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  • New Trends in Marketing (I)

    [ I ][New Trends in Marketing]

    #3

    Brand

    Brand Equity

    Trademark

    Service Marketing

  • New Trends in Marketing (I)

    Table of Contents

  • New Trends in Marketing (I)

    1 (1)

    . ,

    .- , (Sony)

    18 , ,

    1835

    Milestones in Brand History

    1835 .

  • New Trends in Marketing (I)

    2 (2)

    ,

    1984

    4 .

    1,000

  • New Trends in Marketing (I)

    3 (3) (Brand Equity)

    1

    2

  • New Trends in Marketing (I)

    4 (4)

    , , 3

    ,

    , . 95

    20

  • New Trends in Marketing (I)

    5 (5)

    , (Favorable), (Strong), (Unique)

    , , , ,

    (Strong) (Favorable) (Unique)

    BrandEquityBrandEquity

  • New Trends in Marketing (I)

    6 (1) >

    3

    BrandEquityBrandEquity

    =

    1 33,9502 33,0453 11,5494 10,020

    (: )

  • New Trends in Marketing (I)

    7 (2) >

    Simon & Sullivan

    (Efficient Market Hypothesis) =

    = -

    = -

  • New Trends in Marketing (I)

    8 (3) >

    = -

    Example

    , , , ,

    (, )

    (Multiattribute Preference Model)

  • New Trends in Marketing (I)

    (1) 9

    /

    /

    , , ,

    2

  • New Trends in Marketing (I)

    10 (2) , > (Gap) . () () .

    .

    ( )

    ( )

    ( )

    ( )

  • New Trends in Marketing (I)

    11 (3) , >

    1,4

    , 2,3

    ( 1)( 2)

    ( 3) ( 4)

  • New Trends in Marketing (I)

    12 (4)

    -++

    0

    0

    -

  • New Trends in Marketing (I)

    13 (5)

    1.44

    1872

    800

    2.34

    2

    /

    1.26

    1638

    400

    4.01

    1

    1.53

    1989

    900

    2.21

    3

    1.32

    1716

    800

    2.15

    4

    / .

  • New Trends in Marketing (I)

    14 (1)

    , .

    - (Edward Tauber)

    2

    Step 1

    Step 2

  • New Trends in Marketing (I)

    15 (2)

    (Corporate Brand)

    (Family Brand)

    (Individual Brand)

    (Modifier)

    :

    :

    :

    :

    ( )

    ()

    ()

    ()

    ( )

    (Private Brand), (National Brand) CI (Corporate Identity)

    , P&G

    , ,

  • New Trends in Marketing (I)

    16 (3)

    2

    , ,

    , , GE, IBM, , Heinz , 3M

    P&G 10

  • New Trends in Marketing (I)

    17 (4) vs.

    .

    ,

    .

    . ,

  • New Trends in Marketing (I)

    18 (5) vs.

    .

    ,

    .

    ,

    (Cannibalization)

  • New Trends in Marketing (I)

    19 (6)

  • New Trends in Marketing (I)

    20 (7)

    2

    . (Brand Extension)

    (Tauber) , 1,500 92 2/3

    , 5 ~ 1 5 . TV 60% 30% 9

    1

  • New Trends in Marketing (I)

    21 (9) vs.

    Weight

    Watchers

    SuccessSuccess

    FailureFailure

  • New Trends in Marketing (I)

    22 (10)

  • New Trends in Marketing (I)

    23 (1) (Service Economy)

    GNP 1984 64%, EU 58%

    , , , , ,

    , ,

    (), (), ( , )

  • New Trends in Marketing (I)

    24 (2)

    (Service Economy)

    30%, 70% ,

  • New Trends in Marketing (I)

    25 (3) (Service Economy)

    , , CATV, , , , , , ( ,

    , ) , , , , ,

    , ,

    , , , ,

  • New Trends in Marketing (I)

    26 (4)

    (Intangibility)

    (Inseparability)

    .

    ,

    .

    ServiceService

    (Heterogeneity)

    ,

    .

    .

  • New Trends in Marketing (I)

    27 (5)

  • New Trends in Marketing (I)

    28 (1)

    , , ,

    ( , , )

  • New Trends in Marketing (I)

    29 (2)

    ,

    , , ,

    ,

    ,

    ,

  • New Trends in Marketing (I)

    30 (3)

    :

    (Moment of Truth)

    Richard Norman

    , , , , ,

    5 , 1 15

    5

  • New Trends in Marketing (I)

    31 (4)

    S (Sincerity, Speed & Smile)

    E (Energy)

    R (Revolutionary)

    V (Valuable)

    I (Impressive) , ,

    C (Communication)

    E (Entertainment)

  • New Trends in Marketing (I)

    32 (1)

    , , , ,

    , ,

  • New Trends in Marketing (I)

    33 (2)

    70 , , , , , 85

    , ,

  • New Trends in Marketing (I)

    34 (3)

    , , ,

    , ,

    (ATM)

    , ,

  • New Trends in Marketing (I)

    35 (4)

    , , ,

    (Economy of Scale)

  • New Trends in Marketing (I)

    36 (5)

    80%

    . 85 1/3

  • New Trends in Marketing (I)

    37 (6)

    , , , , , ,

    IBM GE 1/3

    ,

  • New Trends in Marketing (I)

    38 (7)

    84 British Telecom

    , , , , ,

    87 100%

    , ,

  • New Trends in Marketing (I)

    39 (8)

    , ,

  • New Trends in Marketing (I)

    40 (9)

    , , , , ,

    , ,

    , , , ,

  • New Trends in Marketing (I)

    41 (10)

    , , , ,

  • New Trends in Marketing (I)

    42 (11)

    (Mass Customization)

    , (: )

    Table of Contents (1) (2) (3) (4) (5) (1) (2) (3) (1) (2) (3) (4) (5) (1) (2) (3) (4) (5) (6) (7) (9) (10) (1) (2) (3) (4) (5) (1) (2) (3) (4) (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11)