广告奥美度品牌管理解读.ppt

Whether the Brand Presents a Clear Consistent and Differentiating Presence Visual 视觉 Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异， 有冲击力，而且意味着男性 In-bar signage is dusty 在酒吧内的象征是布满灰尘的 Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives Goodwill 商誉 Campaign approach irreverent, but doesn’t do much for the community at large 广告方式有点叛逆、不尊重的感觉，但并没有太过分 But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young 但爱尔兰酒吧的记忆引入一种正宗的感觉，这吸引年轻人 Image Whether the Brand’s Image Is Strong and Engaging 是否品牌形象够强且吸引人 Customer How Strong the Brand’s Customer Franchise Is 品牌消费者的特权有多强 Channel How Well the Brand Is Leveraged in the Trade Environment 品牌在销售环境中的调节作用有多强 Product Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的，并且具有 差异化的呈现 Visual Whether the Brand Presents a Clear Consistent and Differentiating Presence是否品牌保持清晰的、持续的，并且具有差异化的呈现 Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可 Image GIGFY persists and is seen as old-fashioned Serious drink - needs to lighten up to invite younger drinkers into the brand “Guinness is good for you ”有持续性，但被认为过时 严肃饮品---需要让年轻消费群进入本品牌 Customer People come late to the brand an old man’s drink Young tend to dip in and out of brand 人们接触品牌较晚，是一个老年男性的品牌 年轻人如蜻蜓点水般尝试一下 Channel Focuses on extremes (hawker centres Western-style pubs), leaving middle ground Chinese night spots under-leveraged Younger drinkers surprised if Guinness is not available - but forgive outlet switch brands 集中在终端 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌 Product People measure Guinness against beer, therefore are continually surprised by its bitterness 人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受 Visual Blackness is visibly different, striking and signifies masculinity In-bar signage is dusty 黑色是视觉差异， 意味着男性 酒吧内的象征是灰尘 Goodwill Campaign approach irreverent, but doesn’t do much