品牌营销之道外文翻译.docx

美特斯邦威品牌营销之道长生剑、孔雀翎、碧玉刀、多情环、离别钩、霸王枪、拳头，7种非一般江湖武器，件件富含深意，个个精妙绝伦。当这七件武器交汇在一起的时候，一幅幅神出鬼没、奇崛诡异的悲欢离合“画卷”陡然而生。事实上，这7种武器能够立足武侠江湖，在于它们往往会得到一种有效的承载体，出色的聚集它们散发的能量，毕其功于一役，使这些能量在恰当的时候出现在恰当位置。现实中，商海江湖同样如此，当这七种武器令消费者倍感神奇刺激、虚无缥缈的时刻，那肯定它们遇到了一个成熟的承载体广告。广告本身就是一种武器，如果再承载上这神奇的七种武器的时候，那此江湖顿时就非彼江湖了。品牌知名度、销售业绩、受众口碑、顾客回头率各种效应统统尽收眼底。而擅长运用这种混合武器的，往往非操作成熟、规范和颇具人缘的江湖魁首不可，比如美特斯邦威集团就是如此。1、 长生剑品牌定位的魅力广告诉求应当根据产品在市场中的定位确定目标。选择恰当的广告目标是一个企业制定销售业绩战略的基础，是广告运动获得成功的关键。而现在的时代，是个性化消费的时代，一个有特色的品牌所传递的个性，已逐渐成为消费者选择它的核心因素。在个性化生活突出的服装行业，表现尤为如此。消费者选择服装其实就是选择一种生活主张、生活态度，展现一种自我的个性。美特斯邦威服饰的主力消费对象为年龄1828岁间的年轻一族：他们活力四射、个性张扬、渴望真实自我、证明自己，不愿随波逐流，并愿为此敢于付出与实践，他们希望美特斯邦威能给他们传递一种他们认可的、不同寻常的，能证实自我的生活主张、生活态度，展现他们独特个性。同时，在休闲服设计、用料严重同质化的时代，品牌个性更显重要，品牌形象所传递的品牌个性成为“时尚”的关键因素。所以，美特斯邦威便紧密围绕品牌的定位、价值与个性，通过产品设计、产品陈列、店铺设计、广告投放、签约代言和各类营销活动，借助目标消费群体所关注的国内外各类公众、时尚事件，进行高频率、多层次的整合营销活动，不断提升自身的品牌和产品形象。以此，美特斯邦威抓住这个普遍心理矛盾，把自己适时塑造成一个“不走寻常路”的品牌形象。从郭富城到周杰伦，从张韶涵到米勒，每个代言人，都是引领年轻活力的典范。周杰伦外表很酷，不善言谈却充满个性，但内心却很细腻，擅长用音乐传递感情。这正是年轻一代酷辣印象的绝佳体现；张韶涵圆眼小脸，如邻家女孩般可爱；潘玮柏街头味十足，是年轻人模仿的榜样；全新“me&city”温特沃斯米勒，更是棱角分明、阳刚气十足这些代言人个性和号召力与品牌内涵的完美结合，使这个中档价位的休闲服饰品牌一举击败了市场上其他同类型品牌，拥有了可观的市场占有率。根据euromonitor的统计，早在2006年美特斯邦威品牌在国内休闲服零售业的占有率，就已是国内市场主要休闲服品牌中的榜首了。在我国，休闲服零售的国内与国际品牌众多，市场格局分散，其中以美特斯邦威、佐丹奴、班尼路、真维斯、以纯和森马为代表的主要休闲服品牌合计占有休闲服零售市场份额的半壁江山。除此，levis、lee、tam、jack & jones、only、 vero moda、zara、h&m、uniqlo等也是业内的主要竞争品牌。一个准确有效的定位能使产品快捷、长久地进驻消费者心灵，使传播效率提高。对本产品和竞争产品进行深入分析，以产品物质属性和非物质属性的特点，寻找消费者心理空隙；对消费者的需求进行准确判断，以产品与众不同的优势建立与此相联系的、在消费者心理空隙的独特地位，并将它们传达给目标消费者。这个动态过程旨在确立产品在消费者心目中与众不同的地位的信息。2、孔雀翎鲜明的广告主题没有鲜明的品牌语言，其竞争力也是苍白的。主题语是广告的眼睛，它的“带电量”决定消费者是否能把这件商品研究下去。因为，主题语包含的功效利益点及价值感决定了商品的被关注程度。比如耐克1988年推出代表耐克品牌核心形象的经典口号“just do it”，一举奠定耐克体育用品第一品牌地位。虽然在上世纪90年代中期，耐克采用“i can”新口号，但耐克并未想用它来代替“just do it”这一永恒口号。因为，正是这一广告语，使得耐克以潜伏的精神力量鼓舞和激励人们的运动内在美。相比耐克，美特斯邦威“不走寻常路”也有着异曲同工之妙，时尚、自然、格调，每个人都有自己的舞台。不过于直白、大众化、缺乏力度，几乎无个性可言的新形象，与其他休闲服品牌相比，美特斯邦威显然有自己鲜明的个性。永恒的主题、能够有效延续原有品牌的核心形象。丰富的表现方式、与众不同的鲜明色彩，这对美特斯邦威深化市场、开拓销售市场、品牌的持续将更为有利。3、碧玉刀产品的主题卖点有了充足电量的主题标语以后，就要提炼产品或项目的核心卖点。产品日趋同质化，概念被模仿的今天，提炼一个好卖点在招商广告中起举足轻重的作用。提炼的卖点一定是要能够让经销商眼睛一亮，引爆市场的，绝不是让商家视觉疲劳的卖点。因为在电视台、杂志、报纸、网站等专业媒体中的广告如此表达。美特斯邦威为自己生产的服装提炼的核心卖点：时尚、个性、自然，就是成功的，它能够让商家们感受到经营的市场前景，而不是虚无缥缈的很俗气的卖点。产品核心卖点可以从产品层面、产品机理、社会观念等不同的角度去挖掘、提炼。时尚、个性、自然的卖点，令美特斯邦威在休闲服饰业内独树一帜。 4、多情环客观实在的修饰无论是专业的直营店，还是加盟店，都会看到琳琅满目的商品，在店面的每个位置都摆放错落有致、别具一格，给消费者赏心悦目的感觉。传统服饰销售摆放，有一个共同的弊病，那就是单调、没有格调，容易使消费者“审美疲劳”。对陈列的主体内容，一定要本着客观实在的态度去描述，而不能夸夸其谈。长远看，富有格调的陈列效果越好，销售能力越强。因为，修饰是指通过讲事实摆道理，旁征博引实际案例、市场现象、市场事件来表现产品的市场潜力和发展前景，这样才会打动消费者们，才有可能与你共同开拓市场。美特斯邦威通过对服饰消费群体的分析，把目光聚焦在时尚人群身上，并顺藤摸瓜把时尚潮流的装修布置营造成花季梦幻的效果。无论任何店面，布置自然、专业、细致，为其销售的成功注入了一支强心剂。5、离别钩有的放矢的品牌形象策略在营销学上，有一个4c 理论。4c即顾客的欲望和需求、满足欲望和需求的成本、消费者购买的便利性以及与消费者的沟通。美特斯邦威开设品牌形象店，正是对4c 理论的实践。一般说来，销售公司产品的主力某种程度而言在于品牌形象店。所以，为了达到品牌和经销商琴瑟和弦的程度，美特斯邦威把先期开办的品牌形象店办成一个为公司培养一批得力的销售骨干的“黄埔学校”，以此帮助经销商做促销，提高经销商销售额的同时也提高美特斯邦威的销售额。品牌形象店最实际的目的是准确传达产品可靠的卖点与商家能够轻松、安全赚钱的理由和保证，然后吸引更多的消费者眼球。而美特斯邦威适时从消费者的需求出发，掌握经销商的心理，给他们提供宣传资源、促销手段、投资回报等真实可信的品牌服务。分析顾客结构，巧妙选择消费心理，由“零散批发”转向品牌形象，这对美特斯邦威的销售渠道而言是一件举足轻重的大事。时刻从消费者的需求出发，也确实为其新市场的开发奠定了基础。6、霸王枪震撼的创意感一个没有强大品牌创意感的公司，生命力往往是很脆弱的。美特斯邦威尽管现在算是“名声在外”，但如果没有强有力的品牌创意，自身品牌或许会在激烈的市场中逐渐淡出。一个成功的广告除了在内容上要求有震撼性、吸引商家的眼球外，还需要独到创意的平面设计。有的广告，设计上花里胡哨，元素堆积太多，甚至有很多与广告内容一点关系都没有的元素，让人根本分不清主题是什么，甚至搞不清楚是什么产品，不知所云。美特斯邦威在这一点上的确有自己独到的见解。周杰伦、张韶涵们，就是最好的说明。广告无论大小，创意是硬道理。一则制胜广告绝不是一个简单的文案，而是需要呕心沥血地统筹策划。它包含产品概念的提炼、视觉标题的创意、形象的独特设计、主体内容的客观描述以及精准的计划和执行力。7、拳头有效的情感营销一个产品可以同质化，但策略必须差异化。和前面几点所说的一致，消费者是最终的“决断者”，产品口碑和业绩的好坏，决定因素都在这里。所以，美特斯邦威把最重要的一种武器还是放到了顾客的消费心理上。作为服装产品，除了款式与价格因素外，情感因素便是促成消费者购买的一大动因。特别是时逢情人节、七夕节、生日、国庆长假等重要节日，美特斯邦威所有店面工作人员更是与顾客打得“火热”，情如兄弟、爱如伙伴，无论是学生一族还是工薪阶层，都“一视同仁”，在任何时候都将微笑用情感带给消费者。某种程度而言，情感营销其实是很俗的销售方法，美特斯邦威尽管也用此方法，但不同于其他竞争对手的是，它能举一反三，使每位顾客逐渐成为自己的朋友，从而强化了客户忠诚度，并形成了良好的口碑效应。8、总结持续的广告创新与完善的市场营销，积极有效的创新管理和以大规模分销和铺天盖地的广告来占领市场，然后再集中全力从你的竞争对手中抢夺市场份额。这是一个品牌生命力的“持续模式”。美特斯邦威正是凭借这样的模式，为其赢得了市场和消费者，但更重要的是它在变革中，逐渐掌握了广告沟通艺术，形成自己独特的广告思想和策略，那就是必须致力于沟通，而不是销售诉求。这一独特的策略和做法，鞭策着美特斯邦威品牌在市场发展中不断成功，迅速成长。the metersbonwe brands marketing of the roadlongevity sword queling jasper knife, sentimental ring, parting hook overlord gun, fist, seven kinds of non-general arena weapons, each piece is rich in meaning, all of them exquisite. when the seven weapons confluence, an increase of shadowy, peculiar and strange vicissitudes of life picture is born suddenly. in fact, the seven kinds of weapons based martial arts arena, is that they tend to be an effective carrier, excellent gather the energy they emit, at once, so that these energies appear at the right place at the right time. in reality, the sea to rivers and lakes also the seven types of weapons to make consumers feel more magical stimulate illusory moment, that certainly they are confronted with a carrier - advertising. when the ad itself is a weapon, then carrying on the magic of the seven weapons, that rivers and lakes suddenly nor that the rivers and lakes. all panoramic view of the various effects of brand awareness, sales, audience word of mouth, customers keep returning . and specializes in the use of this mixed weapons, often non-operating mature, standardized and to lakes ringleader is not quite popular, such as metersbonwe group.1、a longevity sword - the charm of the brand positioningadvertising appeals should be based on the positioning of products in the market to determine the target. select appropriate advertising goals is the basis of an enterprise to develop a sales strategy, advertising campaign, the key to success. the present era is the era of personalized consumption, a distinctive brand personality passed, has gradually become a consumer choice, it is a core element. , particularly in the life personalized apparel industry. the clothing of consumer choice, in fact, is to choose a living advocate, attitude to life, to show a self-personality.metersbonwe fashion is the main consumer object between the ages of 28 young people aged 18 : they are vibrant, indulgent desire for true self, to prove himself, unwilling to follow the crowd, and is willing to dare to pay and practice, theymetersbonwe to give them to convey which they recognized the unusual, and confirmation of self-life advocate, attitude to life and to show their unique personality. at the same time, in casual clothes design, material serious the era of homogenization, the brand personality is more important, passed by the brand image, brand personality as a key factor of the fashion. metersbonwe will be focusing on brand positioning, values and personality, through product design, product display, store design, advertising, endorsement contract, and all kinds of marketing activities, with the target consumer groups concerned about all kinds of domestic and foreign public fashion event, the high-frequency, multi-level integrated marketing campaign, and constantly enhance their brand and product image. in order to, metersbonwe seize the this universal psychological conflict, timely shaping itself into a not to take the unusual way the brand image. from aaron to jay from angela miller, each spokesperson, is the leading model of youthful energy.jay cool appearance, not very talkative and full of personality, but the heart is very delicate, good passing feelings with music. this is what the younger generation of cool spicy impression of the perfect embodiment; angela round eyes and face, as cute as the girl next door; pan street flavor, is the role models of young people; new me & city wentworth miller more angular, masculine full perfect combination of personality and appeal of the spokesperson and brand content, this mid-priced casual clothing brand to beat the other brands on the market, with a considerable market share. according to euromonitor statistics, as early as 2006 metersbonwe brand share in the domestic casual wear retail, had casual wear brand for the domestic market in the first place. in china, the casual wear retail many brands, both domestic and international market pattern of scattered, casual wear brand metersbonwe, giordano, baleno, jeanswest, pure and semir total occupy half of the casual wear retail market share. in addition, levis, lee, tam, jack & jones, only, vero moda, zara, h & m, uniqlo such as the industrys major competitive brands.an accurate positioning enables the product fast, long stationed in the mind of consumers, making communication more efficient. in-depth analysis of the products and competing products, product material properties and characteristics of non-material properties, to find the consumers of psychological gap; to accurately determine the needs of consumers, to establish product differentiation advantages associated with this, the unique position of the consumer psychology gap, and they convey to the target consumers. this dynamic process is designed to establish the product information in the unique position of the minds of consumers.2、queling - distinctive advertising themedistinctive brand language, its competitiveness is pale. the theme of language is the eyes of the advertising, with power to determine a customers translating this product research continues. because the theme of language contained in the efficacy of points of interest and sense of the value determines the degree of concern of the commodity. such as nike - launched in 1988 on behalf of the nike brand is the core image of the classic slogan just do it lay the nike sporting goods brand position in one fell swoop. although the mid-1990s, nikes new slogan of the can , but nike did not want to use it to replace the just do it the eternal slogan. it is this slogan makes nike latent spiritual power to inspire and motivate the inner beauty of peoples movement. compared to nike, metersbonwe not take unusual way has the same purpose, fashion, nature, style, everyone has their own stage. straightforward, popular, a lack of intensity, a new image almost no personality at all, compared with other casual wear brand, the metersbonwe apparently has its own distinct personality.the eternal theme of effective continuation of the original core of the brand image. performance, distinctive vibrant colors on metersbonwe deepen the market and develop sales market, the brand continued to be more favorable.3、jasper knife - the theme of a selling pointhave adequate power slogan, it is necessary to extract a core selling point of the product or project. products has become increasingly homogeneous, the concept of imitation, refining a good selling point plays a vital role in investment advertisements. the selling point of the extract must be to be able to let dealers eyes light up, off the market, is not the selling point for businesses of visual fatigue. advertising in television, magazines, newspapers, websites and other professional media such expression. the metersbonwe core selling point: refining for own production of clothing and fashion, personality, naturally, is successful, it can allow businesses to feel the market prospects of the business, rather than illusory tacky selling point.product core selling point from a different perspective of the product level, the mechanism of social attitudes to mining, refining. fashion, personality, a natural selling point, so that metersbonwe is unique in the casual clothing industry4、sentimental ring - the objective reality modifiedprofessional outlets, stores, will see a range of goods, are placed in each location of the store patchwork, unique, pleasant feeling to the consumer. sales display of traditional costumes, have a common ills, that is monotonous, there is no style, easy to enable consumers to fatigued . display the main content, must be real and objective attitude to describe, and not rhetoric. the long-term view, and style on display the better the ability to sell more. modifications refers to the truth and facts put, informative, practical cases, the market phenomenon, market events to the performance of the products in the market potential and development prospects, this will impress consumers, will it be possible to develop the market together with you.metersbonwe clothing consumer groups are focusing on fashion crowd, and immediately instructed decorated in fashion to create a bloom dreamy effect. any store, the layout of the natural, professional, detailed, and its sales success has injected a shot in the arm.5、parting hook - targeted brand image strategyin marketing, a 4c theory. 4c, namely the customer wants and needs, to meet the cost of the desires and needs, the convenience of consumers to buy, and communication with consumers. the metersbonwe set up brand stores, is the practice of 4c theory. in general, the main sales company some extent, is the brand image of the store. therefore, in order to achieve the degree of brand and distributor of band chords, metersbonwe pre-start-up brand stores accomplishing the company to develop a number of effective sales the backbone of the whampoa primary school, in order to help dealers do promotions also improve dealer sales increase the metersbonwe sales. brand image stores the most practical purpose is to accurately convey the selling point of product reliability and businesses to easily and safety reasons and to ensure money, and attract more attention of consumers. metersbonwe timely proceed from the needs of consumers, master distributor of psychological resources to provide them with publicity, promotions, investment returns and other authentic brand.analysis of customer structure, clever choice of consumer psychology, the shift from fragmented wholesale brand image on the metersbonwe sales channels is a pivotal event. time starting from the needs of consumers, and indeed laid the foundation for its development of new markets.6、overlord gun - shocking sense of creativea strong sense of brand creative company, vitality is often very fragile. metersbonwe despite now being considered as the reputation, but without a strong brand creativity, their own brand may gradually fade out in the fierce market. a successful advertising content, requires a shock, to attract the attention of businesses, but also requires a unique creative graphic design. some advertising, design bells and whistles, the elements of the accumulation of too much, even elements with the advertising content that people can not tell what is that, even confused what products and incomprehensible. metersbonwe at this point, do have their own unique insights. jay chou, angela, who is the best description.advertising, regardless of their size, creativity is the clincher. a winning ad is not a simple copy, but worked hard to co-ordinate planning. it contains a refinement of product concepts, visual title of creativity, the unique design of the image, the main content of the objective description and precise planning and execution.7、fist - effective emotional marketinga product homogenization, but the strategy must be differentiated. consistent and in front of the points mentioned, the consumer is the final de