品牌的意义和个性是什么

1、合肥婚嫁网 http:/ CC&E1What Is The Brand “Means” And “Is”?品牌的品牌的“意义意义”和和“个性个性”是什么是什么 What the brand “means” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions. 品牌的“意义”是指一个品牌在消费者心目中产生的印象即该品牌在几个层面上的声誉。 What the brand “is” is how we would describe th

2、e brands dominant personality traitsgenerally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。合肥婚嫁网 http:/ CC&E2Why The Need For A Brand Footprint?为什么需要品牌印记？为什么需要品牌印记？ More and more marketers are looking for new growth by leveraging the power of their brand names into new te

3、rritories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories. 愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。 合肥婚嫁网 http:/ CC&E3Why The Need For A Br

4、and Footprint?为什么需要品牌印记？为什么需要品牌印记？ This expansion puts renewed focus on the need to protect brand equity. 这种扩张及延伸，让我们必须重新重视并保护品牌的资产。合肥婚嫁网 http:/ CC&E4Why The Need For A Brand Footprint?为什么需要品牌印记？为什么需要品牌印记？ As brands are expanded, there are pressures of dilution that stem from: 随着品牌的扩张，使品牌有被稀释的危机

5、，这些危机的因素如下： The need to reexpress the brand in the context of new competitive sets and new cultures. 必须就新的竞争条件和新文化的观点来重新表现品牌。 合肥婚嫁网 http:/ CC&E5What Are Three Dimensions? 什么是品牌印记的三个层次什么是品牌印记的三个层次 The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional.

6、 They contain meanings and associations that are built over time. 品牌印记所反映的一项事实是：大部分的品牌特别是大品牌都是多层次的。它们包含了长期建立的意义和联想。合肥婚嫁网 http:/ CC&E6How Much of A Future Vision?品牌印记的远景如何？品牌印记的远景如何？ The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners”

7、regarding the future course of a brand. 品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。合肥婚嫁网 http:/ CC&E7How Much of A Future Vision?品牌印记的远景如何？品牌印记的远景如何？ For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. He

8、re the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded. 对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。合肥婚嫁网 http:/ CC&E8How Much of A Future V

9、ision?品牌印记的远景如何？品牌印记的远景如何？ For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more 对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。合肥婚嫁网 http:/ CC&E9How Much of A Future Vision?品牌印记的远景如何？品牌印记的远景如何？ Ultimately,the

10、 final balance between existing vs.desired meanings is a strategic decisionbuilt on the brands consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。合肥婚嫁网 http:/ CC&E1

11、0Example For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card.Amex and visa Footprints show how the brands are distinguished on these dimensions:合肥婚嫁网 http:/ CC&E11Example American Express Brand Footprint American Ex

12、press means Membership The Business Life The Charge Card American Express is Professional Worldly Responsible合肥婚嫁网 http:/ CC&E12Example Visa Brand FootprintVisa means Everywhere The High Life The Credit Card Visa is Sociable Stylish On-The-Go合肥婚嫁网 http:/ selling strategy销售策略合肥婚嫁网 http:/ CC&E

13、14What Is The Role of The Selling Strategy?销售策略扮演的角色如何？销售策略扮演的角色如何？ The Selling Strategy is a discipline that is single-mindedly focused on generating brand-building ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer

14、s mind. 销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。合肥婚嫁网 http:/ CC&E15What Is The Role of The Selling Strategy?销售策略扮演的角色如何？销售策略扮演的角色如何？ The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that for

15、ms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create competitive advantage for brands. 销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。合肥婚嫁网 http:/ CC&E16What Is The Role of The Sell

16、ing Strategy?销售策略扮演的角色如何？销售策略扮演的角色如何？ Thus, while there should always be a single Brand Footprint to define the brand essence in any market or region, there can be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and le

17、verage the power of the brand. 虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。合肥婚嫁网 http:/ CC&E17The Selling Strategy Model销售策略的模式销售策略的模式The Selling Strategy Model is composed of five critical components：销售策略模式是由五个重要的部份所组成销售策略模式是由五个重要的部份所组成：The Brand

18、 Position 品牌位置品牌位置The Brand Objective 品牌目标品牌目标 The Specific Role Of The Advertising 广告担任的角色广告担任的角色The Selling Idea Platform 销售概念架构销售概念架构The Selling Idea 销售概念销售概念合肥婚嫁网 http:/ CC&E18The Brand Position品牌位置品牌位置 The perceptual space that the brand holds in the consumers mind at the beginning of the S

19、elling Idea development process. 销售概念的发展过程开始之前，品牌在销售概念的发展过程开始之前，品牌在消费者心中的认知地位消费者心中的认知地位。合肥婚嫁网 http:/ CC&E19Example Examples:BrandBrand PositionMarriottA “vanilla” hotelMotorola A technology manufacturerMasterCardMy other card合肥婚嫁网 http:/ CC&E20The Brand Objective品牌目标品牌目标 The perceptual space

20、 that we want the brand to occupy in the consumers mind.我们希望品牌在消费者心中所占据的认知位置。合肥婚嫁网 http:/ CC&E21Example Example:Brand Brand ObjectiveMarriott A memorable experienceMotorola The leading brand in mobile personal communicationsMasterCard A card I feel good about合肥婚嫁网 http:/ CC&E22The Specific R

21、ole Of The Advertising广告担任的角色广告担任的角色 The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to loc

22、al competitive actions. 广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应竞争品牌的活动。合肥婚嫁网 http:/ CC&E23Example Examples:Brand Role of Advertising Marriott To get guests to stop taking Marriott for grantedMotorola To make “brand” Motorola as strong as its market shareMasterCard

23、To give an emotionally bankrupt brand a heart 合肥婚嫁网 http:/ CC&E24The Selling Idea Platform销售概念架构销售概念架构The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: 为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌有关的重要元素：A. The Conceptual T

24、arget 概念性的目标客层概念性的目标客层B. The Core Desire 最核心的欲望最核心的欲望C. How The Brand Best Fulfills The Code Desire 品牌如何最完美地满足最核心的欲望品牌如何最完美地满足最核心的欲望D.The Compelling Truth 强而有力的支持事实强而有力的支持事实合肥婚嫁网 http:/ CC&E25The Selling Idea Platform销售概念架构销售概念架构A. The Conceptual Target概念性的目标客层概念性的目标客层 The “natural constituency”

25、 for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand. 他（她）们是对于某一个类别及/或品牌具有共同倾向而自然形成的组合，也是品牌“必然的”顾客。合肥婚嫁网 http:/ CC&E26The Selling Idea Platform销售概念架构销售概念架构B. The Core Desire最核心的欲望最核心的欲望 The Core Desire is the most relevant desire, n

26、eed, hope, or fear of the conceptual target that the brand can meaningfully address. 它是概念性的目标客层最关切的欲望、需求、希望或恐惧，而且是品牌可以有意义加以解决的。合肥婚嫁网 http:/ CC&E27The Selling Idea Platform销售概念架构销售概念架构B. The Core Desire最核心的欲望最核心的欲望The Core Desire represents the deepest, most powerful, emotional benefit that the C

27、onceptual Target receives from the brand. 核心欲望代表概念性目标客层能从本品牌获得的最深切、最有力、最富情感的利益。合肥婚嫁网 http:/ CC&E28The Selling Idea Platform销售概念架构销售概念架构D.The Compelling Truth强而有力的支持事实强而有力的支持事实 The compelling truth that provides the key evidence that supports the brands role in satisfying the Core Desire of the C

28、onceptual Target both in function and brand. “无庸置疑的事实”，在满足概念性目标客层的核心欲望时，品牌所担任角色之强而有力的支持事实。合肥婚嫁网 http:/ CC&E29Example CompellingFunctional Truth Specific Truth BrandPerformance “Prevents heart disease” Bayer AspirinFunctional Truth Specific Truth BrandCompany Values “We really care about you John

29、son & Johnson and yours”Brand Myth “Marlboro Country” Marlboro Cigarettes合肥婚嫁网 http:/ CC&E30What Is A Selling Idea?什么是销售概念什么是销售概念 A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strateg

30、ic idea that expresses exactly what we wish the advertising to say to consumers. 销售概念是一个策略性的概念。它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。合肥婚嫁网 http:/ CC&E31ExamplesBrandSelling Idea Creative Idea7-Up “An Occasional Alternative to Cola” “The Uncola” Pepsi (1997) “The Of

31、ficial Generation X Cola” “Generation Next”Microsoft “Access to Information” “Where do you want to go today?”合肥婚嫁网 http:/ CC&E321. Preamble2. Marketing and Competition Overview3. CC&E Communication Tools Footprint Selling Strategy4. Brand/Product Communication Strategy Becombion/Becombion Vi

32、tamin B Complex Syrup Seven Seas/Seven Seas Multivitamin Syrup Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children5. Creative Concept and Advertising Mechanics6. Below-the-line and Other Marketing Tactics合肥婚嫁网 http:/ http:/ CC&E34Vitamins Market Overview The OTC multivitamins market is e

33、stimated to be RMB 269 mn (US$ 33mn)合肥婚嫁网 http:/ CC&E35Product Profile Product category: health food the order of products (nutrition) mentioned by consumers(with aided or unaided?) : Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.Our Concern: They are possibly our potential

34、 competitors!合肥婚嫁网 http:/ CC&E36 Multi Vit B ingredients :B1, B2, B3, B6, B12 the functions of every ingredients above (pls. refer to clients brief for detailed information)Our Concern: The functions are slack and lack of consistence.Product Profile合肥婚嫁网 http:/ CC&E37 Product form: syrup Cur

35、rently No Vit B complex syrup is found in GZOur Concern: Quite new product form; more suitable for childrenProduct Profile合肥婚嫁网 http:/ CC&E38Geographical target area Targeted cities: SZ, GZ, then roll out to PRDOur Concern: Higher income level in SZ and GZ than other inland cities Food supplemen

36、t market is more mature “Only food is not enough for my daily vitamin consume”合肥婚嫁网 http:/ CC&E39SWOT Strength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registered as health foodWeakness relatively high price (

37、compared with local products; daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USPOpportunity less competition ( in terms of VB complex) the awareness of importance of vitamins is increasingThreats low price strategy of local product合肥婚嫁网 http:/ Footprint)合肥婚嫁网

38、 http:/ means Vitamin B complex coming from German MerckBecombion的意义就是B族维生素均衡糖浆Becombion means Vitamin B complex balanced syrupBecombion的意义就是构筑儿童均衡发育的基础Becombion means a very important basis for childrens balanced growth 合肥婚嫁网 http:/ is the expert of VitaminBecombion是全面合理的Becombion is comprehensive

39、and equitableBecombion是严谨的Becombion is severe合肥婚嫁网 http:/ CC&E43品牌意义品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombion means Vitamin B complex coming from German MerckBecombion的意义就是B族维生素均衡糖浆Becombion means Vitamin B complex balanced syrupBecombion的意义就是构筑儿童均衡发育的基础Becombion means a very important basis for

40、childrens balanced growth 品牌个性品牌个性 Becombion是维生素的专家 Becombion is the expert of Vitamin Becombion是全面合理的 Becombion is comprehensive and equitable Becombion是严谨的 Becombion is severeBecombion合肥婚嫁网 http:/ Strategy)合肥婚嫁网 http:/ Strategy)品牌位置品牌位置：来自德国默克的复合维 生素B均衡糖浆The Brand Position: Vitamin B Complex Balan

41、ced Syrup coming from German Merck 合肥婚嫁网 http:/ Strategy)品牌目标：品牌目标：儿童均衡发育的基础 营养源The Brand Objective: The Basic Nutrition Resource Of Childrens Balanced Growth 合肥婚嫁网 http:/ Strategy)广告角色：广告角色：向消费者传达“复合维生素B与儿童均衡发育息息相关”的概念The Specific Role Of The Advertising: Deliver the message that childrens balanced

42、 growth is closely bound up with Vitamin B complex 合肥婚嫁网 http:/ Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：A）概念性目标客层/谨慎的母亲The Conceptual Target/ Careful And Caring Mothers 合肥婚嫁网 http:/ Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：D）强有力的支持事实(The Compelling Truth):功能上功能上：中国市场上唯一糖浆型复合维生素B产品Fu

43、nction：The only syrup type for Vitamin B Complex In China Market合肥婚嫁网 http:/ Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：D）强有力的支持事实:品牌上品牌上:默克是维生素C的发现者The Compelling Truth:Merck is the discoverer of Vitamin C 合肥婚嫁网 http:/ Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：B）最核心的欲望：最核心的欲望：希望孩子发育尽善尽

44、美 The Core Desire/ Hope My Kids Grow Perfectly 合肥婚嫁网 http:/ Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：C）品牌如何最完美满足最核心的欲望：Becombion 全面补充维生素B族营养,改善孩子的胃口，帮助孩子均衡发育How The Brand Best Fulfills The Core Desire：Becombion provides children with comprehensive Vitamin B complex nutrition,helps stimulate

45、appetite and grow in a balanced way.合肥婚嫁网 http:/ Strategy)销售概念销售概念: 构筑儿童均衡发育的基础The Selling Idea: Becombion helps to constructing the foundation of childrens balanced growth. 合肥婚嫁网 http:/ Strategy)创意概念创意概念:让儿童均衡发育均衡发育从维B开始Ad Works : Let Children Grow In a Balanced Way. 合肥婚嫁网 http:/ Seas Multivitamin

46、Syrup合肥婚嫁网 http:/ CC&E56 Product category: health food Ingredients: basement:cod liver oil(from deep sea) supplement:Vit A, B1, B2, B3, B6, C, D, E Flavor: Orange flavor (real orange juice)Product Profile合肥婚嫁网 http:/ CC&E57Our Concern: 7s MVS is more than traditional fish liver oil.Product P

47、rofile合肥婚嫁网 http:/ CC&E58Potential Competitors for 7s MVS the order of nutrition mentioned by consumers (with aided or unaided?) :Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B complex.合肥婚嫁网 http:/ CC&E59Our Concern: Different from Vit B, the necessary of fish liver oil is much

48、greater in consumers mind, though they maybe cant name its functions in details. The market of fish liver oil is more mature.Potential Competitors for 7s MVS合肥婚嫁网 http:/ CC&E60Real Competition The major players in the multivitamin category are: Junior Theragan, Junior Centrum, Kiddi, and Scotts

49、In term of daily cost, 7s MVS rated in the middle position.Junior Theragan-RMB0.85;Junior Centrum-RMB 1.12;Kiddi-RMB 4.07/3.20;Scotts-RMB 1.317s MVS-RMB 1.38合肥婚嫁网 http:/ CC&E61Consumers Attitude Researches show the majority of mothers are interested in product concept GZ: “helps stimulate appeti

50、te”; ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue” 合肥婚嫁网 http:/ CC&E62 The buying intention of product: GZ: 65.6%; SZ: 77.6% The perceived price: around RMB 62/per bottleConsumers Attitude

51、合肥婚嫁网 http:/ CC&E63Geographical Target Area 1st target cities: SZ, GZ, then roll out to PRD 2nd target cities: SH and BJ (launched in late 2001)合肥婚嫁网 http:/ CC&E64SWOT Strength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad c

52、ensorship as registered as health foodless dosagecontains many essential vitamins based on cod liver oilWeakness product function is difficult to measure brand awareness is low, cant support the product promotions in the hospital are limitedOpportunity imported product with fair price the awareness

53、of importance of vitamins is increasingThreats strong competition(like Squib, Whitewall)合肥婚嫁网 http:/ Seas七七 海海品牌印记(Brand Footprint) 合肥婚嫁网 http:/ Seas 七七 海海品牌印记(Brand Footprint)品牌意义品牌意义七海七海的意义的意义就是来自深海的多种维生素鱼肝油Seven Seas means multi-vitamin fish liver oil from the deep sea 七海七海的意义的意义就是抗污染的Seven Seas

54、means anti-pollution 七海七海的意义的意义就是可口橙味的Seven Seas means tasty with sweet orange flavor 合肥婚嫁网 http:/ Seas 七七 海海品牌印记(Brand Footprint)品牌个性品牌个性七海七海是有益的Seven Seas is beneficial七海七海是健康的Seven Seas is healthy七海七海是可爱的Seven Seas is lovely 合肥婚嫁网 http:/ CC&E68Seven Seas品牌意义品牌意义 七海七海的意义的意义就是来自深海的多种维生素鱼肝油Seven

55、 Seas means multi-vitamin fish liver oil from the deep sea 七海七海的意义的意义就是抗污染的Seven Seas means anti-pollution 七海七海的意义的意义就是可口橙味的Seven Seas means tasty with sweet orange flavor品牌个性品牌个性 七海七海是有益的Seven Seas is beneficial 七海七海是健康安全的Seven Seas is healthy safety 七海七海是可爱的Seven Seas is lovely合肥婚嫁网 http:/ Seas七七

56、海海销售策略(Selling Strategy)品牌位置：品牌位置：来自深海的多种维生素鱼肝油儿童保健糖浆Brand Position: The deep sea Fish Liver Oil Health Syrup with multi- Vitamins For Children Only 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)品牌目标：品牌目标：纯净有益的儿童营养必要补充剂Brand Objective: Anti-pollution And Natural Nutrition Supplement Necessary For Chil

57、drens health 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)广告角色：广告角色：告诉消费者七海不是一般的鱼肝油The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil 合肥婚嫁网 http:/ Seas 七七 海海销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：A）概念性目标客层：了解鱼肝油的母亲The Conceptua

58、l Target：learned Mothers On Fish Liver Oil Knowledge 合肥婚嫁网 http:/ Seas 七七 海海销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：B）最核心的欲望:希望自己孩子不一般The Core Desire: “My child is no ordinary kid！”. 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：C）品牌如何最完美满足

59、最核心的欲望:通过塑造七海不是一般的鱼肝油的品牌形象来满足消费者希望孩子不一般的心理需求How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumers psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling

60、Idea Platform)：D）强有力的支持事实:功能上:含有多种重要维生素和深海鱼肝油的成份The Compelling Truth:Function: Have The Ingredients Of Multivitamins And Fish liver Oil Coming From The Deep North Sea 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：D）强有力的支持事实:品牌上:来自德国默克The Compelling Truth:Brand:From German Merck 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)销售概念：销售概念：不一般的鱼肝油The Selling Idea: No Ordinary Fish Liver Oil 合肥婚嫁网 http:/ Seas七七 海海销售策略(Selling Strategy)创意创意概念：七海宝宝更出众概念：七海宝宝更出众The Creative Idea: Outstanding seven seas，o