從無(wú)到有創(chuàng)建品牌.ppt

1、“ Building A Brand From Scratch從無(wú)到有創(chuàng)建品牌,A Brand Is 品牌是.,A unique combination of three attributes 三種屬性的獨(dú)特組合,A Brand Is 品牌是.,product benefit 產(chǎn)品的好處 what makes the consumer like the product 什么令消費(fèi)者喜歡該產(chǎn)品 brand personality/image 品牌個(gè)性/形象 what makes the consumer trust the product 什么令消費(fèi)者信任該產(chǎn)品 consumer needs/b

2、eliefs 消費(fèi)者需求/信念 what makes the consumer value the product 什么令消費(fèi)者高度評(píng)價(jià)該產(chǎn)品,If we can understand the “connection” between these three attributes, then we can turn a product into a brand 如果我們了解這三種屬性之間的“聯(lián)系”，就能將一個(gè)產(chǎn)品轉(zhuǎn)為一個(gè)品牌。,This gives us a “framework” for understanding what our brand is, or could be 這給我們提供了

3、一個(gè)“架構(gòu)”去了解我們的 品牌是什么、或者會(huì)是什么,An Example : Nike 例子：耐克,Launched in 1974 1974年投放市場(chǎng) Sports shoe specialist with worldwide sales of US$877m by 1986 成為運(yùn)動(dòng)鞋專家，1986年全球銷售收入為八億七千七百萬(wàn)美元,New advertising campaign “Just Do It” took sports imagery mass market 題為 “Just Do It” 的 新廣告以運(yùn)動(dòng)形象打入大眾市場(chǎng) passion, drama, moral uplif

4、t 熱情、戲劇性、品行升華 made it fashionable 使之成為時(shí)髦 made sports shoes a fashion item 使運(yùn)動(dòng)鞋成為時(shí)髦貨 Worldwide sales of US$9,200m in 1997 97年全球銷售額 92 億美元,The Connection關(guān)系Triangle 三角形圖,Product Benefit 產(chǎn)品的好處 Why I like the product 我為何喜歡該產(chǎn)品,Consumer Needs/ Beliefs 消費(fèi)者需求/信念 Why I value the product 我為何高度評(píng)價(jià)該產(chǎn)品,Brand Perso

5、nality Why I trust the product 品牌個(gè)性 我為何信任該產(chǎn)品,Nike Connection 耐克 Triangle關(guān)系三角形圖,Optimum Performance 品牌力的表現(xiàn),The end always justifies the means 結(jié)果總能驗(yàn)證方法,Empowerment & Irreverence 授權(quán)與不遜,One Mistake : Nike耐克的一個(gè)錯(cuò)誤,Launched casual shoes in 1994 在1994年推出休閑鞋 Disastrous sales, and damage to Nike image. What h

6、as casual shoes got to be with Nike brand Range withdrawn 銷售額損失慘重，令耐克形象受損。 休閑鞋和耐克品牌又有什么聯(lián)系呢 撤回該系列,“ It is not enough just to know the consumer. You also have to know your brand” “僅了解消費(fèi)者是不夠的，還要 了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克創(chuàng)立者),Why ? 為什么？,Revisiting the commodity consumer 再訪消費(fèi)者,

7、Lessons From Nike從耐克吸取的教訓(xùn),Deliver a superior product, as defined by the consumer 消費(fèi)者認(rèn)為你所提供的是出眾的產(chǎn)品 not something anyone can do 而不是任何品牌都可以做到的產(chǎn)品,At an acceptable premium 付出可接受的額外費(fèi)用 Own a corner of the consumer psyche 在消費(fèi)者的靈魂深處擁有一席之位 the desire in all of us to be a winner 每一個(gè)人都有想成為“勝者”的欲望,Reorientate al

8、l elements of the marketing mix to support the brand 重新定向各種行銷手段來(lái)支持該品牌 eg : Just Do It 如：“Just Do It” extreme effort of competition 競(jìng)爭(zhēng)的極度努力 fun, irreverent attitude to life 趣味，對(duì)生活不遜的態(tài)度,Left Bank Caf President Enterprise左岸咖啡館統(tǒng)一企業(yè)集團(tuán),Case Study 例子分析,Background 背景,Why was the Left Bank Caf brand born? 為什

9、么會(huì)誕生左岸咖啡館這個(gè)品牌？ President Enterprises dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market. 統(tǒng)一企業(yè)的乳類食品都是以“統(tǒng)一”牌子出售，在市場(chǎng)上長(zhǎng)期以來(lái)無(wú)法突破二、三線商品的形象。,Background (Contd) 背景,The reason was that President was als

10、o marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks. 原因是“統(tǒng)一”也有大量其他商品以企業(yè)的名字為牌子，不僅包括飲食，還有保險(xiǎn)甚至娛樂(lè)場(chǎng)。,Background (Contd) 背景,This led to confusion of the brand assets, which caused a long-term

11、problem for Presidents dairy products, since they needed to convey a clear image of “freshness” and “expertise.” 這導(dǎo)致牌子混淆，給“統(tǒng)一”的乳類食品造成了長(zhǎng)期問(wèn)題，它們需要一個(gè)“新鮮”和“專業(yè)”的清晰形象。,Background(Contd) 背景,To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive e

12、dge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20. 為此“統(tǒng)一”希望為它的乳類食品建立一個(gè)新牌子，

13、利用其在臺(tái)灣具競(jìng)爭(zhēng)力的冷凍設(shè)施及分配系統(tǒng)。在臺(tái)灣，以Tetra Pak包裝的飲料 - 不論是高價(jià)的咖啡還是低價(jià)的豆奶 - 價(jià)錢(qián)總是10或15元新臺(tái)幣。罐頭包裝飲料則賣(mài) 20元。,Background (Contd) 背景,With the strong competition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same v

14、olume, for a price of NT$25。 市場(chǎng)競(jìng)爭(zhēng)激烈，原材料成本不斷上升，如果能將相同類別、相同容量的飲料賣(mài)到25元，那該多好！,Package包裝,The brand story starts with a plastic cup. 品牌的故事從一個(gè)塑料杯開(kāi)始。 We developed a white plastic cup. This cup looks just like an ordinary McDonalds take-away coffee cup,but is made of plastic rather than paper. 我們開(kāi)發(fā)了一個(gè)白色塑料杯，它

15、看起來(lái)就象一般麥當(dāng)勞外賣(mài)咖啡的杯子，差別是快餐店用的是紙杯。,Place 產(chǎn)品放置,This cup does not have a vacuum seal, and the contents can only be kept for a short period, and then only if the cup is stored at a temperature of 5C. 這個(gè)沒(méi)有真空密閉的杯子只有在 5C冷藏柜才能讓內(nèi)容物保存一段短暫的時(shí)間。,Place (Contd) 產(chǎn)品放置,Nevertheless, we realized that this shortcoming act

16、ually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not. 但是我們把這看成一個(gè)機(jī)會(huì)。保存期短使消費(fèi)者相信物料新鮮。而一杯新鮮的飲 品自然比其它要貴些。,Price

17、價(jià)格,All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一個(gè)主要目的：如何讓消費(fèi)者接受25元一杯的高價(jià)？ We asked ourselves a series of questions to help us ensure we could create a high-class brand. 我們自問(wèn)一連串相關(guān)問(wèn)題，以確保能創(chuàng)造出一

18、個(gè)高級(jí)的品牌。,Product 產(chǎn)品,What kind of product should we put into the cup, to best help us sell it for the highest price? 在這杯子放進(jìn)什么商品才能賣(mài)到最高價(jià)呢？ We considered wine, fruit juice and milk, but finally decided on coffee - less likely to deteriorate - high quality perception - milk content led to favourable tax r

19、ate 我們考慮過(guò)葡萄汁、果汁、牛奶，最后選咖 啡，因?yàn)榭Х炔荒敲慈菀鬃冑|(zhì)、被認(rèn)為是高 質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。,Brand Concept 品牌概念,We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression? 什么地方運(yùn)來(lái)寄售的咖啡最有高級(jí)感？ We held eight focus discussion groups to interrogate 4 concepts 我們組織了八個(gè)討論小組，想出四個(gè)高級(jí)場(chǎng)所作為嘗試的

20、概念。,An airline kitchen ? Coffee from an airline kitchen, as specially prepared for first-class passengers 空中廚房 ? 來(lái)自空中廚房專門(mén)為頭等艙準(zhǔn)備的咖啡,Brand Concept (Contd)品牌概念,Brand Concept (Contd)品牌概念,A high-class Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop 日式高級(jí)咖啡館 ?

21、來(lái)自優(yōu)雅、精致的日式咖啡館的咖啡,Brand Concept (Contd)品牌概念,A left bank caf Coffee from Paris - from a caf on the left bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers 左岸咖啡館 這咖啡來(lái)自巴黎塞納河左岸一家充滿人文氣氛的咖啡館，一個(gè)詩(shī)人、哲學(xué)家喜歡去的地方。,10 Downing Street Coffee from the kitchen of the British prime minist

22、ers residence, a place where coffee is prepared for VIP visitors every day. 唐寧街10號(hào) 這咖啡來(lái)自英國(guó)首相官邸廚房，平日 在這里準(zhǔn)備招待貴賓的咖啡。,Brand Concept (Contd)品牌概念,Brand Concept (Contd)品牌概念,It became apparent that most people felt that the coffee from a left bank caf seemed to have the highest value, and would make them pa

23、y the highest price. 明顯地人們覺(jué)得來(lái)自左岸咖啡館的咖啡價(jià)值最高，他們?cè)笧榇烁蹲罡叩膬r(jià)錢(qián)。,Target Group 目標(biāo)消費(fèi)群,Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak? 用Tetra Pak包裝的咖啡只賣(mài)15元， 誰(shuí)會(huì)最愿意付25元買(mǎi)一杯咖啡？,Target Group (Contd)目標(biāo)消費(fèi)群,Any new beverage product must achieve a good turnover withi

24、n three months, or it will be delisted. Who would be more than merely curious (since curiosity alone would not be enough to overcome the high-price barrier), and buy into the idea of the brand? 新飲品在推出三個(gè)月內(nèi)如果達(dá)不到高營(yíng)業(yè)額就會(huì)被撤走。那些人會(huì)出于品牌的創(chuàng)意而購(gòu)買(mǎi)這個(gè)新牌子(僅有好奇心并不能克服高價(jià)的門(mén)檻)?,Target Group (Contd)目標(biāo)消費(fèi)群,Young women aged

25、17 to 22 are characterized as being honest and sentimental, full of hopes and dreams, fond of art and literature, but not particularly sophisticated, since they still do not have much experience of life. 我們選擇17到 22歲的年輕女士，她們有誠(chéng)實(shí)、多愁善感，喜愛(ài)文學(xué)藝術(shù)，但生活經(jīng)驗(yàn)不多，不太成熟。,Target Group (Contd)目標(biāo)消費(fèi)群,They loved the idea b

26、ehind the brand, and were particularly motivated by the Left Bank caf concept. 她們喜歡品牌背后的意念，尤其是“左岸咖啡館”的概念。,Consumer Insight洞察消費(fèi)者,They look for much more from a product than mere product quality. They look for emotional reward, something that makes them feel better something that makes them feel more

27、sophisticated than they really are. They look for brands that understand and address their inner needs. 她們尋求產(chǎn)品質(zhì)量以外更多的東西，尋求情感回報(bào)、使她們感覺(jué)更好、覺(jué)得自己更成熟的東西，尋求了解、表達(dá)她們內(nèi)在需求的品牌。,The Left Bank Caf concept together with the aromatic, adult flavour of coffee, fostered a sense of spiritual renewal in them. 左岸咖啡館，帶著咖啡

28、芬芳、成人品味，在她們精神上形成一種新的感覺(jué)。,Tone & Manner 氣氛及風(fēng)格,According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. Wha

29、ts unique about Murakamis stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹(shù)。她的作品 憂郁、超現(xiàn)實(shí)、冷峻，能喚起城市人的感 覺(jué)。,Tone & Manner 氣氛及風(fēng)格,Though the visual part of the Left Bank Caf advertising should have a very French style, the copy should have a very Japanese litera

30、ry style. 雖然左岸咖啡館的廣告視覺(jué)應(yīng)該非常法國(guó)化，但其文本應(yīng)是很有日本文學(xué)的風(fēng)格。,Correction Triangle : Left Bank Cafe,Spiritual Satisfaction 精神上的滿足,Solitude is not loneliness 獨(dú)處不是寂寞,Artistic Atmospheric, Contemplative 藝術(shù)氣氛、沉思,Creative Brief 創(chuàng)意簡(jiǎn)報(bào),During the process of briefing the creative people, we told them, “Lets forget that we a

31、re making advertisements for packaged drinks. Lets pretend that our client is actually a caf - that we are making advertisements for a French caf!” “讓我們忘記自己是在為包裝飲料做廣告， 假想是在為一家遠(yuǎn)在法國(guó)的咖啡館做廣告！”,We collected a lot of reference information from France, including pictures and even menus of French cafs. 我們從法

32、國(guó)收集來(lái)許多咖啡館的資料，包括圖片甚至菜單。,The Left Bank Caf Sells More Than Just Coffee 不僅是賣(mài)咖啡,If our brand was to be a caf, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a caf menu. 如果我們的品牌是咖啡館，那么它不應(yīng)僅賣(mài)咖 啡。它可以延伸到咖啡館餐單上的所有東西。,The Left Bank

33、Caf Sells More Than Just Coffee 不僅是賣(mài)咖啡,So now when you look in the refrigerators at 7- Eleven, you will also find Th au lait, as well as Blancmange and other French-style desserts, all under the Left Bank Caf umbrella brand. 所以，現(xiàn)在你從 7-11 便利店的冷藏柜里，還能找到左岸咖啡館牌子的奶茶、牛奶凍和其它法式甜品。,The Left Bank Caf Sells Mo

34、re Than Just Coffee (Contd) 不僅是賣(mài)咖啡,We are currently evaluating the possibilities for French-style cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Caf products. 我們現(xiàn)在考慮法式蛋糕的可能性，希望將來(lái)在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。,The Role of Advertising廣告的角色,The advertising encou

35、rages consumers to build a picture in their minds of their favorite French caf - an ideal caf, a caf with a long history and a strong cultural, artistic atmosphere. 廣告要促使消費(fèi)者在腦海里建造一個(gè)自己最喜愛(ài)的法國(guó)咖啡館 - 一個(gè)理想的咖啡館，一個(gè)歷史悠久、文化藝術(shù)氣氛濃厚的咖啡館。,The Relationship With the Brand 品牌寫(xiě)真,Left Bank Caf will have the power to s

36、timulate a real and strong response in the imagination of consumers. 左岸咖啡館有能力刺激消費(fèi)者在他們的想象 里產(chǎn)生一種真實(shí)、強(qiáng)烈的反應(yīng)。,The Relationship With the Brand 品牌寫(xiě)真,Left Bank Caf will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always ke

37、pt on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Caf is always ready to bring you refreshment whenever you need it. 左岸咖啡館和消費(fèi)者的關(guān)系就象一本喜愛(ài)的書(shū)，一冊(cè)旅游摘記，放在整潔的書(shū)架上一篇短短的詩(shī)，在你想享受一片獨(dú)處空間時(shí)，它隨手可得，帶你到想去的地方。,The Relationship With The Brand (Contd

38、)品牌寫(xiě)真 (續(xù)),The insight is: You are here in Taiwan. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a mental trip to Europe - by going window shopping at a European - style furniture store or dining in a French restaurant.

39、 好比你身在臺(tái)灣，偶爾想到歐洲度個(gè)浪漫之旅，但在這忙碌現(xiàn)實(shí)的世界，你只能逛逛歐式家具店，到法國(guó)餐廳用餐，度一個(gè)想象之旅。,The Relationship With The Brand (Contd)品牌寫(xiě)真 (續(xù)),Left Bank Caf makes the mental trip easier - simply satisfying your spiritual desires, any time, any place, and privately. 而左岸咖啡館使這想象之旅更輕松 - 簡(jiǎn)單地滿足你隨時(shí)可能冒出的一點(diǎn)精神欲望，孤獨(dú)享受。,Building the French Caf

40、(Contd) 品牌塑造,The TVC is based on the girls notes and jottings about her travels. The print ads are a series of short stories about things that have happened in the caf. The radio ads are like poetic vignettes from the caf, and were broadcast late at night. 電視廣告是一個(gè)女孩的旅行摘記。平面廣告是一系列發(fā)生在咖啡館的短篇故事。電臺(tái)則在深夜播放

41、著詩(shī)般的咖啡館故事。,Building the French Caf (Contd) 品牌塑造,In order to make people believe in the existence of the caf, there was also a series of supporting events, intended to make the fantasy become a reality. 為使消費(fèi)者相信咖啡館的存在，計(jì)劃了一連串節(jié)目讓幻想變成現(xiàn)實(shí)。,During an exhibition of photographs of French cafs at Taiwans most

42、deluxe bookstore, an open-air “Left Bank Caf” was set up outside. A 15-minute program entitled “Left Bank Caf Tour,” introducing 20 cafs on the left bank of the Seine, was produced for cable TV. 在法國(guó)咖啡館攝影展期間，臺(tái)灣最豪華的書(shū)店外布置著左岸咖啡館。還制作了15分鐘題為“左岸咖啡館之旅”的有線電視節(jié)目，介紹塞納河左岸20家咖啡館。,Building the French Caf (Contd) 品

43、牌塑造,Around the time of the French national day, the Left Bank Caf brand was one of the sponsors of a celebration dinner and a French film festival organized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of diff

44、erent wine-makers, and one brand you would never find in France itself - Left Bank Caf! 法國(guó)國(guó)慶期間，左岸咖啡館是慶宴和法國(guó)電影節(jié)贊助商之一。雷諾、標(biāo)致、香奈爾、Christian Dior等法國(guó)品牌也在贊助商之列。,Building the French Caf (Contd) 品牌塑造,The Brand 品牌,Is there really a Santa Claus? According to the results of last weeks Left Bank Caf Brand Audit, the TV commercial gives people an enjoyable feeling of solitude. When people drink Left Bank Caf products, they feel they are rewarding themselves. Eighty percent of the people interviewed believe that