品牌的意义和个性是什么

1、What Is The Brand “Means” And “Is”?品牌的“意义”和“个性”是什么What the brand “means” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions.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。What the brand “is” is how we would describe the brands dominant personality traits

2、generally those that correspond to its principal meanings.品牌“个性”那些与品牌意义相对应的特征。1英扬CC&EWhy The Need For A Brand Footprint?为什么需要品牌印记？More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into

3、newgeographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories.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。2英扬CC&EWhy The Need For A Brand Footprint?为什么需要品牌印记？This expansion puts renewed focus on the need to protect

4、 brand equity.这种扩张及延伸，让我们必须重新重视并保护品牌的资产。3英扬CC&EWhy The Need For A Brand Footprint?为什么需要品牌印记？As brands are expanded, there are pressures of dilution that stem from:随着品牌的扩张，使品牌有被稀释的的因素如下：，这些The need to reexpress the brand in the context of new competitive sets and new cultures.必须就新的竞争条件和新文化的观点来重新表现品牌。

5、4英扬CC&EWhat Are ThreeDimensions?什么是品牌印记的三个层次The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional. They contain meanings and associations that are built over time.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。5英扬CC&EHow Much of A Future Vision?品牌印记的远景

6、如何？The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand.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。6英扬CC&EHow Much of A Future Vision?品牌印记的远景如何？For established,dominant brands, the Footprint will

7、 inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded.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

8、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。7英扬CC&EHow Much of A Future Vision?品牌印记的远景如何？For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic.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。8英扬CC&EHow Muc

9、h of A Future Vision?品牌印记的远景如何？Ultimately,the final balance between existing vs.desired meanings is a strategic decision built on the brands consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth.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

10、整，以便为该品牌未来成长之要求提供一个远景与灵感。9英扬CC&EExampleFor example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card.Amex and visa Footprints show how the brands are distinguished on these dimensions:11英扬CC&EExampleAmerican Express Brand Footpri

11、ntAmerican Express means MembershipThe BusinessLifeThe ChargeCardAmerican Express is ProfessionalWorldlyCC&REesponsible12英扬ExampleVisaBrand FootprintVisa means EverywhereThe High Life The Credit CardVisa is SociableStylishOn-The-Go13英扬CC&EThe selling strategy销售策略14What Is The Role of The Selling Str

12、ategy?销售策略扮演的角色如何？TheSellingStrategyisadisciplinethatissingle-mindedly focused on generating brand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominance in consumers mind.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。15英扬CC&

13、EWhat Is The Role of The Selling Strategy?销售策略扮演的角色如何？TheSellingStrategycanbeputtoworkatmanydifferent levels. At the highest level, it can be used toreveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the product

14、s that create competitive advantage for brands.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。16英扬CC&EWhat Is The Role of The Selling Strategy?销售策略扮演的角色如何？Thus, while there should always be a single Brand Footprint to define the brand essence in any market or

15、 region, there can be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and leverage the power of the brand.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。17英扬CC&EThe Sell

16、ing Strategy Model销售策略的模式The Selling Strategy Model is composed of five critical components：销售策略模式是由五个重要的部份所组成：The Brand Position品牌位置The Brand Objective品牌目标The Specific Role Of The Advertising广告担任的角色The Selling Idea Platform销售概念架构The Selling Idea销售概念18英扬CC&EThe Brand Position品牌位置Theperceptualspaceth

17、atthebrandholdsintheconsumersmindatthe IdeabeginningoftheSellingdevelopment process.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。19英扬CC&EExampleExamples:BrandMarriottMotorola manufacturerMasterCardBrand PositionA “vanilla” hotel A technologyMy other card20英扬CC&EThe Brand Objective品牌目标The perceptual space that we wan

18、t the brand to occupy in the consumers mind.我们希望品牌在消费者心中所占据的认知位置。21英扬CC&EExampleExample: Brand MarriottMotorolaBrand ObjectiveA memorable experience The leading brand in mobilepersonalcommunicationsMasterCardA card I feel good about22英扬CC&EThe Specific Role Of The Advertising广告担任的角色The role of the a

19、dvertising may vary greatlyin scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions.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

20、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。23英扬CC&EExampleExamples:BrandRole of AdvertisingMarriottTo get guests to stop taking Marriott for grantedTo make “brand” Motorola asMotorolastrong asits market shareMasterCardTo give an emotionally bankrupt brand a heart24英扬CC&EThe Selling Idea Platform销

21、售概念架构The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: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. The Conceptual Target概念性的目标客层B. The Core Desire最核心的欲望C. How The Brand Best Fulfills The Code Desire品牌如何最完美地满足最核心的欲望D.

22、The Compelling Truth强而有力的支持事实25英扬CC&EThe Selling Idea Platform销售概念架构A. The Conceptual Target概念性的目标客层The “natural constituency” for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand.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。26英扬CC&EThe

23、Selling Idea Platform销售概念架构B. The Core Desire最核心的欲望The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address.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。27英扬CC&EThe Selling Idea Platform销售概念架构B. The Core Desire最核心的欲望The Core Desir

24、e represents the deepest, most powerful, emotional benefit that theConceptual Target receives from the brand.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。28英扬CC&EThe Selling Idea Platform销售概念架构D.The Compelling Truth强而有力的支持事实Thecompelling truth that provides the keyevidence that supports the brands role in s

25、atisfying the Core Desire of the Conceptual Target both in function and brand.“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。29英扬CC&EExampleCompellingFunctional TruthSpecific TruthBrandPerformance“Prevents heart disease”Bayer AspirinFunctional TruthSpecific TruthBrandCompany Values Johnson“We really c

26、are about youJohnson &and yours”“Marlboro Country”Brand MythMarlboro Cigarettes30英扬CC&EWhat Is A Selling Idea?什么是销售概念ASellingIdeaisastrategic learnedconceptthatfocuseseverythingwehaveaboutwhatthebrandneedstomeantoconsumersintoasinglehighly whatfocusedstrategicideathatexpressesexactlywe wish the adve

27、rtising to say to consumers.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。31英扬CC&EExamplesBrand7-UpPepsi (1997)Microsoft to goSelling Idea“An Occasional Alternative to Cola” “The Official Generation X Cola” “Access to Information”Creative Idea “The Uncola” “Gener

28、ation Next”“Where do you wanttoday?”32英扬CC&E1. Preamble2. Marketing and Competition Overview3. CC&E Communication ToolsFootprintSelling Strategy4. Brand/Product Communication StrategyBecombion/Becombion Vitamin B Complex Syrup Seven Seas/Seven Seas Multivitamin SyrupDr. Freeman/Dr. Freeman Cough & C

29、old Syrup for Children5. Creative Concept and Advertising Mechanics6. Below-the-line and Other Marketing Tactics33英扬CC&EBecombion34Vitamins Market OverviewThe OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn)35英扬CC&EProduct ProfileProduct category: health food the order of products (

30、nutrition) mentioned by consumers(with aided or unaided?) :Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.Our Concern: They are possibly our potential competitors!36英扬CC&EProduct ProfileMulti Vit B ingredients :B1, B2, B3, B6, B12 the functions of every ingredients above (pls. r

31、efer to clients brief for detailed information)Our Concern: The functions are slack and lack of consistence.37英扬CC&EProduct ProfileProduct form: syrup Currently No Vit B complex syrup is found in GZOur Concern: Quite new product form; more suitable for children38英扬CC&EGeographical target areaTargete

32、d cities: SZ, GZ, then roll out to PRDOur Concern:Higher income level in SZ and GZ than other inland citiesFood supplement market is more mature“Only food is not enough for my daily vitamin consume”39英扬CC&ESWOTStrength more suitable for children syrup form sweet, fruity flavor more flexible in organ

33、izing our message delivery andad censorship as registered as health foodWeakness relatively high price (compared with local products; daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USPOpportunity less competition ( in terms of VB complex)Threats low price str

34、ategy of local product the awareness of importance of vitamins is increasing40英扬CC&EBecombion品牌印记(Brand Footprint)41Becombion品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombion means Vitamin B complex coming from German MerckBecombion的意义就是B族维生素均衡糖浆Becombion means Vitamin B complex balanced syrupBecombion的意义就是构

35、筑儿童均衡发育的基础Becombion means a very important basis for childrens balanced growth42Becombion品牌个性Becombion是维生素的专家Becombion is the expert of VitaminBecombion是全面合理的Becombion is comprehensive and equitableBecombion是严谨的Becombion is severe43Becombion品牌意义品牌个性Becombion是维生素的专家Becombion的意义就是来自德国 默克的复合维生素BBecombi

36、on means Vitamin B complex coming from German MerckBecombion is the expert of VitaminBecombion是全面合理的Becombion的意义就是B族维生 素均衡糖浆Becombion means Vitamin B complex balanced syrupBecombion is comprehensive and equitableBecombion的意义就是构筑儿童 均衡发育的基础Becombion means a very important basis for childrens balanced

37、growthBecombion是严谨的Becombion is severe44英扬CC&EBecombion销售策略(Selling Strategy)45Becombion销售策略(Selling Strategy)品牌位置：来自德国默克的复合维生素B均衡糖浆The Brand Position: Vitamin BComplexBalanced Syrup comingfrom German Merck46Becombion销售策略(Selling Strategy)品牌目标：儿童均衡发育的基础营养源The Brand Objective: The Basic Nutrition Res

38、ource Of Childrens Balanced Growth47Becombion销售策略(Selling Strategy)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The Specific Role Of The Advertising: Deliver the message that childrens balanced growth is closely bound up with Vitamin B complex48Becombion销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)：A）

39、概念性目标客层/谨慎的母亲The Conceptual Target/ Careful AndCaring Mothers49Becombion销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)：D）强有力的支持事实(The Compelling Truth):功能上：中国市场上唯一糖浆型复合维生素B产品Function：The only syrup type forVitaminBComplexIn China Market50Becombion销售策略(Selling Strategy)销售概念构架(The Selling Ide

40、a Platform)：D）强有力的支持事实:品牌上:默克是维生素C的发现者The Compelling Truth:Merck is thediscoverer ofVitamin C51Becombion销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)：B）最核心的欲望：希望孩子发育尽善尽美The Core Desire/ Hope My Kids Grow Perfectly52Becombion销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)： C）品牌如何最完美

41、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How The Brand Best Fulfills The Core Desire： Becombion provides children withcomprehensiveVitamin B complexnutrition,helps stimulate appetite and grow in a53balanced way.Becombion销售策略(Selling Strategy)销售概念: 构筑儿童均衡发育的基础The Selling Idea: Becombion helps

42、toconstructing the foundation ofbalanced growth.childrens54Becombion销售策略(Selling Strategy)创意概念:让儿童均衡发育均衡发育从维B开始Ad Works : Let Children Grow In a Balanced Way.55Seven Seas MultivitaminSyrup56Product ProfileProduct category: health food Ingredients: basement:cod liver oil(from deep sea) supplement:Vit

43、 A, B1, B2, B3, B6, C, D, EFlavor: Orange flavor (real orange juice)57英扬CC&EProduct ProfileOur Concern:7s MVS is more than traditional fish liver oil.58英扬CC&EPotential Competitors for 7sMVSthe order of nutrition mentioned by consumers (with aided or unaided?) :Calcium, fish liver oil, Multivitamin,V

44、it C, Iron and Vit B complex.59英扬CC&EPotential Competitors for 7sMVSOur Concern:Different from Vit B, the necessary of fish liver oil is much greater in consumers mind, though they maybe cant name its functions in details.The market of mature.fish liver oil is more60英扬CC&EReal CompetitionThe major p

45、layers in the multivitamin category are:Junior Theragan, Junior Centrum, Kiddi, and ScottsIn term of daily cost, 7s MVS rated in the middle position.Junior Theragan-RMB0.85; Junior Centrum-RMB 1.12; Kiddi-RMB 4.07/3.20;Scotts-RMB 1.317s MVS-RMB 1.3861英扬CC&EConsumers AttitudeResearches show the major

46、ity ofmothers are interested in conceptproduct GZ: “helps stimulate appetite”; ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps instrengthening bone issue”62英扬CC&EConsumers AttitudeThe buying intention of product: GZ: 65.6%;

47、 SZ: 77.6%The perceived price: around RMB 62/per bottle63英扬CC&EGeographical Target Area1st target cities: SZ, GZ, then roll out to PRD2nd target cities: SH and BJ (launched in late 2001)64英扬CC&ESWOTStrength more suitable for children syrup form sweet, fruity flavor more flexible in organizing our me

48、ssage delivery and ad censorship as registered as health food less dosage contains many essential vitamins basedon cod liver oilWeakness product function is difficult to measure brand awareness is low, cant support the product promotions in the hospital are limitedOpportunity imported product with f

49、air priceThreats strong competition(like Squib, Whitewall) the awareness of importance of vitamins is increasing65英扬CC&ESeven Seas七海品牌印记(Brand Footprint)66Seven Seas七海品牌印记(Brand Footprint)品牌意义七海的意义就是来自深海的多种维生素鱼肝油Seven Seas means multi-vitamin fish liver oil seafrom the deep七海的意义就是抗污染的Seven Seas mean

50、s anti-pollution七海的意义就是可口橙味的Seven Seas means tasty withsweet orange flavor67Seven Seas七海品牌印记(Brand Footprint)品牌个性七海是有益的Seven Seas is beneficial七海是健康的Seven Seas is healthy七海是可爱的Seven Seas is lovely68Seven Seas品牌意义品牌个性七海的意义就是来自深海的多 种维生素鱼肝油Seven Seas means multi-vitamin fish liver oilfrom the deep sea七

51、海的意义就是抗污染的七海是有益的Seven Seas is beneficial七海是健康安全的Seven Seas is healthy safetySeven Seas means anti- pollution七海的意义就是可口橙味的七海是可爱的Seven Seas is lovelySeven Seas means tasty withsweet orange flavor69英扬CC&ESeven Seas七海销售策略(Selling Strategy)品牌位置：来自深海的多种维生素鱼肝油儿童保健糖浆Brand Position: The deep sea Fish Liver Oi

52、lHealth Syrup with multi- VitaminsOnlyFor Children70Seven Seas七海销售策略(Selling Strategy)品牌目标：纯净有益的儿童营养必要补充剂Brand Objective: Anti-pollution AndNatural Nutrition Supplement Necessary For Childrens health71Seven Seas七海销售策略(Selling Strategy)广告角色：告诉消费者七海不是一般的鱼肝油The Specific Role Of The Advertising: Tell theconsumerthat Seven Seas is no ordinary fish liveroil72Seven Seas七海销售策略(Selling Strategy)销