TAILIEUCHUNG - Lecture Strategic market management: Chapter 10 - David A. Aaker

Chapter 10 - Toward a strong brand relationship. This chapter presents the following content: Understanding and prioritizing brand touchpoints, focusing on the customer’s sweet spot, how to create or find a customer sweet spot, get beyond functional benefits, broadening the concept of a brand. | Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Toward a Strong Brand Relationship Chapter Ten Strategic Market Management 10th Edition – David Aaker Toward a Strong Brand Relationship A loyal customer base is the ultimate competitive advantage because it is shielded from competitors. Loyal customers will have little motivation or interest in competitive offerings. Chapter 10 - Toward a Stong Brand Relationshop PPT 10- The brand experience is at the essence of a relationship. It should be pleasant, exceed expectations, and even inspire people to talk about positive interactions. Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Understanding and Prioritizing Brand Touchpoints Figure : Toward a Brand Relationship Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Strategic Options The fourth step, to prioritize, is based on balancing three dimensions. A high-priority touchpoint program would have a high rating on the: Importance of the touchpoint experience in enhancing the brand, the value proposition, and customer loyalty Degree to which the experience is deficient Extent to which the cost and feasibility of improving the experience are reasonable Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Prioritizing Prioritizing touchpoints and developing a plan to improve those that are considered most in need of change involves five steps: Identify all the touchpoints that exist and those that should exist but are not now in place. Provide an internal evaluation of all of the touchpoints to determine which are managed well and which are deficient. Look to past, current, and future customers to determine which touchpoints have the greatest impact on their decision and experiences. Prioritize Develop a touchpoint action plan Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Focusing on the Customer’s Sweet Spot The instinct of executives developing a marketing program is to advance the offering, brand, and firm. Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Sweet Spot–Driven Program Stimulate a Social Network Create Brand Energy and Interest Enhance Brand Likability and Credibility Form a Friend–, Colleague–, or Mentor–Brand Relationship Chapter 10 - Toward a Stong Brand Relationshop How to Create or Find a Customer Sweet Spot PPT 10- Identify a Customer Sweet Spot That Will Engage the Audience Create a Sweet Spot–Driven Program Find An Existing External Program to Which the Brand Could Connect The Sweet Spot—A Big Idea Strategic Market Management 10th Edition – David Aaker Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Get Beyond Functional Benefits Move beyond functional benefits and consider emotional, self-expressive, and social benefits as a basis for the value proposition. Chapter 10 - Toward a Stong Brand Relationshop PPT 10- Broadening the Concept of a Brand Emotional Benefits Self-Expressive Benefits Social Benefits Combining Benefits The Brand Ideal Personal Relationship Models

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Strong brand relationship
• The customer’s sweet spot
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Market analysis
• Submarket analysis
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Creating new businesses
• Managing category perceptions
• Global strategies
• The business portfolio
• Strategy structure