2007finjoe 发表于 2007-5-16 12:35:13

[原创]品牌决策的步骤

<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">第一步</span><span style="FONT-SIZE: 16pt;"><font face="">
                        </font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌化决策</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">:</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">为该产品定一个品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">?</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">用品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">不用品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">第二步</span><span style="FONT-SIZE: 16pt;"><font face="">
                        </font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌使用者决策</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">:</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">由谁来用该品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">?</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">制造商品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">私人牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">许可品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">第三步</span><span style="FONT-SIZE: 16pt;"><font face="">
                        </font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">名称决策</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">:</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">个别品牌还是家族品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">?</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">个别品牌名称</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">通用的家族品牌名称</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">个别的家族品牌名称</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">公司品牌名称</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">第四步</span><span style="FONT-SIZE: 16pt;"><font face="">
                        </font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌战略决策</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">:</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">应采用何种品牌决策</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">?</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">产品线扩展</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌延伸</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">多品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">新品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">合作品牌</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">第五步</span><span style="FONT-SIZE: 16pt;"><font face="">
                        </font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">再定位决策</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">: </font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌应再定位吗</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">?</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌再定位</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="">,</font></span><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-ascii-font-family: '';">品牌不再定位</span><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></p>

cjbo706 发表于 2007-5-27 22:34:02

可以参考，不过希望高手评价
页: [1]
查看完整版本: [原创]品牌决策的步骤