【正文】 ething anyone can do而不是任何品牌都可以做到的產(chǎn)品n At an acceptable premium付出可接受的額外費(fèi)用l Own a corner of the consumer psyche在消費(fèi)者的 靈魂深處 擁有一席之位l the desire in all of us to be a ‘winner’每一個(gè)人都有想成為 “勝者 ”的欲望n 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l eg : ‘Just Do It’如： “Just Do It”–extreme effort of petition競(jìng)爭(zhēng)的極度努力–fun, irreverent attitude to life趣味，對(duì)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 ...n A unique bination of three attributes三種屬性的獨(dú)特組合A Brand Is … 品牌是 ...l 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l 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l 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n 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(gè)產(chǎn)品轉(zhuǎn)為一個(gè)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(gè) “架構(gòu) ”去了解我們的 品牌是什么、或者會(huì)是什么An Example : Nike 例子：耐克n Launched in 19741974年投放市場(chǎng)n Sports shoe specialist with worldwide sales of US$877m by 1986成為運(yùn)動(dòng)鞋專家， 1986年全球銷售收入為八億七千七百萬美元n New advertising campaign “Just Do It” took sports imagery mass market題為 “Just Do It” 的 新廣告以運(yùn)動(dòng) 形象 打入大眾市場(chǎng)l passion, drama, moral uplift熱情、戲劇性、品行升華l made it fashionable使之成為時(shí)髦l made sports shoes a fashion item使運(yùn)動(dòng)鞋成為時(shí)髦貨n Worldwide sales of US$9,200m in 199797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(fèi)者需求消費(fèi)者需求 /信念信念 Why I value the product我為何我為何 高度評(píng)價(jià)高度評(píng)價(jià) 該產(chǎn)品該產(chǎn)品Brand PersonalityWhy I trust the product品牌個(gè)性品牌個(gè)性我為何我為何 信任信任 該產(chǎn)品該產(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 alwaysjustifies themeans結(jié)果總能驗(yàn)證方法結(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n Launched casual shoes in 1994在 1994年推出休閑鞋n Disastrous sales, and damage to Nike image. l What has casual shoes got to be with Nike brandl 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(xiǎn)甚至娛樂場(chǎng)。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(gè)新牌子，利用其在臺(tái)灣具競(jìng)爭(zhēng)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(chǎng)競(jìng)爭(zhēng)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n The