品牌的意义和个性是什么

1、What Is The Brand “Means” And “Is”?品牌的“意义”和“个性”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 the brands dominant personality trait

2、sgenerally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。1Why The Need For A Brand Footprint?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 territories.Global Brands are being built through expansion into new

3、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。 2Why The Need For A Brand Footprint?为什么需要品牌印记？ This expansion puts renewed focus on the need to protect brand

4、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。3Why The Need For A Brand Footprint?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，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。 4Wha

5、t Are Three Dimensions? 什么是品牌印记的三个层次The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional. 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。5How Much of A Future Vision?品牌印记的远景如何？The brand

6、Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” 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。6How Much of A Future Vision?品牌印记的远景如何？For established,dominant brands, the Footprint will inevitably be bui

7、lt around existing positive associations of heavy users of the brand. Here 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

8、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。7How Much of A Future Vision?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 dynamic. 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。8How Much of A Future Vision?品牌印记的远景

9、如何？Ultimately,the 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。9Exam

10、pleFor 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:10ExampleAmerican Express Brand Footprint American Express means Membership The B

11、usiness Life The Charge Card American Express is Professional Worldly Responsible11ExampleVisa Brand FootprintVisa means Everywhere The High Life The Credit Card Visa is Sociable Stylish On-The-Go12The selling strategy销售策略13What Is The Role of The Selling Strategy?销售策略扮演的角色如何？The Selling Strategy is

12、 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 consumers 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。14What Is The Role of

13、 The Selling Strategy?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 forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that cr

14、eate 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。15What Is The Role of The Selling Strategy?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 ca

15、n be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and leverage 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。16The Selling Strategy Model销售策略的模式

16、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：The Brand Position 品牌位置The Brand Objective 品牌目标 The Specific Role Of The Advertising 广告担任的角色The Selling Idea Platform 销售概念架构The Selling Idea 销售概念17The Brand Position品牌位置The perceptual space that the brand holds in

17、the consumers mind at the beginning of the Selling Idea development process. 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。18ExampleExamples:BrandBrand PositionMarriottA “vanilla” hotelMotorola A technology manufacturerMasterCardMy other card19The Brand Objective品牌目标The perceptual space that we want the brand to occu

18、py in the consumers mind.我们希望品牌在消费者心中所占据的认知位置。20ExampleExample:Brand Brand ObjectiveMarriott A memorable experienceMotorola The leading brand in mobile personal communicationsMasterCard A card I feel good about21The Specific Role Of The Advertising广告担任的角色The role of the advertising may vary greatly

19、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 local 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

20、品牌。或可能战术性地回应竞争品牌的活动。22ExampleExamples:Brand Role of Advertising Marriott To get guests to stop taking Marriott for grantedMotorola To make “brand” Motorola as strong as its market shareMasterCard To give an emotionally bankrupt brand a heart 23The Selling Idea Platform销售概念架构The critical elements we

21、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 Target 概念性的目标客层B. The Core Desire 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D.The Compelling Truth 强而有力的支

22、持事实24The Selling Idea Platform销售概念架构A. The Conceptual Target概念性的目标客层The “natural constituency” 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。25The Selling Idea Platform销售概念架构B. The Cor

23、e Desire最核心的欲望The Core Desire is the most relevant desire, need, 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。26The Selling Idea Platform销售概念架构B. The Core Desire最核心的欲望The Core Desire represents the deepest, most powerful, e

24、motional benefit that the Conceptual 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。27The Selling Idea Platform销售概念架构D.The Compelling Truth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 Conceptual

25、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。28ExampleCompellingFunctional Truth Specific Truth BrandPerformance “Prevents heart disease” Bayer AspirinFunctional Truth Specific Truth BrandCompany Values “We really care about you Johnson & Johnson and yours”Brand My

26、th “Marlboro Country” Marlboro Cigarettes29What Is A Selling Idea?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 strategic idea that expresses exactly what we wish the advertising to sa

27、y 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。30ExamplesBrandSelling Idea Creative Idea7-Up “An Occasional Alternative to Cola” “The Uncola” Pepsi (1997) “The Official Generation X Cola” “Generation Next”Microsoft “Access to Information” “Where do

28、you want to go today?”311. Preamble2. Marketing and Competition Overview3. CC&E Communication ToolsFootprintSelling Strategy4. Brand/Product Communication StrategyBecombion/Becombion Vitamin B Complex SyrupSeven Seas/Seven Seas Multivitamin SyrupDr. Freeman/Dr. Freeman Cough & Cold Syrup for Childre

29、n5. Creative Concept and Advertising Mechanics6. Below-the-line and Other Marketing Tactics32Becombion33Vitamins Market OverviewThe OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn)34Product ProfileProduct category: health food the order of products (nutrition) mentioned by consumers

30、(with aided or unaided?) : Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.Our Concern: They are possibly our potential competitors!35Multi Vit B ingredients :B1, B2, B3, B6, B12the functions of every ingredients above (pls. refer to clients brief for detailed information)Our Con

31、cern: The functions are slack and lack of consistence.Product Profile36Product form: syrupCurrently No Vit B complex syrup is found in GZOur Concern: Quite new product form; more suitable for childrenProduct Profile37Geographical target areaTargeted cities: SZ, GZ, then roll out to PRDOur Concern: H

32、igher income level in SZ and GZ than other inland citiesFood supplement market is more mature “Only food is not enough for my daily vitamin consume”38SWOTStrength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registere

33、d as health foodWeakness relatively high price (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 strat

34、egy of local product39Becombion品牌印记(Brand Footprint)40Becombion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 childrens

35、 balanced growth 41Becombion品牌个性Becombion是维生素的专家Becombion is the expert of VitaminBecombion是全面合理的Becombion is comprehensive and equitableBecombion是严谨的Becombion is severe42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 V

36、itamin 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 品牌个性Becombion是维生素的专家Becombion is the expert of VitaminBecombion是全面合理的Becombion is comprehensive and equitableBecombion是严谨的Becombion is severeBecombion43Becombion销售策略(Selling S

37、trategy)44Becombion销售策略(Selling Strategy)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 Balanced Syrup coming from German Merck 45Becombion销售策略(Selling Strategy)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 46Becombion销售策略(Selling Stra

38、tegy)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 growth is closely bound up with Vitamin B complex 47Becombion销售策略(Selling Strategy)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 Mother

39、s 48Becombion销售策略(Selling Strategy)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：中国市场上唯一糖浆型复合维生素B产品Function：The only syrup type for Vitamin B Complex In China Market49Becombion销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)：D）强有力的支持事实:品牌上:默克是维生素C的发现者The Compelling Tr

40、uth:Merck is the discoverer of Vitamin C 50Becombion销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)：B）最核心的欲望：希望孩子发育尽善尽美 The Core Desire/ Hope My Kids Grow Perfectly 51Becombion销售策略(Selling Strategy)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

41、The Brand Best Fulfills The Core Desire：Becombion provides children with comprehensive Vitamin B complex nutrition,helps stimulate appetite and grow in a balanced way.52Becombion销售策略(Selling Strategy)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 balan

42、ced growth. 53Becombion销售策略(Selling Strategy)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. 54Seven Seas Multivitamin Syrup55Product category: health foodIngredients:basement:cod liver oil(from deep sea)supplement:Vit A, B1, B2, B3, B6, C, D, EFlavor: Orange flavor (real orange

43、 juice)Product Profile56Our Concern: 7s MVS is more than traditional fish liver oil.Product Profile57Potential Competitors for 7s MVSthe order of nutrition mentioned by consumers (with aided or unaided?) :Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B complex.58Our Concern: Different fr

44、om Vit B, the necessary of fish liver oil is much 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 MVS59Real CompetitionThe major players in the multivitamin category are: Junior Theragan, Junior

45、Centrum, Kiddi, and ScottsIn 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 1.3860Consumers AttitudeResearches show the majority of mothers are interested in product conceptGZ: “helps stimulate app

46、etite”; ”contains cod liver oil”; ”helps brain development”SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue” 61The buying intention of product:GZ: 65.6%; SZ: 77.6%The perceived price: around RMB 62/per bottleConsumers Attitude62Geographical Target

47、Area1st target cities: SZ, GZ, then roll out to PRD2nd target cities: SH and BJ (launched in late 2001)63SWOTStrength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registered as health foodless dosagecontains many esse

48、ntial 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 of importance of vitamins is increasingThreats strong competition(l

49、ike Squib, Whitewall)64Seven Seas七 海品牌印记(Brand Footprint)65Seven Seas 七 海品牌印记(Brand Footprint)品牌意义七海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 七海的意义就是抗污染的Seven Seas means anti-pollution 七海的意义就是可口橙味的Seven Seas means tasty with sweet orange flavor66Seven Seas 七 海

50、品牌印记(Brand Footprint)品牌个性七海是有益的Seven Seas is beneficial七海是健康的Seven Seas is healthy七海是可爱的Seven Seas is lovely67Seven Seas品牌意义 七海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 七海的意义就是抗污染的Seven Seas means anti-pollution 七海的意义就是可口橙味的Seven Seas means tasty with sweet or

51、ange flavor品牌个性 七海是有益的Seven Seas is beneficial 七海是健康安全的Seven Seas is healthy safety 七海是可爱的Seven Seas is lovely68Seven Seas七 海销售策略(Selling Strategy)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 69Seven Seas七 海销售策略(Selling Strat

52、egy)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 Childrens health 70Seven Seas七 海销售策略(Selling Strategy)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 oil71Seven Seas 七 海销售策略(Se

53、lling Strategy)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 Conceptual Target：learned Mothers On Fish Liver Oil Knowledge 72Seven Seas 七 海销售策略(Selling Strategy)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！”.73Seven Seas七 海销售策略(Selling S

54、trategy)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: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 74Seven Seas七 海销

55、售策略(Selling Strategy)销售概念构架(The Selling 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 75Seven Seas七 海销售策略(Selling Strategy)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T

56、he Compelling Truth:Brand:From German Merck76Seven Seas七 海销售策略(Selling Strategy)销售概念：不一般的鱼肝油The Selling Idea: No Ordinary Fish Liver Oil 77Seven Seas七 海销售策略(Selling Strategy)创意概念：七海宝宝更出众The Creative Idea: Outstanding seven seas，outstanding kids 78Dr Freeman Cough & Cold Syrup for Children79Cough & C

57、old Market OverviewThe market is huge: RMB 876mn (98)80图示结论：1、不论男性被访人群,还是女性被访人群感冒前绝大多数人都有感冒前兆或感冒症状2、其中有轻度症状者占绝大多数，男性为59.5%,女性为60.0%3、可以推断几乎所有人感冒前都有或多或少的症状Settings of Consumption by the Whole Sample: Number：511Gender Group：16-60SOURCE:IMI81Location of Buying Cold Medicine By the Whole Sample:Number：5

58、10Gender Group：16-60岁Multiple Answers ,so percent may extra- 100%图示结论：1、70.7%的男性以及72.4%的女性会在药店购买感冒药,因此可推断不论男性还是女性，购买感冒药首选的场所均为药店,其次为医院或诊所2、男女消费者在购药场所选择方面性别差异不大SOURCE:IMI82The Habit of Keeping Cold Medicine at Home:Number:624Say “Yes”:508Say “No”:116图示结论：81.4%的被调查家庭在家中备有感冒药,只有18.4%的被调查家庭没有此习惯,因此可推断感冒

59、药是大多数家庭日常必备药。SOURCE:IMI83Ranking of the ideal brands or kinds84Which Season to Prone to Catch ColdThe Peak Season: winter; spring; the interim between the seasons85It functions in cough and cold and up to now, no other products claim to have these two functions only.In the market of cough syrup and

60、cough&cold&fever syrup, we have key competitors as below:cough syrup: Isedyl from United Laboratory; Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrupcough&cold&fever syrup: Tylenol, Bufferin, XiaobaiProduct Profile86Our Concern: Dr Freeman Cough & Cold Syrup for Children aims at the