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1. Đánh giá cao vai trò của Marcom tạo điều kiện giới thiệu các thương hiệu mới. 2. Giải thích sự đổi mới liên quan đến đặc điểm ảnh hưởng thông qua các thương hiệu mới. 3. Hiểu được vai trò thực hiện bởi các thương hiệu trong tăng cường sự thành công của thương hiệu mới. | Facilitating the Success of New Brands CHAPTER 3 Appreciate marcom’s role in facilitating the introduction of new brands. Explain the innovation-related characteristics that influence adoption of new brands. Understand the role performed by brand names in enhancing the success of new brands. Explain the activities involved in the brand-naming process. Appreciate the role of logos. Describe the various elements underlying the creation of effective packages. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3– 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Marcom and Brand Adoption Product Adoption Is the introduction and acceptance of new ideas, including new brands Is essential to long-term market success Marketing Communications Facilitate successful new product introductions Reduce the product failure rate (potentially 35-45%) 3– © 2010 South-Western, a . | Facilitating the Success of New Brands CHAPTER 3 Appreciate marcom’s role in facilitating the introduction of new brands. Explain the innovation-related characteristics that influence adoption of new brands. Understand the role performed by brand names in enhancing the success of new brands. Explain the activities involved in the brand-naming process. Appreciate the role of logos. Describe the various elements underlying the creation of effective packages. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3– 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Marcom and Brand Adoption Product Adoption Is the introduction and acceptance of new ideas, including new brands Is essential to long-term market success Marketing Communications Facilitate successful new product introductions Reduce the product failure rate (potentially 35-45%) 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Adoption Process and Marcom Tools Trier Class Coupons Widespread distribution Introductory, low pricing Repeater Class Personal selling Advertising Price Distribution Product satisfaction Price Awareness Class Free samples and coupons Trade shows and personal selling Advertising Distribution 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Model of the Brand Adoption Process Figure 3.1 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Advertisement Illustrating the Brand Adoption Process Figure 3.2 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Brand Characteristics That Facilitate Adoption Compatibility Relative Advantage Observability Trialability Complexity 3– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Relative Advantage Better Performance Time and Effort Savings Immediacy of Reward Consumer Perception of
