從無到有創(chuàng)建品牌(全面剖析品牌之路)

“BuildingABrandFromScratch從從無到到有創(chuàng)創(chuàng)建品品牌ABrandIs……品品牌牌是是...Auniquecombinationofthreeattributes三種屬性性的獨特特組合ABrandIs…品品牌牌是...productbenefit產(chǎn)品的好好處whatmakestheconsumerliketheproduct什么令消消費者喜歡該產(chǎn)品brandpersonality/image品牌個性性/形象象whatmakestheconsumertrusttheproduct什么令消消費者信任該產(chǎn)品consumerneeds/beliefs消費者需需求/信信念whatmakestheconsumervaluetheproduct什么令消費者者高度評價該產(chǎn)品Ifwecanunderstandthe““connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand如果我們了解解這三種屬性性之間的“聯(lián)聯(lián)系”，就能能將一個產(chǎn)品品轉(zhuǎn)為一個品品牌。Thisgivesusa““framework”forunderstandingwhatourbrandis,orcouldbe這給我們提供供了一個“架架構(gòu)”去了解解我們的品牌是什么、、或者會是什什么AnExample:Nike例例子：耐耐克Launchedin19741974年投投放市場SportsshoespecialistwithworldwidesalesofUS$877mby1986成為運動鞋專專家，1986年全球銷銷售收入為八八億七千七百百萬美元Newadvertisingcampaign““JustDoIt”tooksportsimagerymassmarket題為“JustDoIt”的的新廣告告以運動形象打入大眾市場場passion,drama,moraluplift熱情、戲劇性性、品行升華華madeitfashionable使之成為時髦髦madesportsshoesafashionitem使運動鞋成為為時髦貨WorldwidesalesofUS$9,200min199797年全球銷銷售額92億美元TheConnection關(guān)關(guān)系

Triangle三三角形形圖ProductBenefit產(chǎn)產(chǎn)品的的好處WhyIliketheproduct我為何喜歡該產(chǎn)品ConsumerNeeds/Beliefs消費者需求/信念WhyIvaluetheproduct我為何高度評價該產(chǎn)品BrandPersonalityWhyItrusttheproduct品牌個性我為何信任該產(chǎn)品NikeConnection耐耐克

Triangle關(guān)關(guān)系三角形圖圖OptimumPerformance品牌力的表現(xiàn)現(xiàn)Theendalwaysjustifiesthemeans結(jié)果總能驗證證方法Empowerment&Irreverence授權(quán)與不遜OneMistake:Nike

耐克克的一個錯誤誤Launchedcasualshoesin1994在1994年年推出休閑鞋鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn銷售額損失慘慘重，令耐克克形象受損。。休閑鞋和耐克克品牌又有什什么聯(lián)系呢撤回該系列“Itisnotenoughjusttoknowtheconsumer.Youalsohavetoknowyourbrand””“僅了解消費費者是不夠的的，還要了解你的品牌牌”(PhilKnight,Nikefounder)(PhilKnight,耐克克創(chuàng)立者)Why?為什么？Revisitingthecommodityconsumer再訪消費者LessonsFromNike從耐克吸取的的教訓Deliverasuperiorproduct,asdefinedbytheconsumer消費者認為你你所提供的是是出眾的產(chǎn)品notsomethinganyonecando而不是任何品品牌都可以做做到的產(chǎn)品Atanacceptablepremium付出可接受的的額外費用Ownacorneroftheconsumerpsyche在消費者的靈魂深處擁有一席之位位thedesireinallofustobea‘winner’每一個人都有有想成為“勝勝者”的欲望望Reorientateallelementsofthemarketingmixtosupportthebrand重新定向各種種行銷手段來來支持該品牌牌eg:‘‘JustDoIt’如：“JustDoIt”extremeeffortofcompetition競爭的極度努努力fun,irreverentattitudetolife趣味，對生活活不遜的態(tài)度度LeftBankCaféPresidentEnterprise左岸咖啡館統(tǒng)統(tǒng)一企業(yè)集集團CaseStudy例例子分析析Background背背景WhywastheLeftBankCaféébrandborn?為什么會誕生生左岸咖啡館館這個品牌？？PresidentEnterprise’’sdairyproductswerebeingsoldunderthe“President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.統(tǒng)一企業(yè)的乳乳類食品都是是以“統(tǒng)一””牌子出售，，在市場上長長期以來無法法突破二、三三線商品的形形象。Background(Cont’d)背背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是“統(tǒng)一一”也有大量量其他商品以以企業(yè)的名字字為牌子，不不僅包括飲食食，還有保險險甚至娛樂場場。Background(Cont’d)背背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof““freshness””and““expertise.”這導(dǎo)致牌子混混淆，給“統(tǒng)一”的乳乳類食品造成成了長期問題題，它們需要要一個“新鮮鮮”和“專業(yè)業(yè)”的清晰形形象。Background(Cont’’d)背景景Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.為此“統(tǒng)一一”希望為為它的乳類類食品建立立一個新牌牌子，利用用其在臺灣灣具競爭力力的冷凍設(shè)設(shè)施及分配配系統(tǒng)。在在臺灣，以以TetraPak包裝的的飲料-不論是是高價的咖咖啡還是低低價的豆奶奶-價價錢總是10或15元新臺幣幣。罐頭包包裝飲料則則賣20元。Background(Cont’’d)背背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。。市場競爭激激烈，原材材料成本不不斷上升，，如果能將將相同類別別、相同容容量的飲料料賣到25元，那該該多好！Package包包裝Thebrandstorystartswithaplasticcup.品牌的故事事從一個塑塑料杯開始始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我們開發(fā)了了一個白色色塑料杯，，它看起來來就象一般般麥當勞外外賣咖啡的的杯子，差差別是快餐餐店用的是是紙杯。Place產(chǎn)品品放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.這個沒有真真空密閉的的杯子只有有在5ooC冷藏柜柜才能讓內(nèi)內(nèi)容物保存存一段短暫暫的時間。。Place(Cont’’d)產(chǎn)產(chǎn)品放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我們把把這看成一一個機會。。保存期短短使消費者者相信物料料新鮮。而而一杯新鮮鮮的飲品自然比其其它要貴些些。Price價格格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思思考都集中中在一個主主要目的：：如何讓消消費者接受受25元一一杯的高價價？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我們自問一一連串相關(guān)關(guān)問題，以以確保能創(chuàng)創(chuàng)造出一個個高級的品品牌。Product產(chǎn)產(chǎn)品Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighestprice?在這杯子放放進什么商商品才能賣賣到最高價價呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我們考慮過過葡萄汁、、果汁、牛牛奶，最后后選咖啡，因為咖咖啡不那么么容易變質(zhì)質(zhì)、被認為為是高質(zhì)飲品，并并因牛奶成成分而得到到優(yōu)惠稅率率。BrandConcept品牌概概念Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方運運來寄售的的咖啡最有有高級感？？Weheldeightfocusdiscussiongroupstointerrogate4concepts我們組織了了八個討論論小組，想想出四個高高級場所作作為嘗試的的概念。Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中廚房?來自空中廚廚房專門為為頭等艙準準備的咖啡啡BrandConcept(Cont’d)

品牌牌概念BrandConcept(Cont’d)

品牌牌概念A(yù)high-classJapanesestylecoffeeshop?CoffeefromarefinedandelegantJapanesespecialtycoffeeshop日式高級咖咖啡館?來自優(yōu)雅、、精致的日日式咖啡館館的咖啡BrandConcept(Cont’d)

品牌牌概念A(yù)leftbankcaféCoffeefromParis-fromacaféontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡館館這咖啡來自自巴黎塞納納河左岸一一家充滿人人 文氣氛氛的咖啡館館，一個詩詩人、哲學學家喜歡歡去的地方方。10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐寧街10號這咖啡來自自英國首相相官邸廚房房，平日在這里準備備招待貴賓賓的咖啡。。BrandConcept(Cont’d)

品牌牌概念BrandConcept(Cont’d)

品牌牌概念I(lǐng)tbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcaféseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明顯地人們們覺得來自自左岸咖啡啡館的咖啡啡價值最高高，他們愿愿為此付最最高的價錢錢。TargetGroup目目標消費費群WhowouldbethemostwillingtopayNT$25tobuyacoffeethatwouldonlycostNT$15inaTetraPak?用TetraPak包裝的的咖啡只賣賣15元，，誰會最愿意意付25元元買一杯咖咖啡？TargetGroup(Cont’d)目標消費群群Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新飲飲品品在在推推出出三三個個月月內(nèi)內(nèi)如如果果達達不不到到高高營營業(yè)業(yè)額額就就會會被被撤撤走走。。那那些些人人會會出出于于品品牌牌的的創(chuàng)創(chuàng)意意而而購購買買這這個個新新牌牌子子(僅僅有有好好奇奇心心并并不不能能克克服服高高價價的的門門檻檻)?TargetGroup(Cont’’d)目標消消費群群Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.我們選選擇17到到22歲歲的年年輕女女士，，她們們有誠誠實、、多愁愁善感感，喜喜愛文文學藝藝術(shù)，，但生生活經(jīng)經(jīng)驗不不多，，不太太成熟熟。TargetGroup(Cont’’d)目目標消消費群群Theylovedtheideabehindthebrand,andwereparticularlymotivatedbythe‘‘LeftBankcafé’’concept.她們喜喜歡品品牌背背后的的意念念，尤尤其是是“左左岸咖咖啡館館”的的概念念。ConsumerInsight洞洞察察消費費者Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheirinnerneeds.她們尋尋求產(chǎn)產(chǎn)品質(zhì)質(zhì)量以以外更更多的的東西西，尋尋求情情感回回報、、使她她們感感覺更更好、、覺得得自己己更成成熟的的東西西，尋尋求了了解、、表達達她們們內(nèi)在在需求求的品品牌。。TheLeftBankCaféconcepttogetherwiththearomatic,‘‘a(chǎn)dult’flavourofcoffee,fosteredasenseofspiritualrenewalinthem.左岸咖咖啡館館，帶帶著咖咖啡芬芬芳、、成人人品味味，在在她們們精神神上形形成一一種新新的感感覺。。Tone&Manner氣氣氛及及風格格Accordingtostatisticsfrombookstores,themostpopularauthoramongyoungwomenofthisagegroupisMurakamiHaruki.SheistheforemostrepresentativeofanewstyleofJapanesewriting,whichiship,absurd,postmodern,andalwayscoollydeadpan.What’’suniqueaboutMurakami’’sstoriesisthattheyexpertlymanagetoconjureupthefeelingofcitydwellers.她們最最欣賞賞的作作家是是村上上春樹樹。她她的作作品憂郁、、超現(xiàn)現(xiàn)實、、冷峻峻，能能喚起起城市市人的的感覺。Tone&Manner氣氣氛及及風格格ThoughthevisualpartoftheLeftBankCaféadvertisingshouldhaveaveryFrenchstyle,thecopyshouldhaveaveryJapaneseliterarystyle.雖然左左岸咖咖啡館館的廣廣告視視覺應(yīng)應(yīng)該非非常法法國化化，但但其文文本應(yīng)應(yīng)是很很有日日本文文學的的風格格。CorrectionTriangle:LeftBankCafeSpiritualSatisfaction精神上上的滿滿足Solitudeisnotloneliness獨處不不是寂寂寞ArtisticAtmospheric,Contemplative藝術(shù)氣氣氛、、沉思思CreativeBrief創(chuàng)創(chuàng)意意簡報報Duringtheprocessofbriefingthecreativepeople,wetoldthem,““Let’’sforgetthatwearemakingadvertisementsforpackageddrinks.Let’’spretendthatourclientisactuallyacaféé-thatwearemakingadvertisementsforaFrenchcaféé!””“讓我我們忘忘記自自己是是在為為包裝裝飲料料做廣廣告，，假想是是在為為一家家遠在在法國國的咖咖啡館館做廣廣告??！”WecollectedalotofreferenceinformationfromFrance,includingpicturesandevenmenusofFrenchcaféés.我們從從法國國收集集來許許多咖咖啡館館的資資料，，包括括圖片片甚至至菜單單。TheLeftBankCaféSellsMoreThanJustCoffee不僅是是賣咖咖啡Ifourbrandwastobeacaféé,thentherewasnoreasonforittobelimitedtoonlysellingcoffee.Thebrandcouldbeextendedtoincludealltheitemsonacaféémenu.如果我我們的的品牌牌是咖咖啡館館，那那么它它不應(yīng)應(yīng)僅賣賣咖啡。它它可以以延伸伸到咖咖啡館館餐單單上的的所有有東西西。TheLeftBankCaféSellsMoreThanJustCoffee不僅是是賣咖咖啡Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThééaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCafééumbrellabrand.所以，，現(xiàn)在在你從從7-11便便利利店的的冷藏藏柜里里，還還能找找到左左岸咖咖啡館館牌子子的奶奶茶、、牛奶奶凍和和其它它法式式甜品品。TheLeftBankCaféSellsMoreThanJustCoffee(Cont’’d)不僅是是賣咖咖啡WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCafééproducts.我們現(xiàn)現(xiàn)在考考慮法法式蛋蛋糕的的可能能性，，希望望將來來在商商店里里有左左岸咖咖啡館館產(chǎn)品品專用用冷藏藏柜。。TheRoleofAdvertising廣廣告的的角色色TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcafé-anidealcafé,acaféwithalonghistoryandastrongcultural,artisticatmosphere.廣告要促促使消費費者在腦腦海里建建造一個個自己最最喜愛的的法國咖咖啡館--一一個理理想的咖咖啡館，，一個歷歷史悠久久、文化化藝術(shù)氣氣氛濃厚厚的咖啡啡館。TheRelationshipWiththeBrand品牌寫真真LeftBankCaféwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡啡館有能能力刺激激消費者者在他們們的想象象里產(chǎn)生一一種真實實、強烈烈的反應(yīng)應(yīng)。TheRelationshipWiththeBrand品品牌牌寫真LeftBankCaféwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCaféisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡啡館和消消費者的的關(guān)系就就象一本本喜愛的的書，一一冊旅游游摘記，，放在整整潔的書書架上一一篇短短短的詩，，在你想想享受一一片獨處處空間時時，它隨隨手可得得，帶你你到想去去的地方方。TheRelationshipWithTheBrand(Cont’d)品牌寫寫真(續(xù))Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你身身在臺灣灣，偶爾爾想到歐歐洲度個個浪漫之之旅，但但在這忙忙碌現(xiàn)實實的世界界，你只只能逛逛逛歐式家家具店，，到法國國餐廳用用餐，度度一個想想象之旅旅。TheRelationshipWithTheBrand(Cont’d)品牌寫寫真(續(xù))LeftBankCafémakesthementaltripeasier-simplysatisfyingyourspiritualdesires,anytime,anyplace,andprivately.而左岸咖咖啡館使使這想象象之旅更更輕松--簡簡單地地滿足你你隨時可可能冒出出的一點點精神欲欲望，孤孤獨享受受。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造TheTVCisbasedonthegirl’’snotesandjottingsabouthertravels.Theprintadsareaseriesofshortstoriesaboutthingsthathavehappenedinthecaféé.Theradioadsarelikepoeticvignettesfromthecaféé,andwerebroadcastlateatnight.電視廣廣告是是一個個女孩孩的旅旅行摘摘記。。平面面廣告告是一一系列列發(fā)生生在咖咖啡館館的短短篇故故事。。電臺臺則在在深夜夜播放放著詩詩般的的咖啡啡館故故事。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造Inordertomakepeoplebelieveintheexistenceofthecafé,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.為使消消費者者相信信咖啡啡館的的存在在，計計劃了了一連連串節(jié)節(jié)目讓讓幻想想變成成現(xiàn)實實。DuringanexhibitionofphotographsofFrenchcaféésatTaiwan’’smostdeluxebookstore,anopen-air““LeftBankCafé””wassetupoutside.A15-minuteprogramentitled““LeftBankCaféTour,””introducing20caféésontheleftbankoftheSeine,wasproducedforcableTV.在法國國咖啡啡館攝攝影展展期間間，臺臺灣最最豪華華的書書店外外布置置著左左岸咖咖啡館館。還還制作作了15分分鐘題題為“左岸岸咖啡啡館之之旅””的有有線電電視節(jié)節(jié)目，，介紹紹塞納納河左左岸20家家咖啡啡館。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造AroundthetimeoftheFrenchnationalday,theLeftBankCafébrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCafé!法國國慶期期間，左岸岸咖啡館是是慶宴和法法國電影節(jié)節(jié)贊助商之之一。雷諾諾、標致、、香奈爾、、ChristianDior等法法國品牌也也在贊助商商之列。BuildingtheFrenchCafé(Cont’d)品品牌塑造TheBrand品品牌IstherereallyaSantaClaus?Accordingtotheresultsoflastweek’sLeftBankCaféBrandAudit,theTVcommercialgivespeopleanenjoyablefeelingofsolitude.WhenpeopledrinkLeftBankCaféproducts,theyfeeltheyarerewardingthemselves.Eightypercentofthepeopleinterviewedbelievethatthe“LeftBankCaféé”reallyexistsinFrance,andthatitwillsoonopenabranchinTaiwan.Oneconsumersaid:“DoestheLeftBankCaféreallyexist?Iprefertobelieveinaworldwhereitdoes.”左岸咖啡的的電視廣告告令人有一一種愉快的的孤獨感，，人們覺得得左岸咖