从无到有有创建品牌.pptVIP

“ Building a brand from Scratch 从无到有创建品牌 髋 a Brand is…品牌是 a unique combination of three attributes 三种属性的独特组合 髋 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 An Example: Nike 例子:丽克 Launched in 1974 1974年投放市场 a Sports shoe specialist with worldwide sales of US$877m by 1986 成为运动鞋专家,1986年全球销售收入为 八亿七千七百万美元 a New advertising campaign Just Do It took sports imagery mass market 题为“ Just do it”的新广告以运动形象打入大众市场 passion, drama, moral uplift 热情、戏剧性、品行升华 made it fashionable 使之成为时髦 made sports shoes a fashion item 使运动鞋成为时髦货 Worldwide sales of US$9, 200m in 1997 97年全球销售额92亿美元 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 Consumer Needs/ Beliefs Brand Personality 消费者需求信念 Why I trust the Why I value the product product 品牌个性 我为何高度评价该产品 我为何信任该产品 Nike Connection耐克 Tgh.关系三角形图 Optimum Performance 品牌力的表现 The end Empowerment always justifies the Irreverence means 授权与不逊 结果总能验证方法 设忘个 Launched casual shoes in 1994 在1994年推出休闲鞋 Disastrous sales, and damage to nike image What has casual shoes got to be with Nike brand Range withdrawn 销售额损失惨重,令耐克形象受损 休闲鞋和耐克品牌又有什么联系呢 撤回该系列