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1、“ Building A Brand From Scratch 从无到有创建品牌,A Brand Is 品牌是.,A unique combination of three attributes 三种属性的独特组合,A Brand Is 品牌是.,product benefit 产品的好处 what makes the consumer like the product 什么令消费者喜欢该产品 brand 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 consumer needs/
2、beliefs 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,If 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” for understanding what our brand is, or could be 这给我们提供
3、了一个“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,Launched in 1974 1974年投放市场 Sports 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,New 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 passion, drama, moral upli
4、ft 热情、戏剧性、品行升华 made it fashionable 使之成为时髦 made sports shoes a fashion item 使运动鞋成为时髦货 Worldwide 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 Needs/ Beliefs 消费者需求/信念 Why I value the product 我为何高度评价该产品,Brand Pe
5、rsonality Why I trust the product 品牌个性 我为何信任该产品,Nike Connection 耐克 Triangle 关系三角形图,Optimum Performance 品牌力的表现,The end always justifies the means 结果总能验证方法,Empowerment & Irreverence 授权与不逊,One Mistake : Nike 耐克的一个错误,Launched casual shoes in 1994 在1994年推出休闲鞋 Disastrous sales, and damage to Nike image. W
6、hat has casual shoes got to be with Nike brand Range withdrawn 销售额损失惨重，令耐克形象受损。 休闲鞋和耐克品牌又有什么联系呢 撤回该系列,“ It is not enough just to know the consumer. You also have to know your 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
7、访消费者,Lessons From Nike 从耐克吸取的教训,Deliver a superior product, as defined by the consumer 消费者认为你所提供的是出众的产品 not something anyone can do 而不是任何品牌都可以做到的产品,At an acceptable premium 付出可接受的额外费用 Own a corner of the consumer psyche 在消费者的灵魂深处拥有一席之位 the desire in all of us to be a winner 每一个人都有想成为“胜者”的欲望,Reorient
8、ate 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 eg : Just Do It 如：“Just Do It” extreme effort of competition 竞争的极度努力 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 例子分析,Background 背景,Why was the Left Bank Caf brand
9、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 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
10、 was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but 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 lo
11、ng-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”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 compe
12、titive edge of its superior refrigeration 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. 为此“统一”希望为它的乳类食品
13、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 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 th
14、e 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,The brand story starts with a plastic cup. 品牌的故事从一个塑料杯开始。 We 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
15、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 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 shortc
16、oming 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 to be a little more expensive than a drink which is not. 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,All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per
