奥美经典之作：从无到有创建品牌.pdf

“ Building A Brand From “ Building A Brand From Scratch Scratch 从无到有创建品牌 从无到有创建品牌 A Brand Is … 品牌是... A Brand Is … 品牌是...  A unique combination of three attributes  A unique combination of three attributes 三种属性的独特组合 三种属性的独特组合 A Brand Is … 品牌是... A Brand Is … 品牌是...  product benefit  product benefit 产品的好处 产品的好处 – what makes the consumer like the product – what makes the consumer like the product 什么令消费者喜欢该产品 什么令消费者喜欢该产品  brand personality/image  brand personality/image 品牌个性/形象 品牌个性/形象 – what makes the consumer trust the product – what makes the consumer trust the product 什么令消费者信任该产品 什么令消费者信任该产品  consumer needs/beliefs  consumer needs/beliefs 消费者需求/信念 消费者需求/信念 – what makes the consumer value the product – what makes the consumer value the product 什么令消费者高度评价该产品 什么令消费者高度评价该产品  If we can understand the “connection” between  If we can understand the “connection” between these three attributes, then we can turn a these three attributes, then we can turn a product into a brand product into a brand 如果我们了解这三种属性之间的“联系”，就能将 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。 一个产品转为一个品牌。 This gives us a “framework” for This gives us a “framework” for understanding what our brand understanding what our brand is, or could be is, or could be 这给我们提供了一个“架构”去了解我们的 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 品牌是什么、或者会是什么 An Example : Nike An Example : Nike 例子：耐克 例子：耐克  Launched in 1974  Launched in 1974 1974年投放市场 1974年投放市场  Sports shoe specialist with worldwide sales  Sports shoe specia