可口可乐如何管理品牌资产

1、Coca-Cola Architecture可口可乐体系97/SAC0414A.PPT/ 1What is Architecture?体系是什么？The construction of the brand in the consumer抯 mind在消费者心里建立品牌联系Key components of the brand品牌的关键要素Organization of the components各要素的组合How components are dimensionalized各要素是如何作用的Architecture vs. Positioning: The House Model体系vs.定

2、位房屋模型In buying a house:买一个房子Architecture: The structure of the house; how is it put together? What is it made of?体系：房屋结构；如何组合在一起？什么材料构成？Positioning: The view the consumer has of the house; the appearance, the overall impression it leaves.定位：房屋购买者的观点；外观，整体印象Localizing: Taking that same structure, the

3、 same impression, and giving it a local twist.局部：获取相同的结构，相同的印象，把它局部扭转一起。Previous Architecture早先的体系Burn and bite at the back of your throat喉咙有焦味Big, bold cola flavor重而粗的可乐风味Ice cold冰冻的Carbonation碳酸的BodySatisfies a thirstDeep down refreshmentGoes well with foodEnergizesMindStimulatesInvigoratesSpiritR

4、ejuvenatesUpliftsRevitalizes111-year-old secret recipeEnduring valuesSpecial relationshipsCoca-Cola momentsGenuine thingsAlways part of your lifeFolkloreReal Cola Taste真的可乐味道Refreshment (for)AuthenticityRecognizes the significance of.认识到它们的意义Taste口味Refreshment恢复活力Authenticity真切性 .as key brand compon

5、ents 关键品牌要素Places equal importance on all three给与三个方面同样的重要性Does not establish any relationship between the three pillars不建立任何关联在这三个支柱之间Architecture体系Localizing the Global Position本地及全球定位Research in six countries (representing a range of development/competition): U.S.A., Mexico, Belgium, Hungary, Chi

6、na, Indonesia在六个国家调查（发展中国家/发达国家）：美国、墨西哥、比利时、匈牙利、中国、印尼First, in-depth qualitative to generate expressions, images, words that consumers use to talk about Coca-Cola and other RTD beverages首先，在发展中国家定性研究，消费者如何评价可口可乐和竞品，通过生成公式、图像、词语来描述Second, quantitative study using consumer articulations from qualitati

7、ve round; factor analyzed across 204 dimensions to identify most influential category (RTD) and Coca-Cola drivers (those that correlate most highly with consumption)第二，定量研究正在消费的人群Examples of Articulations清晰度的例子Gives me a treat请我吃个饭Great tasting很棒的口味Has a flavor all its own具有它所拥有的所有风味Renews me/rechar

8、ges me让我焕发一新/让我充满精力The most trusted最大的信任Cannot be copied无法仿制的Has real cola taste具有真可乐的口感Gives me ice cold refreshment让我冰爽并恢复精力Localizing the Brand Position: 局部品牌定位Key Insights核心洞察The three pillars of the original architecture - taste, authenticity, refreshment - are relevant and consistent with cons

9、umer perceptions of Coca-Cola across marketsRefreshment dimensions (combinations of similar articulations) are the most influential category (RTD) driversAuthenticity dimensions are the most influential drivers from Coca-Cola currentlyTop 20 Most Influential Dimensions: RTDs1.Great taste (T)2.Leader

10、ship (A)2.Cools/refreshes me (R)3.Part of our lives (A)4.Energizes (R)5.Helps me take a break (R)5.Indulgent reward (R)6.Pure/fresh taste (T)7.Cheers me up (R)8.Trusted quality (A)9.Complements food (T)10.Family routine (R)11.Self-renewal (R)11.Genuine/real/authentic (A)12.Indefinable/unforgettable

11、(T)13.Eases digestion (R)14.Never changes (A)15.Unique/distinctive taste (T)15.Makes me feel closer to people (R)16.Part of a group (R)Top 20 Breakout:Refreshment10Authenticity 5Taste5Top 20 Most Influential Dimensions: Coca-Cola1.Complements food (T)2.Great taste (T)3.Cola taste (T)4.Part of our li

12、ves (A)5.Leadership (A)6.Is for all people/everybody (A)7.The real cola/the standard (A)8.Right sweetness/balance (T)9.Cools/refreshes me (R)10.Family routine (R)11.Unique/distinctive taste (T)12.Established heritage (A)13.Medicinal properties (R)14.Pure/fresh taste (T)15.Unduplicated (A)16.Indulgen

13、t reward (R)17.Never changes (A)18.Trusted quality (A)19.Genuine/real/authentic (A)20.Timeless (A)Top 20 Breakout:Authenticity 10Taste6Refreshment 4Localizing the Brand Position: Identifying OpportunityPrice of Entry: Influential drivers for both the RTD category and for Coca-Cola.Brand Advantages:

14、Influential drivers for which Coca-Cola significantly exceeds all competitors.Open Opportunities: Influential drivers of the category not owned by any brand.Using the quantitative data, the 204 dimensions wereclassified into three categories:Localization Findings: TasteTastes greatHas a fresh tasteT

15、aste complements fast foodRight balance of sweetness and carbonationPrice of EntryLocalization Findings: TasteTastes greatHas a fresh tasteTaste complements fast foodRight balance of sweetness and carbonationUnique/distinctive tasteUnforgettable tasteImmediately recognizable tasteUnique cola flavorP

16、erfect cola tasteReal cola tasteSweet refreshing flavorFlavor all its ownPrice of EntryCoca-Cola AdvantagesLocalization Findings: TasteTastes greatHas a fresh tasteTaste complements fast foodRight balance of sweetness and carbonationUnique/distinctive tasteUnforgettable tasteImmediately recognizable

17、 tasteUnique cola flavorPerfect cola tasteReal cola tasteSweet refreshing flavorFlavor all its ownTaste can抰 stop drinkingTaste can drink a lot of/taste that grabs meTaste that complements a meal/a snackRich/richer tastePrice of EntryCoca-Cola AdvantagesOpen OpportunitiesLocalization Findings: Refre

18、shmentPrice of EntryMakes me feel freshRefreshes/cools meIs refreshingCools me/my body downTakes away my thirst/is thirst quenchingGives me ice cold refreshmentLocalization Findings: RefreshmentPrice of EntryCoca-Cola AdvantagesMakes me feel freshRefreshes/cools meIs refreshingCools me/my body downT

19、akes away my thirst/is thirst quenchingGives me ice cold refreshmentN/ALocalization Findings: RefreshmentPrice of EntryCoca-Cola AdvantagesOpen OpportunitiesMakes me feel freshRefreshes/cools meIs refreshingCools me/my body downTakes away my thirst/is thirst quenchingGives me ice cold refreshmentN/A

20、Brings me back to life/revitalizes meGives me enjoyment anytimeCheers me up/puts me in a good moodPeps/picks me upFits with my routineReplenishes meRenews/recharges meLocalization Findings: AuthenticityPrice of EntryHas a high qualityLocalization Findings: AuthenticityPrice of EntryCoca-Cola Advanta

21、gesHas a high qualityIs the most trustedIs always part of our lives, memoriesIs always there for youIs genuineIs the real one/real thingIs one of a kindNever changesIs timelessIs for all people/ everybodySets the standard for colasCannot be copiedIs provenHas a solid reputationHas been around a long

22、 timeLocalization Findings: AuthenticityPrice of EntryCoca-Cola AdvantagesOpen OpportunitiesHas a high qualityIs the most trustedIs always part of our lives, memoriesIs always there for youIs genuineIs the real one/real thingIs one of a kindNever changesIs timelessIs for all people/everybodySets the

23、 standardfor colasCannot be copiedIs provenHas a solid reputationHas been around a long timeN/AArchitecture Enhancements1. Elevate the importance of refreshment.RefreshmentAuthenticityTasteArchitecture Enhancements (continued)2. Combine refreshment with taste and/or authenticity to leverage brand st

24、rengths.RefreshmentAuthenticityTaste+Architecture Enhancements (continued)3. Make each element proprietary to Coca-Cola and establish a definition of refreshment ownable by the brand.Coca-Cola Refreshment Physical and Mental/EmotionalAuthenticityUnique Coca-Cola Taste+Additional FindingsFirst choice

25、Stands out from the restTop of the lineRecognized as best#1 BrandLeadership dimensions are extremely influential for Coca-Cola:Additional FindingsThe personality of Coca-Cola is upbeat and social:IrresistibleTrustworthy/dependableEasy to be with/understanding/empatheticSpecialBrings people together/

26、social/popularHappyConfidentFull of life/dynamic/energeticTraditional/established yet 揷ool?or 搃nReliable/predictableAccessible/always thereEnhanced ArchitectureAspirational Dimensions are BracketedCoca-Cola RefreshmentIndividual or SharedTastes greatUnique/distinctive tasteImmediately recognizable t

27、astePerfect cola tasteReal cola tasteUnforgettable taste(Taste can drink a lot of/can抰 stop drinking/grabs me)(Taste that complements a meal/a snack)Indescribable/Indefinable tasteA flavor all its ownHas a high qualityIs the most trustedIs always part of our lives/memoriesIs genuineIs the real one/real thingHas been around a long timeIs one of a kindIs timelessIs for all people/everybodySets the standard for colasCannot be copiedWill always be th