创建品牌——左岸咖啡资料教材.pptVIP

A Brand Is … 品牌是... A unique combination of three attributes 三种属性的独特组合 A Brand Is … 品牌是... product benefit 产品的好处 what makes the consumer like the product 什么令消费者喜欢该产品 brand personality/image 品牌个性/形象 what makes the consumer trust the product 什么令消费者信任该产品 consumer needs/beliefs 消费者需求/信念 what makes the consumer value the product 什么令消费者高度评价该产品 If we can understand the “connection” between these three attributes, then we can turn a product into a brand 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。 This gives us a “framework” for understanding what our brand is, or could be 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 The Connection 关系Triangle 三角形图 Product Benefit 产品的好处 Why I like the product 我为何喜欢该产品 Left Bank Café President Enterprise左岸咖啡馆统一企业集团 Left Bank Café President Enterprise Background 背景 Why was the Left Bank Café brand born? 为什么会诞生左岸咖啡馆这个品牌？ President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market. 统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。 Background 背景 The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks. 原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。 Background 背景 This led to confusion of the brand assets, which caused a long-term problem for President’s dairy products, since they needed to convey a clear image of “freshness” and “expertise.” 这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。 Background 背景 To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$