oppo課程-2014dec cnen阿米塔瓦教授

CommunicatingCommunicatingBrandProf.Amitava阿米塔瓦·2014.12.04-DongguanGuangdongCommunicatingBrand忠忠誠體Trust&信任&信心LeadershipReputationHighSpontaneous

購購認考認CommunicatingBrand

建立品牌認

進行品牌考

形成品牌忠誠

ThePersuasion…relatetobrands通過利益來與品牌建立聯(lián)

CONSUMER消費BrandEncounter

…connectwithbrands通過接觸來與品牌建立連‘n’‘n’BrandEncounter‘n’BRANDBRANDEXPERIENCEBrandBrandPreference品牌偏BrandBrandPurchase品牌購PurchaseFunnelMostoftenMostoften(Loyaltothe頻繁購買（已建立起品牌忠誠TotalAwarenessTotalAwareness/整體認

JW黑方

卡FromawareConsideredBrand(Top納入考慮的品牌（前三位

fromfromconsiderrecent從把品牌納入考慮近期的試

Trial/Purchase試用/

fromrecenttrialmost從近期試用頻繁購

=bottleneck/瓶 =strength/優(yōu)BrandTwotypesof認知的兩種類Recall能回想Recognition能識別BrandCreatingbrand創(chuàng)建品牌認–Unique獨特的方BrandBrandBrandBrandCreatingbrand創(chuàng)建品牌認Uniqueness獨特Focusonbrand聚焦于品BrandCreatingbrandawareness創(chuàng)建品牌認Uniqueexecution獨特的方Focusonbrand聚焦于品Holdattention吸引注意BrandCreatingbrand創(chuàng)建品牌認Uniqueness/獨特Focusonbrand聚焦于品Beconsistent一致BrandHowarebrandattitudesBeliefs信品牌態(tài)度是如何形Beliefs信AttitudeAttitude態(tài)Beliefsaboutwhat關(guān)于某事的信念–Attributesand/or態(tài)度以及/或者信Wheredobenefitscome獲益從何而來BrandSourcesofbenefits獲益的來ProductattributesIfyoucanbrandthefeature/Easiertocommunicate/BrandinggivesitmorecredibilityAllowsonetochargeapremium/UseoccasionsAssociationswithusersSymbolsOrganizationalassociationsPersonalityBrandSourcesofbenefits獲益的來ProductattributesIfyoucanbrandthefeature/打造品牌時，如果你能做到Easiertocommunicate/

功能BrandinggivesitmorecredibilityAllowsonetochargeapremium/UseoccasionsAssociationswithusersSymbolsOrganizationalassociationsPersonalityAretheredifferenttypesof究竟有哪些不同類型的獲益

衍生變 CommunicatingBrandFunctionalCommunicatingBrandTransformational衍生變BrandHowareattitudesformedfrombenefit獲益信息是如何影響品牌態(tài)度形成的Attitude=Sum(ValenceBenefitixBelief態(tài)度=價獲益ix信念強度獲益Pleasetellushowmuchyoulikeyourdetergenttohavealavenderscent?請選出你對薰衣草香味洗衣液的喜愛程Dislike/不喜歡- - - Like/喜DoyoubelievethatArielhasalavender你相信碧浪洗衣液有薰衣草香味嗎Donotbelieve/不相信- - - Believe/相BrandAreattitudesalwaysformedinthiseffortful品牌態(tài)度的形成總是要采用這類麻煩的方式嗎BrandTheattitudeplanning品牌態(tài)度規(guī)劃矩低投入程高

Motive/驅(qū)動 功能 衍生變PurchaseAWARENESS/認 %CONSIDERATION/考 %PURCHASE/購 %EXPERIENCE體%%LOYALTY/忠誠 PurchaseFunnel:3Increasingawarenessfortheirsuiteofsecurity

Increasingtrialpurchaseof

IncreasingconversionfromconsiderationtoclientCISCO:Widelyknownasaproviderofnetworktechnology,butlowawarenessinthesecurityarena.ITmanagerswouldbuyCISCOproductswithintegratedsecuritymeasures,andthen“bolton”securityappliancesfromcompetitors.TargetCustomer:IT目標客戶：IT經(jīng)CISCOSecurityAWARENESS/認知度 CONSIDERATION/考 TRIALPURCHASE試用購EXPERIENCE體

Majorbottleneck:Lowawarenessfortheirsuiteofsecurityproducts.StrategicRaiseawarenessofandstimulateconversationsaroundtheirsuiteofsecurityCustomerIndividualsinthesecuritybusinessbelievetheyareinadailybattlebetweengoodandevil.安防行業(yè)的個體從業(yè)人員認為他們每天都在進行善與惡的較量“Asbadguysfindnewwaystobreachthenetwork,thegoodguyswritecodeandbuildproductstostopthem.”CISCO:Realm/ClearMetricsBasedonMarketAwarenessandBuzz:Qualityofmediamentions,blogpostsandtwitterposts.營銷意識與輿論反響：媒體宣傳的品質(zhì)，博客文章和微博動DigitalMediaResponse.Measuredbybannerclick-through數(shù)字媒體回應(yīng)：通過廣告位點擊率來衡MicrositeWebTraffic:measuredbytotalvisitorstothemicrosite.Goal:50Kvisitors.小型網(wǎng)站頁面流量：通過游客訪問量來衡量。目標：5萬人次瀏覽EventMarketingResponse:Measuredbyleadgeneration.Generate700leads.事件營銷回應(yīng)：通過產(chǎn)生的領(lǐng)先響應(yīng)者數(shù)量衡量。產(chǎn)生700個領(lǐng)先響應(yīng)CISCO:AwarenessandBuzz:Generated150mediamentions.HighlightedbystoriesintheWSJandPRweek.;DiscussedonmajorITmanagerblogs;Enthusiastictwitterpostsbykeyinfluencers.DigitalMediaresponse:Clickthroughrates-fivetimesthatoftheindustryVideoteaseradsviewed300KMicrositeTraffic:Over80Kvisitorsdriventothemicrosite;52Kwerenew.EventMarketingResponse:Ciscohitsthe700leadmark,butdoessoatacostperleadof$285,cuttingthecostsby50%.Lifebuoy:Challenge/衛(wèi)寶：面臨的挑戰(zhàn)Pakistan,India,SaudiArabiaandArgentinaCompetitor(Dettol)hadastrongholdintheanti-bacterial抗菌類這個品類中，競爭對手(滴露)有穩(wěn)固的市場地位Competitor’simagestronglytiedto“effectivelykills競爭對手的品牌形象牢牢地建立在“有效地殺死細菌”上Lifebuoywasrelativelynewinthe在這個品類中，衛(wèi)寶是較新的品牌Target: emothers,withkidsagedbetween4-目標人群:家中有4~12歲孩子的高收入母Lifebuoy認知TRIAL試用購體

Brandawarenessisgood.LimitedroomtoOneofthetwobrands,consumersconsiderCompetitorhasastrongholdasthemosteffectiveantibacterialhandwash.Difficultto

StrategicObjective忠誠

GrowsalesvolumeandvaluefastercategorytogrowmarketStealsharefromtheLifebuoy:CustomerChildrenarealwaysinarushwhiledoingthingstheydon'tparticularlyenjoy.Whenitcomestohand-washing,itisnodifferent.Forkids,itisanunnecessarychorethattheydoasquicklyaspossibleastheyjustwanttobedonewithit.就只是完成它NewMarketingLifebuoySuperfastHandwash:99.9%germprotectioninjust10secondsbecausechildrenarealwaysinahurry,especiallywhenitcomestohand-washing.NewMarketingNewMarketingLifebuoy:市場水平VS衛(wèi)寶 /2010年市場水2010巴基斯 印 沙特阿拉 阿根Lifebuoy:市場水平VS衛(wèi)寶 巴基斯 印 沙特阿拉 阿根Lifebuoy:印 巴基斯市場份額增長衛(wèi)寶VS競爭對 市場份額增長衛(wèi)寶VS競爭對變 市場份額增長衛(wèi)寶VS競爭對變

市場份額增長衛(wèi)寶VS競爭對衛(wèi) 競爭對 衛(wèi) 滴LifebuoyResults:Q32010第三July2010Aug2010八Sep2010九LifebuoyfasterthanothersoapsinkillinggermsLifebuoyhandwashtakes10secondstokillgerms衛(wèi)寶洗手液只用10秒鐘就能殺死細MarketManagement?2014Prof.MonicaCreditSuisse:WealthCreditSuisse:CustomerTrust/solidity值得信賴資金雄Professionaladvice提供專業(yè)的建……Innovativeness創(chuàng)新性的產(chǎn)CreditSuisse:MarketingEuroSpentEuroSpentonPerception感知理解變化引起的支出變EuroEuroSpentonPerception感知理解變化引起的支出變Professionaladvice提供專業(yè)的建Trust/Solidity值得信賴/HowdowefindoutModelingExperimentThePersuasion…relatetobrands通過利益來與品牌建立聯(lián)

CONSUMER消費BrandEncounter

…connectwithbrands通過接觸來與品牌建立連‘n’‘n’BrandEncounter‘n’BRANDBRANDEXPERIENCEBrandBrandPreference品牌偏BrandBrandPurchase品牌購ChangingFaceofBrandMobilePhonestimespentPVR’sVideoon數(shù)字電臺廣告-數(shù)字電視廣告-看點播視看錄像上打游看電個人掌上電Analog發(fā)短打電話SourceCocaColaChangingFaceofBrandYoungerconsumersrelyonabroadersetof18-25-35-接超觸過方平式均的影數(shù)響量力39Durables/耐用消18-25-35-接超觸過方平式均的影數(shù)響量力39Durables/耐用消費AlcoholicBev/酒精飲數(shù)據(jù)引自：Integration（從16個不同市場回收的12000份調(diào)查問卷2NumberofcontactsaverageThe

形30”,在產(chǎn)品身上印廣雜志里的黑白單頁或者彩色單30”,主持人對贊助商進行廣告口

????????Mobile??Varietyof

60”電影植入廣告,橫幅廣告富媒體廣告彈窗廣告短信廣30”,ProdPlacementB&WorColor,Editorial30”,DJMentions,60”,In-movieplacement,solusads20x40,3faces,rolling,digitalBanners,RichMedia,PopUpsPlacementingame

From30”TVledadvertisingtoIDEAbased

執(zhí)Explosioninnumberofchoicesavailable/可用媒體類型的數(shù)量爆炸增 ???WHERE&HOWTOINVESTTHEMONEY??？？？在哪里投資&如何投資CustomeristheOnly買不買Studiesavailable研究已有的報SeesTVcommercialagainReceivesemailvideofromretailer從零售商那里接收頻郵Receivesdemofromsalesperson從銷售代表那里接收樣

SeesTVTalksaboutitwithfriend和朋友討Registers在網(wǎng)站上注mailfulfilment收到郵件提PassesitontopartnerVisitsretailoutletwithpartner和伴侶一起逛實體TheMarketContactHowcanwetakeintoconsiderationtheconsumerperspectiveandmakecontactinvestmentdecisionsthatarebothcosteffectiveandefficient?TheMarketContactPhase1:identifyawideandpotentiallyimportantsetof第一階段：確立一組廣泛且有潛在重要性的接觸體‘Please‘Pleasetellmeallthewaysyougettoknowaboutbrandsof“XXX”inthemarket?’請談?wù)劊闶峭ㄟ^市面上的哪些途徑了解到“XXX”品牌TheMarketContactPhase1:identifyawideandpotentiallyimportantsetof第一階段：確立一組廣泛且有潛在重要性的接觸體Source:TheMarketContactSource:ConsumerTechnologyMarketin消費者科技市 英國PromotionalvoucherorTVArticlesinnewspapersandmagazinesMagazineAdvertisingonpostersorLeafletsinsertedinmagazinesornewspapersRadioCinemaAdvertisingontrainsorInteractiveTVcommercial(whenyoupresstheredInformationatairportoronairplaneHelplineorcallMailfrommobilephoneInformationreceivedwithmonthlybillepackorusers'manualreceivedwithnewphoneornetworkMagazinesentbymymobilephoneco.Textmessageorcallfrommobilephoneco.E-mailInternetAdvertisementsontheSpecialofferthroughmySalespeopleinapublicOfferinconjunctionwithanothercompany(e.g.,creditcardcompany)mendation ersoninSpecialin-shopShopwindowMagazines,leaflets,brochuresinshopsmendationfrom yPromptfromfamily/friendto rnetworkmendationfrommySponsoredTVSponsorshipofevents,teamsSponsorshipofSponsorshipofmusicorSource:TheMarketContactSource:ConsumerTechnologyMarketin消費者科技市 英國（比如，信用卡公司朋友推薦/動隊/音樂節(jié)/TheMarketContact

Phase2/Valuepotentialcontactsfromtheconsumer’sperspectiveThreekeyPower(Credibility)/強勁有ContactcloutfromtheconsumerperspectivecreatesacommonimpactmetricacrossallbrandRepresentasanTheMarketContactAllContacts所有的接 Select10

LowHighLowHighRank1-ContactCloutConsumerTechnologyMarketin消費者科技市 英國TVAd視廣排名前25%1stHelpline排名前25%1stFriend/colleague/朋友/同MailfromCons.TechCie到來自消費PressArt

科技公司的郵Infowithmonthlybill月賬單上的信Voucher扣epack迎資料包Customermag戶雜Instoresalespers.50%Instoredisplay內(nèi)陳50%2ndWindowdisplays窗2ndMagAd/雜志廣News.Ad/新聞廣

Mass眾傳POS端TVpgmsspnsr視廣告贊Sponsorship

Unbranded/口碑宣 TheMarketContactPhase 第三階Assesshowstronglythedifferentbrandsinthecategoryareassociatedwitheachcontact—Brand-contactlinkEffectivenessofTheMarketContactContactcloutweightedbythebrand-contactlinkmeasuresbrandexperiencedeliveredinthemarket BrandExperiencePoint=ContactClout*BrandContactAllContacts所有的接AllContacts所有的接 Select10

LowHighLowHighRank1-

Aware

進行關(guān)

Experience/體驗 評BrandExperienceLinkw/brandA與A品牌的品牌鏈BrandABrandBBrandCI-STVAd/…NthContact第N次BES品牌體驗評BrandExperiencePoints:PowerfulMetricCorrelationsBetweenBES&Market品牌體驗評分與市場份額之間的相關(guān)1

FinancialServices/財務(wù)服務(wù)Coffee/咖啡

ManagingBrandThePlanning計劃矩HighContactClout高接觸影響B(tài)attlefield

LeadershipOr HighAssociationwithCategory與品類關(guān)聯(lián)度

主導(dǎo)或防

經(jīng)費利用最大

Lowwith與品類關(guān)聯(lián)度Ubiquity

PotentialFocuson InvestInFuture關(guān)注經(jīng)費成 投資于未來收LowContactClout低接觸影響CostofBrandExperience歐洲的消費者技術(shù)市CostPerBrandExperiencePoint品牌體驗點的成本單價（歐元TVMagazineRadioOutdoorCinema--MeanSource:DoesMCAWork?MCADoesthisapproachreally這種方法真的奏效嗎ConsiderthisexamplefromBrandinbeautycarecategory/SufferingfromlowawarenessandIncreasingtheseispriorityTheclassicmarketingresponsetoincreasethequantityofconsumerencounterswiththe傳統(tǒng)的營銷回應(yīng)方式是增加i.edrivingupmarketingcosts比如，增加But,thebrandfaceda20%cutinmarketing但是，該品牌的營銷費用預(yù)算面臨20%DoesMCAWork?MCAClout/Battlefield/需要搶奪 Leadership/處于Clout/TVTV

I-S

ProfRecoMailSample

MedicalPrintAd/Association/RadioAdCellUbiquity無所不在

BrandEventPotential潛在IsthisforP&Gusedtheprocesstore-examineitsentirecontact寶潔用這一流程重新檢驗它的整體接觸組–Toidentifythecontactsthatweremosteffectivelycontributingtobuildingthebrand

TV-advertising-oneofthecontactsincurrentuse-washighly電視廣告—Otherelementsofthecurrentcontactmixwerenot–printads,outdoorads,andin-storeConsumerswerestronglyinfluencedbymendations,acontactwhichwasnotbeingusedintheIsthisforBasedontheseinsights根據(jù)這些內(nèi)在需P&GfocuseditsentiremarketingbudgetonTVadvertising 寶潔把整體的營銷預(yù)算集中在電視廣告和醫(yī)療推薦Oneyearlater:一年Marketsharegrewby20%inamature在成熟市場中，市場份額增長了…With20%reductionofmarketing在營銷費用投入縮減20%的情況ImplementedthenewstrategyinaneighboringEuropean在相鄰的歐洲市場上實施新戰(zhàn)略Achieved70marketsharegrowth取得70%的市場份額增Withnoincreaseinmarketinginvestments營銷費用投入零增ThePersuasion…relatetobrands通過利益來與品牌建立聯(lián)

CONSUMER消費BrandEncounter

…connectwithbrands通過接觸來與品牌建立連‘n’‘n’BrandEncounter‘n’BRANDBRANDEXPERIENCEBrandBrandPreference品牌偏BrandBrandPurchase品牌購IntegrateIntegrate?Executionhastobe推廣在執(zhí)行時需要保持一致IntegrateNINARICCI NINARICCIIntegrateAcrossTouchIntegratedandconsistentexecutionIntegrateAcrossTouchIntegrateAcrossTouchIntegrateAcrossTouchIntegrateAcrossTouchThedesigniconographyneedstobecoherentandconsistent標志圖案的設(shè)計需要自始至終保持一Cockpitwithdriver為駕駛員定制的駕駛齒輪換檔時的特有感Orange-redcockpit-橙紅色的儀表

車載音IntegrateAcrossTouchAnd,differentbrandsneedtodifferintheir同時，不同的品牌從圖案標志上需要有所區(qū)IntegrateAcrossTouchIntegrateAcrossTouchBEFORE/整合 AFTER/整合IntegrateIntegrateAcrossTouchHandleunify都是有把手DigitalControlunify都是數(shù)字控制LookandfeelunifyIntegrateAcrossIntegrateAcrossTouchBEFORE/整合AFTER/整合IntegrateAcrossTouchIntegrateIntegrateAcrossTouchHavingemployeesthataretruecategoryenthusiastsisarealplusIntegrateAcrossTouch色彩彩代Colours& Shop