Build the brand.ppt

1、,IED ADVERTISING,A,L,L,从无到有建立品牌,品牌是. A Brand Is ,三种属性的独特组合 A unique combination of three attributes,品牌是. A Brand Is ,产品的好处 product benefit 什么令消费者喜欢该产品 what makes the consumer like the product 品牌个性/形象 brand personality/image 什么令消费者信任该产品 what makes the consumer trust the product 消费者需求 / 信念 consumer ne

2、eds/beliefs 什么令消费者高度评价该产品 what makes the consumer value the product,品牌是. A Brand Is （续）,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。 If we can understand the “connection” between these three attributes, then we can turn a product into a brand,产品,品牌,品牌是. A Brand Is （续）,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 This

3、gives us a “framework” for understanding what our brand is, or could be,例子：耐克 An Example : Nike,1974年投放市场 Launched in 1974 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 Sports shoe specialist with worldwide sales of US$877million by 1986,例子：耐克 An Example : Nike,题为 “Just Do It” 的 新广告以运动形象打入大众市场 New advertising camp

4、aign “Just Do It” took sports imagery mass market 热情、戏剧性、品行升华 passion, drama, moral uplift 使之成为时髦 made it fashionable 使运动鞋成为时髦货 made sports shoes a fashion item 97年全球销售额 92 亿美元 Worldwide sales of US$9,200million in 1997,关系三角形图 The Connection Triangle,产品的好处 Product Benefit 我为何喜欢该产品 Why I like the pro

5、duct,消费者需求/信念 Consumer Needs/ Beliefs 我为何高度评价该产品 Why I value the product,品牌个性 Brand Personality 我为何信任该产品 Why I trust the product,耐克关系三角形图 Nike The Connection Triangle,极致的产品功能表现 Optimum Performance,结果总能验证方法 The end always justifies the means,强力/狂放不拘 Empowerment & Irreverence,耐克的一个错误 One Mistake : Nik

6、e,在1994年推出休闲鞋 Launched casual shoes in 1994 销售额损失惨重，令耐克形象受损。 Disastrous sales, and damage to Nike image. 休闲鞋和耐克品牌又有什么联系呢 What has casual shoes got to be with Nike brand 撤回该系列 Range withdrawn,“仅了解消费者是不够的，还要了解你的品 牌” “ It is not enough just to know the consumer. You also have to know your brand.” Phil

7、Knight, Nike founder (Phil Knight, 耐克创立者),为什么？ Why ?,再访消费者 Revisiting the commodity consumer,从耐克吸取的教训 Lessons From Nike,消费者认为你所提供的是出众的产品 Deliver a superior product, as defined by the consumer 而不是任何品牌都可以做到的产品 not something anyone can do,从耐克吸取的教训 Lessons From Nike,付出可接受的额外费用 At an acceptable premium 在

8、消费者的灵魂深处拥有一席之位 Own a corner of the consumer psyche 每一个人都有想成为“胜者”的欲望 the desire in all of us to be a winner,从耐克吸取的教训 Lessons From Nike,重新定向各种行销手段来支持该品牌 Re-orientate all elements of the marketing mix to support the brand 如：“Just Do It” e.g. : Just Do It 竞争的极度努力 extreme effort of competition 趣味，对生活不逊的态

9、度 fun, irreverent attitude to life,CF Nike,例子分析 Case Study,左岸咖啡馆统一企业集团 Left Bank Caf President Enterprise,背景 Background,为什么会诞生左岸咖啡馆这个品牌？ Why was the Left Bank Caf brand born? 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。 President Enterprises dairy products were being sold under the “President” brand

10、name, and for a long time had been unable to rise beyond second or third placed brand in the market.,背景 Background (contd),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。 The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only

11、food and drink products, but also insurance and even amusement parks.,背景 Background (contd),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。 This led to confusion of the brand assets, which caused a long-term problem for Presidents dairy products, since they needed to convey a clear image of “freshne

12、ss” and “expertise.”,背景 Background (contd),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铺货体系。在台湾，以Tetra Pak包装的饮料 - 不论是高价的咖啡还是低价的豆奶 - 价钱总是在10到15元新台币之间。易拉罐包装饮料则可卖到20元。 To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior re

13、frigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20.,背景 Background (contd),市场竞争激烈，原材料成本不断上升，如果能将相同

14、类别、相同容量的饮料卖到25元，那该多好！ With the strong competition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。,包装 Package,品牌的故事从一个塑料杯开始。 The brand story starts with a plas

15、tic cup. 我们开发了一个白色塑料杯，它看起来就象一般外卖咖啡的杯子，差别是快餐店用的是纸杯。 We developed a white plastic cup. This cup looks just like an ordinary take-away coffee cup, but is made of plastic rather than paper.,销售通路 Place,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。 This cup does not have a vacuum seal, and the contents can only be

16、 kept for a short period, and then only if the cup is stored at a temperature of 5C.,销售通路 Place (Contd),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。 Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe tha

17、t the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.,价格 Price,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？ All the strategic thinking was concentrated on one major objective: how can we make consumers accept the un

18、reasonably high price of NT$25 per cup? 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。 We asked ourselves a series of questions to help us ensure we could create a high-class brand.,产品 Product,在这杯子放进什么商品才能卖到最高价呢？ What kind of product should we put into the cup, to best help us sell it for the highest price? 我们考虑过葡萄酒、果

19、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。 We considered wine, fruit juice and milk, but finally decided on coffee less likely to deteriorate high quality perception milk content led to favorable tax rate,品牌概念 Brand Concept,什么地方运来寄售的咖啡最有高级感？ We then asked ourselves - where can we say this coffee

20、 comes from, in order to create a high-class impression? 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。 We held eight focus discussion groups to interrogate 4 concepts.,品牌概念 Brand Concept (Contd),空中厨房 ? An airline kitchen ? 来自空中厨房专门为头等舱准备的咖啡 Coffee from an airline kitchen, as specially prepared for first-class passen

21、gers,品牌概念 Brand Concept (Contd),日式高级咖啡馆 ? 来自优雅、精致的日式咖啡馆的咖啡 A high-class Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop,品牌概念 Brand Concept (Contd),左岸咖啡馆 A left bank caf 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。 Coffee from Paris - from a caf on the left b

22、ank of the Seine - a place full of atmosphere, a haunt of poets and philosophers,品牌概念 Brand Concept (Contd),唐宁街10号 10, Downing Street 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。 Coffee from the kitchen of the British prime ministers residence, a place where coffee is prepared for VIP visitors every day.,品牌概念 Bran

23、d Concept (Contd),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。 It became apparent that most people felt that the coffee from a left bank caf seemed to have the highest value, and would make them pay the highest price.,目标消费群 Target Group,谁最可能愿意付25元买一杯用Tetra Pak包装只卖15元的咖啡？ Who would be the most willing to pay N

24、T$25 to buy a coffee that would only cost NT$15 in a Tetra Pak?,目标消费群 Target Group (Contd),我们选择17到 22岁的年轻女性，她们有诚实、多愁善感的特质，喜爱文学艺术，但生活经验不多，不太成熟。 Young women aged 17 to 22 are characterized as being honest and sentimental, full of hopes and dreams, fond of art and literature, but not particularly sophi

25、sticated, since they still do not have much experience of life.,目标消费群 Target Group (Contd),新饮品在推出三个月内如果达不到高营业额就会被撤走。哪些人会出于品牌的创意而购买这个新牌子(尽管光有好奇心并不能克服高价的门槛)? Any new beverage product must achieve a good turnover within three months, or it will be deleted. Who would be more than merely curious (since c

26、uriosity alone would not be enough to overcome the high-price barrier), and buy into the idea of the brand?,目标消费群 Target Group (Contd),她们喜欢品牌背后的意念，尤其是“左岸咖啡馆”的概念。 They love the idea behind the brand, and are particularly motivated by the Left Bank caf concept.,洞察消费者 Consumer Insight,她们寻求产品质量以外更多的东西，寻

27、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。 They look for much more from a product than mere product quality. They look for emotional reward, something that makes them feel better something that makes them feel more sophisticated than they really are. They look for brands that understand and address

28、their inner needs.,洞察消费者 Consumer Insight,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。 The Left Bank Caf concept together with the aromatic, adult flavor of coffee, fostered a sense of spiritual renewal in them.,调性及态度 Tone & Manner,她们最欣赏的作家是村上春树。他的作品 忧郁、超现实、冷峻，能唤起城市人的感 觉。 According to statistics from bookstore

29、s, the most popular author among young women of this age group is Murakami Haruki. He is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. Whats unique about Murakamis stories is that they expertly manage to conjure up the fe

30、eling of city dwellers.,调性及态度 Tone & Manner (Contd),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。 Though the visual part of the Left Bank Caf advertising should have a very French style, the copy should have a very Japanese literary style.,Connection Triangle : Left Bank Cafe,精神上的满足 Spiritual Satisfaction,独处

31、不是寂寞Solitude is not loneliness,艺术气氛、沉思 Artistic Atmospheric, Contemplative,如何沟通 How to Communicate,“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！” During the process of briefing the creative people, we told them, “Lets forget that we are making advertisements for packaged drinks. Lets pretend that our clie

32、nt is actually a caf - that we are making advertisements for a French caf!”,如何沟通 How to Communicate (Contd),我们从法国收集来许多咖啡馆的资料，包括图片甚至菜单。 We collected a lot of reference information from France, including pictures and even menus of French caf.,不仅是卖咖啡 The Left Bank Caf Sells More Than Just Coffee,如果我们的品

33、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。 If our brand was to be a caf, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a caf menu.,不仅是卖咖啡 The Left Bank Caf Sells More Than Just Coffee (Contd),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

34、茶、牛奶冻和其它法式甜品。 So now when you look in the refrigerators at 7- Eleven, you will also find Th au lait, as well as Blancmange and other French-style desserts, all under the Left Bank Caf umbrella brand.,不仅是卖咖啡 The Left Bank Caf Sells More Than Just Coffee (Contd),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。 W

35、e are currently evaluating the possibilities for French-style cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Caf products.,广告的角色 The Role of Advertising,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。 The advertising encourages consume

36、rs to build a picture in their minds of their favorite French caf - an ideal caf, a caf with a long history and a strong cultural, artistic atmosphere.,品牌写真 The Relationship With the Brand,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。 Left Bank Caf will have the power to stimulate a real and strong response in

37、 the imagination of consumers.,品牌写真 The Relationship With the Brand (Contd),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。 Left Bank Caf will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is al

38、ways kept on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Caf is always ready to bring you refreshment whenever you need it.,品牌写真 The Relationship With the Brand (Contd),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

39、。 The insight is: You are here in Taiwan. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a mental trip to Europe - by going window shopping at a European-style furniture store or dining in a French restaurant.,品牌写真 The

40、Relationship With the Brand (Contd),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。 Left Bank Caf makes the mental trip easier - simply satisfying your spiritual desires, any time, any place, and privately.,品牌塑造 Building the French Caf,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。 The TVC is bas

41、ed on the girls notes and jottings about her travels. The print ads are a series of short stories about things that have happened in the caf. The radio ads are like poetic vignettes from the caf, and were broadcast late at night.,CF左岸咖啡2支,品牌塑造 Building the French Caf (Contd),为使消费者相信咖啡馆的存在，计划了一连串节目让幻

42、想变成现实。 In order to make people believe in the existence of the caf, there was also a series of supporting events, intended to make the fantasy become a reality.,品牌塑造 Building the French Caf (Contd),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。 During an exhibition of photog

43、raphs of French cafs at Taiwans most deluxe bookstore, an open-air “Left Bank Caf” was set up outside. A 15-minute program entitled “Left Bank Caf Tour,” introducing 20 cafs on the left bank of the Seine, was produced for cable TV.,品牌塑造 Building the French Caf (Contd),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

44、致、香奈尔、Christian Dior等来自法国的名牌也在赞助商之列，其中唯独左岸咖啡馆不是法国当地的品牌。 Around the time of the French national day, the Left Bank Caf brand was one of the sponsors of a celebration dinner and a French film festival organized by the French Institute in Taiwan. The sponsors included actual French brands such as Renau

45、lt, Peugeot, Channel, Christian Dior, a number of different wine-brewers, and one brand you would never find in France itself - Left Bank Caf!,品牌 The Brand,左岸咖啡的电视广告令人有一种愉快的孤独感，人们觉得左岸咖啡是享受。八成被访者相信有左岸咖啡馆，其中一位消费者说“宁愿相信有”。 Is there really a Santa Claus? According to the results of last weeks Left Bank Caf Brand Audit, the TV commercial gives people an enjoyable feeling of solitude. When people drink Left Bank Caf pr