《從無到有創(chuàng)建品牌》

1、“ Building A Brand From Scratch從無到有創(chuàng)建品牌,A Brand Is … 品牌是...,A unique combination of three attributes三種屬性的獨(dú)特組合,A Brand Is … 品牌是...,product benefit產(chǎn)品的好處what makes the consumer like the product什么令消費(fèi)者喜歡該產(chǎn)品brand p

2、ersonality/image品牌個(gè)性/形象what makes the consumer trust the product什么令消費(fèi)者信任該產(chǎn)品consumer needs/beliefs消費(fèi)者需求/信念what makes the consumer value the product什么令消費(fèi)者高度評價(jià)該產(chǎn)品,,If we can understand the “connection” between th

3、ese three attributes, then we can turn a product into a brand如果我們了解這三種屬性之間的“聯(lián)系”，就能將一個(gè)產(chǎn)品轉(zhuǎn)為一個(gè)品牌。,,,,This gives us a “framework” for understanding what our brand is, or could be 這給我們提供

4、了一個(gè)“架構(gòu)”去了解我們的 品牌是什么、或者會是什么,An Example : Nike 例子：耐克,Launched in 19741974年投放市場Sports shoe specialist with worldwide sales of US$877m by 1986成為運(yùn)動鞋專家，1986年全球銷售收入為八億七千七百萬美元,,New advertising campaign “Just Do

5、 It” took sports imagery mass market題為 “Just Do It” 的 新廣告以運(yùn)動形象打入大眾市場passion, drama, moral uplift熱情、戲劇性、品行升華made it fashionable使之成為時(shí)髦made sports shoes a fashion item使運(yùn)動鞋成為時(shí)髦貨Worldwide sales of US$9,200m in 199

6、797年全球銷售額 92 億美元,The Connection關(guān)系Triangle 三角形圖,Product Benefit 產(chǎn)品的好處Why I like the product 我為何喜歡該產(chǎn)品,,Consumer Needs/ Beliefs 消費(fèi)者需求/信念 Why I value the product我為何高度評價(jià)該產(chǎn)品,Brand Personal

7、ityWhy I trust the product品牌個(gè)性我為何信任該產(chǎn)品,Nike Connection 耐克 Triangle關(guān)系三角形圖,Optimum Performance品牌力的表現(xiàn),,The end alwaysjustifies themeans結(jié)果總能驗(yàn)證方法,Empowerment & Irreverence 授權(quán)與

8、不遜,One Mistake : Nike耐克的一個(gè)錯(cuò)誤,Launched casual shoes in 1994在1994年推出休閑鞋Disastrous sales, and damage to Nike image. What has casual shoes got to be with Nike brandRange withdrawn銷售額損失慘重，令耐克形象受損。休閑鞋和耐克品牌又有什么聯(lián)系呢撤回該系

9、列,,“ It is not enough just to know the consumer. You also have to know your brand”“僅了解消費(fèi)者是不夠的，還要了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克創(chuàng)立者),,Why ? 為什么？,,Revisiting the

10、 commodity consumer再訪消費(fèi)者,Lessons From Nike從耐克吸取的教訓(xùn),Deliver a superior product, as defined by the consumer消費(fèi)者認(rèn)為你所提供的是出眾的產(chǎn)品not something anyone can do而不是任何品牌都可以做到的產(chǎn)品,,,At an acceptable premium付出可接受的額外費(fèi)用Own a corn

11、er of the consumer psyche在消費(fèi)者的靈魂深處擁有一席之位the desire in all of us to be a ‘winner’每一個(gè)人都有想成為“勝者”的欲望,,Reorientate all elements of the marketing mix to support the brand重新定向各種行銷手段來支持該品牌eg : ‘Just Do It’如：“Just Do It

12、”extreme effort of competition競爭的極度努力fun, irreverent attitude to life趣味，對生活不遜的態(tài)度,Left Bank Café President Enterprise左岸咖啡館統(tǒng)一企業(yè)集團(tuán),Case Study 例子分析,Background 背景,Why was the Left Bank Café brand born?

13、為什么會誕生左岸咖啡館這個(gè)品牌？President Enterprise’s 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. 統(tǒng)一企業(yè)的乳類食品都是以“統(tǒng)一”牌

14、子出售，在市場上長期以來無法突破二、三線商品的形象。,Background (Cont’d) 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 also i

15、nsurance and even amusement parks. 原因是“統(tǒng)一”也有大量其他商品以企業(yè)的名字為牌子，不僅包括飲食，還有保險(xiǎn)甚至娛樂場。,Background (Cont’d) 背景,This led to confusion of the brand assets, which caused a long-term problem for President’s dairy products, sinc

16、e they needed to convey a clear image of “freshness” and “expertise.”這導(dǎo)致牌子混淆，給“統(tǒng)一”的乳類食品造成了長期問題，它們需要一個(gè)“新鮮”和“專業(yè)”的清晰形象。,Background(Cont’d) 背景,To solve the problem, President wished to create a new brand for its dairy pro

17、ducts, capitalizing on the competitive 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 alwa

18、ys sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20. 為此“統(tǒng)一”希望為它的乳類食品建立一個(gè)新牌子，利用其在臺灣具競爭力的冷凍設(shè)施及分配系統(tǒng)。在臺灣，以Tetra Pak包裝的飲料 - 不論是高價(jià)的咖啡還是低價(jià)的豆奶 - 價(jià)錢總是10或15元新臺幣。罐頭包裝飲料則賣 20元。,Backgroun

19、d (Cont’d) 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 the same volume, for a pri

20、ce of NT$25。市場競爭激烈，原材料成本不斷上升，如果能將相同類別、相同容量的飲料賣到25元，那該多好！,Package包裝,The brand story starts with a plastic cup.品牌的故事從一個(gè)塑料杯開始。We developed a white plastic cup. This cup looks just like an ordinary McDonald’s take-aw

21、ay coffee cup,but is made of plastic rather than paper. 我們開發(fā)了一個(gè)白色塑料杯，它看起來就象一般麥當(dāng)勞外賣咖啡的杯子，差別是快餐店用的是紙杯。,Place 產(chǎn)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

22、 if the cup is stored at a temperature of 5?C. 這個(gè)沒有真空密閉的杯子只有在 5ºC冷藏柜才能讓內(nèi)容物保存一段短暫的時(shí)間。,Place (Cont’d) 產(chǎn)品放置,Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage peri

23、od 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.但是我們把這看成一個(gè)機(jī)會。保存期短使消費(fèi)者相信物料新鮮。

24、而一杯新鮮的飲品自然比其它要貴些。,Price 價(jià)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 cup?所有策略思考都集中在一個(gè)主要目的：如何讓消費(fèi)者接受25元一杯的高價(jià)？We aske

25、d ourselves a series of questions to help us ensure we could create a high-class brand. 我們自問一連串相關(guān)問題，以確保能創(chuàng)造出一個(gè)高級的品牌。,Product 產(chǎn)品,What kind of product should we put into the cup, to best help us sell it for the highest

26、 price?在這杯子放進(jìn)什么商品才能賣到最高價(jià)呢？We considered wine, fruit juice and milk, butfinally decided on coffee- less likely to deteriorate- high quality perception- milk content led to favourable tax rate我們考慮過葡萄汁、果汁、牛奶，

27、最后選咖啡，因?yàn)榭Х炔荒敲慈菀鬃冑|(zhì)、被認(rèn)為是高質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。,Brand Concept 品牌概念,We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?什么地方運(yùn)來寄售的咖啡最有高級感？We held eight focus discu

28、ssion groups to interrogate 4 concepts我們組織了八個(gè)討論小組，想出四個(gè)高級場所作為嘗試的概念。,An airline kitchen ?Coffee from an airline kitchen, as specially prepared for first-class passengers空中廚房 ?來自空中廚房專門為頭等艙準(zhǔn)備的咖啡,Brand Concept

29、 (Cont’d)品牌概念,Brand Concept (Cont’d)品牌概念,A high-class Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop 日式高級咖啡館 ? 來自優(yōu)雅、精致的日式咖啡館的咖啡,Brand Concept (Cont’d)品牌概念,

30、A left bank caféCoffee from Paris - from a café on the left bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers左岸咖啡館這咖啡來自巴黎塞納河左岸一家充滿人文氣氛的咖啡館，一個(gè)詩人、哲學(xué)家喜歡去的地方。,

31、10 Downing StreetCoffee from the kitchen of the British prime minister’s residence, a place where coffee is prepared for VIP visitors every day.唐寧街10號這咖啡來自英國首相官邸廚房，平日在這里準(zhǔn)備招待貴賓的咖啡。,Brand Concept (C

32、ont’d)品牌概念,Brand Concept (Cont’d)品牌概念,It became apparent that most people felt that the coffee from a left bank café seemed to have the highest value, and would make them pay the highest price.明顯地人們覺得來自左岸咖啡館的咖

33、啡價(jià)值最高，他們愿為此付最高的價(jià)錢。,Target Group 目標(biāo)消費(fèi)群,Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak?用Tetra Pak包裝的咖啡只賣15元，誰會最愿意付25元買一杯咖啡？,Target Group (Cont’d)目標(biāo)消費(fèi)群,Any new

34、 beverage product must achieve a good turnover within three months, or it will be delisted. Who would be more than merely curious (since curiosity alone would not be enough to overcome the high-price barrier), and buy in

35、to the idea of the brand?新飲品在推出三個(gè)月內(nèi)如果達(dá)不到高營業(yè)額就會被撤走。那些人會出于品牌的創(chuàng)意而購買這個(gè)新牌子(僅有好奇心并不能克服高價(jià)的門檻)?,Target Group (Cont’d)目標(biāo)消費(fèi)群,Young women aged 17 to 22 are characterized as being honest and sentimental, full of hopes and dreams,

36、 fond of art and literature, but not particularly sophisticated, since they still do not have much experience of life. 我們選擇17到 22歲的年輕女士，她們有誠實(shí)、多愁善感，喜愛文學(xué)藝術(shù)，但生活經(jīng)驗(yàn)不多，不太成熟。,Target Group (Cont’d)目標(biāo)消費(fèi)群,They loved the idea b

37、ehind the brand, and were particularly motivated by the ‘Left Bank café’ concept.她們喜歡品牌背后的意念，尤其是“左岸咖啡館”的概念。,Consumer Insight洞察消費(fèi)者,They look for much more from a product than mere product quality. They look for

38、 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 their inner needs. 她們尋求產(chǎn)品質(zhì)量以外更多的東西，尋求情感

39、回報(bào)、使她們感覺更好、覺得自己更成熟的東西，尋求了解、表達(dá)她們內(nèi)在需求的品牌。,,The Left Bank Café concept together with the aromatic, ‘a(chǎn)dult’ flavour of coffee, fostered a sense of spiritual renewal in them.左岸咖啡館，帶著咖啡芬芳、成人品味，在她們精神上形成一種新的感覺。,Tone &

40、; Manner 氣氛及風(fēng)格,According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hi

41、p, absurd, postmodern, and always coolly deadpan. What’s unique about Murakami’s stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹。她的作品憂郁、超現(xiàn)實(shí)、冷峻，能喚起城市人的感覺。,Tone &

42、Manner 氣氛及風(fēng)格,Though the visual part of the Left Bank Café advertising should have a very French style, the copy should have a very Japanese literary style. 雖然左岸咖啡館的廣告視覺應(yīng)該非常法國化，但其文本應(yīng)是很有日本文學(xué)的風(fēng)格。,Correction Triangl

43、e : Left Bank Cafe,Spiritual Satisfaction精神上的滿足,,Solitude is notloneliness獨(dú)處不是寂寞,Artistic Atmospheric, Contemplative藝術(shù)氣氛、沉思,Creative Brief 創(chuàng)意簡報(bào),During the process of briefing the creative people, we to

44、ld them, “Let’s forget that we are making advertisements for packaged drinks. Let’s pretend that our client is actually a café - that we are making advertisements for a French café!” “讓我們忘記自己是在為包裝飲料做廣告，假想是在為一

45、家遠(yuǎn)在法國的咖啡館做廣告！”,,We collected a lot of reference information from France, including pictures and even menus of French cafés. 我們從法國收集來許多咖啡館的資料，包括圖片甚至菜單。,The Left Bank Café Sells More Than Just Coffee 不僅是賣咖啡,

46、If our brand was to be a café, 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 café menu. 如果我們的品牌是咖啡館，那么它不應(yīng)僅賣咖啡。它可以延伸到咖啡館餐單上

47、的所有東西。,The Left Bank Café Sells More Than Just Coffee 不僅是賣咖啡,So now when you look in the refrigerators at 7- Eleven, you will also find Thé au lait, as well as Blancmange and other French-style desserts, all un

48、der the Left Bank Café umbrella brand. 所以，現(xiàn)在你從 7-11 便利店的冷藏柜里，還能找到左岸咖啡館牌子的奶茶、牛奶凍和其它法式甜品。,The Left Bank Café Sells More Than Just Coffee (Cont’d) 不僅是賣咖啡,We are currently evaluating the possibilities for Fren

49、ch-style cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Café products.我們現(xiàn)在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產(chǎn)品專用冷藏柜。,The Role of Advertising廣告的角色,The advertising encour

50、ages consumers to build a picture in their minds of their favorite French café - an ideal café, a café with a long history and a strong cultural, artistic atmosphere.廣告要促使消費(fèi)者在腦海里建造一個(gè)自己最喜愛的法國咖啡館 -- 一個(gè)理想的咖

51、啡館，一個(gè)歷史悠久、文化藝術(shù)氣氛濃厚的咖啡館。,The Relationship With the Brand 品牌寫真,Left Bank Café will have the power to stimulate a real and strong response in the imagination of consumers.左岸咖啡館有能力刺激消費(fèi)者在他們的想象里產(chǎn)生一種真實(shí)、強(qiáng)烈的反應(yīng)。,The Re

52、lationship With the Brand 品牌寫真,Left Bank Café 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 always kept on a nearby booksh

53、elf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Café is always ready to bring you refreshment whenever you need it.左岸咖啡館和消費(fèi)者的關(guān)系就象一本喜愛的書，一冊旅游摘記，放在整潔的書架上一篇短短的詩，

54、在你想享受一片獨(dú)處空間時(shí)，它隨手可得，帶你到想去的地方。,The Relationship With The Brand (Cont’d)品牌寫真 (續(xù)),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 wo

55、rld, 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.好比你身在臺灣，偶爾想到歐洲度個(gè)浪漫之旅，但在這忙碌現(xiàn)實(shí)的世界，你只能逛逛歐式家具店，到法國餐廳用餐，度一個(gè)想象之旅。,The Rela

56、tionship With The Brand (Cont’d)品牌寫真 (續(xù)),Left Bank Café makes the mental trip easier - simply satisfying your spiritual desires, any time, any place, and privately.而左岸咖啡館使這想象之旅更輕松 -- 簡單地滿足你隨時(shí)可能冒出的一點(diǎn)精神欲望，孤獨(dú)享受。,Bu

57、ilding the French Café (Cont’d) 品牌塑造,The TVC is based on the girl’s notes and jottings about her travels.The print ads are a series of short stories about things that have happened in the café. The radio ads

58、are like poetic vignettes from the café, and were broadcast late at night. 電視廣告是一個(gè)女孩的旅行摘記。平面廣告是一系列發(fā)生在咖啡館的短篇故事。電臺則在深夜播放著詩般的咖啡館故事。,Building the French Café (Cont’d) 品牌塑造,In order to make people believe in the

59、 existence of the café, there was also a series of supporting events, intended to make the fantasy become a reality. 為使消費(fèi)者相信咖啡館的存在，計(jì)劃了一連串節(jié)目讓幻想變成現(xiàn)實(shí)。,During an exhibition of photographs of French cafés at Tai

60、wan’s most deluxebookstore, an open-air “Left Bank Café” was set up outside. A 15-minute program entitled “Left Bank Café Tour,” introducing 20 cafés on the left bank of the Seine, was produced for cable

61、 TV.在法國咖啡館攝影展期間，臺灣最豪華的書店外布置著左岸咖啡館。還制作了15分鐘題為“左岸咖啡館之旅”的有線電視節(jié)目，介紹塞納河左岸20家咖啡館。,Building the French Café (Cont’d) 品牌塑造,Around the time of the French national day, the Left Bank Café brand was one of the sponsors

62、 of a celebration dinner and a French film festival organized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of different wine-make

63、rs, and one brand you would never find in France itself - Left Bank Café!法國國慶期間，左岸咖啡館是慶宴和法國電影節(jié)贊助商之一。雷諾、標(biāo)致、香奈爾、Christian Dior等法國品牌也在贊助商之列。,Building the French Café (Cont’d) 品牌塑造,The Brand 品牌,Is there reall

64、y a Santa Claus?According to the results of last week’s Left Bank Café Brand Audit, the TV commercial gives people an enjoyable feeling of solitude. When people drink Left Bank Café products, they feel they

65、 are rewarding themselves. Eighty percent of the people interviewed believe that the “Left Bank Café” really exists in France, and that it will soon open a branch in Taiwan. One consumer said: “Does the Left Bank Ca

66、fé really exist? I prefer to believe in a world where it does.” 左岸咖啡的電視廣告令人有一種愉快的孤獨(dú)感，人們覺得左岸咖啡是享受。八成被訪者相信有左岸咖啡館，其中一位消費(fèi)者說“寧愿相信有”。,The Brand (Cont’d) 品牌,Left Bank Café made US$ 4 million in the first year, and

67、the brand continues togrow stronger. 左岸咖啡頭一年賣了四百萬美元，品牌繼續(xù)得到鞏固。 1998 vs 1997 sales over first six months is+15% 1998年上半年?duì)I業(yè)額比1997年同期增加15%,Better Questions 基本思考,What factors make people think of a beverage as goo

68、d?What beverages are most worth selling on consignment?What is the most high-class place for consignment goods to come from?What are the most expensive drinks here?飲料在什么情況下會被認(rèn)為好？寄售什么飲料最值錢？從哪里來的寄賣品最高級？在這里什么飲料最貴？,

69、The Process of Changing the Price From NT$15 to NT$25 從15元變成25元的過程,Special house blend French literary CaféCoffee Fresh/sold on consignment,24 + 1,,,,,,,,,,,22 + 2,19 + 3,15 + 4,NT$15,NT$25,招牌咖啡,法國文學(xué)咖