【正文】 efined by the consumer 消費者認為你所提供的是 出眾的產品 ? not something anyone can do 而不是任何品牌都可以做到的產品 ? 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 20210914 李亞東 Left Bank Caf233。20210914 李亞東 “ 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 產品的好處 ? what makes the consumer like the product 什么令消費者 喜歡 該產品 ? 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 ” ，就能將一個產品轉為一個品牌。 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。 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”希望為它的乳類食品建立一個新牌子，利用其在臺灣具競爭力的冷凍設施及分配系統(tǒng)。 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. 品牌的故事從一個塑料杯開始。 Place (Cont?d) 產品放置 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機會。 Product 產品 ? What kind of product should we put into the cup, to best help us sell it for the highest price? 在這杯子放進什么商品才能賣到最高價呢？ ? 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 我們考慮過葡萄汁、果汁、牛奶，最后選咖 啡，因為咖啡不那么容易變質、被認為是高 質飲品，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 這咖啡來自巴黎塞納河左岸一家充滿人 文氣氛的咖啡館，一個詩人、哲學家喜歡去的地方。 Target Group 目標消費群 ? 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) 目標消費群 ? 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? 新飲品在推出三個月內如果達不到高營業(yè)額就會被撤走。 Consumer Insight 洞察消費者 ? They look for much more from a product than mere product quality. They lo