联想年度品牌传播方案.ppt

对2004年品牌传播方案的初步思考,智威汤逊,目前的任务,2004年的形象传播应该在同一个主题下分阶段进行； 首先确定其主题，然后确定不同阶段所突出的重点； 今天是我们对传播主题的初步意见，进行讨论。,“赞助”这种传播方式的作用,Brand Salience 凸现品牌 Sponsorship as a means of generating brand awareness 将赞助作为提高品牌知名度的一种手段 Brand Association品牌联想 Association with the event 与具体活动相联系，建立品牌的身份 Brand Equity品牌资产 有时赞助活动可以帮助建立品牌资产，但大多数时候不成功,Kinds of sports sponsorship 赞助的种类,Star明星 Team团队 Event活动赛事 Sport体育运动,Examples实例,Star明星 Unicom and Yao Ming中国联通和姚明 Team 运动团队 Vodafone and Manchester United沃达丰和曼联 Event活动 Pepsi and China Football League 百事可乐和中国足协 Sport体育运动 Carlsberg and Football嘉士伯和足球,Unicom and Yao Ming 中国联通与姚明,No linkage between star and brand 品牌与明星之间没有必然联系 Unlikely to benefit Unicom beyond generating some awareness. 除了提高品牌知名度，不太可能给联通品牌带来更大的利益点,Nike and Michael Jordan 耐克与乔丹,Strong linkage between star and brand 品牌与明星密切相关 19 year old association that is still going strong 历经19年，两者的联系依然密不可分 Sporting achievement is at the core of the Nike brand. 在体育运动上取得的成就是耐克品牌的核心 Besides MJs image goes beyond pure sports onto lifestyle and he is seen as a cool icon among fans 乔丹的形象已经从运动升华到日常生活中，同时乔丹在体育迷眼中是一种“cool”的象征,Key Success Factor 成功的因素,Strong linkage between brand and stars personality 品牌个性与明星个性的紧密联系 19 year association ensures that irrespective of the stars endorsements for other brands/categories consumers strongly associate him with Nike 19年的紧密联系，使消费者将乔丹与耐克紧密联系在一起，即便乔丹在证言其他品牌。 Nike and Michael Jordan are today inextricable 耐克与乔丹是密不可分的,Commercializing the MJ equity 将“乔丹”这一品牌资产商业化,Michael Jordan equity乔丹形象的资产 Air Jordan shoes “乔丹”气垫篮球鞋 Jordan range of shoes and accessories “乔丹”系列运动鞋和其他体育产品 More than US$500 million in sales 超过5亿美元的销售额,Air Jordan,Team: Vodafone and MU 球队赞助：沃达丰与曼联,Teams 运动团队 Manchester United. Team with an international following. Enables brand to build global awareness without having to spend on advertising 曼联：在全世界有大量的球迷，使沃达丰不必通过广告的投入而在全世界建立品牌知名度 Ferrari (Formula 1). Popular in core Vodafone markets like Italy and Germany 法拉利车队：在沃达丰的主要市场，如意大利，德国有很高的知名度 Strategy策略 To leverage on the universal appeal of the Manchester United and Ferrari teams to leapfrog the brand from local to global 利用曼联和法拉利在全球的影响力，使沃达丰从一个当地品牌一跃成为国际品牌,Creative Strategy创意策略 Emphasis on branding. Leverage and own the red color. Critical for Vodafones re-branding strategy (Mannesman in Germany and J Phone in Japan) 品牌的强调：利用曼联的红颜色与品牌本身的红色，起到强调作用沃达丰的品牌策略（德国的Mannesman和日本的J-phone) Strengthening the association强调相关性 Use of key stars like David Beckham and Michael Schumacher in commercials for Vodafone Live 在宣传上，利用球队的主要明星，如贝克汉姆和舒马赫宣传“Vodafone Live”,How does the brand benefit 品牌如何从中获益,Sports as a medium to keep the brand fresh among younger audiences. 将运动作为一种介质，使品牌在年轻消费者中永远年轻 Teams like Manchester United and Ferrari enable the brand to build awareness internationally as their games are telecast around the world 曼联和法拉利所从事的运动在世界范围拥有很大的影响力，因此能够使品牌在全世界树立品牌知名度 Like all great brands Vodafone is trying to own the Red color as a brand property: Coca Cola(red), Pepsi (blue), IBM (blue), Kodak (yellow) 像其他大的品牌一样，沃达丰努力使红色作为一种品牌资产。可口可乐（红色）百事可乐（蓝色）IBM(蓝色）柯达（黄色）,Sales Linkage销售上的联系,A few promotions that leverage on the sponsored teams 利用所赞助的球队组织一些促销活动,Event: Coke and the World Cup 活动赞助：可口可乐与世界杯,Overall sponsorship strategy 总体赞助策略 To be associated with things that young target audiences enjoy. Music, Sports etc 将品牌与青年人感兴趣的事物（主流行的）相联系，如音乐，运动 World Cup世界杯 A truly global event which reinforces Cokes core global and omnipresence equity. 全球的盛会，强调了可乐“全球性”和“无处不在的”的特性 Keeps the brand visible to audiences who are fixated about watching the world cup 使品牌时刻出现在那些紧密关注世界杯的人群里,活动赞助：可口可乐与世界杯,Brand Benefits品牌的利益 Reinforces Cokes image of being a truly global and an omnipresent brand. Constant association with leading events also reinforces its leadership image 强调了可乐“全球性”和“无处不在的”的品牌形象，持续的与顶级的活动相联系进一步强化了其品牌领导地位 Sales Effects销售效果 No direct sales effects except for Event linked promotion. Eg. Coke got the rights for some of the footballs used in key matches which were then used as promotional give aways 除了与活动相关的促销活动外，不会对销售带来直接的影响。如：可口可乐可以使用某些重要赛事的比赛用球，并将这些足球作为促销礼品使用,Carlsberg and football 嘉士伯与足球,To reach core audiences who happen to be football afficiandos. 能够影响到最主要的目标受众，这些人恰恰也是足球的狂热球迷 Sponsorship of key teams (Liverpool) events, English Football League and TV programs. 赞助一些著名球队（利物浦），英国足协和足球电视节目 Brand gets to reach the right audience (football fans) at the right time (in bars) 品牌得以在合适的地点（酒吧）传递给合适的受众（球迷）,嘉士伯与足球,Conclusion结论,In most cases sponsorship are all about using the sponsorship to generate awareness for a brand 通常情况下，赞助商通过赞助某活动来提高品牌知名度 In some cases the sponsorship is leveraged to build core brand values 在某些情况下，赞助商通过赞助活动来建立品牌的核心价值 Sales effect if any are indirect except for some tactical promotions除了战术性促销活动外，以上两种形式都不能给销售带来直接的影响,Leveraging an event 如何利用活动赞助,How does an event differ “活动”赞助这一传播形式的特点,One time hype versus continuous news 一次性的广告宣传与长期的新闻效应 Typhoon versus Steady Rain 龙卷风与连阴雨,Event Opportunity 活动的机会点,Piggybacking on an event to reach a global audience 利用所赞助的活动使全世界观众认识该品牌 Utilize the event as an unification and motivation for associates 对内部员工的激励和自豪感,Two kinds of brands 两类品牌,a) Global brands that need to reinforce their global, leadership and omnipresent values (Coke, McDonalds, Kodak etc) 全球性的品牌需要强调他们的“全球性”，“领导地位”以及“无处不在”。如可乐，麦当劳，柯达等品牌 b) Brands which would like to use the event to catapult onto the global stage (Samsung during the 1998 Olympics) 另外一些品牌利用大的活动赞助使自己登上世界的舞台如：1998年奥运会的三星品牌,Two kinds of models两种模式,Brand Salience品牌个性 Ensuring that the brand name stays top of mind among younger consumers. Primarily used by global FMCG companies, eg. Coca Cola 确保品牌在年轻人心目中占有首要地位，这种做法通常被全球性的快速消费品所采用。如，可口可乐 Brand Equity品牌资产 Leveraging the event to build/reinforce brand equity. Eg. Kodak as the official photographer for the Olympics. (Olympics has many memorable photographic moments which can reinforce the Kodak Moments equity 利用赞助的活动来建立/强化品牌资产。这要求品牌的资产与该活动能构成紧密联系 如：柯达作为奥运会的官方指定胶卷（奥运会拥有许多值得记忆的经典时刻，这正可以强化柯达的“柯达一刻”的品牌资产）,Sales Effect销售效果,Incidental rather than Central to a sponsorship event 对一项所赞助活动来说，销售效果的角色是一个配角，而非主角 Mainly through tactical promotion 主要通过地面的战术性促销进行,Technology Brands科技品牌,Technology brands and event sponsorship 科技品牌与活动赞助,An opportunity of building awareness amongst the general audience globally, eg. Samsung in 2000 Olympics 一个在全球观众中建立品牌知名度的机会。如：2000年奥运会上的三星 An opportunity to reinforce technological credentials, eg. Toshiba during the 2002 Fifa World Cup 一个强化科技能力的机会。如：2002年世界杯的东芝 An opportunity to showcase cutting edge applications/ technologies, eg. NTT DoCoMo which showcased downloadable video clips during the World Cup 一个展示尖端技术的机会。如：NTT DoCoMo在世界杯上展示的“可下载的视频片断”的技术,Options before Lenovo 联想的选择,Three Possible Routes 3种可能的选择,Route#1: Great Leap Forward 选择1：一个巨大的跨越,Leveraging on the bigness of the event 利用影响力最大的活动 From local to global 从本土形象到全球化 Tap into Chinese pride that has been played upon with the recent journey to space by Yang LiWei and will be a prevailing theme till the Beijing Olympics 利用近期载人航天成功给国人带来的自豪感，这种自豪感能够一直延续到2008北京奥运会 “A Chinese company reaching the pinnacle” 一家中国的公司达到了一个崭新的层次，被世界承认,Advantages of this route 方向1的优点,Can work with current Turing imagination onto reality 能够配合现在的理念“只要你想” And with the Olympic many participate but few make it” theme 能够与奥运会的宗旨“重要的在于参与”相配合,Disadvantages 方向1的不利点,Short term and announcement oriented 时间短，带有“声明”导向,Technological Capabilities 方向2：科技的力量,Leveraging on the complexity of the event 利用活动的复杂性 Torture Test of capabilities. 对能力的严酷考验 “If it can work for the Olympics it can work for you.” 如果能够服务于奥林匹克，同样能够服务于你,Advantages优点,Halo effect of technology image can help benefit the whole range of products 树立高科技形象的连带效应能为全线产品带来利益 Can also have a strong calling card effect