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楼缔堵
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1 David Ogilvy 1955 American Marketing AssociationAMA 1960 (name)(term)(sign) (symbol)(design) Ward, Light & Goldstine(1999) (What High-tech Managers Need To Know About Brands) Kotler(2000) (attributes)(benefit)(value)(culture)(personality) (user) - 7 -

2 Jones(1986)Ehrenberg, et al.(1990) Aaker(1991) Knowles(2001) (Tide) - (self-definition) Keller(2003)

3 Keller(2003) 1.(brand names) - 9 -

4 2.(logos & symbols) ChanelNikeBMW logo Chanel C Nike BMW 3.(characters) John Deere Jaguar 4.(slogans) DeBeers NOKIA Lexus 5.(packaging)

5 Aaker 2004 Brand Portfolio Strategy ESPN abc Touchstone Pictures Keller(2003) FordAston MartinJAGUARLand RoverLincolnMazdaMercury Volvo P&G GAP -(Banana Republic)GAP (Old Navy) Sam Hill & Chris Lederer(2001) Intel Dell Dell Intel NBA NikeNBCTNT NBA Sam Hill Chris Lederer Aaker Keller Devon DelVecchio (2000) Aaker

6 (brand portfolio) (product-defining roles) (portfolio roles) (brand scope) (portfolio structure) (portfolio graphics)

7 2-2-1 D. A. Aaker, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, ClarityNew York: Free Press

8 Aaker Aaker Sam Hill & Chris Lederer(2001) 1.(Lead brand) JeepCadillacApple 2.(Strategic brand) Catera()iMac( Apple) Compaq ipaq Compaq New Beetle 3.(Support brand) SLS Jobs

9 Keller(2003) 1. 2.(flanker) 3.(cash cow) 4.(low-end entry-level product) Toyota VOIS 5.(high-end prestige product) Toyota Lexus Aaker(2004) 14 1.(Portfolio Roles) (1)(strategic brand) Window

10 Intel Centrino (linchpin brand) (Hilton Rewards) (2)(branded energizer) Audi TT sports car ipod (3)(silver brand) Walkman Sony ThinkPad IBM (4)(flanker brand) Diet Tab Clear Keller(2003)(fighter) Philip Morris Basic (Marlboro) (5)(cash cow brand) (Nivea)(Lux)(beauty bar)

11 2.(Product Defining Roles) (1)(master brand) (parent) PG Crest Keller(2003) (2)(endorser brand) () (3)(sub-brand) Sony Cyber-ShotKeller(2003) Ford Focus Focus (4)(product brand) Toyota Altis (5)(branded differentiator)

12 (feature)(technology)(service) (program) Reebok 3D ()Canon Digic () Quality Care() Ride PlannerPhoto Center() (6)(umbrella brands) Microsoft Office WordExcel PowerPointAccessFrontPageOutlook Microsoft Office Keller(2003) Cyber-ShotHandycamWEGAVAIO PlayStation Sony () (7)(co-brands) Visa (8)(descriptors) (9)(driver role) Ford Focus

13 Hill, Ettenson & Tyson(2005)(contribution) (traction)(momentum) (Power) (Sleeper) (Slider) (Soldier) (Black Hole ) (Rocket) (Wallflower) (Discard) / Hill S., Ettenson R., & Tyson D.Achieving the Ideal Brand Portfolio, MIT Sloan Management Review, Vol. 46 No.2,

14 Hankinson & Cowking (1996) BCG BCG GE BCG GE 1960 BCG (strategic business unitsbu) (relative market share) SBU (question mark) SBU SBU 2.(star) SBU

15 3.(cash cow) SBU 4.(dog) SBU SBU (2001) BCG () () () (),

16 1986 (GE ) (industry attractiveness)(business competitive strength) SBU / GE SBU SBU SBU

17 (Brand Scope) Aaker(2004) 1. (Keller2003Aaker2004) (Maybelline)3 Aaker(1996) Kotler(2000)

18 2. (Sheinen & Schmitt1994)(P&G) (Ivory)(Dove) Aaker(2004) () ( ) (Disney Store) (Disney s Animal Kingdom) Endorser Brand (The Lion King by Disney) Driver Brand with Strong Subbrand (Disney s Animal Kingdom) Driver Brand with Descriptors (Disney Store) D. A. Aaker, Brand Portfolio Strategy : Creating Relevance, Differentiation, Energy, Leverage, ClarityNew York: Free Press

19 3. (Keller & Aaker1992) Gillette (Sensor) (Good News) (Profile)(Monogram) (Hotpoint) (1)(upscale descriptor) (2)(silver bullet)(branded differentiator) (branded energizer)( Holiday Inn) Crowne Plaza (3)(co-brand) Philips Alessi Philips-Alessi (Black & Decker) Dewalt DIY LexusAcuraInfiniti (Aaker2004)

20 (1) C (C Class) BMWLexus (2) (Marriott) (Courtyard)(Fairfield Inn) (Kim & Lavack,1996)(brand concept) (function-oriented)(prestige-oriented) (reliability) (durability) ()

21 (logo) (color)(package)(typeface)(symbol) (tagline)(layout)(product design)(aaker 2004) LOGO Hankinson & Cowking (1996)(package) LOGO(layout)(graphics)

22 Lexus Lexus LSGSESSCLS ES GS SC Lexus LS GS ES SC Lexus

23 Lexus Lexus GSESSCLS Lexus Toyota Toyota Lexus GS LS Toyota 300 SC Lexus ES Lexus

24 Hill & Ettenson & Tyson(2005) ( ) Hill S., Ettenson R., & Tyson D.Achieving the Ideal Brand Portfolio, MIT Sloan Management Review, Vol. 46 No.2, (trademark) IBMBig Blue(quasibrands) Intel Inside (partner brand) (traction) (momentum)

25 4. -(contribution)(traction)(momentum) () 5. (watch list) 5% Aaker(2004) Aaker(1991)(symbol) 1.(brand awareness) (recall)(recognition)

26 Keller(2003)(brand recognition) (brand recall) 2.(brand loyalty) 3.(brand association) 4.(perceived quality) Kotler(2003)

27 Aaker(2004) Barwise & Robertson(1992)

28 Barwise P. & Robertson, R.,Brand Portfolios, European Management Journal, 3, September OldsmobilePontiacChevrolet (selective channel)

30 Canals(2001) (corporate renewal) (Disney) 2. (innovation) Nokia GSM (HP)(Canon) 3. (expanding capabilities) (GE) (Hotpoint) 4. (expanding markets) Medco Medco / Canals J.How to Think About Corporate Growth?, European Management Journal Vol. 19, No.6, pp ,

31 2-5-2 Kotler(2000) (intensive) 1. i-cash (1) i-cash (2) i-cash (3) i-cash i-cash 2. i-cash (1) i-cash (2)(end-user) i-cash i-cash

32 i-cash (1) i-cash (2) i-cash i-cash (3) i-cash i-cash Ansoff(1957) Ansoff - () Ansoff(1957), Strategies for Diversification Harvard Business Review, p.114 Kotler(2000) ()() () (integration)

33 2. 3. (diversification) Kotler Kotler

34 (1992) (mergers and acquisitions MA) (joint venture) (holding company)

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untitled Strategies for Growth Harvard Business Review Strategies for Growth Harvard Business Review Constantinos C. Markides Accelerated Development Program Long Range Planning British Journal of Management Diversification