從無(wú)到有創(chuàng)建品牌-wenkub
2023-05-21 13:29:08 本頁(yè)面
【正文】 efined 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 corner 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(xiāo)手段來(lái)支持該品牌 ? eg : ?Just Do It? 如：“ Just Do It” ? extreme effort of petition 競(jìng)爭(zhēng)的極度努力 ? fun, irreverent attitude to life 趣味，對(duì)生活不遜的態(tài)度 20210914 李亞?wèn)| Left Bank Caf233。20210914 李亞?wèn)| “ Building A Brand From Scratch 從無(wú)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(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 personality/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(píng)價(jià) 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(gè)產(chǎn)品轉(zhuǎn)為一個(gè)品牌。 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 Caf233。 Background(Cont?d) 背景 To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the petitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that es in a Tetra Pak be it a highcost coffee or a lowcost soy milk is always sold for either NT$10 or NT$15. And any beverage that es in a can is always sold for NT$20. 為此“統(tǒng)一”希望為它的乳類(lèi)食品建立一個(gè)新牌子，利用其在臺(tái)灣具競(jìng)爭(zhēng)力的冷凍設(shè)施及分配系統(tǒng)。 市場(chǎng)競(jìng)爭(zhēng)激烈，原材料成本不斷上升，如果能將相同類(lèi)別、相同容量的飲料賣(mài)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(kāi)始。 Place (Cont?d) 產(chǎn)品放置 Nevertheless, we realized that this shorting 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. 但是我們把這看成一個(gè)機(jī)會(huì)。 Product 產(chǎn)品 ? What kind of product should we put into the cup, to best help us sell it for the highest price? 在這杯子放進(jìn)什么商品才能賣(mài)到最高價(jià)呢？ ? We considered wine, fruit juice and milk, but finally decided on coffee less likely to deteriorate high quality perception milk content led to favourable tax rate 我們考慮過(guò)葡萄汁、果汁、牛奶，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。 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(lái)自巴黎塞納河左岸一家充滿人 文氣氛的咖啡館，一個(gè)詩(shī)人、哲學(xué)家喜歡去的地方。 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(mài) 15元， 誰(shuí)會(huì)最愿意付 25元買(mǎi)一杯咖啡？ Target Group (Cont?d) 目標(biāo)消費(fèi)群 ? Any new 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 overe the highprice barrier), and buy into 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(yíng)業(yè)額就會(huì)被撤走。 Consumer Insight 洞察消費(fèi)者 ? They look for much more from a product than mere product quality. They lo
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