从无到有创建品牌.pptxVIP

从无到有创建品牌会计学A Brand Is … 品牌是...第1页/共61页A unique combination of three attributes 三种属性的独特组合A Brand Is … 品牌是...第2页/共61页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第3页/共61页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。 第4页/共61页 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：耐克第5页/共61页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第6页/共61页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 亿美元第7页/共61页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关系三角形图第8页/共61页Optimum Performance品牌力的表现 Empowerment Irreverence 授权与不逊The end alwaysjustifies themeans结果总能验证方法第9页/共61页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 What has casual shoes got to be with Nike brandRange withdrawn 销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有什么联系呢撤回该系列第10页/共61页“ It is not enough just to know the consumer.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)第11页/共61页 Why ? 为什么？Revisiting the commodity consumer再访消费者第12页/共61页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第13页/共61页At an accepta