从无到有创建品牌

互联网营销资料库 垂柳社区编辑www.Chuiliu.com 垂柳资料库当前容量：2350G（2013.6） A Brand Is …品牌是... A unique combination of three attributes 三种属性的独特组合 A Brand Is …品牌是... product benefit产品的好处–what makes the consumerlikethe product什么令消费者喜欢该产品brand personality/image品牌个性/形象–what makes the consumertrustthe product什么令消费者信任该产品consumer needs/beliefs消费者需求/信念–what makes the consumervaluethe product什么令消费者高度评价该产品 If we can understand the “connection” betweenthese three attributes, then we can turn aproduct into a brand如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。 This gives us a “framework” forunderstanding what our brandis, orcould be 这给我们提供了一个“架构”去了解我们的品牌是什么、或者会是什么 An Example : Nike例子：耐克 Launched in 19741974年投放市场 Sports shoe specialist with worldwide salesof US$877m by 1986成为运动鞋专家，1986年全球销售收入为八亿七千七百万美元 New advertising campaign “Just Do It” took sportsimagerymass market题为“Just Do It”的新广告以运动形象打入大众市场 passion, drama, moral uplift热情、戏剧性、品行升华 made it fashionable使之成为时髦 Worldwide sales of US$9,200m in 199797年全球销售额92亿美元 The Connection关系Triangle三角形图 Product Benefit产品的好处Why Ilikethe product我为何喜欢该产品 Consumer Needs/Beliefs消费者需求/信念Why Ivaluetheproduct我为何高度评价该产品 Brand PersonalityWhy Itrusttheproduct品牌个性我为何信任该产品 One Mistake : Nike耐克的一个错误 Launched casual shoes in 1994在1994年推出休闲鞋Disastrous sales, and damage to Nike image.What has casual shoes got to be with NikebrandRange withdrawn销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有什么联系呢撤回该系列 “It is not enough just to know theconsumer. You also have to knowyour brand”“仅了解消费者是不够的，还要了解你的品牌” (Phil Knight, Nike founder)(Phil Knight,耐克创立者) Why ?为什么？ Revisiting the commodity consumer再访消费者 Lessons From Nike从耐克吸取的教训 Deliver asuperior product, as defined bythe consumer消费者认为你所提供的是出众的产品notsomething anyone can do而不是任何品牌都可以做到的产品 At anacceptable premium付出可接受的额外费用Own a corner of theconsumer psyche在消费者的灵魂深处拥有一席之位the desire in all of us to be a „winner‟每一个人都有想成为“胜者”的欲望 Reorientate all elements of the marketingmix to support the brand重新定向各种行销手段来支持该品牌eg : „Just Do It‟如：“Just Do It”–extreme effort of competition竞争的极度努力–fun, irreverent attitude to life趣味，对生活不逊的态度 Case Study例子分析 Left Bank CaféPresident Enterprise 左岸咖啡馆统一企业集团 Background背景 Why was the Left Bank Cafébrand born?为什么会诞生左岸咖啡馆这个品牌？ President Enterprise‟s dairy products were beingsold under the “President” brand name, and for along time had been unable to rise beyond second orthird placed brand in the market. 统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。 Background (Cont’d)背景 The reason was that President was alsomarketing a great variety of other productsunder the corporate brand name, including notonly food and drink products, but also insuranceand even amusement parks. 原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。 Background (Cont’d)背景 This led to confusion of the brand assets,which caused a long-term problem forPresident‟s dairy products, since they needed toconvey a clear image of “freshness” and“expertise.” 这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。 Background(Cont’d)背景 To solve the problem, President wished to create anew brand for its dairy products, capitalizing on thecompetitive edge of its superior refrigeration facilitiesand distribution system.In Taiwan, any beveragethat comes in a Tetra Pak-be it a high-cost coffee ora low-cost soy milk-is always sold for either NT$10or NT$15. And any beverage that comes in a can isalways sold for NT$20.为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争力的冷冻设施及分配系统。在台湾，以TetraPak包装的饮料-不论是高价的咖啡还是低价的豆奶-价钱总是10或15元新台币。罐头包装饮料则卖20元。 Background (Cont’d)背景 With the strong competition in the market andthe ever-increasing cost of raw materials, wethought it would be great if we could sell thesame kinds of beverages, in packages of the samevolume, for a price of NT$25。 市场竞争激烈，原材料成本不断上升，如果能将相同类别、相同容量的饮料卖到25元，那该多好！ Package包装 The brand story starts with a plastic cup.品牌的故事从一个塑料杯开始。 We developed a white plastic cup. This cup looksjust like an ordinary McDonald‟s take-awaycoffee cup,but is made of plastic rather thanpaper. 我们开发了一个白色塑料杯，它看起来就象一般麦当劳外卖咖啡的杯子，差别是快餐店用的是纸杯。 Place产品放置 This cup does not have a vacuum seal, and thecontents can only be kept for a short period, and thenonly if the cup is stored at a temperature of 5C. 这个没有真空密闭的杯子只有在5ºC冷藏柜才能让内容物保存一段短暂的时间。 Place (Cont’d)产品放置 Nevertheless, we realized that this shortcomingactually presented an opportunity. Because thestorage period is so short, consumers will believethat the contents of the cup are fresh. And if adrink is fresh, there is a good reason for it to be alittle more expensive than a drink which is not.但是我们把这看成一个机会。保存期短使消费者相信物料新鲜。而一杯新鲜的饮品自然比其它要贵些。 Price价格 All the strategic thinking was concentrated onone major objective: how can we makeconsumers accept the unreasonably high priceof NT$25 per cup? 所有策略思考都集中在一个主要目的：如何让消费者接受25元一杯的高价？We asked ourselves a series of questions to helpus ensure we could create a high-class brand.我们自问一连串相关问题，以确保能创造出一个高级的品牌。 Product产品 What kind of product should we put into the cup, to besthelp us sell it for the highestprice?在这杯子