可口可乐如何管理品牌资产.ppt

Coca ColaArchitecture 97 SAC0414A PPT 1 WhatisArchitecture TheconstructionofthebrandintheconsumermindKeycomponentsofthebrandOrganizationofthecomponentsHowcomponentsaredimensionalized Architecturevs Positioning TheHouseModel Inbuyingahouse Architecture Thestructureofthehouse howisitputtogether Whatisitmadeof Positioning Theviewtheconsumerhasofthehouse theappearance theoverallimpressionitleaves Localizing Takingthatsamestructure thesameimpression andgivingitalocaltwist PreviousArchitecture BurnandbiteatthebackofyourthroatBig boldcolaflavorIcecoldCarbonation BodySatisfiesathirstDeepdownrefreshmentGoeswellwithfoodEnergizesMindStimulatesInvigoratesSpiritRejuvenatesUpliftsRevitalizes 111 year oldsecretrecipeEnduringvaluesSpecialrelationshipsCoca ColamomentsGenuinethingsAlwayspartofyourlifeFolklore RealColaTaste Refreshment for Authenticity Recognizesthesignificanceof TasteRefreshmentAuthenticity askeybrandcomponentsPlacesequalimportanceonallthreeDoesnotestablishanyrelationshipbetweenthethreepillars Architecture LocalizingtheGlobalPosition Researchinsixcountries representingarangeofdevelopment competition U S A Mexico Belgium Hungary China IndonesiaFirst in depthqualitativetogenerateexpressions images wordsthatconsumersusetotalkaboutCoca ColaandotherRTDbeveragesSecond quantitativestudyusingconsumerarticulationsfromqualitativeround factoranalyzedacross204dimensionstoidentifymostinfluentialcategory RTD andCoca Coladrivers thosethatcorrelatemosthighlywithconsumption ExamplesofArticulations GivesmeatreatGreattastingHasaflavorallitsownRenewsme rechargesmeThemosttrustedCannotbecopiedHasrealcolatasteGivesmeicecoldrefreshment LocalizingtheBrandPosition KeyInsights Thethreepillarsoftheoriginalarchitecture taste authenticity refreshment arerelevantandconsistentwithconsumerperceptionsofCoca ColaacrossmarketsRefreshmentdimensions combinationsofsimilararticulations arethemostinfluentialcategory RTD driversAuthenticitydimensionsarethemostinfluentialdriversfromCoca Colacurrently Top20MostInfluentialDimensions RTDs 1 Greattaste T 2 Leadership A 2 Cools refreshesme R 3 Partofourlives A 4 Energizes R 5 Helpsmetakeabreak R 5 Indulgentreward R 6 Pure freshtaste T 7 Cheersmeup R 8 Trustedquality A 9 Complementsfood T 10 Familyroutine R 11 Self renewal R 11 Genuine real authentic A 12 Indefinable unforgettable T 13 Easesdigestion R 14 Neverchanges A 15 Unique distinctivetaste T 15 Makesmefeelclosertopeople R 16 Partofagroup R Top20Breakout Refreshment10Authenticity5Taste5 Top20MostInfluentialDimensions Coca Cola 1 Complementsfood T 2 Greattaste T 3 Colataste T 4 Partofourlives A 5 Leadership A 6 Isforallpeople everybody A 7 Therealcola thestandard A 8 Rightsweetness balance T 9 Cools refreshesme R 10 Familyroutine R 11 Unique distinctivetaste T 12 Establishedheritage A 13 Medicinalproperties R 14 Pure freshtaste T 15 Unduplicated A 16 Indulgentreward R 17 Neverchanges A 18 Trustedquality A 19 Genuine real authentic A 20 Timeless A Top20Breakout Authenticity10Taste6Refreshment4 LocalizingtheBrandPosition IdentifyingOpportunity PriceofEntry InfluentialdriversforboththeRTDcategoryandforCoca Cola BrandAdvantages InfluentialdriversforwhichCoca Colasignificantlyexceedsallcompetitors OpenOpportunities Influentialdriversofthecategorynotownedbyanybrand Usingthequantitativedata the204dimensionswereclassifiedintothreecategories LocalizationFindings Taste TastesgreatHasafreshtasteTastecomplementsfastfoodRightbalanceofsweetnessandcarbonation PriceofEntry LocalizationFindings Taste TastesgreatHasafreshtasteTastecomplementsfastfoodRightbalanceofsweetnessandcarbonation Unique distinctivetasteUnforgettabletasteImmediatelyrecognizabletasteUniquecolaflavorPerfectcolatasteRealcolatasteSweetrefreshingflavorFlavorallitsown PriceofEntry Coca ColaAdvantages LocalizationFindings Taste TastesgreatHasafreshtasteTastecomplementsfastfoodRightbalanceofsweetnessandcarbonation Unique distinctivetasteUnforgettabletasteImmediatelyrecognizabletasteUniquecolaflavorPerfectcolatasteRealcolatasteSweetrefreshingflavorFlavorallitsown Tastecan抰stopdrinkingTastecandrinkalotof tastethatgrabsmeTastethatcomplementsameal asnackRich richertaste PriceofEntry Coca ColaAdvantages OpenOpportunities LocalizationFindings Refreshment PriceofEntry MakesmefeelfreshRefreshes coolsmeIsrefreshingCoolsme mybodydownTakesawaymythirst isthirstquenchingGivesmeicecoldrefreshment LocalizationFindings Refreshment PriceofEntry Coca ColaAdvantages MakesmefeelfreshRefreshes coolsmeIsrefreshingCoolsme mybodydownTakesawaymythirst isthirstquenchingGivesmeicecoldrefreshment N A LocalizationFindings Refreshment PriceofEntry Coca ColaAdvantages OpenOpportunities MakesmefeelfreshRefreshes coolsmeIsrefreshingCoolsme mybodydownTakesawaymythirst isthirstquenchingGivesmeicecoldrefreshment N A Bringsmebacktolife revitalizesmeGivesmeenjoymentanytimeCheersmeup putsmeinagoodmoodPeps picksmeupFitswithmyroutineReplenishesmeRenews rechargesme LocalizationFindings Authenticity PriceofEntry Hasahighquality LocalizationFindings Authenticity PriceofEntry Coca ColaAdvantages Hasahighquality IsthemosttrustedIsalwayspartofourlives memoriesIsalwaysthereforyouIsgenuineIstherealone realthingIsoneofakindNeverchanges IstimelessIsforallpeople everybodySetsthestandardforcolasCannotbecopiedIsprovenHasasolidreputationHasbeenaroundalongtime LocalizationFindings Authenticity PriceofEntry Coca ColaAdvantages OpenOpportunities Hasahighquality IsthemosttrustedIsalwayspartofourlives memoriesIsalwaysthereforyouIsgenuineIstherealone realthingIsoneofakindNeverchanges IstimelessIsforallpeople everybodySetsthestandardforcolasCannotbecopiedIsprovenHasasolidreputationHasbeenaroundalongtime N A ArchitectureEnhancements 1 Elevatetheimportanceofrefreshment Refreshment Authenticity Taste ArchitectureEnhancements continued 2 Combinerefreshmentwithtasteand orauthenticitytoleveragebrandstrengths Refreshment Authenticity Taste ArchitectureEnhancements continued 3 MakeeachelementproprietarytoCoca Colaandestablishadefinitionofrefreshmentownablebythebrand Coca ColaRefreshmentPhysicalandMental Emotional Authenticity UniqueCoca ColaTaste AdditionalFindings FirstchoiceStandsoutfromtherestTopofthelineRecognizedasbest 1Brand LeadershipdimensionsareextremelyinfluentialforCoca Cola AdditionalFindings ThepersonalityofCoca Colaisupbeatandsocial IrresistibleTrustworthy dependableEasytobewith understanding empatheticSpecialBringspeopletogether social popularHappyConfidentFulloflife dynamic energeticTraditional establishedyet揷ool or搃nReliable predictableAccessible alwaysthere EnhancedArchitectureAspirationalDimensionsareBracketed Coca ColaRefreshmentIndividualorShared TastesgreatUnique distinctivetasteImmediatelyrecognizabletastePerfectcolatasteRealcolataste Unforgettabletaste Tastecandrinkalotof can抰stopdrinking grabsme Tastethatcomplementsameal asnack Indescribable IndefinabletasteAflavorallitsown HasahighqualityIsthemosttrustedIsalwayspartofourlives memoriesIsgenuineIstherealone realthingHasbeenaroundalongtime IsoneofakindIstimelessIsforallpeople everybodySetsthestandardforcolasCannotbecopiedWillalwaysbethereforyo