某公司品牌价值(pdf 29页)(英文版)

一、Fact …
二、A Brand:
三、Drivers of Brand Value
四、Strong brands -strong performers
五、Brand can be a powerful toolfor leveraging market value
六、Direct link between brand value management and improvedshareholder return
七、Diageo-A prime example
八、The importance of brand to differentiate in increasinglcompetitive markets

 

For a typical FMCG organisation:
􀀹Trial (and hopefully repeat)
􀀹Customer Loyalty
􀀹Increased Price Premium (Reputation)
􀀹Repeat Purchase (e.g. Multibuy/ BOGOF)
􀀹Increased Regularity of Use
􀀹Stretch into new markets or categories
􀀹Lower costs of advertising and marketing
􀀹Lower costs of SKU’s and merchandising
􀀹Lower discounts to multiples
􀀹Economies of scale over many territo

 

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