What Are The Implementation Steps Of Strategic Brand Management?

< p > professor Kevin Keller believes that brand strategy management must first form an open brand management perspective and concept, which is the foundation of brand management strategy.

Brand is a complex symbol, which is the integration of commodity attribute, name, packaging, price, history, reputation and advertising form.

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< p > in contemporary society, the brand and its meaning may be more symbolic, perceptual and experiential. It is intangible, that is, the concept and spirit represented by the brand. It expresses the relationship between the product or service of the enterprise and the consumers.

Strategic brand management is the management of the whole process of establishing, maintaining and consolidating the brand. Its core idea is to effectively monitor the development of the relationship between the brand and the consumer, and only through brand management can we achieve the vision of the brand.

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< p > professor Keller has expanded the concept of < a href= "http://www.91se91.com/news/index_c.asp" > brand assets < /a >.

He believes that the so-called "brand equity" is based on the customer's brand assets (customer-basedbrandequity) rather than the quantitative view determined by the enterprise's financial accounting and determined by the marketing performance of the enterprise.

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< p > customer based brand equity is caused by brand knowledge generated by long-term brand strategy management in the minds of customers.

The power of brand lies in the minds of consumers. It is the feeling and cognition of consumers over time.

When customers show a preference for a product, or prefer the marketing method of the product, the brand has a positive customer based brand asset.

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< p > in twenty-first Century, consumers can evaluate the same products through different brands.

Consumers understand the brand through past experience in using this product and its sales plan.

They analyze brands and find satisfaction and dissatisfaction.

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< p > especially when the life of consumers becomes more complex, urgent and time pressing, it is priceless for a brand to simplify its purchasing decision and reduce its risk.

Professor Keller's brand new theory based on customer's brand equity theory lays a solid psychological foundation for the determination of his brand management thoughts.

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< p > professor Keller's strategy < a href= "http://www.91se91.com/news/index_c.asp > > brand management < /a > theory tells us that the future brand management strategy is to manage" customer's brain ", because your brand is established by consumer approval.

Based on the customer's brand equity model, Keller advocates building a strong brand.

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< p > implementation steps of strategic brand management: < /p >

< p > 1, establish an appropriate brand image; < /p >

< p > 2, create suitable < a href= "http://www.91se91.com/news/index_c.asp" > brand meaning < /a >; < /p >

< p > 3, causing customer's positive reaction to brand; < /p >

< p > 4, create appropriate brand relationship with customers.

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< p > through the brand emergence, brand performance, brand image, brand judgement, brand feeling and brand resonance, the six stages of brand building are realized.

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