【正文】 “ Building A Brand From Scratch 從無到有創(chuàng)建品牌 A Brand Is … 品牌是 ... ? A unique bination of three attributes 三種屬性的獨特組合 A Brand Is … 品牌是 ... ? product benefit 產(chǎn)品的好處 – what makes the consumer like the product 什么令消費者 喜歡 該產(chǎn)品 ? brand personality/image 品牌個性 /形象 – what makes the consumer trust the product 什么令消費者 信任 該產(chǎn)品 ? consumer needs/beliefs 消費者需求 /信念 – what makes the consumer value the product 什么令消費者 高度評價 該產(chǎn)品 ? If we can understand the “ connection” between these 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”，就能將一個產(chǎn)品轉(zhuǎn)為一個品牌。 This gives us a “ framework” for understanding what our brand is, or could be 這給我們提供了一個“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 1974 1974年投放市場 ? Sports shoe specialist with worldwide sales of US$877m by 1986 成為運動鞋專家， 1986年全球銷售收入為八億七千七百萬美元 ? New advertising campaign “ Just Do It” took sports imagery mass market 題為 “ Just Do It” 的 新廣告以運動 形象 打入大眾市場 ? passion, drama, moral uplift 熱情、戲劇性、品行升華 ? made it fashionable 使之成為時髦 ? made sports shoes a fashion item 使運動鞋成為時髦貨 ? Worldwide sales of US$9,200m in 1997 97年全球銷售額 92 億美元 The Connection 關系 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 消費者需求 /信念 Why I value the product 我為何 高度評價 該產(chǎn)品 Brand Personality Why I trust the product 品牌個性 我為何 信任 該產(chǎn)品 Nike Connection 耐克 Triangle 關系三角形圖 Optimum Performance 品牌力的表現(xiàn) The end always justifies the means 結(jié)果總能驗證方法 Empowerment Irreverence 授權(quán)與不遜 One Mistake : Nike 耐克的一個錯誤 ? 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 brand ? Range withdrawn 銷售額損失慘重，令耐克形象受損。 ?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 ? 撤回該系列 “ It is not enough just to know the consumer. You also have to know your brand” “僅了解消費者是不夠的，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 modity consumer 再訪消費者 Lessons From Nike 從耐克吸取的教訓 ? Deliver a superior product, as defined by the consumer 消費者認為你所提供的是 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用 ? Own a corner of the consumer psyche 在消費者的 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” –extreme effort of petition 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 Caf233。 President Enterprise 左岸咖啡館 統(tǒng)一企業(yè)集團 Case Study 例子分析 Background 背景 Why was the Left Bank Caf233。 brand born? 為什么會誕生左岸咖啡館這個品牌？ 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 insurance 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，還有保險甚至娛樂場。 Background (Cont’ d) 背景 This led to confusion of the brand assets, which caused a longterm problem for President?s dairy products, since they needed to conv