activities

implementation

time

remark

Tips for brand expansion

training

(1)48 students in the class, and freely divided into groups of 6.

(2)The group discussed similarity skills, avoidance skills, associative skills, and manipulation skills

(3)6 groups were guided by the teacher and discussed at the same time.

(4)Organize students to discuss the problems encountered in the process of brand expansion skills training.

30minutes

There is one table and eight chairs in each group of classrooms

Evaluation indicators

Evaluation Criterion

Score

(100分)

assess

grades

proportion

The skills of brand expansion are trained to perform the situational effect

1.Understand similarity skills, avoidance skills, associative skills, and manipulation skills.

twenty

seventy%

2.Able to understand the skills of brand expansion, training is prone to mistakes

twenty

3.Ability to make use of brand expansion skills and training strategies to deal with them

twenty

4.Observe the time of the event

twenty

5.real performance

twenty

6.obvious effects

ten

7.Activity evaluation

ten

Teaching process

Attendance, attitude and enthusiasm

One hundred

thirty%

Group composite score

assignment

Brand expansion techniques

class hour

2

knowledge objective

1. Master the similarity skills

2. Familiarity and avoidance skills

3. Familiar with, association skills

4. Familiar with and operation skills

 Ability to target

1. Be able to train the brand expansion skills in practice.

Teaching process design

remarks

Teaching steps and main contents

Import of cases

 Japan's "Seiko" table

The Japanese "Seiko" brand adopted this strategy in the watch industry market competition in the late 1970s. At that time, the demand market for high-precision and low-price digital watches was gradually formed. At the same time, Seiko also saw the high profits of the high-end watch market, so Seiko launched a series of low-price watches with the brand of Pulsar, thus infiltrating the low-grade product market. At the same time, it acquired a Swiss company and launched a series of premium watches, including a $5,000 slim watch entering the most premium watch market. Seiko's two-way expansion allows it to seize opportunities from all sides, but in two directions it does not use the same sub-brand.

 Ask about the premise of the class

How to expand the brand skills?

(Objective: To guide students to enter the skill task course of brand expansion with questions, and grasp the relevant knowledge points and the key points and difficulties of teaching on the whole. Teaching methods: a combination of questioning and explanation)

Related: relevant knowledge points]

1. Similarity technique

(1) Having the common main components

(2) It has the same sales channels

(3) having the same system

(4) Similar consumer groups

(5) Technically closely related

(6) Equame quality and grade

 Ask questions in class

What are the similarity skills?

Live answer, included in the usual results

2. Avoid skills

(1) Avoid the highly positioned brands

(2) Avoid the fixed image that has been established in the minds of consumers

 Ask questions in class

What are the avoidance techniques?

Live answer, included in the usual results

3. Lenovo skills

Brand association skills refers to the brand expansion based on the main part of the expansion. Lenovo techniques are the basic brand expansion skills, which are often used in the brand expansion.

 Ask questions in class

What is the content of association techniques?

Live answer, included in the usual results

4. Operation skills

(1) Industrial expansion

(2) Expansion on the grade

(3) Other related expansions

〖 training battalion 〗

[training mission]

Brand expansion skills training

[task object]

Help students in the practice of brand expansion skills training

[task definition]

(1) The whole class of 48 people, free groups, forming 6 groups.

(2) Team members shall conduct training on brand expansion skills in practice.

[mission requirements]

(1) The training is hosted by the teacher.

(2) The whole class of 48 people, free groups, forming 6 groups.

(3) Team members discuss similarity skills, avoidance skills, association skills, and operation skills

(4) Arrange one student for each group to record and summarize it.

(5) After the activity, each group is required to select a representative to report the discussion experience in class.

(7) The preparation time is 10 minutes.

Class summary

 Summary of knowledge points

Similarity skills: have the common main ingredients, the same sales channel, the same system, similar consumer groups, technically closely related, the quality is comparable. Evasion skills: avoid the highly positioned brand, avoid the fixed image that has been established in the mind of consumers. Operation skills: industrial expansion, grade expansion, other related expansion.

 Think after class

1. Understand the similarity skills, avoidance skills, association skills, and operation skills.

2. Combined with the reality, can understand the brand expansion skills training is easy to make mistakes, can flexibly use the brand expansion skills training coping strategies.

Teaching reflection of this course (classroom design concept, actual teaching effect and improvement idea)