品牌资产的管理.ppt

23 24 25 26 27 91 1996 was a big year for Dove - in fact it has meant - a new chapter for Dove. 92 93 94 95 95 Results Worldwide Tracking: #1 on global leadership, quality products/services, trust 在全球领先，质量，服务和信任度上位居第一 Continuing significant declines on arrogant, bureaucratic 傲慢官僚的负面印象持续显著减少 Those exposed to advertising rate IBM higher than those not exposed across the board 接触过IBM广告的人对IBM的评价明显好于那些没有接触过的人 From Fortune’s Dinosaur to Wire's “What’s Hot” 从“财富”杂志的“恐龙”变成“在线”杂志的 “热门” Results Financial World’s Most Valuable Brands: “财政世界”杂志最有价值的品牌： From #293 in ‘94 to #3 in ‘96 从第293位升至1996年的第3位 Stock price remains at all time highs 股价持续最高 1 所有名词到底要做什么 品牌检验（Brand Audit): 寻找一般市场调研中找不到的感性因素及非理性层面 品牌探测（Brand Probe)： 运用各种技巧来了解消费者“说不出的话” 品牌写真（BrandPrint)： 写出一段话来主导日后该品牌与消费者的关系 BrandPrint BMW - Core Assets 宝马 - 核心资产 Power under control 可控的动力 A feeling of superiority achieved by being the tamer of a powerful, passionate beast 驾驭脱缰野马般的激情和优越感 A perfect sense of harmony and balance 完美融合的感受 A car with pure power and passion under its skin 充满内在力量和激情的轿车 BMW - BrandPrint 宝马 - 品牌写真 宝马是超级驾驶机器。充满男子汉气概，没有丝毫的笨重和古板，驾驶宝马赋予驾驶者以控制感和力量感 宝马的内涵是秩序与和谐。它是精密准确的汽车。它光亮的车身下，蕴藏着无限动力，一触即发。 能够拥有宝马是对车主的成功地位的肯定，因为并非人人可以享受这份荣耀。这一点从来不会公开宣扬。但宝马车主都知道这一点。 宝马是驾驶的奖赏 驾驶一辆工程设计的杰作 JAGUAR 美洲豹 Jaguar 美洲豹 A brand that had lost hope and rational advantage. 一个曾经失去希望和理性优势的品牌 The Brand Audit revealed that it was trying to be what it was not. 品牌检测揭示，它曾力图成为一种其他什么内涵的东西 And that its “quirkiness”was an asset. 它的“古怪”（外观）曾是一种资产 Jaguar - BrandPrint 美洲豹 - 品牌写真 The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It’s about soul, passion and originality. A Jaguar is a copy of nothing … just like its owners. 美洲豹与其他汽车的区别绝非材料和设计而是灵魂、激情、原创力。美洲豹不是任何汽车的翻版，正如她的拥有者一样。 Jaguar - Results 美洲豹 - 结局 5.4% 8.3% 10.4% 12.5% CNN What is the Product CNN…产品 CNN is a cable communications network with affiliates in more than 125 countries 横跨125个国家的有线电视网 News, current events and information are broadcast live,