從無到有創(chuàng)建品牌(ppt61頁)-展示頁
2025-01-18 17:15本頁面
【正文】 r objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一個(gè)主要目的：如何讓消費(fèi)者接受 25元一杯的高價(jià)？ ? We asked ourselves a series of questions to help us ensure we could create a highclass brand. 我們自問一連串相關(guān)問題，以確保能創(chuàng)造出一個(gè)高級(jí)的品牌。 Place 產(chǎn)品放置 This cup does not have a vacuum seal, and the contents can only be kept for a short period, and then only if the cup is stored at a temperature of 5?C. 這個(gè)沒有真空密閉的杯子只有在 5186。 Package 包裝 ? The brand story starts with a plastic cup. 品牌的故事從一個(gè)塑料杯開始。在臺(tái)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(tái)幣。 brand born? 為什么會(huì)誕生左岸咖啡館這個(gè)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(chǎng)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 ? 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(gè)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(píng)價(jià) 該產(chǎn)品 The Connection 關(guān)系 Triangle 三角形圖 Product Benefit 產(chǎn)品的好處 Why I like the product 我為何 喜歡 該產(chǎn)品 Consumer Needs/ Beliefs 消費(fèi)者需求 /信念 Why I value the product 我為何 高度評(píng)價(jià) 該產(chǎn)品 Brand Personality Why I trust the product 品牌個(gè)性 我為何 信任 該產(chǎn)品 The end always justifies the means 結(jié)果總能驗(yàn)證方法 Empowerment Irreverence 授權(quán)與不遜 One Mistake : Nike 耐克的一個(gè)錯(cuò)誤 “ It is not enough just to know the consumer. You also have to know your brand” “僅了解消費(fèi)者是不夠的，還要 了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克創(chuàng)立者 ) Why ? 為什么？ Revisiting the modity consumer 再訪消費(fèi)者 Lessons From Nike 從耐克吸取的教訓(xùn) ? Deliver a superior product, as defined by the consumer 消費(fèi)者認(rèn)為你所提供的是 出眾的產(chǎn)品 ? not something anyone can do 而不是任何品牌都可以做到的產(chǎn)品 Left Bank Caf233。 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 bev
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