Who - where - by what means - obtain what

subtopic

Enter new market Acquire the brand of the annexed host country Strategic alliance, complementary advantages of both parties

Product localization

Naming localization

R&D localization

product

Price localization

Promotion localization

Human resources localization

attract attention

Prominent logo

speak out of the ordinary

repeat propaganda

The process of information transmission, exchange of ideas, unification of ideas and consensus between the sender and the receiver

(Operator) conveys brand information to target audiences, The process of obtaining consumer brand recognition and ultimately forming brand preference

With other individuals/groups - Brand information sharing - Individuals/groups (Enterprises, advertisers) Brand operators, consumers Information based on consumer needs and the product itself

People with whom the brand message sender can share the brand message Most concerned about target audience reception - most importantly: consumers - consumer characteristics - According to a specific consumer - adopt corresponding forms of expression/focus on appeals - spread quality and credibility

brand content Type: Function: Features/Properties/Price Emotion: personality/connotation/image/culture

information carrier, communication method personnel/non-personnel

Sender chooses words/symbols/images to represent the message Support: Pinjing/Product/Market

Affected by personal background, restore thoughts

Actions taken after receiving brand information Unable to detect psychological activities; direct and obvious purchasing actions

part of the response is passed back to Role: Evaluate communication effects; adjust the next stage of communication to achieve information communication goals

① There is an error in information encoding ②Media (propagation) process signal distortion ③Deviation occurs during reception

Various exogenous variables (factors) involved in the communication process/impairing the communication effect

Target Audience: Potential buyers of the brand; current users; purchase decision-makers; influence decision-makers

Goal: increase three times; stimulate purchase desire and promote final purchase

Information: brand information source; form; structure; content appeal of brand information (2)

channel: People: Experts, advocates, social media word-of-mouth Non-staff: media communication, public relations, event marketing, experience

Budget methods: live within your means method; target task method; percentage of sales; competitive parity method

Portfolio: personal selling; advertising; Internet development promotion

Effect: Sales; Attitude Measurement

Quickly form a crisis response department

Do a good job in internal public relations and gain understanding of internal public relations

Quickly recall substandard products

Create a dedicated spokesperson

Proactively communicate with the press

Find out the truth and reveal the causes of the crisis

Dealing with Rumors in Crisis

initiative! /Quick/Sincerity/True/Unified/All Members/Innovation

Quickly enter the market

Reduce market introduction costs

Enhance assets and value Establish a brand image Improve the economic benefits of brand management

Increase freshness Meet diverse needs Form economies of scale and brand protection

Make it more difficult to enter the market

(Original) Brand Image - Damage

Brand Personality - Downplay

Psychological conflict-occurrence

Seesaw Effect (Al Ries)

Implication effect (chain reaction, crisis - affecting core image and reputation)

(original) third dimension value attribute

Quality, adaptability to the parent brand (intermediate links), risk

life cycle, saturation, capacity

approach, intensity, content

Avoiding legal and regulatory restrictions, corporate strength, and retailer support

sony

Procter & Gamble

Haier air conditioner

Starting from the core assets of the brand

Extend from dominant categories

Connect with parent brand

Merge mature companies to extend categories

Brand equity inclusiveness, whether brand personality is diluted