【導(dǎo)讀】此概念極為重要，因系有關(guān)如何發(fā)展、是擁有具市場(chǎng)優(yōu)勢(shì)的品牌。許多企業(yè)樂于付高價(jià)購(gòu)買品牌。過多削價(jià)促銷“教育”消費(fèi)者以價(jià)格為購(gòu)買基準(zhǔn),許多行銷人員想充份利用品牌資產(chǎn)，來(lái)發(fā)揮最大。銷售渠道本身開始建立自己的品牌。紹給客戶的產(chǎn)品。品牌是一種錯(cuò)綜復(fù)雜的象征，它是品牌。品牌同時(shí)也因消費(fèi)者對(duì)其使用者的印。象，以及自身的經(jīng)驗(yàn)而有所界定.隨手?jǐn)X取的稻草雜物建造而成。有適當(dāng)?shù)奶匦阅軡M足消費(fèi)者對(duì)其功能與價(jià)值的期望。但這一切并不足夠......他們使用時(shí)的日常經(jīng)驗(yàn)。以及所有與它們相關(guān)的經(jīng)驗(yàn)與歷史。在重要的功能利益點(diǎn)以外，尚存在著決定所有忠。實(shí)度與購(gòu)買決策的情感層面。售價(jià)較高，獲利較高。高獲利容許更大的產(chǎn)品發(fā)展＝主導(dǎo)地位。更大彈性對(duì)抗競(jìng)爭(zhēng)者的活動(dòng)，如功能的改善,低價(jià)，占有率比較穩(wěn)定。以營(yíng)建顧客的親身感受為其競(jìng)爭(zhēng)力。遞信息和創(chuàng)造生活中互動(dòng)的體驗(yàn)。

　　

【正文】 (Malaysia) ? “True strength can afford to be delicate.” (South Africa) ? “Like an honorable gentleman... whose noble cause it is to serve everyone else.” (Colombia) ? “Kleenex embraces me with the softest hand to reassure me.” (Korea) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Core Truths 8. Kleenex says “everything?s going to be fine” Kleenex 說“一切都會(huì)好起來(lái)的” ? “ For better, for worse, in illness and in health, Kleenex will be there for me.” (Costa Rica) ? “A cherished dose of hygiene and fort that makes sure I get it all sorted.” (.) ? “Each reach for a Kleenex is a moment of trust that things are well in hand.” (North America) ? “Kleenex gives you back your “clean” look。 socially reborn.” (Brazil) ? “Whenever you need her, Kleenex will be there.” (Taiwan) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Core Truths 1. Kleenex is a global “Trustmark”. 全球性的“信任標(biāo)志” 2. Kleenex means “clean”. Kleenex 意味著“干凈” 3. Kleenex has “always been there”. Kleenex “一直伴隨著我” 4. Kleenex evokes the fondest memories. Kleenex “喚醒最深的記憶” 5. Kleenex means “home”. Kleenex 象征著“家” 6. Kleenex “knows you”. Kleenex “了解你” 7. Kleenex never “takes over”. Kleenex 從不“強(qiáng)取” 8. Kleenex says “everything?s going to be fine”. Kleenex 說，“一切都會(huì)好起來(lái)的” 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) DOVE多芬 BrandStewardship 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Dove ? A successful . Brand for 40 years 一個(gè) 40年的成功美國(guó)品牌 ? A global Megabrand in just 3 years 僅用 3年成為全球大品牌 ? 76 countries in 4 years 4年內(nèi)進(jìn)入 76個(gè)國(guó)家 ? No. 1 in North America and Europe 北美和歐洲的第一品牌 ? Dominant in Australia, Hong Kong and Brazil 在澳洲，香港和巴西強(qiáng)勢(shì) ? One brand idea, global work, local knowledge 同一品牌概念，全球網(wǎng)絡(luò)，本地知識(shí) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) What we learned from consumers 消費(fèi)者告訴我們 ? The bar has endowed the Brand with a rich set of core values : 豐富的核心價(jià)值 integrity, honesty, credibility, unpretentiousness, shuns hype, etc. 正直，誠(chéng)實(shí)，不造作，不接受奉承 ? The bar delivered a real solution to a real consumer problem 為消費(fèi)者解決了一個(gè)真正的問題 ? Not many of our new products will be in such a unique position 并非許多新產(chǎn)品能擁有如此獨(dú)特的定位 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) What we learned from consumers 消費(fèi)者告訴我們 ? A strong but grounded emotional connection exists between the user and the brand 一種強(qiáng)有力并且實(shí)在的聯(lián)系存在于使用者和品牌之間 ? The uniqueness es from how Dove?s skin feel makes her feel “Glad to be a woman”獨(dú)特之處在于多芬給女人的皮膚讓她覺得“作女人是快樂的” ? “ Hope” and “Transformation” are not words that resonate with the Dove users。 they are beyond what they desire from Dove “希望”和“轉(zhuǎn)變”絕不僅僅是些引起多芬使用者反響的文字，它們超出了女人們的期望 “Dove Is The Promise Of Femininity Restored To My Skin. And To Me.” A personal promise that I can be my best. The promise that when the mere act of washing my face has drained me dry, it will replenish me. The promise that when a shower is my only escape to a peaceful place, it will reward me. The promise that when the softness I used to see every day hasn’t been seen in a while, it will reveal it to me. The promise that when I’ve had to put on hold the fact that I’m a woman, it will remind me. The promise that when my skin needs protection and nourishment, it will remoisturize it. It is a simple and unselfish promise, made to the woman inside me. “多芬的承諾是還給我女人的天性 給我的皮膚，也給我自己?！? 一個(gè)讓我能保持最佳的個(gè)人承諾。 當(dāng)我的臉因清洗而干燥時(shí)，它承諾給我補(bǔ)充滋養(yǎng)。 當(dāng)洗澡是我逃脫到平和世界的唯一方式時(shí)，它承諾給我獎(jiǎng)賞。 當(dāng)本應(yīng)屬于我的柔軟肌膚片刻不見時(shí)，它承諾找還給我。 當(dāng)我有時(shí)不得不暫時(shí)遺忘我是個(gè)女人時(shí)，它承諾會(huì)提醒我。 當(dāng)我的皮膚需要保護(hù)和營(yíng)養(yǎng)時(shí)，它承諾給我重新滋潤(rùn)。 它是一個(gè)簡(jiǎn)單而無(wú)私的承諾，對(duì)我心底里女人的天性 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) MasterBrand Positioning 主品牌定位 Dove helps a woman look and feel her best by helping her experience noticeably softer, more beautiful skin 多芬?guī)椭孙@著體驗(yàn)更柔軟更美麗的皮膚，由此讓女人的外表和內(nèi)心都處于最佳狀態(tài) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) IBM 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Information Technology Brands 信息技術(shù)品牌 ? The BEST technology does not always win 最好的技術(shù)并不總能贏 ? The BEST brand does 最好的品牌卻可以 ? These panies did not manage their brand 這些公司沒有好好管理他們的品牌 – Novel – WordPerfect – Silicon Graphics 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Situation Pre 1994 IBM Stumbles 蹣跚而行的 IBM ? Reputation diminished, declining 名聲下降 ? $18 billion losses over 3 years 三年中虧損 180億 ? Breakup into 13 “Baby Blues” considered 可能分化為 13個(gè)小公司 ? 50+ agencies, 200+ campaigns 50多家代理商， 200多個(gè)不同的廣告活動(dòng) 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Oamp。M Appointed ? Single worldwide agency, June 1994 我們成為全球唯一代理 – Advertising – Direct Marketing – Promotions – Inter 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Global Brand Audit ? Professional 專業(yè) ? Quality 質(zhì)量 ? Ramp。D, a national asset 研發(fā) ? The standard against which all others are judged 衡量別人的標(biāo)準(zhǔn) ? You don39。t have a laugh with IBM你不會(huì)與 IBM一起歡笑 ? IBM will only talk to your boss, everyone else is insignificant IBM只會(huì)與你的老板交談，其他人都不重要 ? Monolithic, for big business only, “fortress IBM” 只做大生意 ? Not a leader in working, software, services 在網(wǎng)絡(luò)，軟件，服務(wù)上落后 ? Trying to be “all things, to all people”, unsuccessfully 總想成為萬(wàn)能 ? No clear vision amp。 focus 目標(biāo)含糊 Strengths and problems consistent worldwide 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Challenge挑戰(zhàn) ? Increase perceived value of anything from IBM 提升價(jià)值感 ? Establish new relevance in considering IBM 樹立相關(guān)性 ? Convey new, more approachable, customer driven attitude 帶出新的，易于接近的，客戶導(dǎo)向的態(tài)度 ? Reinforce latent strengths… 加強(qiáng)潛在優(yōu)勢(shì) – Global scope – Technological leadership – Reliability 品牌頓悟內(nèi)部培訓(xùn)資料 更多資料：市場(chǎng)總監(jiān)網(wǎng) Speak With One Voice 眾口一聲 ? Consolidate all munications to build and leverage the brand – Focus budgets for maximum effect to solve IBM?s primary problem: “If they don?t buy your brand, they won?t even consider your products” 集中解