Building A Brand From Scratch從無到有創(chuàng)建品牌(ppt)
“ Building A Brand From Scratch 從無到有創(chuàng)建品牌
A Brand Is … 品牌是...
A unique combination of three attributes

三種屬性的獨特組合
A Brand Is … 品牌是...
product benefit
產品的好處
what makes the consumer like the product
什么令消費者喜歡該產品
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“聯系”，就能將一個產品轉為一個品牌。


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”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 關系 Triangle 三角形圖
Product Benefit 產品的好處
Why I like the product 我為何喜歡該產品

Nike Connection 耐克 Triangle 關系三角形圖
Optimum Performance
品牌力的表現
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Range withdrawn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。
休閑鞋和耐克品牌又有什么聯系呢
撤回該系列


“ It is not enough just to know the consumer. You also have to know
your brand”
“僅了解消費者是不夠的，還要
了解你的品牌”

(Phil Knight, Nike founder)
(Phil Knight, 耐克創(chuàng)立者)


Why ?
為什么？

Lessons From Nike 從耐克吸取的教訓
Deliver a superior product, as defined by the consumer
消費者認為你所提供的是出眾的產品
not something anyone can do
而不是任何品牌都可以做到的產品


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 competition
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 Café President Enterprise 左岸咖啡館 統(tǒng)一企業(yè)集團
Background 背景
Why was the Left Bank Café brand born?
為什么會誕生左岸咖啡館這個品牌？

President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market.
統(tǒng)一企業(yè)的乳類食品都是以“統(tǒng)一”牌子出售，在市場上長期以來無法突破二、三線商品的形象。
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
This led to confusion of the brand assets,
which caused a long-term problem for President’s dairy products, since they needed to convey a clear image of “freshness” and “expertise.”

這導致牌子混淆，給“統(tǒng)一”的乳類食品造成了長期問題，它們需要一個“新鮮”和“專業(yè)”的清晰形象。
Background(Cont’d) 背景
To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes 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施及分配系統(tǒng)。在臺灣，以Tetra Pak包裝的飲料 - 不論是高價的咖啡還是低價的豆奶 - 價錢總是10或15元新臺幣。罐頭包裝飲料則賣 20元。
Background (Cont’d) 背景
With the strong competition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。

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。

We developed a white plastic cup. This cup looks just like an ordinary McDonald’s take-away coffee cup,but is made of plastic rather than paper.
我們開發(fā)了一個白色塑料杯，它看起來就象一般麥當勞外賣咖啡的杯子，差別是快餐店用的是紙杯。
Place 產品放置
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 5ºC冷藏柜才能讓內容物保存一段短暫的時間。
Place (Cont’d) 產品放置
Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.
但是我們把這看成一個機會。保存期短使消費者相信物料新鮮。而一杯新鮮的飲
品自然比其它要貴些。
Price 價格
All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup?
所有策略思考都集中在一個主要目的：如何讓消費者接受25元一杯的高價？
We asked ourselves a series of questions to help us ensure we could create a high-class brand.
我們自問一連串相關問題，以確保能創(chuàng)造出一個高級的品牌。
Product 產品
What kind of product should we put into the cup, to best
help us sell it for the highest price?
在這杯子放進什么商品才能賣到最高價呢？

We considered wine, fruit juice and milk, but
finally decided on coffee
- less likely to deteriorate
- high quality perception
- milk content led to favourable tax rate
我們考慮過葡萄汁、果汁、牛奶，最后選咖
啡，因為咖啡不那么容易變質、被認為是高
質飲品，并因牛奶成分而得到優(yōu)惠稅率。


Brand Concept 品牌概念
We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?
什么地方運來寄售的咖啡最有高級感？
We held eight focus discussion groups to interrogate 4 concepts
我們組織了八個討論小組，想出四個高級場所作為嘗試的概念。

Brand Concept (Cont’d) 品牌概念
An airline kitchen ?
Coffee from an airline kitchen, as specially prepared for first-class passengers

空中廚房 ?
來自空中廚房專門為頭等艙準備的咖啡
Brand Concept (Cont’d) 品牌概念

A high-class Japanese style coffee shop ?
Coffee from a refined and elegant Japanese specialty coffee shop

日式高級咖啡館 ?
來自優(yōu)雅、精致的日式咖啡館的咖啡

Brand Concept (Cont’d) 品牌概念
A left bank café
Coffee from Paris - from a café on the left
bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers

左岸咖啡館
這咖啡來自巴黎塞納河左岸一家充滿人 文氣氛的咖啡館，一個詩人、哲學家喜 歡去的地方。
Brand Concept (Cont’d) 品牌概念
10 Downing Street
Coffee from the kitchen of the British
prime minister’s residence, a place
where coffee is prepared for VIP
visitors every day.

唐寧街10號
這咖啡來自英國首相官邸廚房，平日
在這里準備招待貴賓的咖啡。
Brand Concept (Cont’d) 品牌概念
It became apparent that most people felt that the coffee from a left bank café seemed to have the highest value, and would make them pay the highest price.

明顯地人們覺得來自左岸咖啡館的咖啡價值最高，他們愿為此付最高的價錢。
Target Group 目標消費群
Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak?

用Tetra Pak包裝的咖啡只賣15元，
誰會最愿意付25元買一杯咖啡？
Target Group (Cont’d) 目標消費群
Any new beverage product must achieve a good turnover within three months, or it will be delisted. Who would be more than merely curious (since curiosity alone would not be enough to overcome the high-price barrier), and buy into the idea of the brand?
新飲品在推出三個月內如果達不到高營業(yè)額就會被撤走。那些人會出于品牌的創(chuàng)意而購買這個新牌子(僅有好奇心并不能克服高價的門檻)?


Target Group (Cont’d) 目標消費群
Young women aged 17 to 22 are characterized as being honest and sentimental, full of hopes and dreams, fond of art and literature, but not particularly sophisticated, since they still do not have much experience of life.

我們選擇17到 22歲的年輕女士，她們有誠實、多愁善感，喜愛文學藝術，但生活經驗不多，不太成熟。

Target Group (Cont’d) 目標消費群
They loved the idea behind the brand, and were particularly motivated by the ‘Left Bank café’ concept.

她們喜歡品牌背后的意念，尤其是“左岸咖啡館”的概念。
Consumer Insight 洞察消費者
They look for much more from a product than mere product quality. They look for emotional reward, something that makes them feel better something that makes them feel more sophisticated than they really are. They look for brands that understand and address their inner needs.
她們尋求產品質量以外更多的東西，尋求情感回報、使她們感覺更好、覺得自己更成熟的東西，尋求了解、表達她們內在需求的品牌。

The Left Bank Café concept together with the aromatic, ‘adult’ flavour of coffee, fostered a sense of spiritual renewal in them.

左岸咖啡館，帶著咖啡芬芳、成人品味，在她們精神上形成一種新的感覺。
Tone & Manner 氣氛及風格
According to statistics from bookstores, the most popular author among young women of this age group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always coolly deadpan. What’s unique about Murakami’s stories is that they expertly manage to conjure up the feeling of city dwellers.
她們最欣賞的作家是村上春樹。她的作品
憂郁、超現實、冷峻，能喚起城市人的感
覺。
Tone & Manner 氣氛及風格
Though the visual part of the Left Bank Café advertising should have a very French style, the copy should have a very Japanese literary style.

雖然左岸咖啡館的廣告視覺應該非常法國化，但其文本應是很有日本文學的風格。
Correction Triangle : Left Bank Cafe
Creative Brief 創(chuàng)意簡報
During the process of briefing the creative people, we told them, “Let’s forget that we are making advertisements for packaged drinks. Let’s pretend that our client is actually a café - that we are making advertisements for a French café!”
“讓我們忘記自己是在為包裝飲料做廣告，
假想是在為一家遠在法國的咖啡館做廣告！”

We collected a lot of reference information from France, including pictures and even menus of French cafés.

我們從法國收集來許多咖啡館的資料，包括圖片甚至菜單。
The Left Bank Café Sells More Than Just Coffee 不僅是賣咖啡
If our brand was to be a café, then there was no reason for it to be limited to only selling coffee. The brand could be
extended to include all the items on a café menu.

如果我們的品牌是咖啡館，那么它不應僅賣咖
啡。它可以延伸到咖啡館餐單上的所有東西。

The Left Bank Café Sells More Than Just Coffee 不僅是賣咖啡
So now when you look in the refrigerators at 7- Eleven, you will also find Thé au lait, as well as Blancmange and other French-style desserts, all under the Left Bank Café umbrella brand.

所以，現在你從 7-11 便利店的冷藏柜里，還能找到左岸咖啡館牌子的奶茶、牛奶凍和其它法式甜品。

The Left Bank Café Sells More Than Just Coffee (Cont’d) 不僅是賣咖啡
We are currently evaluating the possibilities for French-style cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Café products.

我們現在考慮法式蛋糕的可能性，希望將來在商店里有左岸咖啡館產品專用冷藏柜。

The Role of Advertising 廣告的角色
The advertising encourages consumers to build a picture in their minds of their favorite French café - an ideal café, a café with a long history and a strong cultural, artistic atmosphere.
廣告要促使消費者在腦海里建造一個自己最喜愛的法國咖啡館 -- 一個理想的咖啡館，一個歷史悠久、文化藝術氣氛濃厚的咖啡館。
The Relationship With the Brand 品牌寫真

Left Bank Café will have the power to stimulate a real and strong response in
the imagination of consumers.

左岸咖啡館有能力刺激消費者在他們的想象
里產生一種真實、強烈的反應。


The Relationship With the Brand 品牌寫真
Left Bank Café will have a relationship with the consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is always kept on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Café is always ready to bring you refreshment whenever you need it.
左岸咖啡館和消費者的關系就象一本喜愛的書，一冊旅游摘記，放在整潔的書架上一篇短短的詩，在你想享受一片獨處空間時，它隨手可得，帶你到想去的地方。
The Relationship With The Brand (Cont’d)品牌寫真 (續(xù))
The insight is:
You are here in Taiwan. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a mental trip to Europe - by going window shopping at a European - style furniture store or dining in a French restaurant.
好比你身在臺灣，偶爾想到歐洲度個浪漫之旅，但在這忙碌現實的世界，你只能逛逛歐式家具店，到法國餐廳用餐，度一個想象之旅。

The Relationship With The Brand (Cont’d)品牌寫真 (續(xù))
Left Bank Café makes the mental trip easier - simply satisfying your spiritual desires, any time, any place, and privately.

而左岸咖啡館使這想象之旅更輕松 -- 簡單地滿足你隨時可能冒出的一點精神欲望，孤獨享受。
Building the French Café (Cont’d) 品牌塑造
The TVC is based on the girl’s notes and jottings about her travels.
The print ads are a series of short stories about things that have happened in the café.
The radio ads are like poetic vignettes from the café, and were broadcast late at night.
電視廣告是一個女孩的旅行摘記。平面廣告是一系列發(fā)生在咖啡館的短篇故事。電臺則在深夜播放著詩般的咖啡館故事。
Building the French Café (Cont’d) 品牌塑造
In order to make people believe in the existence of the café, there was also a series of supporting events, intended to make the fantasy become a reality.

為使消費者相信咖啡館的存在，計劃了一連串節(jié)目讓幻想變成現實。

Building the French Café (Cont’d) 品牌塑造
During an exhibition of photographs of French cafés at Taiwan’s most deluxe
bookstore, an open-air “Left Bank Café” was set up outside.
A 15-minute program entitled “Left Bank Café Tour,” introducing 20 cafés on the left bank of the Seine, was produced for cable TV.
在法國咖啡館攝影展期間，臺灣最豪華的書店外布置著左岸咖啡館。還制作了15分鐘題為“左岸咖啡館之旅”的有線電視節(jié)目，介紹塞納河左岸20家咖啡館。

Building the French Café (Cont’d) 品牌塑造
Around the time of the French national day, the Left Bank Café brand was one of the sponsors of a celebration dinner and a French film festival organized by the French Institute in Taiwan. The sponsors included actual French brands such as Renault,Peugeot, Chanel, Christian Dior, a number of different wine-makers, and one brand you would never find in France itself - Left Bank Café!
法國國慶期間，左岸咖啡館是慶宴和法國電影節(jié)贊助商之一。雷諾、標致、香奈爾、Christian Dior等法國品牌也在贊助商之列。
The Brand 品牌
Is there really a Santa Claus?
According to the results of last week’s Left Bank Café Brand Audit, the TV commercial gives people an enjoyable feeling of solitude. When people drink Left Bank Café products, they feel they are rewarding themselves. Eighty percent of the people interviewed believe that the “Left Bank Café” really exists in France, and that it will soon open a branch in Taiwan. One consumer said: “Does the Left Bank Café really exist? I prefer to believe in a world where it does.”
左岸咖啡的電視廣告令人有一種愉快的孤獨感，人們覺得左岸咖啡是享受。八成被訪者相信有左岸咖啡館，其中一位消費者說“寧愿相信有”。

The Brand (Cont’d) 品牌
Left Bank Café made US$ 4 million in
the first year, and the brand continues to
grow stronger.

左岸咖啡頭一年賣了四百萬美元，品牌繼續(xù)
得到鞏固。

1998 vs 1997 sales over first six months is
+15%

1998年上半年營業(yè)額比1997年同期增加15%


Better Questions 基本思考
What factors make people think of a
beverage as good?
What beverages are most worth selling on consignment?
What is the most high-class place for consignment goods to come from?
What are the most expensive drinks here?
飲料在什么情況下會被認為好？寄售什么
飲料最值錢？從哪里來的寄賣品最高級？
在這里什么飲料最貴？
The Process of Changing the Price From NT$15 to NT$25 從15元變成25元的過程
Five Tips To Build A Brand From Scratch 從無到有建立品牌五個秘訣
1. Ensure your brand performs
保證您的品牌是
- high quality product
- 質量好的產品
- a role in people’s lives
- 在人們的生活中扮演一定的角色
2. Define your category precisely
精確地定義你的產品類別
Five Tips To Build A Brand From Scratch 從無到有建立品牌五個秘訣
3. Think beyond price to what creates ‘value’ in people’s minds
超越價格因素去想什么能在人們心目中產生“價值”
4. Connect product benefit with brand personality/image with consumer needs/beliefs
將產品的好處與品牌個性/形象、消費者的需求/信念聯系起來。
5. Expand your brand proposition beyond advertising.
把您的品牌主題超越廣告


Building A Brand From Scratch從無到有創(chuàng)建品牌(ppt)