奥美创建品牌.pptxVIP

“ Building A Brand From Scratch从无到有创建品牌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An Example : Nike 例子：耐克Launched in 1974 1974年投放市场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 消费者需求/信念 Why I value the product我为何高度评价该产品Brand PersonalityWhy I trust the product品牌个性我为何信任该产品Nike Connection 耐克 Triangle 关系三角形图Optimum Performance品牌力的表现 Empowerment Irreverence 授权与不逊The end alwaysjustifies themeans结果总能验证方法One Mistake : Nike耐克的一个错误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 What has casual shoes got to be with Nike brandRange withdrawn 销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有什么联系呢撤回该系列“ It is not enough just to know the consumer. You also have to know your brand”“仅了解消费者是不够的，还要了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克创立者) Why ? 为什么？Revisiting the commodity consumer再访消费者Lessons From Nike从耐克吸取的教训Deliver a superior product, as defined by the consumer 消费者认为你所提供的是出众的产品not something anyone can do 而不是任何品牌都可以做到的产品At an acceptable premium 付出可接受的额外费用Own a corner of the consumer psyche 在消费者