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福州SEO1BrandManagementFacilitation:
ASystemsDynamicApproach
ForDecisionMakersPeterOtto/PAD824,Fall2001AConceptualFramework2Today‘sPresentationDefinitionKeytermsinbrandmanagementThebrandmanagementmodelSectoroverviewBehaviorofthemodelThedissertationmodelQ&A3ABrandMarkswhatPeopleThinkandFeelItisarationalandemotionalformulabased
onthesumoftrust,relevance,and
significancethatrelatespeopletoafirm,a
product,oraservicethroughouttheirlife.4MarketDynamicsBusinessesandmarketsinwhichbrandsplayanimportantrolearebothhighlycomplex:Theyaretightlycoupled:therearelotsofcomplexinteractions,interventionsbasedonasingleactionareunlikelytoprovesuccessfulinthelongtermTheybehavecounter-intuitively–theycanbehaveintheoppositemannertowhichoneintends5MarketDynamicscont.Theyexhibittrade-offsTheyarepolicyresistant–attemptingtoinfluencethesysteminonedirectionwilloftencausesomereactionwhichminimizestheimpactoftheoriginalactionAndtheyaredynamic–changesoccuronmanydifferenttimescales6BrandManagement
SomeKeyTermsBrandAwarenessBrandLoyaltyMotivationDesiretoBuyBrandPerceivedQualitySatisfactionNegativeProductImagePositiveProductQualityBrandEquity7TheDimensionsinBrandBuildingBrandidentityBrandawarenessFamiliarityandknowledgeofthebrandConsiderationtoevaluatethebrandPurchaseBrandloyalty(orbrandequity)8AManager‘sGoalmustbetoBuildBrandEquityAbrandcanonlybestrongifithasastrongsupplyofloyalcustomersBrandequitythereforecanbedefinedasameasureofstrengthofconsumers‘a(chǎn)ttachmenttoabrand.9BrandEquitySource:Interbrand1999,TheWorldBiggestBrands10PurposeandGoaloftheModelBrandequityisacomplexsystemanddifficulttomanageandunderstand.Asimulationmodelwillbeused,toidentifykeyleveragepointstounderstandthebehaviorofthesystem,thusreduceuncertaintyindecisionmaking.11The
BrandManagementModel12Brand
Management
AConceptualized
SectorOverviewTheBrandAwareness/EffectivenessSectorTheBrandAwareness/LoyaltySectorTheBrandLoyalty/QualitySector13TheBrandAwareness/EffectivenessSector14Vensim?BrandAwareness/EffectivenessSector15TheBrandAwareness/LoyaltySector16Vensim?BrandAwareness/LoyaltySector17Vensim?BrandLoyalty/QualitySector18TheBrandLoyalty/QualitySector19TheBottomLine:BrandEquity20ModelBehaviorInvestment:70ATL:0.7BTL:0.1PP:0.1PR:0.121ModelBehaviorInvestment:35ATL:0.7BTL:0.15PP:0.05PR:0.122WeaknessoftheModelDoesnotconsider?people“inthesystemMissinglinktocapturegrowthanddeclineofmarketshareKeyleveragepoint:?investment“ratherthan?consumers“23ThenewApproach:BrandEquityasResourceSystemLoyalCustomers0
3
6
9
12InflowOutflow24ObjectivesTogaininsidesinhowtocontroladesiredlevelofloyalcustomers,thussupportresourceallocationdecisionsofafirmTotestandcomparealternativestrategiestoimprovethemanagementofbrandequity25Whatisthecontributiontothebodyofknowledge?Theory:BycreatingagenericmodeltoinvestigatetheeffectofresourceallocationwhichinfluencesthebrandequityofafirmPraxis
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