从无到有创建品牌(全面剖析品牌之路)

“BuildingABrandFromScratch从从无到到有创创建品品牌ABrandIs……品品牌牌是是...Auniquecombinationofthreeattributes三种属性性的独特特组合ABrandIs…品品牌牌是...productbenefit产品的好好处whatmakestheconsumerliketheproduct什么令消消费者喜欢该产品brandpersonality/image品牌个性性/形象象whatmakestheconsumertrusttheproduct什么令消消费者信任该产品consumerneeds/beliefs消费者需需求/信信念whatmakestheconsumervaluetheproduct什么令消费者者高度评价该产品Ifwecanunderstandthe““connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand如果我们了解解这三种属性性之间的“联联系”，就能能将一个产品品转为一个品品牌。Thisgivesusa““framework”forunderstandingwhatourbrandis,orcouldbe这给我们提供供了一个“架架构”去了解解我们的品牌是什么、、或者会是什什么AnExample:Nike例例子：耐耐克Launchedin19741974年投投放市场SportsshoespecialistwithworldwidesalesofUS$877mby1986成为运动鞋专专家，1986年全球销销售收入为八八亿七千七百百万美元Newadvertisingcampaign““JustDoIt”tooksportsimagerymassmarket题为“JustDoIt”的的新广告告以运动形象打入大众市场场passion,drama,moraluplift热情、戏剧性性、品行升华华madeitfashionable使之成为时髦髦madesportsshoesafashionitem使运动鞋成为为时髦货WorldwidesalesofUS$9,200min199797年全球销销售额92亿美元TheConnection关关系

Triangle三三角形形图ProductBenefit产产品的的好处WhyIliketheproduct我为何喜欢该产品ConsumerNeeds/Beliefs消费者需求/信念WhyIvaluetheproduct我为何高度评价该产品BrandPersonalityWhyItrusttheproduct品牌个性我为何信任该产品NikeConnection耐耐克

Triangle关关系三角形图图OptimumPerformance品牌力的表现现Theendalwaysjustifiesthemeans结果总能验证证方法Empowerment&Irreverence授权与不逊OneMistake:Nike

耐克克的一个错误误Launchedcasualshoesin1994在1994年年推出休闲鞋鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn销售额损失惨惨重，令耐克克形象受损。。休闲鞋和耐克克品牌又有什什么联系呢撤回该系列“Itisnotenoughjusttoknowtheconsumer.Youalsohavetoknowyourbrand””“仅了解消费费者是不够的的，还要了解你的品牌牌”(PhilKnight,Nikefounder)(PhilKnight,耐克克创立者)Why?为什么？Revisitingthecommodityconsumer再访消费者LessonsFromNike从耐克吸取的的教训Deliverasuperiorproduct,asdefinedbytheconsumer消费者认为你你所提供的是是出众的产品notsomethinganyonecando而不是任何品品牌都可以做做到的产品Atanacceptablepremium付出可接受的的额外费用Ownacorneroftheconsumerpsyche在消费者的灵魂深处拥有一席之位位thedesireinallofustobea‘winner’每一个人都有有想成为“胜胜者”的欲望望Reorientateallelementsofthemarketingmixtosupportthebrand重新定向各种种行销手段来来支持该品牌牌eg:‘‘JustDoIt’如：“JustDoIt”extremeeffortofcompetition竞争的极度努努力fun,irreverentattitudetolife趣味，对生活活不逊的态度度LeftBankCaféPresidentEnterprise左岸咖啡馆统统一企业集集团CaseStudy例例子分析析Background背背景WhywastheLeftBankCaféébrandborn?为什么会诞生生左岸咖啡馆馆这个品牌？？PresidentEnterprise’’sdairyproductswerebeingsoldunderthe“President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.统一企业的乳乳类食品都是是以“统一””牌子出售，，在市场上长长期以来无法法突破二、三三线商品的形形象。Background(Cont’d)背背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是“统一一”也有大量量其他商品以以企业的名字字为牌子，不不仅包括饮食食，还有保险险甚至娱乐场场。Background(Cont’d)背背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof““freshness””and““expertise.”这导致牌子混混淆，给“统一”的乳乳类食品造成成了长期问题题，它们需要要一个“新鲜鲜”和“专业业”的清晰形形象。Background(Cont’’d)背景景Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.为此“统一一”希望为为它的乳类类食品建立立一个新牌牌子，利用用其在台湾湾具竞争力力的冷冻设设施及分配配系统。在在台湾，以以TetraPak包装的的饮料-不论是是高价的咖咖啡还是低低价的豆奶奶-价价钱总是10或15元新台币币。罐头包包装饮料则则卖20元。Background(Cont’’d)背背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。。市场竞争激激烈，原材材料成本不不断上升，，如果能将将相同类别别、相同容容量的饮料料卖到25元，那该该多好！Package包包装Thebrandstorystartswithaplasticcup.品牌的故事事从一个塑塑料杯开始始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我们开发了了一个白色色塑料杯，，它看起来来就象一般般麦当劳外外卖咖啡的的杯子，差差别是快餐餐店用的是是纸杯。Place产品品放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.这个没有真真空密闭的的杯子只有有在5ººC冷藏柜柜才能让内内容物保存存一段短暂暂的时间。。Place(Cont’’d)产产品放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我们把把这看成一一个机会。。保存期短短使消费者者相信物料料新鲜。而而一杯新鲜鲜的饮品自然比其其它要贵些些。Price价格格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思思考都集中中在一个主主要目的：：如何让消消费者接受受25元一一杯的高价价？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我们自问一一连串相关关问题，以以确保能创创造出一个个高级的品品牌。Product产产品Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighestprice?在这杯子放放进什么商商品才能卖卖到最高价价呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我们考虑过过葡萄汁、、果汁、牛牛奶，最后后选咖啡，因为咖咖啡不那么么容易变质质、被认为为是高质饮品，并并因牛奶成成分而得到到优惠税率率。BrandConcept品牌概概念Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方运运来寄售的的咖啡最有有高级感？？Weheldeightfocusdiscussiongroupstointerrogate4concepts我们组织了了八个讨论论小组，想想出四个高高级场所作作为尝试的的概念。Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中厨房?来自空中厨厨房专门为为头等舱准准备的咖啡啡BrandConcept(Cont’d)

品牌牌概念BrandConcept(Cont’d)

品牌牌概念Ahigh-classJapanesestylecoffeeshop?CoffeefromarefinedandelegantJapanesespecialtycoffeeshop日式高级咖咖啡馆?来自优雅、、精致的日日式咖啡馆馆的咖啡BrandConcept(Cont’d)

品牌牌概念AleftbankcaféCoffeefromParis-fromacaféontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡馆馆这咖啡来自自巴黎塞纳纳河左岸一一家充满人人 文气氛氛的咖啡馆馆，一个诗诗人、哲学学家喜欢欢去的地方方。10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐宁街10号这咖啡来自自英国首相相官邸厨房房，平日在这里准备备招待贵宾宾的咖啡。。BrandConcept(Cont’d)

品牌牌概念BrandConcept(Cont’d)

品牌牌概念Itbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcaféseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明显地人们们觉得来自自左岸咖啡啡馆的咖啡啡价值最高高，他们愿愿为此付最最高的价钱钱。TargetGroup目目标消费费群WhowouldbethemostwillingtopayNT$25tobuyacoffeethatwouldonlycostNT$15inaTetraPak?用TetraPak包装的的咖啡只卖卖15元，，谁会最愿意意付25元元买一杯咖咖啡？TargetGroup(Cont’d)目标消费群群Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新饮饮品品在在推推出出三三个个月月内内如如果果达达不不到到高高营营业业额额就就会会被被撤撤走走。。那那些些人人会会出出于于品品牌牌的的创创意意而而购购买买这这个个新新牌牌子子(仅仅有有好好奇奇心心并并不不能能克克服服高高价价的的门门槛槛)?TargetGroup(Cont’’d)目标消消费群群Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.我们选选择17到到22岁岁的年年轻女女士，，她们们有诚诚实、、多愁愁善感感，喜喜爱文文学艺艺术，，但生生活经经验不不多，，不太太成熟熟。TargetGroup(Cont’’d)目目标消消费群群Theylovedtheideabehindthebrand,andwereparticularlymotivatedbythe‘‘LeftBankcafé’’concept.她们喜喜欢品品牌背背后的的意念念，尤尤其是是“左左岸咖咖啡馆馆”的的概念念。ConsumerInsight洞洞察察消费费者Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheirinnerneeds.她们寻寻求产产品质质量以以外更更多的的东西西，寻寻求情情感回回报、、使她她们感感觉更更好、、觉得得自己己更成成熟的的东西西，寻寻求了了解、、表达达她们们内在在需求求的品品牌。。TheLeftBankCaféconcepttogetherwiththearomatic,‘‘adult’flavourofcoffee,fosteredasenseofspiritualrenewalinthem.左岸咖咖啡馆馆，带带着咖咖啡芬芬芳、、成人人品味味，在在她们们精神神上形形成一一种新新的感感觉。。Tone&Manner气气氛及及风格格Accordingtostatisticsfrombookstores,themostpopularauthoramongyoungwomenofthisagegroupisMurakamiHaruki.SheistheforemostrepresentativeofanewstyleofJapanesewriting,whichiship,absurd,postmodern,andalwayscoollydeadpan.What’’suniqueaboutMurakami’’sstoriesisthattheyexpertlymanagetoconjureupthefeelingofcitydwellers.她们最最欣赏赏的作作家是是村上上春树树。她她的作作品忧郁、、超现现实、、冷峻峻，能能唤起起城市市人的的感觉。Tone&Manner气气氛及及风格格ThoughthevisualpartoftheLeftBankCaféadvertisingshouldhaveaveryFrenchstyle,thecopyshouldhaveaveryJapaneseliterarystyle.虽然左左岸咖咖啡馆馆的广广告视视觉应应该非非常法法国化化，但但其文文本应应是很很有日日本文文学的的风格格。CorrectionTriangle:LeftBankCafeSpiritualSatisfaction精神上上的满满足Solitudeisnotloneliness独处不不是寂寂寞ArtisticAtmospheric,Contemplative艺术气气氛、、沉思思CreativeBrief创创意意简报报Duringtheprocessofbriefingthecreativepeople,wetoldthem,““Let’’sforgetthatwearemakingadvertisementsforpackageddrinks.Let’’spretendthatourclientisactuallyacaféé-thatwearemakingadvertisementsforaFrenchcaféé!””“让我我们忘忘记自自己是是在为为包装装饮料料做广广告，，假想是是在为为一家家远在在法国国的咖咖啡馆馆做广广告！！”WecollectedalotofreferenceinformationfromFrance,includingpicturesandevenmenusofFrenchcaféés.我们从从法国国收集集来许许多咖咖啡馆馆的资资料，，包括括图片片甚至至菜单单。TheLeftBankCaféSellsMoreThanJustCoffee不仅是是卖咖咖啡Ifourbrandwastobeacaféé,thentherewasnoreasonforittobelimitedtoonlysellingcoffee.Thebrandcouldbeextendedtoincludealltheitemsonacaféémenu.如果我我们的的品牌牌是咖咖啡馆馆，那那么它它不应应仅卖卖咖啡。它它可以以延伸伸到咖咖啡馆馆餐单单上的的所有有东西西。TheLeftBankCaféSellsMoreThanJustCoffee不仅是是卖咖咖啡Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThééaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCafééumbrellabrand.所以，，现在在你从从7-11便便利利店的的冷藏藏柜里里，还还能找找到左左岸咖咖啡馆馆牌子子的奶奶茶、、牛奶奶冻和和其它它法式式甜品品。TheLeftBankCaféSellsMoreThanJustCoffee(Cont’’d)不仅是是卖咖咖啡WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCafééproducts.我们现现在考考虑法法式蛋蛋糕的的可能能性，，希望望将来来在商商店里里有左左岸咖咖啡馆馆产品品专用用冷藏藏柜。。TheRoleofAdvertising广广告的的角色色TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcafé-anidealcafé,acaféwithalonghistoryandastrongcultural,artisticatmosphere.广告要促促使消费费者在脑脑海里建建造一个个自己最最喜爱的的法国咖咖啡馆--一一个理理想的咖咖啡馆，，一个历历史悠久久、文化化艺术气气氛浓厚厚的咖啡啡馆。TheRelationshipWiththeBrand品牌写真真LeftBankCaféwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡啡馆有能能力刺激激消费者者在他们们的想象象里产生一一种真实实、强烈烈的反应应。TheRelationshipWiththeBrand品品牌牌写真LeftBankCaféwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCaféisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡啡馆和消消费者的的关系就就象一本本喜爱的的书，一一册旅游游摘记，，放在整整洁的书书架上一一篇短短短的诗，，在你想想享受一一片独处处空间时时，它随随手可得得，带你你到想去去的地方方。TheRelationshipWithTheBrand(Cont’d)品牌写写真(续)Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你身身在台湾湾，偶尔尔想到欧欧洲度个个浪漫之之旅，但但在这忙忙碌现实实的世界界，你只只能逛逛逛欧式家家具店，，到法国国餐厅用用餐，度度一个想想象之旅旅。TheRelationshipWithTheBrand(Cont’d)品牌写写真(续)LeftBankCafémakesthementaltripeasier-simplysatisfyingyourspiritualdesires,anytime,anyplace,andprivately.而左岸咖咖啡馆使使这想象象之旅更更轻松--简简单地地满足你你随时可可能冒出出的一点点精神欲欲望，孤孤独享受受。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造TheTVCisbasedonthegirl’’snotesandjottingsabouthertravels.Theprintadsareaseriesofshortstoriesaboutthingsthathavehappenedinthecaféé.Theradioadsarelikepoeticvignettesfromthecaféé,andwerebroadcastlateatnight.电视广广告是是一个个女孩孩的旅旅行摘摘记。。平面面广告告是一一系列列发生生在咖咖啡馆馆的短短篇故故事。。电台台则在在深夜夜播放放着诗诗般的的咖啡啡馆故故事。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造Inordertomakepeoplebelieveintheexistenceofthecafé,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.为使消消费者者相信信咖啡啡馆的的存在在，计计划了了一连连串节节目让让幻想想变成成现实实。DuringanexhibitionofphotographsofFrenchcaféésatTaiwan’’smostdeluxebookstore,anopen-air““LeftBankCafé””wassetupoutside.A15-minuteprogramentitled““LeftBankCaféTour,””introducing20caféésontheleftbankoftheSeine,wasproducedforcableTV.在法国国咖啡啡馆摄摄影展展期间间，台台湾最最豪华华的书书店外外布置置着左左岸咖咖啡馆馆。还还制作作了15分分钟题题为“左岸岸咖啡啡馆之之旅””的有有线电电视节节目，，介绍绍塞纳纳河左左岸20家家咖啡啡馆。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造AroundthetimeoftheFrenchnationalday,theLeftBankCafébrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCafé!法国国庆期期间，左岸岸咖啡馆是是庆宴和法法国电影节节赞助商之之一。雷诺诺、标致、、香奈尔、、ChristianDior等法法国品牌也也在赞助商商之列。BuildingtheFrenchCafé(Cont’d)品品牌塑造TheBrand品品牌IstherereallyaSantaClaus?Accordingtotheresultsoflastweek’sLeftBankCaféBrandAudit,theTVcommercialgivespeopleanenjoyablefeelingofsolitude.WhenpeopledrinkLeftBankCaféproducts,theyfeeltheyarerewardingthemselves.Eightypercentofthepeopleinterviewedbelievethatthe“LeftBankCaféé”reallyexistsinFrance,andthatitwillsoonopenabranchinTaiwan.Oneconsumersaid:“DoestheLeftBankCaféreallyexist?Iprefertobelieveinaworldwhereitdoes.”左岸咖啡的的电视广告告令人有一一种愉快的的孤独感，，人们觉得得左岸咖