模板之品牌的“意义”和“个性”是什么.ppt

WhatIsTheBrand“Means”And“Is”?品牌的“意义”和“个性”是什么,Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumersitsreputationacrossanumberofkeydimensions.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”ishowwewoulddescribethebrandsdominantpersonalitytraitsgenerallythosethatcorrespondtoitsprincipalmeanings.品牌“个性”那些与品牌意义相对应的特征。,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。,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。,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。,WhatAreThreeDimensions?什么是品牌印记的三个层次,TheBrandFootprintreflectsthetruththatmostbrandsespeciallypowerfulonesaremultidimensional.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。,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。,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。,HowMuchofAFutureVision?品牌印记的远景如何？,Forsomebrands,however,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。,HowMuchofAFutureVision?品牌印记的远景如何？,Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecisionbuiltonthebrandsconsumertruthandadjusted,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。,Example,Forexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard.AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:,Example,AmericanExpressBrandFootprintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible,Example,VisaBrandFootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go,Thesellingstrategy销售策略,WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？,TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumersmind.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。,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。,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。,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,TheBrandPosition品牌位置,TheperceptualspacethatthebrandholdsintheconsumersmindatthebeginningoftheSellingIdeadevelopmentprocess.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。,Example,Examples:BrandBrandPositionMarriottA“vanilla”hotelMotorolaAtechnologymanufacturerMasterCardMyothercard,TheBrandObjective品牌目标,Theperceptualspacethatwewantthebrandtooccupyintheconsumersmind.我们希望品牌在消费者心中所占据的认知位置。,Example,Example:BrandBrandObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout,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。,Example,Examples:BrandRoleofAdvertisingMarriottTogetgueststostoptakingMarriottforgrantedMotorolaTomake“brand”MotorolaasstrongasitsmarketshareMasterCardTogiveanemotionallybankruptbrandaheart,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,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。,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。,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。,TheSellingIdeaPlatform销售概念架构D.TheCompellingTruth强而有力的支持事实,ThecompellingtruththatprovidesthekeyevidencethatsupportsthebrandsroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“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。,Example,CompellingFunctionalTruthSpecificTruthBrandPerformance“Preventsheartdisease”BayerAspirinFunctionalTruthSpecificTruthBrandCompanyValues“WereallycareaboutyouJohnsonmoresuitableforchildren,ProductProfile,Geographicaltargetarea,Targetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”,SWOT,Strength,moresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfood,Weakness,relativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSP,Opportunity,lesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasing,Threats,lowpricestrategyoflocalproduct,Becombion品牌印记(BrandFootprint),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Becombionmeansaveryimportantbasisforchildrensbalancedgrowth,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,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Becombionmeansaveryimportantbasisforchildrensbalancedgrowth,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,Becombion,销售策略(SellingStrategy),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,Becombion,销售策略(SellingStrategy)品牌目标：儿童均衡发育的基础营养源TheBrandObjective:TheBasicNutritionResourceOfChildrensBalancedGrowth,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:DeliverthemessagethatchildrensbalancedgrowthiscloselyboundupwithVitaminBcomplex,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,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,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,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,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.,Becombion,销售策略(SellingStrategy)销售概念:构筑儿童均衡发育的基础TheSellingIdea:Becombionhelpstoconstructingthefoundationofchildrensbalancedgrowth.,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.,SevenSeasMultivitaminSyrup,Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice),ProductProfile,OurConcern:7sMVSismorethantraditionalfishliveroil.,ProductProfile,PotentialCompetitorsfor7sMVS,theorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.,OurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumersmind,thoughtheymaybecantnameitsfunctionsindetails.Themarketoffishliveroilismoremature.,PotentialCompetitorsfor7sMVS,RealCompetition,Themajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan-RMB0.85;JuniorCentrum-RMB1.12;Kiddi-RMB4.07/3.20;Scotts-RMB1.317sMVS-RMB1.38,ConsumersAttitude,ResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”,Thebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottle,ConsumersAttitude,GeographicalTargetArea,1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate2001),SWOT,Strength,moresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroil,Weakness,productfunctionisdifficulttomeasurebrandawarenessislow,cantsupporttheproductpromotionsinthehospitalarelimited,Opportunity,importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasing,Threats,strongcompetition(likeSquib,Whitewall),SevenSeas七海品牌印记(BrandFootprint),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,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,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,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,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-pollutionAndNaturalNutritionSupplementNecessaryForChildrenshealth,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,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,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！”.,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:SevenSeassatisfiestheconsumerspsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage,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:HaveTheIngredientsOfMultivitaminsAndFishliverOilComingFromTheDeepNorthSea,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,SevenSeas七海销售策略(SellingStrategy)销售概念：不一般的鱼肝油TheSellingIdea:NoOrdinaryFishLiverOil,SevenSeas七海销售策略(SellingStrategy)创意概念：七海宝宝更出众TheCreativeIdea:Outstandingsevenseas，outstandingkids,DrFreemanCoughspring;theinterimbetweentheseasons,Itfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.InthemarketofcoughsyrupandcoughJinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,Xiaobai,ProductProfile,OurConcern:DrFreemanCoughDrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.,SWOT,Strength,LowPriceUniqueFormulaGoodquality,Weakness,nobrandawarnesstosupporttheproduct,Opportunity,Concentrateeffectontheearlystageofcoldlargecold&coughmarketCompetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironment,Threats,strongcompetitionStrictregulatorycontrolonA&Pactivities,Dr.Freeman品牌印记(BrandFootprint),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.FreemanmeansdoctorsrecommendedDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren,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,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.FreemanmeansdoctorsendorsementDr.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,Dr.Freeman销售策略(SellingStrategy),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:ASyrupForMildlyAndEffectivelyRelievingChildrensCold&Cough,Dr.Freeman销售策略(SellingStrategy)品牌目标：感冒药专家BrandObjective:TheExpertOfFluDrugs,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:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：A）概念性目标客层:细心的父母TheConceptualTarget:CarefulParents,Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：B）最核心的欲望/周到TheCoreDesire/Considerate,Dr.Freeman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:感冒药专家的细心周到，让孩子在发烧前即消除感冒HowTheBrandBestFulfillsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.,Dr.Freeman销售策略(SellingStrategy）销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实:Dr.Freeman是治疗感冒的专家TheComp