《从无到有创建品牌》

“BuildingABrandFromScratch

从无到有创建品牌ABrandIs…品牌是...Auniquecombinationofthreeattributes 三种属性的独特组合ABrandIs…品牌是...productbenefit

产品的好处whatmakestheconsumerliketheproduct 什么令消费者喜欢该产品brandpersonality/image 品牌个性/形象whatmakestheconsumertrusttheproduct

什么令消费者信任该产品consumerneeds/beliefs 消费者需求/信念whatmakestheconsumervaluetheproduct 什么令消费者高度评价该产品Ifwecanunderstandthe“connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand

如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。

Thisgivesusa“framework”forunderstandingwhatourbrandis,orcouldbe

这给我们提供了一个“架构”去了解我们的 品牌是什么、或者会是什么AnExample:Nike

例子：耐克Launchedin1974

1974年投放市场SportsshoespecialistwithworldwidesalesofUS$877mby1986

成为运动鞋专家，1986年全球销售收入为八亿七千七百万美元Newadvertisingcampaign“JustDoIt”tooksportsimagerymassmarket

题为“JustDoIt”的新广告以运动形象打入大众市场passion,drama,moraluplift 热情、戏剧性、品行升华madeitfashionable

使之成为时髦madesportsshoesafashionitem

使运动鞋成为时髦货WorldwidesalesofUS$9,200min1997

97年全球销售额92亿美元TheConnection 关系

Triangle 三角形图ProductBenefit产品的好处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 耐克

Triangle 关系三角形图OptimumPerformance品牌力的表现Theendalwaysjustifiesthemeans结果总能验证方法

Empowerment&Irreverence

授权与不逊OneMistake:Nike

耐克的一个错误Launchedcasualshoesin1994 在1994年推出休闲鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn 销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有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””希望为它的的乳类食品建建立一个新牌牌子，利用其其在台湾具竞竞争力的冷冻冻设施及分配配系统。在台台湾，以TetraPak包装的的饮料-不不论是高价价的咖啡还是是低价的豆奶奶-价钱钱总是10或或15元新台台币。罐头包包装饮料则卖卖20元。。Background(Cont’d)背背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。市场竞争激烈烈，原材料成成本不断上升升，如果能将将相同类别、、相同容量的的饮料卖到25元，那该该多好！Package 包装Thebrandstorystartswithaplasticcup.品牌的故事从从一个塑料杯杯开始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我们开发了一一个白色塑料料杯，它看起起来就象一般般麦当劳外卖卖咖啡的杯子子，差别是快快餐店用的是是纸杯。Place产产品放置置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.这个没有真空空密闭的杯子子只有在5ºC冷藏柜柜才能让内容容物保存一段段短暂的时间间。Place(Cont’d)产产品放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我们把这这看成一个机机会。保存期期短使消费者者相信物料新新鲜。而一杯杯新鲜的饮品自然比其它它要贵些。Price价价格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思考考都集中在一一个主要目的的：如何让消消费者接受25元一杯的的高价？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我们自问一连连串相关问题题，以确保能能创造出一个个高级的品牌牌。Product产品品Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighest price?在这杯子放进进什么商品才才能卖到最高高价呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我们考虑过葡葡萄汁、果汁汁、牛奶，最最后选咖啡，因为咖啡啡不那么容易易变质、被认认为是高质饮品，并因因牛奶成分而而得到优惠税税率。BrandConcept品牌牌概念Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方运来来寄售的咖啡啡最有高级感感？Weheldeightfocusdiscussiongroupstointerrogate4concepts我们组织了八八个讨论小组组，想出四个个高级场所作作为尝试的概概念。Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中厨房?来自空中厨房房专门为头等等舱准备的咖咖啡BrandConcept(Cont’d)

品牌概概念BrandConcept(Cont’d)

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

品牌概概念AleftbankcafééCoffeefromParis-fromacafééontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡馆这咖啡来自巴巴黎塞纳河左左岸一家充满满人 文气氛氛的咖啡馆，，一个诗人、、哲学家喜欢欢去的地方方。10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐宁街10号号这咖啡来自英英国首相官邸邸厨房，平日日在这里准备招招待贵宾的咖咖啡。BrandConcept(Cont’d)

品牌概概念BrandConcept(Cont’d)

品牌概概念Itbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcaféseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明显地人们觉觉得来自左岸岸咖啡馆的咖咖啡价值最高高，他们愿为为此付最高的的价钱。TargetGroup目标消消费群Whowouldbethemostwillingtopay NT$25tobuyacoffeethatwouldonly costNT$15inaTetraPak?用TetraPak包包装的咖啡只只卖15元，，谁会最愿意付付25元买一一杯咖啡？TargetGroup(Cont’d)目标消费群Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新饮品在推出出三个月内如如果达不到高高营业额就会会被撤走。那那些人会出于于品牌的创意意而购买这个个新牌子(仅仅有好奇心并并不能克服高高价的门槛)?TargetGroup(Cont’d)目标消费群Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.我们选择17到22岁岁的年轻女士士，她们有诚诚实、多愁善善感，喜爱文文学艺术，但但生活经验不不多，不太成成熟。TargetGroup(Cont’d)

目标消费费群Theylovedtheideabehindthebrand,andwereparticularlymotivatedbythe‘LeftBankcafé’concept.她们喜欢品牌牌背后的意念念，尤其是““左岸咖啡馆馆”的概念。。ConsumerInsight

洞察消费费者Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheirinnerneeds.她们寻求产品品质量以外更更多的东西，，寻求情感回回报、使她们们感觉更好、、觉得自己更更成熟的东西西，寻求了解解、表达她们们内在需求的的品牌。TheLeftBankCaféconcepttogetherwiththearomatic,‘‘adult’flavourofcoffee,fosteredasenseofspiritualrenewalinthem.左岸咖啡馆，，带着咖啡芬芬芳、成人品品味，在她们们精神上形成成一种新的感感觉。Tone&Manner气氛氛及风格Accordingtostatisticsfrombookstores,themostpopularauthoramongyoungwomenofthisagegroupisMurakamiHaruki.SheistheforemostrepresentativeofanewstyleofJapanesewriting,whichiship,absurd,postmodern,andalwayscoollydeadpan.What’’suniqueaboutMurakami’sstoriesisthattheyexpertlymanagetoconjureupthefeelingofcitydwellers.她们最欣赏的的作家是村上上春树。她的的作品忧郁、超现实实、冷峻，能能唤起城市人人的感觉。Tone&Manner气氛氛及风格ThoughthevisualpartoftheLeftBankCaféadvertisingshouldhaveaveryFrenchstyle,thecopyshouldhaveaveryJapaneseliterarystyle.虽然左岸咖啡啡馆的广告视视觉应该非常常法国化，但但其文本应是是很有日本文文学的风格。。CorrectionTriangle:LeftBankCafeSpiritualSatisfaction精神上的满足足Solitudeisnotloneliness独处不是寂寞寞ArtisticAtmospheric,Contemplative艺术气氛、沉沉思CreativeBrief创创意简报Duringtheprocessofbriefingthecreativepeople,wetoldthem,““Let’’sforgetthatwearemakingadvertisementsforpackageddrinks.Let’spretendthatourclientisactuallyacafé-thatwearemakingadvertisementsforaFrenchcafé!”“让我们忘记记自己是在为为包装饮料做做广告，假想是在为一一家远在法国国的咖啡馆做做广告！”WecollectedalotofreferenceinformationfromFrance,includingpicturesandevenmenusofFrenchcafés.我们从法国收收集来许多咖咖啡馆的资料料，包括图片片甚至菜单。。TheLeftBankCaféSellsMoreThanJustCoffee不仅是卖咖啡啡Ifourbrandwastobeacafé,thentherewasnoreasonforittobelimitedtoonlysellingcoffee.Thebrandcouldbeextendedtoincludealltheitemsonacafémenu.如果我们的品品牌是咖啡馆馆，那么它不不应仅卖咖啡。它可以延延伸到咖啡馆馆餐单上的所所有东西。TheLeftBankCaféSellsMoreThanJustCoffee不仅是卖咖啡啡Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThéaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCaféumbrellabrand.所以，现在你你从7-11便利店店的冷藏柜里里，还能找到到左岸咖啡馆馆牌子的奶茶茶、牛奶冻和和其它法式甜甜品。TheLeftBankCaféSellsMoreThanJustCoffee(Cont’d)不仅是卖咖啡啡WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCaféproducts.我们现在考虑虑法式蛋糕的的可能性，希希望将来在商商店里有左岸岸咖啡馆产品品专用冷藏柜柜。TheRoleofAdvertising

广告告的角色TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcafé-anidealcaféé,acaféwithalonghistoryandastrongcultural,artisticatmosphere.广告要促使消消费者在脑海海里建造一个个自己最喜爱爱的法国咖啡啡馆--一一个理想的的咖啡馆，一一个历史悠久久、文化艺术术气氛浓厚的的咖啡馆。TheRelationshipWiththeBrand品牌写真LeftBankCaféwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡馆有有能力刺激消消费者在他们们的想象里产生一种真真实、强烈的的反应。TheRelationshipWiththeBrand品品牌写真LeftBankCaféwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCaféisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡馆和和消费者的关关系就象一本本喜爱的书，，一册旅游摘摘记，放在整整洁的书架上上一篇短短的的诗，在你想想享受一片独独处空间时，，它随手可得得，带你到想想去的地方。。TheRelationshipWithTheBrand(Cont’d)品品牌写真(续)Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你你身在在台湾湾，偶偶尔想想到欧欧洲度度个浪浪漫之之旅，，但在在这忙忙碌现现实的的世界界，你你只能能逛逛逛欧式式家具具店，，到法法国餐餐厅用用餐，，度一一个想想象之之旅。。TheRelationshipWithTheBrand(Cont’d)品品牌写写真(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.电视视广广告告是是一一个个女女孩孩的的旅旅行行摘摘记记。。平平面面广广告告是是一一系系列列发发生生在在咖咖啡啡馆馆的的短短篇篇故故事事。。电电台台则则在在深深夜夜播播放放着着诗诗般般的的咖咖啡啡馆馆故故事事。。BuildingtheFrenchCaféé(Cont’’d)品品牌牌塑塑造造Inordertomakepeoplebelieveintheexistenceofthecaféé,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.为使使消消费费者者相相信信咖咖啡啡馆馆的的存存在在，，计计划划了了一一连连串串节节目目让让幻幻想想变变成成现现实实。。DuringanexhibitionofphotographsofFrenchcaféésatTaiwan’’smostdeluxebookstore,anopen-air““LeftBankCaféé””wassetupoutside.A15-minuteprogramentitled““LeftBankCafééTour,””introducing20caféésontheleftbankoftheSeine,wasproducedforcableTV.在法法国国咖咖啡啡馆馆摄摄影影展展期期间间，，台台湾湾最最豪豪华华的的书书店店外外布布置置着着左左岸岸咖咖啡啡馆馆。。还还制制作作了了15分分钟钟题题为为“左左岸岸咖咖啡啡馆馆之之旅旅””的的有有线线电电视视节节目目，，介介绍绍塞塞纳纳河河左左岸岸20家家咖咖啡啡馆馆。。BuildingtheFrenchCaféé(Cont’’d)品品牌牌塑塑造造AroundthetimeoftheFrenchnationalday,theLeftBankCaféébrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCaféé!法国国国国庆庆期期间间，，左左岸岸咖咖啡啡馆馆是是庆庆宴宴和和法法国国电电影影节节赞赞助助商商之之一一。。雷雷诺诺、、标标致致、、香香奈奈尔尔、、ChristianDior等等法法国国品品牌牌也也在在赞赞助助商商之之列列。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造TheBrand品品牌牌IstherereallyaSantaClaus?Accordingtotheresultsoflastweek’sLeftBankCaféBrandAudit,theTVcommercialgivespeopleanenjoyablefeelingofsolitude.WhenpeopledrinkLeftBankCaféproducts,theyfeeltheyarerewardingthemselves.Eightypercentofthepeopleinterviewedbelievethatthe““LeftBankCaféé”reallyexistsinFrance,andthatitwillsoonopenabranchinTaiwan.Oneconsumersai