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622

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-
(2012 ,
40%)
( 2012 .
15-20% , )


(
171-,
- ,
,
22%
, )


(
),

( )



9%

> 400 .

7%

300-400 .

12%

200-300 .

28%

100-200 .

44%

100 .

10

/

2000 .

2010 .

85%

18%

10%

58%

1%

10%


, .




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BCG


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BASE

P-branding
T1
T2
T3
T4

P1

P2

P3

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r
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r
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d

B
r
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Experiential

ER

Relational

P4

-
P-,

.
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(,
> 400 .,
300-400 .,
200-300 . ..)

Multiple
benefits

ES
Symbolic

RF
Functional

SF

experiential ,

.


symbolic-.


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-
:
o

o BTL- -
:
- Porsche
--

-
- -
Volvo, BMW, Nissan


.
-
Ice Wine


Cru
Lermont

1957

Ice Wine
Ice Wine
Ice Wine
Ice Wine
Ice Wine


1
-
-
-

NR.
NR.
NR.
NR.

NR.

NR 1957

:

, Lozario,

Cru Lermont
Ice wine

BCG

NR 1957

Cru Lermont




Lozario

Bio Logic
Ice Wine

BASE
Experiental

Fbranding, :



(SF: Cru Lermont, Ice Wine; ER: NR
1957, , BioLogic).

P-branding
( 100 ., 100-200 .,
300-400 .): ,
, ,
.

ER

Relational

ES

RF

Symbolic

Functional
SF






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ART 2012

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( 30
).

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Ice wine
. ,
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Ice Wine

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.
Ice Wine , ,
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;
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5 , 1200 ( 350 )
,



Bio Logic
,
,

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.

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.
(
).

* (
250 350 750 )
*

- :
P-;
endorser- (F-branding)


;
,
( , )
;

,

;
(Chateau Tamagne, Fanagoria
Eiswein)

- BTL-
(word of mouth)

accessibility

Brand Champions
, ,
)

innovation

Generation Next
/

interest

Regional Heroes

aspiration

Landmark

ATL- BTL-,
;