brand for all its products
– House of brands strategy
▪Collection of individual brands all with different names
• Sub-brands
– Brand extension in which the new product carries both the
parent brand name and a new name

ManywaystorBrandtoflmoil.tn
Brand Portfolios (1 of 3)
包括⼀个公司在⼀个产品类别中销售的所有品牌
• Includes all brands sold by a company in a product

category
以品牌资产最⼤化能⼒来判断品牌组合
– Brand portfolio judged by its ability to maximize brand

equity
投资组合中的任何⼀个品牌都不应损害或减少其他品牌的权益
▪Any one brand in a portfolio should not harm or

decrease the equity of the others 品牌效⽤
理想情况下，每个品牌都能与其他品牌结合，使其资产最⼤化
▪Ideally, each brand maximized equity in

combination with all others
资源是有限的如何达到品牌利益的最⼤化
,
.

Reasons for introducing multiple brands in a category:
• Increase shelf presence and retailer dependence in the
store
• Attract consumers seeking variety who may otherwise
switch to another brand
• Increase internal competition within the firm
• Yield economies of scale in advertising, sales,
merchandising, and physical distribution

Figure 12-3: Possible Special Roles of
Brands in the Brand Portfolio
1. To attract a particular market segment not currently being covered by other brands
of the firm
2. To serve as a flanker and protect flagship brands
3. To serve as a cash cow and be milked for profits
4. To serve as a low-end entry-level product to attract new customers to the brand
franchise
5. To serve as a high-end prestige product to add prestige and credibility to the entire
brand portfolio
6. To increase shelf presence and retailer dependence in the store
7. To attract consumers seeking variety who may otherwise have switched to another
brand
8. To increase internal competition within the firm
9. To yield economies of scale in advertising, sales, merchandising, and physical
distribution

有3种⽅法能在品牌
…
中设定
• Flankers 终稿 ,
1 4周
• Cash Cows
• Low-End, Entry-Level, or High-End, Prestige Brands
韩
Iarket 的市场
櫵线表示⽬前能
woend anolare hiqh.eu

d
detencesin-T-keyBrandsmciorsowuofBrand.es
)
吸引顾客 hflaoke.ir ⼈
概辩⼒保护措施
hflow

⽽存在
为了抢夺詳
对⼿市场
。
Flankers
• Protective or “fighter” brands
与竞争对⼿的品牌建⽴更强的平价点
– To create stronger points-of-parity with competitors’

brands
战⽃机品牌不能太有吸引⼒，以⾄于抢⾛价格较⾼的⽐较品牌的销量
• Fighter brands must not be so attractive that they take

sales away from higher-priced comparison brands
如果与产品组合中的其他品牌相关联，设计⼀定不能太便宜，以致于在其他品牌上表现不佳
– If connected to other brands in the portfolio, must not

be designed so cheaply that they reflect poorly on
品牌不能设计廉价太
other brands 会与 key Brand 有相关性时防御性 , 这些
①
乔治阿玛尼 GA 的品牌品牌联系很徭 )
1
9 :
望 ,
年轻化
上的 Hmker 也是与其余市场上断起的⽆糖饮品抢夺市场
② 可⼝可乐的⽆糖系列是在健康饮品市场
,
能提供⽀持 )
在⾼端出问题时中端
品牌不能放弃中端
^^⽐ ,
䂜是万家的
Failild
,
𧍒羸
Cash Cows
①
→ 剩余价值还很⼤可以被继续压榨
能为企业创造现⾦流
了
,
已有稳定的顾客群体
② 不需要再过度投资
,
)
尽管销售下滑，⼀些品牌仍被保留下来 ② 可能是 ktmnd 可能是 flankerbn.tl是 7 动态过程
• Despite dwindling sales, some brands are retained
,
由于它们的可持续性，⼏乎没有市场⽀持
– Due to their sustainability with virtually no marketing

support
利⽤他们现有的品牌资产
• Milked by capitalizing on their reservoir of existing brand

equity

Low-End, Entry-Level, or High-End,
Prestige Brands
⼦品牌利⽤与其他品牌的关联，同时在价格和质量上区分⾃⼰
• Sub-brands leverage associations from other brands while

distinguishing themselves on price and quality
相对低价品牌的作⽤
• Role of a relatively low-priced brand
i• Role of a relatively high-priced brand

以品牌吸引顾客加盟
– To attract customers to the brand franchise

相对⾼价品牌的作⽤
为整个投资组合增加声望和信誉
– To add prestige and credibility to the entire portfolio
1 1 12
中端
-
-
品
.
① 欧莱雅超市开仿
⼀
9
: ,
② 雪弗兰 , high-pa.frmanle 是为 4个品牌形象

⾼端市场旺
和吸引 ,
品不⼀定是为了卖出去
设计出来的品端
,
有时候
③ miumiu 是 pada 的年轻化品牌、

I. Brand Hierarchies
• Brand hierarchy:
形象地描述公司品牌战略的有⽤⽅法
– A useful means of graphically portraying a firm’s

branding strategy
通过展示公司产品中常⻅和独特品牌元素的数量和性质
▪By displaying the number and nature of common

and distinctive brand elements across a firm’s
products

Figure 12-5: Apple Brand Hierarchy
coporatehierachyuliph.me
→
Brand 时
当成⼀个 Sub
me
extentim ☆
ashcowgcategoryexte.nu on

Levels of a Brand Hierarchy
• Corporate or Company Brand Level
• Family Brand Level
• Individual Brand Level
• Modifier Level
产品描述符
• Product Descriptor

① Corporate or Company Brand Level
• Highest level of hierarchy
• Corporate image
消费者协会指⽣产产品或提供服务的公司或公司
– Consumer associations to the company or corporation

making the product or providing the service
相关时，企业或企业品牌在品牌战略中起着突出作⽤
– Relevant when the corporate or company brand plays

a prominent role in the branding strategy
医⽤器械⽣产商
。
3
9 : M
顶着弧 Brmd 。
⽆⼦品牌都 ,

Brandresource-Brandquity.Benetitnn.Ostnmgs.ua
uim
銼最⼤化
aromìcbewtn 有限 ,
②
saleaonomy ,
② Family Brand Level

⽤于多个产品类别
• Used in more than one product category

但不⼀定是公司或公司的名称
– But is not necessarily the name of the company or

corporation
也被称为系列品牌或伞品牌
– Also called a range brand or umbrella brand

如果企业品牌应⽤于⼀系列产品，那么它也可以作为⼀个家族品牌绉公司⾃他成为⼀个
Brand 时 ,
是家族品牌的⼀员 )
也
• If the corporate brand is applied to a range of products,

then it functions as a family brand too
如果不仔细考虑与家族品牌有关的产品，与家族品牌的联系可能会减弱
• If products linked to a family brand are not carefully

considered, the associations to the family brand may
become weaker
9 : kitk.at/Purinaldogchows----
雀巢本身是个品牌
品牌
,
⼜运营很多了
⼀样
:
因为⼦品牌没有像 Apple
去⽤⼀下名字 , 所以只是 7familyBrmdleu.li
雀巢公司不是 oporate Brandhierachy
,

Individual Brand Level
主要限于⼀种产品类别
• Restricted to essentially one product category

虽然多种产品类型可能不同
– Although multiple product types may differ

定制品牌及其所有配套营销活动
• Customization of the brand and all its supporting

marketing activity
如果⼀个品牌遇到困难或失败，对其他品牌和公司的⻛险是最⼩的
• If a brand runs into difficulty or fails, risk1to other brands

and the company is minimal
开发单独营销⽅案的难度、复杂性和费⽤⽅⾯的缺点
• Disadvantages of difficulty, complexity, and expense of

developing separate marketing programs
联系 )
晦公司之间切断
不⽤此去组合
⼀个品牌不强调
,
)
eg.Doritoc.IE籼
-
,
但像不知道
⽩事运营 ,
。
主品牌的形象⽆法
溢出 /渗透到⼦品牌中 ,

糖与常规款
可⼝可乐的⽆
)→9
:
Modifier Level 1 点改变颜⾊

全装图㸡区分
,
必须根据不同类型的物品或型号进⼀步区分品牌吗
• Must further distinguish brands according to different types

of items or models
– Modifier
指定产品的特定项⽬或模型类型或特定版本或配置
▪Designate a specific item or model type or a

particular version or configuration of the product
修饰词的功能是显示⼀个品牌变体与同⼀品牌家族中的其他变体之间的关系
– Function of modifiers is to show how one brand

variation relates to others in the same brand
family
帮助消费者更容易理解和了解产品
– Help make products more understandable and

relevant to consumers

像箭䶥1
Product Descriptor 区别 )
-
体质上⽆区别 ,
只有外餦有
• Helps consumers understand what the product is and does

– Helps define relevant competition in consumers’ minds
• In the case of a truly new product, introducing it with a
familiar product name may facilitate basic familiarity and
comprehension

Designing a Brand Hierarchy (1 of 3) -
• The challenge in setting up a brand hierarchy is to decide:

针对任何⼀个品牌推出特定的产品
– Specific products to be introduced for any one brand

要使⽤的层次结构的层数
– Number of levels of the hierarchy to use

期望在各个层次上的品牌知名度和形象
– Desired brand awareness and image at each level

组合来⾃不同层次的品牌元素
– Combinations of brand elements from different levels of

the hierarchy
将任何⼀个品牌元素链接到多个产品的最佳⽅式
– Best way to link any one brand element to multiple

products
fltamilylevelE.fi
安硐的层次⽐ 1
需求的棉印⼼⽣
,
- 濰(⻝品
味) 个性 /
Famiyleel 的 hìerachy 雀
、
1 也有
,
即有 coporatet.ve
"
雀巢 →
"
的)
像个班这样清㯕的是很少⻅

Figure 12-6: Guidelines for Brand
Hierarchy Decisions (1 of 2)
决定引进哪些产品
1. Decide on which products are to be introduced.
增⻓原则:根据投资回报机会，投资于市场渗透或扩张与产品开发。
– Principle of growth: Invest in market penetration or expansion

v s product development according to ROI opportunities.
er us
⽣存原则:品牌延伸必须在其类别中实现品牌资产。
– Principle of survival: Brand extensions must achieve brand

equity in their categories.
协同原则:品牌延伸应提⾼⺟品牌的公平性。
– Principle of synergy: Brand extensions should enhance the

equity of the parent brand.
决定关卡的数量。
2. Decide on the number of levels.

简单原则:使⽤尽可能少的关卡。
– Principle of simplicity: Employ as few levels as possible.

清晰原则:所有品牌元素运⽤的逻辑和关系必须是明显和透明的。
– Principle of clarity: Logic and relationship of all brand elements
employed must be obvious and transparent.

Figure 12-6: Guidelines for Brand
Hierarchy Decisions (2 of 2) 使⽤
雀巢不会把雀巢这个名皓所的品牌
"
决定要在每个级别上创建的感知级别和关联类型。
3. Decide on the levels of awareness and types of associations to

be created at each level.
相关性原则:在尽可能多的条⽬之间创建抽象的关联。
– Principle of relevance: Create abstract associations that are
relevant across as many individual items as possible.
差异化原则:区分个别商品和品牌。
– Principle of differentiation: Differentiate individual items and
dntance.la
品牌的 equity 时需要有
brands. Why 品牌如果可能降低
主
: ⼦
决定如何链接不同层次的品牌为⼀个产品。
4. Decide on how to link brands from different levels for a product.

突出原则:品牌元素的相对突出影响对产品距离和新产品形象类型的感知。
– Principle of prominence: The relative prominence of brand

elements affects perceptions of product distance and the type of
image created for new products.
决定如何将品牌与产品联系起来。
5. Decide on how to link a brand across products.

共性原则:产品共享的要素越多，关联越强。
– Principle of commonality: The more common elements

products share, the stronger the linkages.
: 康师傉傩⾯ )

Designing a Brand Hierarchy (2 of 3)
• Specific products to introduce
品牌层次的数量
• Number of levels of the brand hierarchy

每个层次的期望意识和图像
• Desired awareness and image at each hierarchy level

Designing a Brand Hierarchy (3 of 3)
结合不同层次的品牌元素
• Combining brand elements from different levels

主要的地位
• Principal of prominence
• Branding strategy screen
☆
• Linking brand elements to multiple products

Figure 12-7: Branding Strategy Screen

B. Corporate Branding
企业形象的维度
• Corporate Image Dimensions

企业品牌管理
• Managing the Corporate Brand

出 Corporate Image Dimensions
常⻅的产品属性、好处或态度
• Common Product Attributes, Benefits, or Attitudes

• People and Relationships
• Values and Programs
企业信誉
• Corporate Credibility

为 Managing the Corporate Brand
• Corporate Social Responsibility C.GR
企业形象宣传
• Corporate Image Campaigns

• Corporate Name Changes

品牌架构的指导⽅针
Brand Architecture Guidelines

• Adopt a strong customer focus
• Create broad, robust brand platforms
• Avoid overbranding and having too many brands
• Selectively employ sub-brands
• Selectively extend brands
•以客户为中⼼
•创建⼴泛、稳健的品牌平台
•避免过度品牌化和品牌过多
•有选择地使⽤⼦品牌
•有选择地扩展品牌

是深本例⼦ .
rsao
tsfamilylerelisbenetu.GR
→
是找 pouìtìm
扩⼤市场占有率 ,
(后
疫情市场 )
⼼ 100
舉巬 ,
你持品牌能不受影响收益 ( 㸠 )
得改变名称不再使⽤礞的名字
,
,

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Strategic Brand Management: Building,

Measuring, and Managing Brand Equity

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Developing a Brand Architecture

• Brand architecture strategy

– Helps marketers determine which products and

– Which brand names, logos, symbols, etc. to apply to

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

• Step 2: Identifying brand extension opportunities 识别品牌延伸机会

• Step 3: Branding new products and services 打造新产品和服务的品牌

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

② – Category extension: New product introductions outside

• Equity implications of each extension needs to be

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

• Includes all brands sold by a company in a product

– Brand portfolio judged by its ability to maximize brand

▪Any one brand in a portfolio should not harm or

▪Ideally, each brand maximized equity in

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

woend anolare hiqh.eu

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

– To create stronger points-of-parity with competitors’

• Fighter brands must not be so attractive that they take

– If connected to other brands in the portfolio, must not

– Due to their sustainability with virtually no marketing

• Milked by capitalizing on their reservoir of existing brand

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

• Sub-brands leverage associations from other brands while

• Role of a relatively low-priced brand

i• Role of a relatively high-priced brand

– To attract customers to the brand franchise

– To add prestige and credibility to the entire portfolio

② 雪弗兰 , high-pa.frmanle 是 为 4个 品牌形象

③ miumiu 是 pada 的 年轻化品牌 、

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

– A useful means of graphically portraying a firm’s

▪By displaying the number and nature of common

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

– Consumer associations to the company or corporation

– Relevant when the corporate or company brand plays

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

② Family Brand Level

• Used in more than one product category

– But is not necessarily the name of the company or

– Also called a range brand or umbrella brand

• If the corporate brand is applied to a range of products,

• If products linked to a family brand are not carefully

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

• Restricted to essentially one product category

– Although multiple product types may differ

• Customization of the brand and all its supporting

• If a brand runs into difficulty or fails, risk1to other brands

• Disadvantages of difficulty, complexity, and expense of

Copyright © 2020 Pearson Education Ltd. All Rights Reserved

Modifier Level 1 点改变颜⾊

② 雪弗兰 , high-pa.frmanle 是为 4个品牌形象

③ miumiu 是 pada 的年轻化品牌、