(2010版)《从无到有创建品牌》

“BuildingABrandFromScratch从无到有创建品牌ABrandIs…品牌是...Auniquecombinationofthreeattributes三种属性的独特组合ABrandIs…品牌是...productbenefit产品的好处–whatmakestheconsumerliketheproduct什么令消费者喜欢该产品brandpersonality/image品牌个性/形象–whatmakestheconsumertrusttheproduct什么令消费者信任该产品consumerneeds/beliefs消费者需求/信念–whatmakestheconsumervaluetheproduct什么令消费者高度评价该产品Ifwecanunderstandthe“connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。Thisgivesusa“framework”forunderstandingwhatourbrandis,orcouldbe这给我们提供了一个“架构”去了解我们的品牌是什么、或者会是什么AnExample:Nike例子：耐克Launchedin19741974年投放市场SportsshoespecialistwithworldwidesalesofUS$877mby1986成为运动鞋专家，1986年全球销售收入为八亿七千七百万美元Newadvertisingcampaign“JustDoIt”tooksportsimagerymassmarket题为“JustDoIt”的新广告以运动形象打入大众市场passion,drama,moraluplift热情、戏剧性、品行升华madeitfashionable使之成为时髦madesportsshoesafashionitem使运动鞋成为时髦货WorldwidesalesofUS$9,200min199797年全球销售额92亿美元TheConnection关系Triangle三角形图ProductBenefit产品的好处WhyIliketheproduct我为何喜欢该产品ConsumerNeeds/Beliefs消费者需求/信念WhyIvaluetheproduct我为何高度评价该产品BrandPersonalityWhyItrusttheproduct品牌个性我为何信任该产品NikeConnection耐克Triangle关系三角形图OptimumPerformance品牌力的表现Theendalwaysjustifiesthemeans结果总能验证方法Empowerment&Irreverence授权与不逊OneMistake:Nike耐克的一个错误Launchedcasualshoesin1994在1994年推出休闲鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有什么联系呢撤回该系列“Itisnotenoughjusttoknowtheconsumer.Youalsohavetoknowyourbrand”“仅了解消费者是不够的，还要了解你的品牌”(PhilKnight,Nikefounder)(PhilKnight,耐克创立者)Why?为什么？Revisitingthecommodityconsumer再访消费者LessonsFromNike从耐克吸取的教训Deliverasuperiorproduct,asdefinedbytheconsumer消费者认为你所提供的是出众的产品notsomethinganyonecando而不是任何品牌都可以做到的产品Atanacceptablepremium付出可接受的额外费用Ownacorneroftheconsumerpsyche在消费者的灵魂深处拥有一席之位thedesireinallofustobea‘winner’每一个人都有想成为“胜者”的欲望Reorientateallelementsofthemarketingmixtosupportthebrand重新定向各种行销手段来支持该品牌eg:‘JustDoIt’如：“JustDoIt”–extremeeffortofcompetition竞争的极度努力–fun,irreverentattitudetolife趣味，对生活不逊的态度LeftBankCaféPresidentEnterprise左岸咖啡馆统一企业集团CaseStudy例子分析Background背景WhywastheLeftBankCafébrandborn?为什么会诞生左岸咖啡馆这个品牌？PresidentEnterprise’sdairyproductswerebeingsoldunderthe“President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。Background(Cont’d)背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。Background(Cont’d)背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof“freshness”and“expertise.”这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。Background(Cont’d)背景Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争力的冷冻设施及分配系统。在台湾，以TetraPak包装的饮料-不论是高价的咖啡还是低价的豆奶-价钱总是10或15元新台币。罐头包装饮料则卖20元。Background(Cont’d)背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。市场竞争激烈，原材料成本不断上升，如果能将相同类别、相同容量的饮料卖到25元，那该多好！Package包装Thebrandstorystartswithaplasticcup.品牌的故事从一个塑料杯开始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我们开发了一个白色塑料杯，它看起来就象一般麦当劳外卖咖啡的杯子，差别是快餐店用的是纸杯。Place产品放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.这个没有真空密闭的杯子只有在5ºC冷藏柜才能让内容物保存一段短暂的时间。Place(Cont’d)产品放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我们把这看成一个机会。保存期短使消费者相信物料新鲜。而一杯新鲜的饮品自然比其它要贵些。Price价格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思考都集中在一个主要目的：如何让消费者接受25元一杯的高价？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我们自问一连串相关问题，以确保能创造出一个高级的品牌。Product产品Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighestprice?在这杯子放进什么商品才能卖到最高价呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我们考虑过葡萄汁、果汁、牛奶，最后选咖啡，因为咖啡不那么容易变质、被认为是高质饮品，并因牛奶成分而得到优惠税率。BrandConcept品牌概念Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方运来寄售的咖啡最有高级感？Weheldeightfocusdiscussiongroupstointerrogate4concepts我们组织了八个讨论小组，想出四个高级场所作为尝试的概念。Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassenge