如何從無(wú)到有創(chuàng)建品牌-資料下載頁(yè)
2025-02-15 15:05本頁(yè)面
【正文】 oetic vigtes from the caf233。, and were broadcast late at night. 電視廣告是一個(gè)女孩的旅行摘記。平面廣告是一系列發(fā)生在咖啡館的短篇故事。電臺(tái)則在深夜播放著詩(shī)般的咖啡館故事。 Building the French Caf233。 (Cont’d) 品牌塑造 ? In order to make people believe in the existence of the caf233。, there was also a series of supporting events, intended to make the fantasy bee a reality. 為使消費(fèi)者相信咖啡館的存在，計(jì)劃了一連串節(jié)目讓幻想變成現(xiàn)實(shí)。 ?During an exhibition of photographs of French caf233。s at Taiwan?s most deluxe bookstore, an openair “Left Bank Caf233?！?was set up outside. ?A 15minute program entitled “Left Bank Caf233。 Tour,” introducing 20 caf233。s on the left bank of the Seine, was produced for cable TV. 在法國(guó)咖啡館攝影展期間 ， 臺(tái)灣最豪華的書(shū)店外布置著左岸咖啡館 。 還制作了 15分鐘題為 “ 左岸咖啡館之旅 ” 的有線(xiàn)電視節(jié)目 ， 介紹塞納河左岸20家咖啡館 。 Building the French Caf233。 (Cont’d) 品牌塑造 ? Around the time of the French national day, the Left Bank Caf233。 brand was one of the sponsors of a celebration dinner and a French film festival anized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of different winemakers, and one brand you would never find in France itself Left Bank Caf233。! 法國(guó)國(guó)慶期間 ， 左岸咖啡館是慶宴和法國(guó)電影節(jié)贊助商之一 。 雷諾 、 標(biāo)致 、 香奈爾 、 Christian Dior等法國(guó)品牌也在贊助商之列 。 Building the French Caf233。 (Cont’d) 品牌塑造 The Brand 品牌 ? Is there really a Santa Claus? ? According to the results of last week?s Left Bank Caf233。 Brand Audit, the TV mercial gives people an enjoyable feeling of solitude. When people drink Left Bank Caf233。 products, they feel they are rewarding themselves. Eighty percent of the people interviewed believe that the “Left Bank Caf233?！?really exists in France, and that it will soon open a branch in Taiwan. One consumer said: “Does the Left Bank Caf233。 really exist? I prefer to believe in a world where it does.” 左岸咖啡的電視廣告令人有一種愉快的孤獨(dú)感，人們覺(jué)得左岸咖啡是享受。八成被訪(fǎng)者相信有左岸咖啡館，其中一位消費(fèi)者說(shuō)“寧愿相信有”。 The Brand (Cont’ d) 品牌 ? Left Bank Caf233。 made US$ 4 million in the first year, and the brand continues to grow stronger. 左岸咖啡頭一年賣(mài)了四百萬(wàn)美元，品牌繼續(xù) 得到鞏固。 ? 1998 vs 1997 sales over first six months is +15% 1998年上半年?duì)I業(yè)額比 1997年同期增加 15% Better Questions 基本思考 ? What factors make people think of a beverage as good? ? What beverages are most worth selling on consignment? ? What is the most highclass place for consignment goods to e from? ? What are the most expensive drinks here? 飲料在什么情況下會(huì)被認(rèn)為好？寄售什么 飲料最值錢(qián)？從哪里來(lái)的寄賣(mài)品最高級(jí)？ 在這里什么飲料最貴？ The Process of Changing the Price From NT$15 to NT$25 從 15元變成 25元的過(guò)程 Special house blend French literary Caf233。 Coffee Fresh/sold on consignment 24 + 1 22 + 2 19 + 3 15 + 4 NT$15 NT$25 招牌咖啡 法國(guó)文學(xué)咖啡館 咖啡 寄售 Five Tips To Build A Brand From Scratch 從無(wú)到有建立品牌五個(gè)秘訣 1. Ensure your brand performs 保證您的品牌是 high quality product 質(zhì)量好的產(chǎn)品 a role in people’ s lives 在人們的生活中扮演一定的角色 2. Define your category precisely 精確地定義你的產(chǎn)品類(lèi)別 Five Tips To Build A Brand From Scratch 從無(wú)到有建立品牌五個(gè)秘訣 3. Think beyond price to what creates ‘ value’ in people’ s minds 超越價(jià)格因素去想什么能在人們心目中產(chǎn)生 “價(jià)值” 4. Connect product benefit with brand personality/image with consumer needs/beliefs 將產(chǎn)品的好處與品牌個(gè)性 /形象、消費(fèi)者的需求 /信念聯(lián)系起來(lái)。 5. Expand your brand proposition beyond advertising. 把您的品牌主題超越廣告
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