[???] Brand Manager & Brand Marketing ???? ?? ? ??, ??? ??? ?? ? ??? ???? ??, ??? ??? ??

??? ??
??? ??? ??? ?? ?
?? ???? ?? ??? ??? :
Name, ??, ??, ???, ??(???), ??¡­.
??? ?? ?? ?? ?
ÓÐÃû vs ŸoÃû
Product(??) vs Brand(??)
Intel, ???, ??, ??, ?,??
???? ???? ????? ?? : Scotch tape,
Walkman,Xerox,????,Jeep,??, ??

???? ???
Brand = Price + Value
Value? Product??? ???? ???? ??? ??
(??,??,??,??,??,??,¡­.)
??? ??? ?? ??? ???
??? ???? : AIDA
?? ? ?? ? ?? ? ?? ? ? ? ??
AIFDA : ?? ??, ???, ?? ??? ??? ??
???? ?? ????? ????? ??
FCB Grid ??

????? ??
??? ??? : Brand Equity from Positioning (BEIP?)
BEI= {TOM/TOM?5?0.35+RI(TOM)/10?0.1+UA/UA?5/  AVE(NRB)?0.1+(K+N)?0.15?r(DC)/100+PIR/PIR?5? 0.15}?100
TOM : Top Of Mind(%)RI : Ranking Index of TOM (R1=10,R2=8,R3=6,R4=4,R5=2,R6~=1)UA : Unaided Awareness(%)AVE(NRB) : Average number of recalled brandK : ???(/100) N : ???(/100)PIR : Purchase Intention Rate(%) ?5 : sum of top 1~5r(DC): adjustment discount rate for realization(/10)
* ???? ??: AVE(NRB)=2.5 r(DC)=0.8 * ??? ?? : AVE(NRB)=3.7 r(DC)=0.54


??? ??
???? ?? : Market + ing
M(oving) A(ttitude) R(ecognize) K(now) E(ffective) T(arget)ing
???? ???? ???? ~ ????(A/S??) ? ??
??? ??
???? ??(Need)? ??(Want)? ????? ?? ??
?? ??? ????? ?? ??? ??
??? ??
??? ??? ??? ????? ??? ???? ???
??, ???, ???? ?? ?????, ??? ????,
?? ? ??? ???? ???? ? ??
???????(American Marketing Association)