从无到有创建品牌讲义.pptVIP

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 左岸咖啡馆 这咖啡来自巴黎塞纳河左岸一家充满人 文气氛的咖啡馆，一个诗人、哲学家喜 欢去的地方。 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. 唐宁街10号 这咖啡来自英国首相官邸厨房，平日 在这里准备招待贵宾的咖啡。 Brand Concept (Cont’d)品牌概念 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 to overcome the high-price barrier), and buy into the idea of the brand? 新饮品在推出三个月内如果达不到高营业额就会被撤走。那些人会出于品牌的创意而购买这个新牌子(仅有好奇心并不能克服高价的门槛)? Target Group (Cont’d)目标消费群 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. 我们选择17到 22岁的年轻女士，她们有诚实、多愁善感，喜爱文学艺术，但生活经验不多，不太成熟。 Target Group (Cont’d)目标消费群 They loved the idea behind the brand, and were particularly motivated by the ‘Left Bank café’ concept. 她们喜欢品牌背后的意念，尤其是“左岸咖啡馆”的概念。 Consumer Insight洞察消费者 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. 她们寻求产品质量以外更多的东西，寻求情感回报、