Kellogg on Branding

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• If a manager is forced to choose between investing in a brand and missing short-term financial targets, most managers will choose to hit the short-term numbers. It's usually the career-optimizing decision. And in a supreme bit of irony of business, a manager who boosts short-term profits while damaging the long-term health of a brand is often rewarded, while a manager who invests in a brand at the expense of short-term results is often penalized. The cost-benefit analysis on a brand-building initiative highlights the tension. The benefits are difficult to quantify, uncertain and in the future. The costs are quantifiable, certain and immediate. (查看原文)

  徐公子～ 2016-08-01 01:11:01

• 1. A brief description of the targeted consumers in terms of some identifying characteristics, such as demographics and psychographics. These target characteristics are typically selected on the basis of category and brand usage. 2. A statement of the target's goal that will be served by consuming the brand, commonly referred to as frame of reference. The frame of reference may guide the choice of targets, identify situations in which the brand might be used, and define relevant competitors. 3. An assertion regarding why the brand is superior to alternatives in the frame of reference, referred to as the point of difference. 4. Supporting evidence for claims related to the frame of reference and point of difference, referred to as reasons to believe. This final element is more important whe... (查看原文)

  徐公子～ 2016-08-04 07:36:18

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