Tham khảo tài liệu 'brand management waldemar pfoertsch_8', kinh doanh - tiếp thị, pr-truyền thông phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Brand Building 187 markets and redefining categories rather than focusing on obtaining market share in existing markets. They also include the development of a transformational brand image. There are two aspects of brand image - how you want to be seen and how you are seen. The challenge is to direct shape and focus on how customers see you. Yet how the customers see your brand is not just what their eyes see but what they think and feel. The eyes and the brain create an array of impressions past and present real and perceived rational and emotional. Brand image is what is physically in front of customers eyes and senses and what the brain does with that information. 3. Model-based marketing planning The short life cycle and fast decay in revenue combined with the rapid and frequent introduction of new products make successful marketing an extremely challenging management task. With new product and services often involving large investments the potential to improve decision-making in the industry would appear to be considerable. This means moving away from traditional marketing planning models. Many of these models were based on a numbers game notion where top management via a process of setting objectives could summon those below to develop strategies capable of achieving these objectives. Objectives were set in order to motivate and to control performance. It is important to move to the use of sophisticated planning tools such as DuPont s ratio analysis or value-based planning models including economic value added EVA and simulare discounted cash flow methods. 4. Obsessive implementation Being 100 consistent in delivering the brand experience is critical to the long-term success of your brand. Every time you change or mix the message to your customers or every time you don t deliver the promise you chip away at what you are trying to achieve and are ultimately proving the brand is not to be trusted. 188 Acceleration Through Branding 5. Diagnostic metrics For .
