2018-3-9 ole of Advertising in Brand Management 广告在晶牌管理中的角鱼 Information and persuasion 信息和劝服 Informs target audiences about the values a brand has to offer 告知目标受众关于一个品牌所传递的价值 Introduce new brands or brand extensions 引进新品牌或者进行品牌延伸 Brand extension Adaptation of an existing brand to a new product area 品牌延伸:一个现有品牌在新产品上的应用 Called brand variant 被称做品牌变体 Role of Advertising in Brand Management 广告在品牌管理中的角色 Building and maintaining brand loyalty among consumers ·在消费者群体中建立和保持品牌忠诚度 Brand loyalty: Consumers repeatedly purchases the same brand to the exclusion of competitors brands 品牌忠诚度:消费者重复购买同样的品牌,不沟通相应的竞争对手的品牌 Brand equity. Set of brand assets linked to a brand, its name, and symbol 品牌资产:和一个品牌、它的名字和标识相关的一系列品牌资产 Creating an image and meaning for a brand 为一个品牌创建品牌形象和内涵2018-3-9 3 Role of Advertising in Brand Management 广告在品牌管理中的角色 • Information and persuasion • 信息和劝服 • Informs target audiences about the values a brand has to offer • 告知目标受众关于一个品牌所传递的价值 • Introduce new brands or brand extensions • 引进新品牌或者进行品牌延伸 • Brand extension: Adaptation of an existing brand to a new product area • 品牌延伸：一个现有品牌在新产品上的应用 • Called brand variant • 被称做品牌变体 5 Role of Advertising in BrandManagement 广告在品牌管理中的角色 • Building and maintaining brand loyalty among consumers • 在消费者群体中建立和保持品牌忠诚度 • Brand loyalty: Consumers repeatedly purchases the same brand to the exclusion of competitors’ brands • 品牌忠诚度：消费者重复购买同样的品牌，不沟通相应的竞争对手的品牌 • Brand equity: Set of brand assets linked to a brand, its name, and symbol • 品牌资产：和一个品牌、它的名字和标识相关的一系列品牌资产 • Creating an image and meaning for a brand • 为一个品牌创建品牌形象和内涵 6