可口可乐如何管理品牌资产PPT课件.ppt

Coca ColaArchitecture可口可乐体系 97 SAC0414A PPT 1 WhatisArchitecture 体系是什么 Theconstructionofthebrandintheconsumer抯mind在消费者心里建立品牌联系Keycomponentsofthebrand品牌的关键要素Organizationofthecomponents各要素的组合Howcomponentsaredimensionalized各要素是如何作用的 Architecturevs Positioning TheHouseModel体系vs 定位房屋模型 Inbuyingahouse 买一个房子Architecture Thestructureofthehouse howisitputtogether Whatisitmadeof 体系 房屋结构 如何组合在一起 什么材料构成 Positioning Theviewtheconsumerhasofthehouse theappearance theoverallimpressionitleaves 定位 房屋购买者的观点 外观 整体印象Localizing Takingthatsamestructure thesameimpression andgivingitalocaltwist 局部 获取相同的结构 相同的印象 把它局部扭转一起 PreviousArchitecture早先的体系 Burnandbiteatthebackofyourthroat喉咙有焦味Big boldcolaflavor重而粗的可乐风味Icecold冰冻的Carbonation碳酸的 BodySatisfiesathirstDeepdownrefreshmentGoeswellwithfoodEnergizesMindStimulatesInvigoratesSpiritRejuvenatesUpliftsRevitalizes 111 year oldsecretrecipeEnduringvaluesSpecialrelationshipsCoca ColamomentsGenuinethingsAlwayspartofyourlifeFolklore RealColaTaste真的可乐味道 Refreshment for Authenticity Recognizesthesignificanceof 认识到它们的意义Taste口味Refreshment恢复活力Authenticity真切性 askeybrandcomponents关键品牌要素Placesequalimportanceonallthree给与三个方面同样的重要性Doesnotestablishanyrelationshipbetweenthethreepillars不建立任何关联在这三个支柱之间 Architecture体系 LocalizingtheGlobalPosition本地及全球定位 Researchinsixcountries representingarangeofdevelopment competition U S A Mexico Belgium Hungary China Indonesia在六个国家调查 发展中国家 发达国家 美国 墨西哥 比利时 匈牙利 中国 印尼First in depthqualitativetogenerateexpressions images wordsthatconsumersusetotalkaboutCoca ColaandotherRTDbeverages首先 在发展中国家定性研究 消费者如何评价可口可乐和竞品 通过生成公式 图像 词语来描述Second quantitativestudyusingconsumerarticulationsfromqualitativeround factoranalyzedacross204dimensionstoidentifymostinfluentialcategory RTD andCoca Coladrivers thosethatcorrelatemosthighlywithconsumption 第二 定量研究正在消费的人群 ExamplesofArticulations清晰度的例子 Givesmeatreat请我吃个饭Greattasting很棒的口味Hasaflavorallitsown具有它所拥有的所有风味Renewsme rechargesme让我焕发一新 让我充满精力Themosttrusted最大的信任Cannotbecopied无法仿制的Hasrealcolataste具有真可乐的口感Givesmeicecoldrefreshment让我冰爽并恢复精力 LocalizingtheBrandPosition 局部品牌定位KeyInsights核心洞察 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 2020 1 27 15 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 everybodySetsthestandardforcolasCannotb