tailieunhanh - Tài liệu truyền thông - Chap02 - Truyền thông tiếp thị thách thức

1. Giải thích khái niệm về tài sản thương hiệu từ cả hai của công ty và quan điểm của khách hàng. 2. Mô tả các kết quả tích cực là kết quả nâng cao giá trị thương hiệu. 3. Đánh giá cao mô hình của tài sản thương hiệu từ quan điểm của khách hàng | Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable Explain the concept of brand equity from both the company’s and the customer’s perspectives. Describe the positive outcomes that result from enhancing brand equity. Appreciate a model of brand equity from the customer’s perspective. Understand how marcom efforts must influence behavior and achieve financial accountability Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 2– 2– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction: Framework for Marcom Process Fundamental Decisions Desired Outcomes Implementation Decisions Evaluation and Corrective Action 2– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Basic IMC Issues How to enhance brand equity How to affect customer behavior How to justify marcom investments . | Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable Explain the concept of brand equity from both the company’s and the customer’s perspectives. Describe the positive outcomes that result from enhancing brand equity. Appreciate a model of brand equity from the customer’s perspective. Understand how marcom efforts must influence behavior and achieve financial accountability Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 2– 2– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction: Framework for Marcom Process Fundamental Decisions Desired Outcomes Implementation Decisions Evaluation and Corrective Action 2– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Basic IMC Issues How to enhance brand equity How to affect customer behavior How to justify marcom investments How to demonstrate financial accountability Marketing Communicators 2– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Basic IMC Issues What can marketing communicators do to enhance the equity of their brands? How can marketing communicators affect the behavior of their present and prospective customers? How can marketing communicators justify their investments in advertising, sales promotions, and other marcom elements? How can marketing communications demonstrate financial accountability? 2– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Brand Brand Is a name, term, sign, symbol, or design. Identifies and differentiates goods and services of one seller or group of sellers from those of the competition. Communicates a particular set of values. Brand Equity Can be considered either from the perspective of the organization that owns it or from the vantage point of the customer. Is valuable when consumers believe the brand can .