品牌的“意义”和“个性”是什么(PPT 108)

英扬•传奇CC&E1WhatIsTheBrand“Means”And“Is”?品牌的“意义”和“个性”是什么•Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。•Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“个性”那些与品牌意义相对应的特征。英扬•传奇CC&E2WhyTheNeedForABrandFootprint?为什么需要品牌印记？•Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。英扬•传奇CC&E3WhyTheNeedForABrandFootprint?为什么需要品牌印记？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.这种扩张及延伸，让我们必须重新重视并保护品牌的资产。英扬•传奇CC&E4WhyTheNeedForABrandFootprint?为什么需要品牌印记？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下：•Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必须就新的竞争条件和新文化的观点来重新表现品牌。英扬•传奇CC&E5WhatAreThreeDimensions?什么是品牌印记的三个层次•TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印记所反映的一项事实是：大部分的品牌—特别是大品牌——都是多层次的。它们包含了长期建立的意义和联想。英扬•传奇CC&E6HowMuchofAFutureVision?品牌印记的远景如何？•ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。英扬•传奇CC&E7HowMuchofAFutureVision?品牌印记的远景如何？•Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。英扬•传奇CC&E8HowMuchofAFutureVision?品牌印记的远景如何？•Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。英扬•传奇CC&E9HowMuchofAFutureVision?品牌印记的远景如何？•Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。英扬•传奇CC&E10Example•Forexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard.AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:英扬•传奇CC&E11Example•AmericanExpressBrandFootprintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible英扬•传奇CC&E12Example•VisaBrandFootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go13Thesellingstrategy销售策略英扬•传奇CC&E14WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？•TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。英扬•传奇CC&E15WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？•TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatecompetitiveadvantageforbrands.销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。英扬•传奇CC&E16WhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？•Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。英扬•传奇CC&E17TheSellingStrategyModel销售策略的模式TheSellingStrategyModeliscomposedoffivecriticalcomponents：销售策略模式是由五个重要的部份所组成：•TheBrandPosition品牌位置•TheBrandObjective品牌目标•TheSpecificRoleOfTheAdvertising广告担任的角色•TheSellingIdeaPlatform销售概念架构•TheSellingIdea销售概念英扬•传奇CC&E18TheBrandPosition品牌位置•Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.销售概念的发展过程开始之前，品牌在消费者心中的认知地位。英扬•传奇CC&E19Example•Examples:BrandBrandPositionMarriottA“vanilla”hotelMotorolaAtechnologymanufacturerMasterCardMyothercard英扬•传奇CC&E20TheBrandObjective品牌目标•Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我们希望品牌在消费者心中所占据的认知位置。英扬•传奇CC&E21Example•Example:BrandBrandObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout英扬•传奇CC&E22TheSpecificRoleOfTheAdvertising广告担任的角色•Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalres