从无到有创建品牌(ppt 61页)1.ppt

“BuildingABrandFromScratch从无到有创建品牌,ABrandIs品牌是.,Auniquecombinationofthreeattributes三种属性的独特组合,ABrandIs品牌是.,productbenefit产品的好处whatmakestheconsumerliketheproduct什么令消费者喜欢该产品brandpersonality/image品牌个性/形象whatmakestheconsumertrusttheproduct什么令消费者信任该产品consumerneeds/beliefs消费者需求/信念whatmakestheconsumervaluetheproduct什么令消费者高度评价该产品,Ifwecanunderstandthe“connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。,Thisgivesusa“framework”forunderstandingwhatourbrandis,orcouldbe这给我们提供了一个“架构”去了解我们的品牌是什么、或者会是什么,AnExample:Nike例子：耐克,Launchedin19741974年投放市场SportsshoespecialistwithworldwidesalesofUS$877mby1986成为运动鞋专家，1986年全球销售收入为八亿七千七百万美元,Newadvertisingcampaign“JustDoIt”tooksportsimagerymassmarket题为“JustDoIt”的新广告以运动形象打入大众市场passion,drama,moraluplift热情、戏剧性、品行升华madeitfashionable使之成为时髦madesportsshoesafashionitem使运动鞋成为时髦货WorldwidesalesofUS$9,200min199797年全球销售额92亿美元,TheConnection关系Triangle三角形图,ProductBenefit产品的好处WhyIliketheproduct我为何喜欢该产品,ConsumerNeeds/Beliefs消费者需求/信念WhyIvaluetheproduct我为何高度评价该产品,BrandPersonalityWhyItrusttheproduct品牌个性我为何信任该产品,NikeConnection耐克Triangle关系三角形图,OptimumPerformance品牌力的表现,Theendalwaysjustifiesthemeans结果总能验证方法,Empowerment&Irreverence授权与不逊,OneMistake:Nike耐克的一个错误,Launchedcasualshoesin1994在1994年推出休闲鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有什么联系呢撤回该系列,“Itisnotenoughjusttoknowtheconsumer.Youalsohavetoknowyourbrand”“仅了解消费者是不够的，还要了解你的品牌”(PhilKnight,Nikefounder)(PhilKnight,耐克创立者),Why?为什么？,Revisitingthecommodityconsumer再访消费者,LessonsFromNike从耐克吸取的教训,Deliverasuperiorproduct,asdefinedbytheconsumer消费者认为你所提供的是出众的产品notsomethinganyonecando而不是任何品牌都可以做到的产品,Atanacceptablepremium付出可接受的额外费用Ownacorneroftheconsumerpsyche在消费者的灵魂深处拥有一席之位thedesireinallofustobeawinner每一个人都有想成为“胜者”的欲望,Reorientateallelementsofthemarketingmixtosupportthebrand重新定向各种行销手段来支持该品牌eg:JustDoIt如：“JustDoIt”extremeeffortofcompetition竞争的极度努力fun,irreverentattitudetolife趣味，对生活不逊的态度,LeftBankCafPresidentEnterprise左岸咖啡馆统一企业集团,CaseStudy例子分析,Background背景,WhywastheLeftBankCafbrandborn?为什么会诞生左岸咖啡馆这个品牌？PresidentEnterprisesdairyproductswerebeingsoldunderthe“President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。,Background(Contd)背景,ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。,Background(Contd)背景,Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresidentsdairyproducts,sincetheyneededtoconveyaclearimageof“freshness”and“expertise.”这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。,Background(Contd)背景,Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争力的冷冻设施及分配系统。在台湾，以TetraPak包装的饮料-不论是高价的咖啡还是低价的豆奶-价钱总是10或15元新台币。罐头包装饮料则卖20元。,Background(Contd)背景,Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。市场竞争激烈，原材料成本不断上升，如果能将相同类别、相同容量的饮料卖到25元，那该多好！,Package包装,Thebrandstorystartswithaplasticcup.品牌的故事从一个塑料杯开始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonaldstake-awaycoffeecup,butismadeofplasticratherthanpaper.我们开发了一个白色塑料杯，它看起来就象一般麦当劳外卖咖啡的杯子，差别是快餐店用的是纸杯。,Place产品放置,Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.这个没有真空密闭的杯子只有在5C冷藏柜才能让内容物保存一段短暂的时间。,Place(Contd)产品放置,Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我们把这看成一个机会。保存期短使消费者相信物料新鲜。而一杯新鲜的饮品自然比其它要贵些。,Price价格,Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思考都集中在一个主要目的：如何让消费者接受25元一杯的高价？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我们自问一连串相关问题，以确保能创造出一个高级的品牌。,Product产品,Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighestprice?在这杯子放进什么商品才能卖到最高价呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我们考虑过葡萄汁、果汁、牛奶，最后选咖啡，因为咖啡不那么容易变质、被认为是高质饮品，并因牛奶成分而得到优惠税率。,BrandConcept品牌概念,Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方运来寄售的咖啡最有高级感？Weheldeightfocusdiscussiongroupstointerrogate4concepts我们组织了八个讨论小组，想出四个高级场所作为尝试的概念。,Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中厨房?来自空中厨房专门为头等舱准备的咖啡,BrandConcept(Contd)品牌概念,BrandConcept(Contd)品牌概念,Ahigh-classJapanesestylecoffeeshop?CoffeefromarefinedandelegantJapanesespecialtycoffeeshop日式高级咖啡馆?来自优雅、精致的日式咖啡馆的咖啡,BrandConcept(Contd)品牌概念,AleftbankcafCoffeefromParis-fromacafontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡馆这咖啡来自巴黎塞纳河左岸一家充满人文气氛的咖啡馆，一个诗人、哲学家喜欢去的地方。,10DowningStreetCoffeefromthekitchenoftheBritishprimeministersresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐宁街10号这咖啡来自英国首相官邸厨房，平日在这里准备招待贵宾的咖啡。,BrandConcept(Contd)品牌概念,BrandConcept(Contd)品牌概念,Itbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcafseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明显地人们觉得来自左岸咖啡馆的咖啡价值最高，他们愿为此付最高的价钱。,TargetGroup目标消费群,WhowouldbethemostwillingtopayNT$25tobuyacoffeethatwouldonlycostNT$15inaTetraPak?用TetraPak包装的咖啡只卖15元，谁会最愿意付25元买一杯咖啡？,TargetGroup(Contd)目标消费群,Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新饮品在推出三个月内如果达不到高营业额就会被撤走。那些人会出于品牌的创意而购买这个新牌子(仅有好奇心并不能克服高价的门槛)?,TargetGroup(Contd)目标消费群,Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.我们选择17到22岁的年轻女士，她们有诚实、多愁善感，喜爱文学艺术，但生活经验不多，不太成熟。,TargetGroup(Contd)目标消费群,Theylovedtheideabehindthebrand,andwereparticularlymotivatedbytheLeftBankcafconcept.她们喜欢品牌背后的意念，尤其是“左岸咖啡馆”的概念。,ConsumerInsight洞察消费者,Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheirinnerneeds.她们寻求产品质量以外更多的东西，寻求情感回报、使她们感觉更好、觉得自己更成熟的东西，寻求了解、表达她们内在需求的品牌。,TheLeftBankCafconcepttogetherwiththearomatic,adultflavourofcoffee,fosteredasenseofspiritualrenewalinthem.左岸咖啡馆，带着咖啡芬芳、成人品味，在她们精神上形成一种新的感觉。,Tone&Manner气氛及风格,Accordingtostatisticsfrombookstores,themostpopularauthoramongyoungwomenofthisagegroupisMurakamiHaruki.SheistheforemostrepresentativeofanewstyleofJapanesewriting,whichiship,absurd,postmodern,andalwayscoollydeadpan.WhatsuniqueaboutMurakamisstoriesisthattheyexpertlymanagetoconjureupthefeelingofcitydwellers.她们最欣赏的作家是村上春树。她的作品忧郁、超现实、冷峻，能唤起城市人的感觉。,Tone&Manner气氛及风格,ThoughthevisualpartoftheLeftBankCafadvertisingshouldhaveaveryFrenchstyle,thecopyshouldhaveaveryJapaneseliterarystyle.虽然左岸咖啡馆的广告视觉应该非常法国化，但其文本应是很有日本文学的风格。,CorrectionTriangle:LeftBankCafe,SpiritualSatisfaction精神上的满足,Solitudeisnotloneliness独处不是寂寞,ArtisticAtmospheric,Contemplative艺术气氛、沉思,CreativeBrief创意简报,Duringtheprocessofbriefingthecreativepeople,wetoldthem,“Letsforgetthatwearemakingadvertisementsforpackageddrinks.Letspretendthatourclientisactuallyacaf-thatwearemakingadvertisementsforaFrenchcaf!”“让我们忘记自己是在为包装饮料做广告，假想是在为一家远在法国的咖啡馆做广告！”,WecollectedalotofreferenceinformationfromFrance,includingpicturesandevenmenusofFrenchcafs.我们从法国收集来许多咖啡馆的资料，包括图片甚至菜单。,TheLeftBankCafSellsMoreThanJustCoffee不仅是卖咖啡,Ifourbrandwastobeacaf,thentherewasnoreasonforittobelimitedtoonlysellingcoffee.Thebrandcouldbeextendedtoincludealltheitemsonacafmenu.如果我们的品牌是咖啡馆，那么它不应仅卖咖啡。它可以延伸到咖啡馆餐单上的所有东西。,TheLeftBankCafSellsMoreThanJustCoffee不仅是卖咖啡,Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCafumbrellabrand.所以，现在你从7-11便利店的冷藏柜里，还能找到左岸咖啡馆牌子的奶茶、牛奶冻和其它法式甜品。,TheLeftBankCafSellsMoreThanJustCoffee(Contd)不仅是卖咖啡,WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCafproducts.我们现在考虑法式蛋糕的可能性，希望将来在商店里有左岸咖啡馆产品专用冷藏柜。,TheRoleofAdvertising广告的角色,TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcaf-anidealcaf,acafwithalonghistoryandastrongcultural,artisticatmosphere.广告要促使消费者在脑海里建造一个自己最喜爱的法国咖啡馆-一个理想的咖啡馆，一个历史悠久、文化艺术气氛浓厚的咖啡馆。,TheRelationshipWiththeBrand品牌写真,LeftBankCafwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡馆有能力刺激消费者在他们的想象里产生一种真实、强烈的反应。,TheRelationshipWiththeBrand品牌写真,LeftBankCafwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCafisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡馆和消费者的关系就象一本喜爱的书，一册旅游摘记，放在整洁的书架上一篇短短的诗，在你想享受一片独处空间时，它随手可得，带你到想去的地方。,TheRelationshipWithTheBrand(Contd)品牌写真(续),Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你身在台湾，偶尔想到欧洲度个浪漫之旅，但在这忙碌现实的世界，你只能逛逛欧式家具店，到法国餐厅用餐，度一个想象之旅。,TheRelationshipWithTheBrand(Contd)品牌写真(续),LeftBankCafmakesthementaltripeasier-simplysatisfyingyourspiritualdesires,anytime,anyplace,andprivately.而左岸咖啡馆使这想象之旅更轻松-简单地满足你随时可能冒出的一点精神欲望，孤独享受。,BuildingtheFrenchCaf(Contd)品牌塑造,TheTVCisbasedonthegirlsnotesandjottingsabouthertravels.Theprintadsareaseriesofshortstoriesaboutthingsthathavehappenedinthecaf.Theradioadsarelikepoeticvignettesfromthecaf,andwerebroadcastlateatnight.电视广告是一个女孩的旅行摘记。平面广告是一系列发生在咖啡馆的短篇故事。电台则在深夜播放着诗般的咖啡馆故事。,BuildingtheFrenchCaf(Contd)品牌塑造,Inordertomakepeoplebelieveintheexistenceofthecaf,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.为使消费者相信咖啡馆的存在，计划了一连串节目让幻想变成现实。,DuringanexhibitionofphotographsofFrenchcafsatTaiwansmostdeluxebookstore,anopen-air“LeftBankCaf”wassetupoutside.A15-minuteprogramentitled“LeftBankCafTour,”introducing20cafsontheleftbankoftheSeine,wasproducedforcableTV.在法国咖啡馆摄影展期间，台湾最豪华的书店外布置着左岸咖啡馆。还制作了15分钟题为“左岸咖啡馆之旅”的有线电视节目，介绍塞纳河左岸20家咖啡馆。,BuildingtheFrenchCaf(Contd)品牌塑造,AroundthetimeoftheFrenchnationalday,theLeftBankCafbrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCaf!法国国庆期间，左岸咖啡馆是庆宴和法国电影节赞助商之一。雷诺、标致、香奈尔、ChristianDior等法国品牌也在赞助商之列。,BuildingtheFrenchCaf(Contd)品牌塑造,TheBrand品牌,IstherereallyaSantaClaus?AccordingtotheresultsoflastweeksLeftBankCafBrandAudit,theTVcommercialgivespeopleanenjoyablefeelingofsolitude.WhenpeopledrinkLeftBankCafproducts,theyfeeltheyarerewardingthemselves.Eightypercentofthepeopleinterviewedbelievethatthe“L