Customer-Centered Brand Management外文翻译.pdf

TOOL KIT
Brands exist to serve customers,
not the other way around.
But you'd never know that from
the way brands are managed.
Customer-Centered
Brand Management
by Roland! Rust, Valarie , and Katherine N. Lemon
OST MANAGERS TODAY AGREE tomer management in most -
M with the notion that they should panies, and that focus is increasingly
focus on growing the lifetime value of patible with growth.
their customer relationships. Building Consider the story of Oldsmobile, an
loyalty and retention, cross selling re- American car brand launched earlier
lated goods and services, broadening than any other in existence today. In
offerings to fulfill more of customers' the 1980s, it enjoyed outstanding brand
needs - all are ways of adding to over- equity with many customers. But as the
all customer equity. Indeed, given the century wore on, the people who loved
cost of winning new customers (much the Olds were getting downright old.
higher than that of keeping current The managers that pany
ones), and the ultimately finite universe General Motors put in charge ofthe
of buyers out there, a mature business brand realized that maintaining mar-
would be hard-pressed to increase prof- ket share meant appealing to younger
its otherwise. buyers, who unfortunately tended to
The problem is, for all that managers see the brand as old-fashioned. We ali