從無到有創(chuàng)建品牌(ppt61頁)-文庫吧資料
2025-01-16 17:15本頁面
【正文】 th the Brand 品牌寫真 ? Left Bank Caf233。 The Relationship With the Brand 品牌寫真 ? Left Bank Caf233。, a caf233。 The Role of Advertising 廣告的角色 ? The advertising encourages consumers to build a picture in their minds of their favorite French caf233。 Sells More Than Just Coffee (Cont’d) 不僅是賣咖啡 ? We are currently evaluating the possibilities for Frenchstyle cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Caf233。它可以延伸到咖啡館餐單上的所有東西。, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a caf233。!” “讓我們忘記自己是在為包裝飲料做廣告， 假想是在為一家遠(yuǎn)在法國的咖啡館做廣告！” The Left Bank Caf233。 Spiritual Satisfaction 精神上的滿足 Solitude is not loneliness 獨處不是寂寞 Artistic Atmospheric, Contemplative 藝術(shù)氣氛、沉思 Creative Brief 創(chuàng)意簡報 ? During the process of briefing the creative people, we told them, “Let’s fet that we are making advertisements for packaged drinks. Let’s pretend that our client is actually a caf233。 Target Group (Cont’d) 目標(biāo)消費群 Consumer Insight 洞察消費者 Tone Manner 氣氛及風(fēng)格 ? According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. What’s unique about Murakami’s stories is that they expertly manage to conjure up the feeling of city dwellers. 她們最欣賞的作家是村上春樹。 Brand Concept (Cont’d) 品牌概念 Brand Concept (Cont’d) 品牌概念 Target Group 目標(biāo)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(biāo)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(nèi)如果達(dá)不到高營業(yè)額就會被撤走。 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。 Price 價格 ? All the strategic thinking was concentrated on one majo
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