罗兰贝格-战略性品牌管理工具报告

1战略性品牌管理工具Strategic Brand Management by Roland Berger 介绍Roland BergerStrategic Brand Development Group北京 , March 20042罗兰贝格公司的品牌理念The Roland Berger philosophy of brands3消费者的价值搜寻消费者将根据收到的品牌的价值陈述来评估对自身的消费需求的满足程度消费者的价值搜寻消费者将根据收到的品牌的价值陈述来评估对自身的消费需求的满足程度价值构成的接收消费者通常通过品牌的“ 外表” ，即通过全部的营销组合以及品牌的使用者群体来了解品牌的价值构成价值构成的接收消费者通常通过品牌的 外表 ，即通过全部的营销组合以及品牌的使用者群体来了解品牌的价值构成品牌是一组价值的陈述：只有消费者对品牌的感知与其自身的价值体系相吻合时，消费者才会做出积极的购买行为1)品牌的价值构成品牌的价值构成全部营销组合 (全部 4 Ps)全部营销组合 (全部品牌名称、符号品牌名称、符号品牌的使用者群体品牌的使用者群体VP消费者行为消费者行为动机动机Whats in a name?That which we call a roseby any other namewould smell as sweet- Juliet by William Shakespeare -by any other name- illi rVS消费者的价值体系消费者的价值体系1) 从某种意义上而言，品牌的价值陈述对消费者的满足程度越高，消费者也就越忠诚于该品牌和/或购买的越频繁某种意义上而言，品牌的价值陈述对消费者的满足程度越高，消费者也就越忠诚于该品牌和/或购买的越频繁Source: Roland Berger, William Shakespeare 接受或不接受一个品牌接受或不接受一个品牌购买决策购买决策共同的价值共同的价值Momentsof truth4正如开 PARTY需要向正确的客人发出邀请那样，品牌的成功也需要选择适合的用户群市场非用户市场非用户Source: Roland Berger - Strategic Brand Development GroupProductPromotion PricePlace品牌得到品牌用户新的品牌用户Market Share品牌用户品牌用户品牌用户的流失非用户5Source: Roland Berger - Strategic Brand Development GroupThe branding approach in a specific industry is determined by the consumers Freedom of Choice and Reconsideration FrequencyFreedom of ChoiceReconsiderationFrequencyBanks PorcelainAirTravelLow HighLowHighTVThroughputSpeed of people throughthe brand user base- Inflow/Outflow -ThroughputSpeed of people throughthe brand user base- Inflow/ tflow -MinMax CarsInternetSoftdrinksGas StationsInsurancesCredit CardsEnergyCigarettesFast FoodFixed NetSupermarketsMail OrderMobile PhonesNewpaperTrainsHealth CareSugarCoffeeFruits6战略性品牌管理工具Strategic Brand Management by Roland Berger7A brand strategy must result in a conclusive, focused and efficient marketing mix and must be economically viableSource: Roland Berger- Strategic Brand Development GroupWhat is the actual position of a brand from the peoples perspective?i.e. what are the brands Actual Value Perception, Projection, Delimiter in the competitive environmentWhat ideal target position should the brand take in the competitive environment?i.e. the optimal Target Value Proposition and Target Segment that is strategically differentiated from the competitionWhat is the most effective brand strategy to reach the ideal brand position?i.e. the Road Map to Target Value Proposition, including mile stones from actual to target position of a brandWhat are corresponding measurements for the entire marketing mix? i.e. the detailed action plan for a consistent adaptation of the entire marketing mix What are the costs involved and what is the impact on the business plan?i.e. the cost of re-positioning and effect of brand strategy on revenues, margin and profitabilityStrategic Brand Management by Roland Berger8Roland Berger has developed a unique platform the rb Profiler for the entire strategic brand development processSource: Roland Berger - Strategic Brand Development GroupE+RQ!Brand Sway Past Projection Marketing MixPeopleCompetitionActualValue Perception Product, PackagingPrice Place, POS Promotion, Pull/ PushllDiagnosis toolTranslate brand sway into rb Profiler-Language Market driver, trendsStrategyOption IOption IIOption IIIOption IStep 1 Step 2 Step 3 + -TVPTranslate brand strategy into Marketing-MixBrand BBrand CStrategyRoad map to TargetExecution Detailed Action PlanDetailed Action PlanProduct Price Place Promotion E+RControlling toolPVPBrand Position (AVP)AVPACompetitors PositionBCDEArchetype SegmentsTargetValue PropositionValue PropositionStrategy tool123456789The basic rules for warfare apply to strategic brand management 3Selection of site for armed conflict according to own strengths1Innovations in intelligence and weaponry4 Concentration of forces6High priority of organization and communication between generals and the individual battalions5Close coordination of strategic goals and resources2 Element of surprise - breaking the rulesActual SituationTargetPositionSource: Sun Tzu, Xenophon, Cesar, Machiavelli, Clausewitz, Moltke10消费者的需求心理分析 19个基本的价值元素The Rosebud Project the 19 words in the consumer vocabulary11更少消费表示集中和有限的需求更少消费更少消费更多消费表示需求最大化更多消费更多消费人消费者的需求和价值取向可以从消费欲望的强烈程度以及需求的理性 /感性两个角度去理解产品和服务必须有感受的诉求， 如乐趣和道德感性需求感性需求理想需求理想需求产品和服务必须满足衡量标准，如质量、价格Source: Roland Berger - Strategic Brand Development Group需求极PeopleValues12四个区域界定了不同的消费者价值取向寻求永恒和谐的事物，淡泊的消费欲望寻求永恒和谐的事物，淡泊的消费欲望寻求生活乐趣，更多的生活体验寻求生活乐趣，更多的生活体验节省花费，经济上的节省导向节省花费，经济上的节省导向Source: Roland Berger - Strategic Brand Development Group寻求绩效和效率，理性的物质选择寻求绩效和效率，理性的物质选择+ERTogether with the right people I can be myself and feel at easeTogether with the right people I can be myself and feel at easeI am prepared to boycottany company that acts against ethical standardsI am prepared to boycottany company that acts against ethical standards“Most of the time, reliability and durability are crucial for me when buying a product”“Most of the time, reliability and durability are crucial for me when buying a product”When buying, I pay attentionto the difference in priceWhen buying, I pay attentionto the difference in price13通过具体的量化调查和心理分析来挖掘消费者购买行为背后的潜在消费心理，我们发掘了19个需求元素ReallygoodproductsnevergooutoffashionReallygoodproductsnevergooutoffashionIlikeproductstobereliableanddurableIlikeproductstobereliableanddurable Idontmind spendingmoretogetreallygood quality Idontind spendingoretogetreallygood qualityAproductisagoodoneifitfulfillsitspurposeAproductisagoodoneifitfulfillsitspurposeWhenbuying,Ipayattentiontothedifferenceinpricehenbuying,IpayattentiontothedifferenceinpriceItisoftenworthwhilerepairingbrokenthingsItisoftenworthwhilerepairingbrokenthings19+1个价值元素分布在 6个不同的价值区域Source: Roland Berger, Focus groups, Expert hearing, TNS Emnid market research, Rheingold16个国家中 70000个消费群德国 英国 巴西 墨西哥 中国 日本个国家中 个消费群德国 英国 巴西 墨西哥 中国 日本定性和定量分析定性和定量分析因子分析因子分析典型消费陈述85 标准陈述典型消费陈述标准陈述多纬分析多纬分析14我们基于19个元素构建了 Profiler分析工具，这些元素将分布在6 个价值区域Source: Roland Berger - Strategic Brand Development Group1) Geography of the 19 factors as a result of a multi-dimensional scaling analysis归属感Clanning Need to belong, warmth, friendshipteam spirit Desire for acceptance in a group Spending time with friends or family Having a good time together进取进取Aspiration 团对精神 彼此关爱 志趣相投NaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protech高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在15rb Profiler将能有效帮助我们理解目标消费群的需求心理，并以此作为品牌定位的工具（1 ）Source: Roland Berger - Strategic Brand Development GroupCNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protecht高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在传统理性价值区 精准严谨 井井有条 质量稳定 一丝不苟 安全可靠 诚实可信 实力强大 权威可信赖 亲切热情 中肯周到 诚挚的 想客户所想 精明 货比三家 热衷于讨价还价进取进取Aspiration在电信行业的体现 零迟延、零故障服务 个性化、一对一服务 客户至上 亲和力在电信行业的体现 网络覆盖广 接通率高 通话质量好（不串线） 正规专业在电信行业的体现 行业领先、业务全面 实力雄厚、历史悠久 有口皆碑、有信誉的 诚信、计费准确在电信行业的体现 呼转固网 IP电话 手机休息站 小灵通双机用户16rb Profiler将能有效帮助我们理解目标消费群的需求心理，并以此作为品牌定位的工具（2 ）Source: Roland Berger - Strategic Brand Development GroupCNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protech高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在传统理性价值区 现代理性价值区 方便快捷 有效率的 事半功倍 游刃有余 定制化、个性化 与众不同 量身定做 被尊重、特殊待遇 科技前沿 持续创新 探索未来 以人为本的科技进取进取Aspiration在电信行业的体现 技术突破与整合 应用创新 层出不穷的业务推出 更快、更宽、更自由在电信行业的体现 全业务提供 省心省力、全程无忧 一站购齐、帐单合并 统一消息、移动秘书等在电信行业的体现 定制化服务（我的互联星空 一对一、大客户专区 个性化铃音、短信下载 尊贵服务17rb Profiler将能有效帮助我们理解目标消费群的需求心理，并以此作为品牌定位的工具（3 ）Source: Roland Berger - Strategic Brand Development GroupCNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protech高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在现代感性价值区传统理性价值区 现代理性价值区 新潮 引领时尚 标新立异 不拘一格 刺激冒险 尽情欢畅 享受乐趣 挑战极限 轻松自在 无忧无虑 随行所欲 跟着感觉走进取进取Aspiration 积极进取 寻求被认可 不断提升的生活在电信行业的体现 网络游戏（动作类） 移动情缘 主要通过广告、赞助、等品牌沟通设计体现在电信行业的体现 生活品质的提升 宽带、无线产品所带来的现代家庭感受 网上的多彩生活在电信行业的体现 动感地带 移动梦网 手机电影 彩信在电信行业的体现 无线空间 移动办公 包月套餐 轻松自在的广告风格18rb Profiler将能有效帮助我们理解目标消费群的需求心理，并以此作为品牌定位的工具（4 ）Source: Roland Berger - Strategic Brand Development GroupCNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protech高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在传统感性价值区 现代感性价值区传统理性价值区 现代理性价值区进取进取Aspiration 张扬炫耀 有感召力的 外向热情 被人羡慕 活力 动感多变 积极乐观 身心健康 高贵优雅 历久不衰 贵族化的 有品位的 团队精神 彼此关爱 志趣相投在电信行业的体现 顶级时尚手机 各性张扬的广告和包装在电信行业的体现 VIP卡 经典的包装和广告风格在电信行业的体现 动感地带 动感的广告风格 多彩铃音 体育活动赞助在电信行业的体现 网上社区 移动QQ 会员俱乐部 亲情号码19rb Profiler将能有效帮助我们理解目标消费群的需求心理，并以此作为品牌定位的工具（5 ）Source: Roland Berger - Strategic Brand Development GroupCNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protecht高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在简约型价值区 传统感性价值区 现代感性价值区传统感性价值区 现代理性价值区进取进取Aspiration 淡泊宁静 冷静平和 松弛 简约 节俭 实用 回归自然 环保主义在电信行业的体现 手机电池回收 自然和谐的广告风格 环保包装在电信行业的体现 来电拒听 来电过滤 宽敞宁静的环境设计在电信行业的体现 仅有基本通话功能的手机和话机20rb Profiler将能有效帮助我们理解目标消费群的需求心理，并以此作为品牌定位的工具（6 ）Source: Roland Berger - Strategic Brand Development GroupCNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protech高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在简约型价值区 传统感性价值区 现代感性价值区价格敏感区 传统理性价值区 现代理性价值区进取进取Aspiration 进取低价 极度注重价格 精明 货比三家 热衷于讨价还价在电信行业的体现 呼转固网 IP电话 手机休息站 小灵通双机用户在电信行业的体现 最便宜的话机，二手机21The basic orientationsSource: Roland Berger - Strategic Brand Development Group简约型价值区 传统感性价值区 现代感性价值区价格敏感区 传统理性价值区 现代理性价值区CNNaturetSmart ShoppingProvenCustomizedThrill&FunTotal CostFairPurismiNew&Cool l CarefreeVitalitylityTranquililQualityService i ClanninglPassionClassicPersonal Efficiencyi24/7 Protech高尚高尚新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在进取进取Aspiration 精明 货比三家 热衷于讨价还价 团对精神 彼此关爱 志趣相投 活力 动感多变 积极乐观 身心健康 精准严谨 井井有条 质量稳定 一丝不苟 亲切热情 中肯周到 诚挚的 想客户所想22E+ E-R+ R-ERPaul是一个现代理性价值取向较为明显的人，他追求新事物、希望获得尊重和认可，消费意识较强，但并不太追求时尚和享乐保罗 PaulICP Individual Consumer Profile(ID 0335)保罗ISource: Roland Berger - Strategic Brand Development Group, TNS Data (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI) CN进取进取(高尚)(高尚)新潮/酷新潮/酷创新/科技创新/科技安逸安逸简约简约明智购物明智购物全面成本全面成本归属感归属感自然自然激情激情古典古典刺激/乐趣刺激/乐趣可靠可靠定制化定制化个人效率个人效率质量质量服务服务活力活力自由自在自由自在Warning, too weak, should be more intenseFairMidfield area, high degree of consensus! Conflict with other valuePro-ValueAnti-Value, DemarcationWarning, too much, should be less intenseConsumer valueLegend E- 简约型价值区R- 价格敏感区E0 传统感性价值区R0 传统理性价值区E+ 现代感性价值区R+ 现代理性价值区 25 岁 男性 单身 中等收入 中等教育 在职4口之家红色表示消费者在这些元素上需求较低红色表示消费者在这些元素上需求较低Level 2不同意Level 1Level 1同意蓝色代表消费者在这些元素上需求较高蓝色代表消费者在这些元素上需求较高24如何利用工具来帮助我们进行市场细分Advanced consumer segmentation25从消费者的价值取向出发我们采用多维聚类的方法将中国消费者划分为8类消费群Source: Roland Berger - Strategic Brand Development Group (China, Dec.2003, n=3.500, Population Tier 1-2 Citys 14-70 yrs., CATI) 工薪阶层Conformists工薪阶层onformistsE+R13%都市青年Self-centered都市青年lf-centeredE+R29%奢华的成功人士Traditional Maximalists奢华的成功人士Traditional aximalistsE+R14%节俭主义者Minimalists节俭主义者MinimalistsE+R12%小资型Progressive Maximalists小资型Progressive MaximalistsE+R7%及时行乐型Emotionalists及时行乐型tionalistsE+R9%专业人士Modern Performers专业人士dern PerformersE+R8%知识分子Traditionalists知识分子TraditionalistsE+R6%26Chinese Archetypes - preliminarySource: Roland Berger - Strategic Brand Development Group, Gallup/ Data (China, Nov2001/Dec2003, n=5.600/3.800, Population yrs., CATI) SEL TMA CONF MIN EMO1)MPE PMA TRASEL TMA CONF MIN DIS2)MPE PMA TRA29%14% 13% 12% 9%8% 7% 6%9% 10% 11% 8% 13% 8%Chinese Archetype2003 Study Tier 1-2 CitiesChinese Archetype2001 Study Tier 1-5 Cities21% 14%Self-centeredTraditionalists- 1 - - 2 - - 3 - - 4 - - 6 - - 7 - - 8 - - 5 -1 - -2 -3 -4 -5 - 6 - - 7 - - 8 -Share inPopulation ofTier 1-2 CitiesShare inPopulation ofTier 1-5 Cities27对于特定市场，我们可以分析该市场的不同类型消费群的结构比例就具体人群的消费群结构Source: Roland Berger - Strategic Brand Development Group, Ipsos Data (UK, Aug.2001, n=1.500, Population 12-65 yrs., CATI) .女性 14-19自我型SELRational Non-conformMaximal Emotional Minimal Traditional Altruist AdventWomen14-19Other46727617676453634281,889Mio. PersonsTsd. Persons1.889138Share in sample24.7%14.6%9.3%7.3%4.0%2.4%1.9%1.8%1.5%100%6.5%E+R289,3%并针对不同细分市场的市场规模和消费能力来判别适合的目标市场Decreasing Economic Relevance 1. 3. 5.2. 1. 6.2. 3. 1.7,9%8.4.4.4.Non-conformNON1. 2. 3.RationalistsRATMaximalistsMAXSelf-centeredSEL18,5% 13,9%6.8.6.8.MinimalistsMIN8,8%12,5%4.3.5.5.EmotionalEMO8,4%7.5.8.7.TraditionalistsTRA2.7.7.6.AltruistsALT16,5%Source: Roland Berger - Strategic Brand Development Group, TNS Data (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI) 1.) in Consumer Electronics排序名称规模消费能力对于家电的消费倾向市场细分29The Perception of brands from the consumers perspective30The difference between the aggregated value systems of brand users and non-users reveals the perceived value system of a brandValue clusterEE = EmotionalR = Rational+ = More-= LessFairMidfield area, high degree of consensusValue poleLegend ! Conflict with other valuePro-ValueAnti-Value, demarcationWarning, too much, should be less intenseWarning, too weak, should be more intenseConsumer value,value propositionConsumer values that the users of the brand most often agree with i.e. the most recognized value proposition of the brandes that the users of the brand most often ithi.e. the most recognized value proposition of the brandProgressivehedonismpatternIntensity Level 1Level 2Level 3NikeAVP - Actual Value Perception(415 vs. 1.085； zmax=12.7).User Non-UserSource: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI) E+ E-R+ R-ERSmart ShoppingTotal CostNatureFairPurismTranquilThrill&FunNew&CoolCarefreeVitalityClanningPassionClassicCustomizedPersonal Efficiency24/7ProtechService PrecisionProven31E+ E-R+ R-ERSmart ShoppingTotal CostNatureFairPurismTranquilThrill&FunNew&CoolCarefreeVitalityClanningPassionClassicCustomizedPersonal Efficiency24/7ProtechService PrecisionProvenThe perceived value system of the Nike brand is of a progressivehedonist with anti-minimalist and anti-traditional demarcationsNikeAVP - Actual Value Perception(415 vs. 1.085； zmax=12.7).User Non-UserValue clusterEE = EmotionalR = Rational+ = More-= LessFairMidfield area, high degree of consensusValue poleLegend ! Conflict with other valuePro-ValueAnti-Value, demarcationWarning, too much, should be less intenseWarning, too weak, should be more intenseConsumer value,value propositionAnti-minimalismpatternAnti-traditionalpatternConsumer values that the users of the brand most often disagree with i.e. aversions that the brand might satisfyConsumer values that the users of the brand most often ith i.e. av rsions that the brand might satisfyConsumer values that the users of the brand most often agree with i.e. the most recognized value proposition of the brandes that the users of the brand most often ithi.e. the most recognized value proposition of the brandProgressivehedonismpatternSource: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI) 32The rb Profiler measures the value perceptions of brands across different markets and industriesSource: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI) BMW - AutomotiveE+RSony - Consumer ElectronicsE+RLufthansa Travel, TourismE+RNike Sports, FashionE+RNational GeographicE+RAldi - Discount RetailerE+RDeutsche Bank - BankingE+RAllianz - InsuranceE+R33The various car lines within the BMW brand confirm and reinforce the umbrella brand formula and vice versaBMW Umbrella brand3 Series (mass)- AVP 5 Series (middle) - AVP 7 Series (premium) - AVP52 46 7Source: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, March 2002, n=1.510, Population 14-65 yrs., CATI) E+RE+RE+RE+R34Brand X follows a different umbrella brand philosophy each line of cars appeals to a different value setCarline SCarline C Carline MCarline E Brand X - UmbrellaMinimalist Traditionalist Luxury/ StatusHedonistSource: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, March 2002, n=1.510, Population 14-65 yrs., CATI) E+RE+RE+RE+RE+R35BMWAVP (109 vs. 1.391； zmax=12.7) Progressive, protechnological performance orientations Anti-altruist, anti-purist Expressive orientations Anti-price/ pro-luxury orientationsWhile Paul drives a BMW he would probably not read the National Geographic magazineNational GeographicAVP (155 vs. 1.358； zmax=12.7)PaulICP (#0335； zmax= 5) Pro-traditional performance orientation Pro-altruistic Anti-hedonist, anti-expressive Pro-technocrat, progressiveperformance orientation Anti-altruistic Anti-classic hedonism Anti-price/ pro-luxury orientationsSource: Roland Berger - Strategic Brand Development Group, TNS Data (Germany, March 2002, n=1.500, Population 14-65 yrs., CATI) E+ E-R+ R-ERPurismriSmart ShoppingTotal Costt l tNaturerFairrTranquilr ilThrill&FunrNew&CoolCarefreeVitalityVitalityClanningPassionClassicCustomizedPersonal Efficiencyr l 24/7ProtechtService r i QualityProvenE+ E-R+ R-ERPurismriSmart ShoppingTotal Costt l tNaturerFairrTranquilr ilThrill&FunrNew&CoolCarefreeVitalityVitalityClanningPassionClassicCustomizedPersonal Efficiencyr l 24/7ProtechtService r i QualityProvenE+ E-R+ R-ERPurismriSmart ShoppingTotal Costt l tNaturerFairrTranquilr ilThrill&FunrNew&CoolCarefreeVitalityVitalityClanningPassionClassicCustomizedPersonal Efficiencyr l 24/7ProtechtService r i QualityProven36Good brands strongly polarize people into two opposing camps of protagonists and antagonists (1)Nike -AVP-100%-80%-60%-40%-20%0%20%40%60%80%100%AbwConsumer Base Analysis Deviation from sample population in %!Conflict, tensionabove average rbelow average r-48,8%Indifferent-48,8%-63,1%Emotion-63,1%74,6%Rational74,6%-81,7%Minimalist-38,3%Altruist-38,3%88,9%Maximal88,9%-79,8%Tradition-79,8%78,8%Self-cent.78,8%34,7%Non-conf.34,7%-81,7%Decreasing Economic Relevance Source: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, Mrz 2002, n=1.500, Population 14-65 yrs., CATI) ProtagonistsAntagonistsNatureNaturSmart ShoppingSmahoppingProvenovenCustomizedCustomizedThrill&FunThrill&Total CostTot l CFairFairPurismiNew&CoolNew&CarefreeCar frVitalityi lityTranquilTranquilQualityQualityService iClanningClanningPassioniClassicPersonal Efficiencyonal Efficiency24/7 Protech24/7 ProtechE+R37Weak brands are democratizied i.e. acquired a cross section of the population Grundig - AVP-100%-80%-60%-40%-20%0%20%40%60%80%100%AbwConsumer Base Analysis Deviation from sample population in %3,8%3,8%2,4%2,4%-1,6%-1,6%-3,7%-3,7%6,3%6,3%6,4%6,4%-3,1%-3,1%-4,8%-4,8%4,7%4,7%above average rbelow average rSource: Roland Berger - Strategic Brand Development Group, Emnid Data (Germany, Mrz 2002, n=1.500, Population 14-65 yrs., CATI) Decreasing Economic Relevance Indifferent EmotionRational MinimalistAltruis