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1、对2004年品牌传播方案的初步思考智威汤逊目前的任务l2004年的形象传播应该在同一个主题下分阶段进行；l首先确定其主题，然后确定不同阶段所突出的重点；l今天是我们对传播主题的初步意见，进行讨论。“赞助”这种传播方式的作用Brand Salience 凸现品牌Sponsorship as a means of generating brand awareness将赞助作为提高品牌知名度的一种手段Brand Association品牌联想Association with the event与具体活动相联系，建立品牌的身份Brand Equity品牌资产有时赞助活动可以帮助建立品牌资产，但大多数时
2、候不成功Kinds of sports sponsorship赞助的种类lStar明星lTeam团队lEvent活动赛事lSport体育运动Examples实例lStar明星uUnicom and Yao Ming中国联通和姚明lTeam 运动团队uVodafone and Manchester United沃达丰和曼联lEvent活动uPepsi and China Football League 百事可乐和中国足协lSport体育运动uCarlsberg and Football嘉士伯和足球 Unicom and Yao Ming中国联通与姚明lNo linkage between sta
3、r and brandl品牌与明星之间没有必然联系lUnlikely to benefit Unicom beyond generating some awareness.l除了提高品牌知名度，不太可能给联通品牌带来更大的利益点Nike and Michael Jordan耐克与乔丹lStrong linkage between star and brandl品牌与明星密切相关l19 year old association that is still going strongl历经19年，两者的联系依然密不可分lSporting achievement is at the core of t
4、he Nike brand.l在体育运动上取得的成就是耐克品牌的核心lBesides MJs image goes beyond pure sports onto lifestyle and he is seen as a cool icon among fansl乔丹的形象已经从运动升华到日常生活中，同时乔丹在体育迷眼中是一种“cool”的象征Key Success Factor成功的因素lStrong linkage between brand and stars personalityl品牌个性与明星个性的紧密联系l19 year association ensures that irr
5、espective of the stars endorsements for other brands/categories consumers strongly associate him with Nikel19年的紧密联系，使消费者将乔丹与耐克紧密联系在一起，即便乔丹在证言其他品牌。lNike and Michael Jordan are today inextricablel耐克与乔丹是密不可分的Commercializing the MJ equity将“乔丹”这一品牌资产商业化Michael Jordan equity乔丹形象的资产Air Jordan shoes “乔丹”气垫篮
6、球鞋Jordan range of shoes and accessories“乔丹”系列运动鞋和其他体育产品lMore than US$500 million in sales l超过5亿美元的销售额Air JordanTeam: Vodafone and MU球队赞助：沃达丰与曼联lTeams 运动团队uManchester United. Team with an international following. Enables brand to build global awareness without having to spend on advertisingu曼联：在全世界有大
7、量的球迷，使沃达丰不必通过广告的投入而在全世界建立品牌知名度uFerrari (Formula 1). Popular in core Vodafone markets like Italy and Germanyu法拉利车队：在沃达丰的主要市场，如意大利，德国有很高的知名度lStrategy策略uTo leverage on the universal appeal of the Manchester United and Ferrari teams to leapfrog the brand from local to global u利用曼联和法拉利在全球的影响力，使沃达丰从一个当地品牌
8、一跃成为国际品牌lCreative Strategy创意策略uEmphasis on branding. Leverage and own the red color. Critical for Vodafones re-branding strategy (Mannesman in Germany and J Phone in Japan)u品牌的强调：利用曼联的红颜色与品牌本身的红色，起到强调作用沃达丰的品牌策略（德国的Mannesman和日本的J-phone)lStrengthening the association强调相关性uUse of key stars like David B
9、eckham and Michael Schumacher in commercials for Vodafone Liveu在宣传上，利用球队的主要明星，如贝克汉姆和舒马赫宣传“Vodafone Live”How does the brand benefit品牌如何从中获益lSports as a medium to keep the brand fresh among younger audiences.l将运动作为一种介质，使品牌在年轻消费者中永远年轻lTeams like Manchester United and Ferrari enable the brand to build a
10、wareness internationally as their games are telecast around the worldl曼联和法拉利所从事的运动在世界范围拥有很大的影响力，因此能够使品牌在全世界树立品牌知名度lLike all great brands Vodafone is trying to own the Red color as a brand property: Coca Cola(red), Pepsi (blue), IBM (blue), Kodak (yellow)l像其他大的品牌一样，沃达丰努力使红色作为一种品牌资产。可口可乐（红色）百事可乐（蓝色）IB
11、M(蓝色）柯达（黄色）Sales Linkage销售上的联系lA few promotions that leverage on the sponsored teamsl利用所赞助的球队组织一些促销活动Event: Coke and the World Cup活动赞助：可口可乐与世界杯lOverall sponsorship strategyl总体赞助策略uTo be associated with things that young target audiences enjoy. Music, Sports etcu将品牌与青年人感兴趣的事物（主流行的）相联系，如音乐，运动lWorld Cu
12、p世界杯uA truly global event which reinforces Cokes core global and omnipresence equity.u全球的盛会，强调了可乐“全球性”和“无处不在的”的特性uKeeps the brand visible to audiences who are fixated about watching the world cupu使品牌时刻出现在那些紧密关注世界杯的人群里活动赞助：可口可乐与世界杯lBrand Benefits品牌的利益uReinforces Cokes image of being a truly global an
13、d an omnipresent brand. Constant association with leading events also reinforces its leadership imageu强调了可乐“全球性”和“无处不在的”的品牌形象，持续的与顶级的活动相联系进一步强化了其品牌领导地位lSales Effects销售效果uNo direct sales effects except for Event linked promotion. Eg. Coke got the rights for some of the footballs used in key matches w
14、hich were then used as promotional give awaysu除了与活动相关的促销活动外，不会对销售带来直接的影响。如：可口可乐可以使用某些重要赛事的比赛用球，并将这些足球作为促销礼品使用Carlsberg and football嘉士伯与足球lTo reach core audiences who happen to be football afficiandos.l能够影响到最主要的目标受众，这些人恰恰也是足球的狂热球迷lSponsorship of key teams (Liverpool) events, English Football League and TV programs.l赞助一些著名球队（利物浦），英国足协和足球电视节目lBrand gets to reach the right audience (football fans) at the right time (in bars)l品牌得以在合适的地点（酒吧）传递给合适的受众（球迷）
