Mục đích chính của tiếp thị là liên tục tối ưu hóa các đòn bẩy của phân khúc và sự khác biệt cho các thương hiệu của mình vì mục tiêu di chuyển và-oh, bằng cách này, thì các đối thủ cạnh tranh. Thị trường vốn năng động và thay đổi. Kiến trúc thương hiệu phải một năm có thể là sai một hai năm sau đó. | 34 ENTERPRISE MARKETING MANAGEMENT Brands serve as a mental shorthand for customers looking to decide what to purchase. Marketing s primary purpose is to continuously optimize the levers of segmentation and differentiation for its brands because the target moves and oh by the way so does the competition. Markets are inherently dynamic and changing. The right brand architecture one year may be the wrong one two years later. Marketing must ensure that customers select your brand at every potential purchase occasion through every desired channel. What does this mean for investments How does it answer that age-old question of how much to spend on marketing There s much more on these questions to come but the short answer is to invest resources behind each and every brand to the point of diminishing returns. Again this is where science comes into play in supporting your ability to run brands as businesses if you can generate complete P Ls for every brand and every activity you can maximize your advertising and resource allocation efficiency standing behind what works and effectively and efficiently getting rid of what doesn t. The marketer s scientific method that comes at the end of each chapter will help you put management processes and systems in place to ensure that you are investing resources in marketing activities that generate a superior return on investment while ensuring that your brands are being managed and run like the businesses they are. Once you ve architected your brand you ve taken the first and most critical step toward developing the deep understanding of the particular bundle of benefits that will drive your customers to buy and the equities that your brand owns and can leverage to drive sales and profits higher. So you ve nailed down the what. Read on for a much more detailed explanation of the how. CASE STUDY Kmart A BRAND THAT LOST ITS WAY AND ITS CUSTOMERS Background Kmart s origins date back to 1897 when the . Kresge Company launched a chain
