【正文】 an do 而不是任何品牌都可以做到的產(chǎn)品 ? At an acceptable premium 付出可接受的額外費用 ? Own a corner of the consumer psyche 在消費者的 靈魂深處 擁有一席之位 ? the desire in all of us to be a ‘ winner’ 每一個人都有想成為“勝者”的欲望 ? Reorientate all elements of the marketing mix to support the brand 重新定向各種行銷手段來支持該品牌 ? eg : ‘ Just Do It’ 如：“ Just Do It” –extreme effort of petition 競爭的極度努力 –fun, irreverent attitude to life 趣味，對生活不遜的態(tài)度 Left Bank Caf233?！? 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 什么令消費者 信任 該產(chǎn)品 ? consumer needs/beliefs 消費者需求 /信念 – what makes the consumer value the product 什么令消費者 高度評價 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。 This gives us a “ framework” for understanding what our brand is, or could be 這給我們提供了一個“架構(gòu)”去了解我們的 品牌是什么、或者會是什么 An Example : Nike 例子：耐克 ? Launched in 1974 1974年投放市場 ? Sports shoe specialist with worldwide sales of US$877m by 1986 成為運動鞋專家， 1986年全球銷售收入為八億七千七百萬美元 ? New advertising campaign “ Just Do It” took sports imagery mass market 題為 “ Just Do It” 的 新廣告以運動 形象 打入大眾市場 ? passion, drama, moral uplift 熱情、戲劇性、品行升華 ? made it fashionable 使之成為時髦 ? made sports shoes a fashion item 使運動鞋成為時髦貨 ? Worldwide sales of US$9,200m in 1997 97年全球銷售額 92 億美元 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 消費者需求 /信念 Why I value the product 我為何 高度評價 該產(chǎn)品 Brand Personality Why I trust the product 品牌個性 我為何 信任 該產(chǎn)品 Nike Connection 耐克 Triangle 關(guān)系三角形圖 Optimum Performance 品牌力的表現(xiàn) The end always justifies the means 結(jié)果總能驗證方法 Empowerment Irreverence 授權(quán)與不遜 One Mistake : Nike 耐克的一個錯誤 ? Launched casual shoes in 1994 在 1994年推出休閑鞋 ? Disastrous sales, and damage to Nike image. ? What has casual shoes got to be with Nike brand ? Range withdrawn 銷售額損失慘重，令耐克形象受損。 President Enterprise 左岸咖啡館 統(tǒng)一企業(yè)集團(tuán) Case Study 例子分析 Background 背景 Why was the Left Bank Caf233。 Background (Cont’ d) 背景 The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks. 原因是“統(tǒng)一”也有大量其他商品以企業(yè)的名字為牌子，不僅包括飲食，還有保險甚至娛樂場。 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)。罐頭包裝飲料則賣 20元。 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 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. 這個沒有真空密閉的杯子只有在 5186。 Place (Cont’ d) 產(chǎn)品放置 Nevertheless, we realized that this shorting actual