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1、“ Building A Brand From Scratch 从无到有创建品牌A Brand Is 品牌是.nA unique combination of three attributes三种属性的独特组合A Brand Is 品牌是.lproduct benefit 产品的好处 what makes the consumer like the product 什么令消费者喜欢该产品lbrand personality/image 品牌个性/形象 what makes the consumer trust the product 什么令消费者信任该产品lconsumer needs/bel
2、iefs 消费者需求/信念 what makes the consumer value the product 什么令消费者高度评价该产品nIf we can understand the “connection” between these three attributes, then we can turn a product into a brand 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。This gives us a “framework” forunderstanding what our brand is, or could be 这给我们提供了一个“
3、架构”去了解我们的品牌是什么、或者会是什么An Example : Nike例子：耐克nLaunched in 1974 1974年投放市场nSports shoe specialist with worldwide sales of US$877m by 1986 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nNew advertising campaign “Just Do It” took sports imagery mass market 题为 “Just Do It” 的 新广告以运动形象打入大众市场lpassion, drama, moral uplift 热情、
4、戏剧性、品行升华lmade it fashionable 使之成为时髦lmade sports shoes a fashion item 使运动鞋成为时髦货nWorldwide sales of US$9,200m in 1997 97年全球销售额 92 亿美元The Connection关系 Triangle 三角形图Product Benefit 产品的好处 Why I like the product 我为何喜欢该产品Consumer NeedsConsumer Needs/Beliefs Beliefs 消费者需求消费者需求/ /信念信念Why I Why I valuevalue t
5、he the product product 我为何我为何高度评价高度评价该产品该产品Brand PersonalityBrand Personality Why I Why I trusttrust the the productproduct 品牌个性品牌个性 我为何我为何信任信任该产品该产品Nike Connection 耐克 Triangle关系三角形图 Optimum Performance 品牌力的表现The end The end alwaysalways justifies thejustifies the meansmeans 结果总能验证方法结果总能验证方法Empowerm
6、entEmpowerment& &Irreverence Irreverence 授权与不逊One Mistake : Nike 耐克的一个错误nLaunched casual shoes in 1994 在1994年推出休闲鞋nDisastrous sales, and damage to Nike image. lWhat has casual shoes got to be with Nike brandlRange withdrawn 销售额损失惨重，令耐克形象受损。l休闲鞋和耐克品牌又有什么联系呢l撤回该系列“ It is not enough just to know the co
7、nsumer. You also have to knowyour brand” “仅了解消费者是不够的，还要 了解你的品牌”(Phil Knight, Nike founder)(Phil Knight, 耐克创立者)Why ?为什么？Revisiting the commodity consumer 再访消费者Lessons From Nike 从耐克吸取的教训nDeliver a superior product, as defined by the consumer 消费者认为你所提供的是出众的产品lnot something anyone can do 而不是任何品牌都可以做到的产
8、品nAt an acceptable premium 付出可接受的额外费用lOwn a corner of the consumer psyche 在消费者的灵魂深处拥有一席之 位lthe desire in all of us to be a winner 每一个人都有想成为“胜者”的欲 望nReorientate all elements of the marketing mix to support the brand 重新定向各种行销手段来支持该品牌leg : Just Do It 如：“Just Do It” extreme effort of competition 竞争的极度努力
9、 fun, irreverent attitude to life 趣味，对生活不逊的态 度Left Bank Caf President Enterprise左岸咖啡馆 统一企业集团Case Study Case Study 例子分析例子分析Background 背景Why was the Left Bank Caf brand born? 为什么会诞生左岸咖啡馆这个品牌？President Enterprises dairy products were being sold under the “President” brand name, and for a long time had
10、been unable to rise beyond second or third placed brand in the market. 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 The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but
11、 also insurance and even amusement parks. 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 “freshness” and “expertise.”这导致牌子混淆，给“统一”
12、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To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be i
13、t 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. 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10或15元新台币。罐头包装饮料则卖 20元。Background (Contd) 背景With the stron
14、g 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。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nThe brand story starts with a plastic cup
15、. 品牌的故事从一个塑料杯开始。nWe developed a white plastic cup. This cup looks just like an ordinary McDonalds take-away coffee cup,but is made of plastic rather than paper. 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This cup does not have a vacuum seal, and the contents can only be kept for a short
16、 period, and then only if the cup is stored at a temperature of 5C. 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, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it
