【正文】 航本身，而是以營造顧客的親身感受 為其競爭力。 我們的產(chǎn)業(yè)是信息傳遞以及創(chuàng)造生活中的互動(dòng)體驗(yàn)。但是，去定義一些感覺當(dāng)然比后者 (指 競爭力）困難多了！ 1 Different types of Brand 品牌的不同種類 consumer brand 消費(fèi)者品牌 corporate brand 公司品牌 finace brand 金融品牌 service brand 服務(wù)品牌 hitech brand 高科技品牌 even a country! 甚至一個(gè)國家！ The Benefits of a Brand 品牌的好處 Extra equity:easier to build a franchise 額外資產(chǎn)：容易被大眾認(rèn)同 Real differentiation: difficult to imitate 真正的與眾不同：不易被模仿 Strong loyalty:difficult to prise away your customers 牢固的忠誠度：顧客不易被拉走 21 Case 3 Saraloe 案例 Lee The business of Sara Lee Corp has been and will continue be the building of branded leadership positions. John Chairman,CEO Sara Lee Corpotation 公司的營銷觀過去一直都是而且將繼續(xù)，去建立品牌的市場領(lǐng)導(dǎo)地位。color:black。 mitment to making our brands clearly distinctive from every other item on the grocery shelf. Roberto C. Goizueta CocaCola Annual Report,1995 在近幾年，老實(shí)說我們能在市場營銷中獲的成功都?xì)w功于我們?nèi)? 以赴地去建立我們的品牌的鮮明特點(diǎn)，使之清晰地有別于貨架上任 何其它產(chǎn)品。 貳 .關(guān)于品牌營銷工程師 Brand Marketing engineer 品牌營銷工程師 A total programme to ensure that all activity relating to the Brand relflects. builds and stays true to the core values and spirit of the brand. 品牌營銷工程師是一套完整的企劃，用以確保所有與品牌相關(guān)的活 動(dòng)都反映到牌本身獨(dú)有 的核心價(jià)值及精神。 It is simply a means of understanding the consumer s feel ings about a profuct and then turning them into a brand relationship. 簡單地說，“品牌營銷工程師”意味著理解消費(fèi)者對(duì)產(chǎn)品的感受， 并將之轉(zhuǎn)化為消費(fèi)者與品牌之間的關(guān)系。 Its novelty is that it collects intangible as well as tangibl information 其創(chuàng)新之處是在于可以收集到有形及無形的信息 It is designed to create insights 它是特別設(shè)計(jì)去獲得洞察力 BRAND AUDIT 品牌檢驗(yàn) For creating new brands from scratch,a similar techniqu is used ,with the help of stimulus material. 對(duì)于全新創(chuàng)立的品牌而言，亦可使用類似的方法，唯 需借助一些能激發(fā)思考的材料。color:white。view does it give you about using the category? 使用這個(gè)品牌可以使你對(duì)使用這個(gè)類別的產(chǎn)品生產(chǎn)什么觀點(diǎn)？ What aspects of your own behaviour or way of thinking about things reinforce what the Brand does for you? 您自己的行為方式和思考方式中那些內(nèi)容可以強(qiáng)化品牌對(duì)你的作用？ 1品牌寫真 Brandprint 1 BrandPrint 品牌寫真 Once individual Audits have been consolidated, the out put is the BrandPrint. 一旦品牌檢驗(yàn)得以完成，其結(jié)果就用以產(chǎn)出品牌寫真 1 It is a descriptionusually in writing og the unique relationship between this brand and the consumer. 它通常是寫下來以形容消費(fèi)者與品牌之 間獨(dú)一無二的關(guān)系的文 字描繪。如果有一種東西能使我的皮膚變得更美麗，那就 是旁氏。它能體現(xiàn)最佳的 我。這是 一個(gè)簡單而大公無私的承諾 ，一個(gè)喚醒我是女人的承諾。它是精密準(zhǔn)確的汽車。 BMWBrandPrint 寶馬 品 牌寫真 A BMW affords recoguition and a sense of achievement to the owmerfor not everyone can have this privillege. But this is something never BMW owner knows it for himself. 能夠擁有寶馬是對(duì)車主的成功地位的肯定，因?yàn)椴⒎侨巳丝梢韵硎? 這份榮耀。但寶馬車主都知道這一點(diǎn)。 積架不是任何汽車的翻版，正如她的擁有者一樣。 The Brand Audit revealed that it was trying to be what it was not. 品牌檢驗(yàn)揭示，它曾嘗試成為它并不能承擔(dān)的角色。 Case 5 案例 5 MAXWELL HOUSE 麥斯威爾咖啡 Maxwell HouseA Look Outside 麥期威爾咖啡 外在因素 Coffee popularity sweeping country 咖啡風(fēng)靡全國 Coffee shops opening everywhere 喝咖啡的感性連接 Younger consumers attacted 吸引年輕消費(fèi)者 Maxwell HouseBrand Audit 麥斯威爾咖啡 品牌檢驗(yàn) Equity Elements 資產(chǎn)成份 /元素 Good to the last Drop 滴滴香醇 Perking Pot 過濾咖啡壺 The Blue Can 藍(lán)色包裝罐 Cup amp。麥斯威爾是美國文化的一部分 Maxwell HouseBrand 麥斯威爾咖啡 品牌寫真 It is a refleftion of who we are ,where we been, and where we re going. 它是我們成長過程的寫照 From the pantries of our grandparents to the cupboards of our children. 從祖父輩的到我們的子孫，它將永遠(yuǎn)伴隨我們 A link to the past,a promise for the future Maxwell House Coffee will always be... 維系著我們的過去承諾我們的未來，麥斯威爾咖啡永遠(yuǎn)不變，滴 滴香醇 Good to the Last Drop Maxwell HouseThe Problem 麥斯威爾咖啡 問題所在 Lack of loyalty 缺少忠誠度 Lack of difference 缺少差異 Lack of emotional connection 缺少感性連接 Aging franchise 老化的特權(quán)代理商 Declining share 市場份額下降 Declining imagery ratings 形象排名下降 Declining support 支持不足 Short term focus 短期特點(diǎn) Maxwell HouseResults 麥斯威爾咖啡 結(jié)果 PrePost % change since Dec 1994 1994年后的變化 A wareness (TOM)知名度 ＋４ Imagery 形象 Right for today 今日時(shí)尚 +57 For people like me 適合我 +19 Consistent good taste 口味好 +18 High quality 質(zhì)量高 + share 市場份額 Total Share 份額 +8 2 Case 6 BANK OF CHINA 案例 6 中國銀行 Bank of ChinaProblem 中國銀行 問題所在 Traditional business conduct defined image 傳統(tǒng)的經(jīng)營行為限制形象 Relationship with sumers previously curtailed by Singapore governmentrestrictions 與顧客的關(guān)系曾受到新加坡政府限制的影響 To build a relationship based not on modern business precesses but on the bankits esteem as one of the new China most powerful institutions 突出中國特色及地位 —— 新中國最具實(shí)力的金融機(jī)構(gòu) —— 建立與 顧客的聯(lián)系。 It brings wisdom to dealings with your assets... ...the Wisdom of Wealth 中國銀行是一位智 慧老人。 休