品牌的“意义”和“个性”是什么推荐.ppt

英扬 传奇CC E 1 WhatIsTheBrand Means And Is 品牌的 意义 和 个性 是什么 Whatthebrand means iswhatabrandgetscreditforintheeyesofconsumers itsreputationacrossanumberofkeydimensions 品牌的 意义 是指一个品牌在消费者心目中产生的印象 即该品牌在几个层面上的声誉 Whatthebrand is ishowwewoulddescribethebrand sdominantpersonalitytraits generallythosethatcorrespondtoitsprincipalmeanings 品牌 个性 那些与品牌意义相对应的特征 英扬 传奇CC E 2 WhyTheNeedForABrandFootprint 为什么需要品牌印记 Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies Megabrands or Hyperbraands arebeingestablishedacrossmultipleproductorservicecategories 愈来愈多的行销人运用品牌的力量进入新的领域 以创造新的成长 全球品牌因为领域的扩张而建立起来 大品牌 或 超级品牌 则是因跨越多项产品或品类而被建立 英扬 传奇CC E 3 WhyTheNeedForABrandFootprint 为什么需要品牌印记 Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity 这种扩张及延伸 让我们必须重新重视并保护品牌的资产 英扬 传奇CC E 4 WhyTheNeedForABrandFootprint 为什么需要品牌印记 Asbrandsareexpanded therearepressuresofdilutionthatstemfrom 随着品牌的扩张 使品牌有被稀释的危机 这些危机的因素如下 Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures 必须就新的竞争条件和新文化的观点来重新表现品牌 英扬 传奇CC E 5 WhatAreThreeDimensions 什么是品牌印记的三个层次 TheBrandFootprintreflectsthetruththatmostbrands especiallypowerfulones aremultidimensional Theycontainmeaningsandassociationsthatarebuiltovertime 品牌印记所反映的一项事实是 大部分的品牌 特别是大品牌 都是多层次的 它们包含了长期建立的意义和联想 英扬 传奇CC E 6 HowMuchofAFutureVision 品牌印记的远景如何 ThebrandFootprintismorethanaconsumer basedtool Itneedstoincorporatethethinkingofthe brandowners regardingthefuturecourseofabrand 品牌印记不只是一个消费者对品牌的看法 它更须考虑到把这个品牌的 品牌拥有者 对该品牌未来的看法 英扬 传奇CC E 7 HowMuchofAFutureVision 品牌印记的远景如何 Forestablished dominantbrands theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded 对已建立起来的领导品牌而言 印记当然是建筑在目前重级使用者对此品牌的看法 这种情形下 印记的主要角色是把这些意义表达出来 让每个人同时都知道当这个品牌扩张或延伸时 要保护什么 以及利用什么品牌价值 英扬 传奇CC E 8 HowMuchofAFutureVision 品牌印记的远景如何 Forsomebrands however theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic 对某些品牌来说 也许必须增加意义或调整原有的意义 以利于扩张或只是让该品牌变得更具时代性 英扬 传奇CC E 9 HowMuchofAFutureVision 品牌印记的远景如何 Ultimately thefinalbalancebetweenexistingvs desiredmeaningsisastrategicdecision builtonthebrand sconsumertruthandadjusted whereneeded toprovidethevisionandinspirationforfuturegrowth 最重要的是 平衡这个品牌现存的意义及理想的意义 就是一项策略性的决定 即建立在该品牌消费者的真实面上 并加上必要时的调整 以便为该品牌未来成长之要求提供一个远景与灵感 英扬 传奇CC E 10 Example Forexample keycreditcardcategorydriversare thesourceofaspiration theworldofusage andthefunctionalroleofthecard AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions 英扬 传奇CC E 11 Example AmericanExpressBrandFootprintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible 英扬 传奇CC E 12 Example VisaBrandFootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn The Go 13 Thesellingstrategy销售策略 英扬 传奇CC E 14 WhatIsTheRoleofTheSellingStrategy 销售策略扮演的角色如何 TheSellingStrategyisadisciplinethatissingle mindedlyfocusedongeneratingbrand buildingideas Ideasthatattractbrandcustomersandbuildbrandfranchises Ideasthatcreatebrand andmarketplace dominanceinconsumer smind 销售策略是一种建立品牌概念单一且专注的方法 所谓品牌概念是指能够吸引消费者 并且建立品牌忠诚度 让消费者产生深刻印象的意念 英扬 传奇CC E 15 WhatIsTheRoleofTheSellingStrategy 销售策略扮演的角色如何 TheSellingStrategycanbeputtoworkatmanydifferentlevels Atthehighestlevel itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands 销售策略可运用于不同层次 在最高层次 它可用来展现构成品牌形象活动核心的最重要品牌概念 同样地 它也可以有效地用来为不同的产品或服务发展销售概念 并替品牌创造竞争的优势 英扬 传奇CC E 16 WhatIsTheRoleofTheSellingStrategy 销售策略扮演的角色如何 Thus whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion therecanbeanynumberofSellingStrategies ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint theybothsupportandleveragethepowerofthebrand 虽然在任何市场或区域 都应该有一个单一的品牌足迹来定义品牌本质 但销售策略则不限定有几个 籍有在品牌足迹所建立的品牌价值架构内作业 品牌足迹与销售策略这两者 也同时支持并提升了品牌力量 英扬 传奇CC E 17 TheSellingStrategyModel销售策略的模式 TheSellingStrategyModeliscomposedoffivecriticalcomponents 销售策略模式是由五个重要的部份所组成 TheBrandPosition品牌位置TheBrandObjective品牌目标TheSpecificRoleOfTheAdvertising广告担任的角色TheSellingIdeaPlatform销售概念架构TheSellingIdea销售概念 英扬 传奇CC E 18 TheBrandPosition品牌位置 Theperceptualspacethatthebrandholdsintheconsumers mindatthebeginningoftheSellingIdeadevelopmentprocess 销售概念的发展过程开始之前 品牌在消费者心中的认知地位 英扬 传奇CC E 19 Example Examples BrandBrandPositionMarriottA vanilla hotelMotorolaAtechnologymanufacturerMasterCardMyothercard 英扬 传奇CC E 20 TheBrandObjective品牌目标 Theperceptualspacethatwewantthebrandtooccupyintheconsumers mind 我们希望品牌在消费者心中所占据的认知位置 英扬 传奇CC E 21 Example Example BrandBrandObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout 英扬 传奇CC E 22 TheSpecificRoleOfTheAdvertising广告担任的角色 Theroleoftheadvertisingmayvarygreatlyinscope Itmayentailafundamentalrestagingofthebrand theaccentuationofanunder leveragedelementintheBrandFootprint theintroductionofabrandorlineextension oraspecifictacticalresponsetolocalcompetitiveactions 广告的角色可能有相当大范围的差异 它可能承担重新定义一个品牌的任务 强调品牌足迹中尚待提升的一个元素 引进或延伸一个品牌 或可能战术性地回应竞争品牌的活动 英扬 传奇CC E 23 Example Examples BrandRoleofAdvertisingMarriottTogetgueststostoptakingMarriottforgrantedMotorolaTomake brand MotorolaasstrongasitsmarketshareMasterCardTogiveanemotionallybankruptbrandaheart 英扬 传奇CC E 24 TheSellingIdeaPlatform销售概念架构 ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising 为了构思销售概念并发展广告 我们需要知道以下与消费者及品牌有关的重要元素 A TheConceptualTarget概念性的目标客层B TheCoreDesire最核心的欲望C HowTheBrandBestFulfillsTheCodeDesire品牌如何最完美地满足最核心的欲望D TheCompellingTruth强而有力的支持事实 英扬 传奇CC E 25 TheSellingIdeaPlatform销售概念架构A TheConceptualTarget概念性的目标客层 The naturalconstituency forthebrand thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand orthebrand 他 她 们是对于某一个类别及 或品牌具有共同倾向而自然形成的组合 也是品牌 必然的 顾客 英扬 传奇CC E 26 TheSellingIdeaPlatform销售概念架构B TheCoreDesire最核心的欲望 TheCoreDesireisthemostrelevantdesire need hope orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress 它是概念性的目标客层最关切的欲望 需求 希望或恐惧 而且是品牌可以有意义加以解决的 英扬 传奇CC E 27 TheSellingIdeaPlatform销售概念架构B TheCoreDesire最核心的欲望 TheCoreDesirerepresentsthedeepest mostpowerful emotionalbenefitthattheConceptualTargetreceivesfromthebrand 核心欲望代表概念性目标客层能从本品牌获得的最深切 最有力 最富情感的利益 英扬 传奇CC E 28 TheSellingIdeaPlatform销售概念架构D TheCompellingTruth强而有力的支持事实 Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand 无庸置疑的事实 在满足概念性目标客层的核心欲望时 品牌所担任角色之强而有力的支持事实 英扬 传奇CC E 29 Example CompellingFunctionalTruthSpecificTruthBrandPerformance Preventsheartdisease BayerAspirinFunctionalTruthSpecificTruthBrandCompanyValues WereallycareaboutyouJohnson Johnsonandyours BrandMyth MarlboroCountry MarlboroCigarettes 英扬 传奇CC E 30 WhatIsASellingIdea 什么是销售概念 ASellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers 销售概念是一个策略性的概念 它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象 集中成一高专注的策略性概念与想法 进而表达我们希望广告到底要对消费者说什么 英扬 传奇CC E 31 Examples BrandSellingIdeaCreativeIdea7 Up AnOccasionalAlternativetoCola TheUncola Pepsi 1997 TheOfficialGenerationXCola GenerationNext Microsoft AccesstoInformation Wheredoyouwanttogotoday 英扬 传奇CC E 32 1 Preamble2 MarketingandCompetitionOverview3 CC ECommunicationToolsFootprintSellingStrategy4 Brand ProductCommunicationStrategyBecombion BecombionVitaminBComplexSyrupSevenSeas SevenSeasMultivitaminSyrupDr Freeman Dr FreemanCough ColdSyrupforChildren5 CreativeConceptandAdvertisingMechanics6 Below the lineandOtherMarketingTactics 33 Becombion 英扬 传奇CC E 34 VitaminsMarketOverview TheOTCmultivitaminsmarketisestimatedtobeRMB269mn US 33mn 英扬 传奇CC E 35 ProductProfile Productcategory healthfoodtheorderofproducts nutrition mentionedbyconsumers withaidedorunaided Calcium Codliveroil Multivitamin VitC IronandVitBcomplex OurConcern Theyarepossiblyourpotentialcompetitors 英扬 传奇CC E 36 MultiVitBingredients B1 B2 B3 B6 B12thefunctionsofeveryingredientsabove pls refertoclient sbrieffordetailedinformation OurConcern Thefunctionsareslackandlackofconsistence ProductProfile 英扬 传奇CC E 37 Productform syrupCurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern Quitenewproductform moresuitableforchildren ProductProfile 英扬 传奇CC E 38 Geographicaltargetarea Targetedcities SZ GZ thenrollouttoPRDOurConcern HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature Onlyfoodisnotenoughformydailyvitaminconsume 英扬 传奇CC E 39 SWOT Strength moresuitableforchildrensyrupformsweet fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfood Weakness relativelyhighprice comparedwithlocalproducts dailycostRMB1 5 promotionsinthehospitalarelimiteddifficulttosumupintooneUSP Opportunity lesscompetition intermsofVBcomplex theawarenessofimportanceofvitaminsisincreasing Threats lowpricestrategyoflocalproduct 40 Becombion品牌印记 BrandFootprint 41 Becombion 品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildren sbalancedgrowth 42 Becombion 品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的Becombionissevere 英扬 传奇CC E 43 品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildren sbalancedgrowth 品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的Becombionissevere Becombion 44 Becombion 销售策略 SellingStrategy 45 Becombion 销售策略 SellingStrategy 品牌位置 来自德国默克的复合维生素B均衡糖浆TheBrandPosition VitaminBComplexBalancedSyrupcomingfromGermanMerck 46 Becombion 销售策略 SellingStrategy 品牌目标 儿童均衡发育的基础营养源TheBrandObjective TheBasicNutritionResourceOfChildren sBalancedGrowth 47 Becombion 销售策略 SellingStrategy 广告角色 向消费者传达 复合维生素B与儿童均衡发育息息相关 的概念TheSpecificRoleOfTheAdvertising Deliverthemessagethatchildren sbalancedgrowthiscloselyboundupwithVitaminBcomplex 48 Becombion 销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform A 概念性目标客层 谨慎的母亲TheConceptualTarget CarefulAndCaringMothers 49 Becombion 销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform D 强有力的支持事实 TheCompellingTruth 功能上 中国市场上唯一糖浆型复合维生素B产品Function TheonlysyruptypeforVitaminBComplexInChinaMarket 50 Becombion 销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform D 强有力的支持事实 品牌上 默克是维生素C的发现者TheCompellingTruth MerckisthediscovererofVitaminC 51 Becombion 销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform B 最核心的欲望 希望孩子发育尽善尽美TheCoreDesire HopeMyKidsGrowPerfectly 52 Becombion 销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform C 品牌如何最完美满足最核心的欲望 Becombion全面补充维生素B族营养 改善孩子的胃口 帮助孩子均衡发育HowTheBrandBestFulfillsTheCoreDesire BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition helpsstimulateappetiteandgrowinabalancedway 53 Becombion 销售策略 SellingStrategy 销售概念 构筑儿童均衡发育的基础TheSellingIdea Becombionhelpstoconstructingthefoundationofchildren sbalancedgrowth 54 Becombion 销售策略 SellingStrategy 创意概念 让儿童均衡发育均衡发育从维B开始AdWorks LetChildrenGrowInaBalancedWay 55 SevenSeasMultivitaminSyrup 英扬 传奇CC E 56 Productcategory healthfoodIngredients basement codliveroil fromdeepsea supplement VitA B1 B2 B3 B6 C D EFlavor Orangeflavor realorangejuice ProductProfile 英扬 传奇CC E 57 OurConcern 7sMVSismorethantraditionalfishliveroil ProductProfile 英扬 传奇CC E 58 PotentialCompetitorsfor7sMVS theorderofnutritionmentionedbyconsumers withaidedorunaided Calcium fishliveroil Multivitamin VitC IronandVitBcomplex 英扬 传奇CC E 59 OurConcern DifferentfromVitB thenecessaryoffishliveroilismuchgreaterinconsumers mind thoughtheymaybecan tnameitsfunctionsindetails Themarketoffishliveroilismoremature PotentialCompetitorsfor7sMVS 英扬 传奇CC E 60 RealCompetition Themajorplayersinthemultivitamincategoryare JuniorTheragan JuniorCentrum Kiddi andScottsIntermofdailycost 7sMVSratedinthemiddleposition JuniorTheragan RMB0 85 JuniorCentrum RMB1 12 Kiddi RMB4 07 3 20 Scotts RMB1 317sMVS RMB1 38 英扬 传奇CC E 61 Consumer sAttitude ResearchesshowthemajorityofmothersareinterestedinproductconceptGZ helpsstimulateappetite containscodliveroil helpsbraindevelopment SZ containsmanyessentialvitamins containscodliveroil helpsinstrengtheningboneissue 英扬 传奇CC E 62 Thebuyingintentionofproduct GZ 65 6 SZ 77 6 Theperceivedprice aroundRMB62 perbottle Consumer sAttitude 英扬 传奇CC E 63 GeographicalTargetArea 1sttargetcities SZ GZ thenrollouttoPRD2ndtargetcities SHandBJ launchedinlate2001 英扬 传奇CC E 64 SWOT Strength moresuitableforchildrensyrupformsweet fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroil Weakness productfunctionisdifficulttomeasurebrandawarenessislow can tsupporttheproductpromotionsinthehospitalarelimited Opportunity importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasing Threats strongcompetition likeSquib Whitewall 65 SevenSeas七海品牌印记 BrandFootprint 66 SevenSeas七海品牌印记 BrandFootprint 品牌意义七海的意义就是来自深海的多种维生素鱼肝油SevenSeasmeansmulti vitaminfishliveroilfromthedeepsea七海的意义就是抗污染的SevenSeasmeansanti pollution七海的意义就是可口橙味的SevenSeasmeanstastywithsweetorangeflavor 67 SevenSeas七海品牌印记 BrandFootprint 品牌个性七海是有益的SevenSeasisbeneficial七海是健康的SevenSeasishealthy七海是可爱的SevenSeasislovely 英扬 传奇CC E 68 SevenSeas 品牌意义七海的意义就是来自深海的多种维生素鱼肝油SevenSeasmeansmulti vitaminfishliveroilfromthedeepsea七海的意义就是抗污染的SevenSeasmeansanti pollution七海的意义就是可口橙味的SevenSeasmeanstastywithsweetorangeflavor 品牌个性七海是有益的SevenSeasisbeneficial七海是健康安全的SevenSeasishealthysafety七海是可爱的SevenSeasislovely 69 SevenSeas七海销售策略 SellingStrategy 品牌位置 来自深海的多种维生素鱼肝油儿童保健糖浆BrandPosition ThedeepseaFishLiverOilHealthSyrupwithmulti VitaminsForChildrenOnly 70 SevenSeas七海销售策略 SellingStrategy 品牌目标 纯净有益的儿童营养必要补充剂BrandObjective Anti pollutionAndNaturalNutritionSupplementNecessaryForChildren shealth 71 SevenSeas七海销售策略 SellingStrategy 广告角色 告诉消费者七海不是一般的鱼肝油TheSpecificRoleOfTheAdvertising TelltheconsumerthatSevenSeasisnoordinaryfishliveroil 72 SevenSeas七海销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform A 概念性目标客层 了解鱼肝油的母亲TheConceptualTarget learnedMothersOnFishLiverOilKnowledge 73 SevenSeas七海销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform B 最核心的欲望 希望自己孩子不一般TheCoreDesire Mychildisnoordinarykid 74 SevenSeas七海销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform C 品牌如何最完美满足最核心的欲望 通过塑造七海不是一般的鱼肝油的品牌形象来满足消费者希望孩子不一般的心理需求HowTheBrandBestFulfillsTheCoreDesire SevenSeassatisfiestheconsumer spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas noordinary brandimage 75 SevenSeas七海销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform D 强有力的支持事实 功能上 含有多种重要维生素和深海鱼肝油的成份TheCompellingTruth Function HaveTheIngredientsOfMulti vitaminsAndFishliverOilComingFromTheDeepNorthSea 76 SevenSeas七海销售策略 SellingStrategy 销售概念构架 TheSellingIdeaPlatform D 强有力的支持事实 品牌上 来自德国默克TheCompellingTruth Brand FromGermanMerck 77 SevenSeas七海销售策略 SellingStrategy 销售概念 不一般的鱼肝油TheSellingIdea NoOrdinaryFishLiverOil 78 SevenSeas七海销售策略 SellingStrategy 创意概念 七海宝宝更出众TheCreativeIdea Outstandingsevenseas outstandingkids 79 DrFreemanCough ColdSyrupforChildren 英扬 传奇CC E 80 Cough ColdMarketOverview Themarketishuge RMB876mn 98 81 图示结论 1 不论男性被访人群 还是女性被访人群感冒前绝大多数人都有感冒前兆或感冒症状2 其中有轻度症状者占绝大多数 男性为59 5 女性为60 0 3 可以推断 几乎所有人感冒前都有或多或少的症状 SettingsofConsumptionbytheWholeSample Number 511GenderGroup 16 60 SOURCE IMI 82 LocationofBuyingColdMedicineBytheWholeSample Number 510GenderGroup 16 60岁MultipleAnswers sopercentmayextra 100 图示结论 1 70 7 的男性以及72 4 的女性会在药店购买感冒药 因此可推断 不论男性还是女性 购买感冒药首选的场所均为药店 其次为医院或诊所2 男女消费者在购药场所选择方面性别差异不大 SOURCE IMI 83 TheHabitofKeepingColdMedicineatHome Number 624Say Yes 508Say No 116 图示结论 81 4 的被调查家庭在家中备有感冒药 只有18 4 的被调查家庭没有此习惯 因此可推断 感冒药是大多数家庭日常必备药 SOURCE IMI 英扬 传奇CC E 84 Rankingoftheidealbrandsorkinds 英扬 传奇CC E 85 WhichSeasontoPronetoCatchCold ThePeakSeason winter spring theinterimbetweentheseasons 英扬 传奇CC E 86 Itfunctionsincoughandcoldanduptonow nootherproductsclaimtohavethesetwofunctionsonly InthemarketofcoughsyrupandcoughJinMinChildrensyrup ShenquCoughSyrupandTaijiCoughSyrupcough cold feversyrup Tylenol Bufferin Xiaobai ProductProfile 英扬 传奇CC E 87 OurConcern DrFreemanCoughDrFreemanisthesub brandofmerckonlyforseriescough coldproducts 英扬 传奇CC E 88 SWOT Strength LowPriceUniqueFormulaGoodquality Weakness nobrandawarnesstosupporttheproduct Opportunity Concentrateeffectontheearlystageofcoldlargecold coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironment Threats strongcompetitionStrictregulatorycontrolonA Pactivities 89 Dr Freeman品牌印记 BrandFootprint 90 Dr Freeman品牌印记 BrandFootprint 品牌意义Dr Freeman的意义就是来自德国的感冒药Dr FreemanmeansafludrugfromGermanDr Freeman的意义就是医生推荐使用的Dr Freemanmeansdoctor srecommendedDr Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr Freemanmeansacold coughsyrupforchildren 91 Dr Freeman品牌印记 BrandFootprint 品牌个性Dr Freeman是感冒药专家Dr FreemanistheexpertoffludrugsDr Freeman是可信的Dr FreemanisreliableDr Freeman是认真负责的Dr Freemanisconscientious 英扬 传奇CC E 92 Dr Freeman 品牌意义Dr Freeman的意义就是来自德国感冒药Dr FreemanmeansafludrugfromGermanDr Freeman的意义就是医生推荐使用的Dr Freemanmeansdoctor sendorsementDr Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr Freemanmeansacold coughsyrupforchildren 品牌个性Dr Freeman就是感冒专家Dr FreemanistheexpertoffludrugsDr Freeman是可信的Dr FreemanisreliableDr Freeman是认真负责的Dr Freemanisconscientious 93 Dr Freeman销售策略 SellingStrategy 94 Dr Freeman销售策略 SellingStrategy 品牌位置 温和有效治疗儿童伤风咳嗽的糖浆BrandPosition ASyrupForMildlyAndEffectivelyRelievingChildren sCold Cough 95 Dr Freeman销售策略 SellingStrategy 品牌目标 感冒药专家BrandObjective TheExpertOfFluDrugs 96 Dr Freeman销售策略 SellingStrategy 广告角色 传达即治疗发烧前的感冒症状非常重要TheSpecificRoleOfTheAdvertising DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGetting