奥美经典之作从无到有创建品牌（61页）.pptVIP

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. 明显地人们觉得来自左岸咖啡馆的咖啡价值最高，他们愿为此付最高的价钱。 Target Group 目标消费群 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包装的咖啡只卖15元， 谁会最愿意付25元买一杯咖啡？ Target Group (Cont’d)目标消费群 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 t