【正文】 k Caf233。那些人會出于品牌的創(chuàng)意而購買這個新牌子 (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, 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。 ? 10 Downing Street Coffee 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 品牌概念 ? We then asked ourselves where can we say this coffee es from, in order to create a highclass impression? 什么地方運(yùn)來寄售的咖啡最有高級感？ ? We held eight focus discussion groups to interrogate 4 concepts 我們組織了八個討論小組，想出四個高級場所作為嘗試的概念。保存期短使消費(fèi)者相信物料新鮮。 ? We developed a white plastic cup. This cup looks just like an ordinary McDonald?s takeaway coffee cup,but is made of plastic rather than paper. 我們開發(fā)了一個白色塑料杯，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。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。 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?！? 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(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 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。 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$20. 為此“統(tǒng)一”希望為它的乳類食品建立一個新牌子，利用其在臺灣具競爭力的冷凍設(shè)施及分配系統(tǒng)。 市場競爭激烈，原材料成本不斷上升，如果能將相同類別、相同容量的飲料賣到 25元，那該多好！ Package 包裝 ? The brand story starts with a plastic cup. 品牌的故事從一個塑料杯開始。 Place (Cont’ d) 產(chǎn)品放置 Nevertheless, we realized that this shorting actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not. 但是我們把這看成一個機(jī)會。 Product 產(chǎn)品 ? What kind of product should we put into the cup, to best help us sell it for the highest price? 在這杯子放進(jìn)什么商品才能賣到最高價(jià)呢？ ? We considered wine, fruit juice and milk, but finally decided on coffee less likely to deteriorate high quality perception milk content led to favourable tax rate 我們考慮過葡萄汁、果汁、牛奶，最后選咖 啡，因?yàn)榭Х炔荒敲慈菀鬃冑|(zhì)、被認(rèn)為是高 質(zhì)飲品，并因牛奶成分而得到優(yōu)惠稅率。 on the left bank of the Seine a place full of atmosphere, a haunt of poets and philosophers 左岸咖啡館 這咖啡來自巴黎塞納河左岸一家充滿人 文氣氛的咖啡館，一個詩人、哲學(xué)家喜 歡去的地方。 Target Group 目標(biāo)消費(fèi)群 ? Who would be the most willing to pay NT$