从无到有创建品牌四

“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”“仅了解解消费者者是不够够的，还还要了解你的的品牌””(PhilKnight,Nikefounder)(PhilKnight,耐克克创立者者)Why?为什么？？Revisitingthecommodityconsumer再访消费费者LessonsFromNike从耐克吸吸取的教教训Deliverasuperiorproduct,asdefinedbytheconsumer消费者认认为你所所提供的的是出众的产产品notsomethinganyonecando而不是任任何品牌牌都可以以做到的的产品Atanacceptablepremium付出可接接受的额额外费用用Ownacorneroftheconsumerpsyche在消费者者的灵魂深处处拥有一席席之位thedesireinallofustobea‘winner’’每一个人人都有想想成为““胜者””的欲望望Reorientateallelementsofthemarketingmixtosupportthebrand重新定向向各种行行销手段段来支持持该品牌牌eg:‘JustDoIt’如：“JustDoIt”extremeeffortofcompetition竞争的极极度努力力fun,irreverentattitudetolife趣味，对对生活不不逊的态态度LeftBankCaféPresidentEnterprise左岸咖啡啡馆统统一企业业集团CaseStudy例例子分析析Background背背景WhywastheLeftBankCafébrandborn?为什么会会诞生左左岸咖啡啡馆这个个品牌？？PresidentEnterprise’sdairyproductswerebeingsoldunderthe““President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.统一企业业的乳类类食品都都是以““统一””牌子出出售，在在市场上上长期以以来无法法突破二二、三线线商品的的形象。。Background(Cont’d)背背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是““统一””也有大大量其他他商品以以企业的的名字为为牌子，，不仅包包括饮食食，还有有保险甚甚至娱乐乐场。Background(Cont’d)背背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof“freshness””and““expertise.”这导致牌牌子混淆淆，给“统一””的乳类类食品造造成了长长期问题题，它们们需要一一个“新新鲜”和和“专业业”的清清晰形象象。Background(Cont’’d)背背景Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.为此“统统一”希希望为它它的乳类类食品建建立一个个新牌子子，利用用其在台台湾具竞竞争力的的冷冻设设施及分分配系统统。在台台湾，以以TetraPak包装的的饮料-不不论是高高价的咖咖啡还是是低价的的豆奶-价价钱总是是10或或15元元新台币币。罐头头包装饮饮料则卖卖20元。Background(Cont’d)背背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。。市场竞争争激烈，，原材料料成本不不断上升升，如果果能将相相同类别别、相同同容量的的饮料卖卖到25元，那那该多好好！Package 包装装Thebrandstorystartswithaplasticcup.品牌的故故事从一一个塑料料杯开始始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我们开发发了一个个白色塑塑料杯，，它看起起来就象象一般麦麦当劳外外卖咖啡啡的杯子子，差别别是快餐餐店用的的是纸杯杯。Place产产品放放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.这个没有有真空密密闭的杯杯子只有有在5ºC冷冷藏柜才才能让内内容物保保存一段段短暂的的时间。。Place(Cont’’d)产产品放放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我们们把这看看成一个个机会。。保存期期短使消消费者相相信物料料新鲜。。而一杯杯新鲜的的饮品自然比比其它要要贵些。。Price价价格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略略思考都都集中在在一个主主要目的的：如何何让消费费者接受受25元元一杯的的高价？？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我们自问问一连串串相关问问题，以以确保能能创造出出一个高高级的品品牌。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.如果我们的的品牌是咖咖啡馆，那那么它不应应仅卖咖啡。它可以以延伸到咖咖啡馆餐单单上的所有有东西。TheLeftBankCaféSellsMoreThanJustCoffee不仅是卖咖咖啡Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThéaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCaféumbrellabrand.所以，现在在你从7-11便便利店的的冷藏柜里里，还能找找到左岸咖咖啡馆牌子子的奶茶、、牛奶冻和和其它法式式甜品。TheLeftBankCaféSellsMoreThanJustCoffee(Cont’’d)不仅是卖咖咖啡WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCaféproducts.我们现在考考虑法式蛋蛋糕的可能能性，希望望将来在商商店里有左左岸咖啡馆馆产品专用用冷藏柜。。TheRoleofAdvertising广广告的角色色TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcafé-anidealcafé,acaféwithalonghistoryandastrongcultural,artisticatmosphere.广告要促使使消费者在在脑海里建建造一个自自己最喜爱爱的法国咖咖啡馆--一个个理想的咖咖啡馆，一一个历史悠悠久、文化化艺术气氛氛浓厚的咖咖啡馆。TheRelationshipWiththeBrand品牌写真LeftBankCaféwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡馆馆有能力刺刺激消费者者在他们的的想象里产生一种种真实、强强烈的反应应。TheRelationshipWiththeBrand品品牌牌写真LeftBankCaféwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCaféisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡馆馆和消费者者的关系就就象一本喜喜爱的书，，一册旅游游摘记，放放在整洁的的书架上一一篇短短的的诗，在你你想享受一一片独处空空间时，它它随手可得得，带你到到想去的地地方。TheRelationshipWithTheBrand(Cont’d)品品牌写真(续)Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你身在在台湾，偶偶尔想到欧欧洲度个浪浪漫之旅，，但在这忙忙碌现实的的世界，你你只能逛逛逛欧式家具具店，到法法国餐厅用用餐，度一一个想象之之旅。TheRelationshipWithTheBrand(Cont’d)品品牌写真(续)LeftBankCafémakesthementaltripeasier-simplysatisfyingyourspiritualdesires,anytime,anyplace,andprivately.而左岸咖啡啡馆使这想想象之旅更更轻松--简单单地满足你你随时可能能冒出的一一点精神欲欲望，孤独独享受。BuildingtheFrenchCafé(Cont’d)品牌塑塑造TheTVCisbasedonthegirl’’snotesandjottingsabouthertravels.Theprintadsareaseriesofshortstoriesaboutthingsthathavehappenedinthecafé.Theradioadsarelikepoeticvignettesfromthecaféé,andwerebroadcastlateatnight.电视广告是是一个女孩孩的旅行摘摘记。平面面广告是一一系列发生生在咖啡馆馆的短篇故故事。电台台则在深夜夜播放着诗诗般的咖啡啡馆故事。。BuildingtheFrenchCafé(Cont’d)品品牌塑造Inordertomakepeoplebelieveintheexistenceofthecafé,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.为使消费者者相信咖啡啡馆的存在在，计划了了一连串节节目让幻想想变成现实实。DuringanexhibitionofphotographsofFrenchcafésatTaiwan’smostdeluxebookstore,anopen-air“LeftBankCafé”wassetupoutside.A15-minuteprogramentitled““LeftBankCaféTour,”introducing20cafésontheleftbankoftheSeine,wasproducedforcableTV.在法国咖啡啡馆摄影展展期间，台台湾最豪华华的书店外外布置着左左岸咖啡馆馆。还制作作了15分分钟题为“左岸咖啡啡馆之旅””的有线电电视节目，，介绍塞纳纳河左岸20家咖啡啡馆。BuildingtheFrenchCafé(Cont’d)品品牌塑造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，，人们觉得得左岸咖啡啡是享受。。八成被访访者相信有有左岸咖啡啡馆，其中中一位消费费者说“宁宁愿相信有有”。TheBrand(Cont’d)品牌牌LeftBankCafémadeUS$4millioninthefirstyear,andthebrandcontinuestogrowstronger.左岸咖啡头头一年卖了了四百万美美元，品牌牌继续得到巩固。。1998vs1997salesoverfirstsixmonthsis+15%1998年上半年营营业额比1997年年同期增加加15%BetterQuestions基基本思考考Whatfactorsmakepeoplethinkofabeverageasgood?Whatbeveragesaremostworthsellingonconsignment?Whatisthemosthigh-classplaceforconsignmentgoodstocomefrom?Whatarethemostexpensivedrinkshere?饮料料在在什什么么情情况况下下会会被被认认为为好好？？寄寄售售什什么么饮料料最最值值钱钱？？从从哪哪里里来来的的寄寄卖卖品品最最高高级级？？在这这里里什什么么饮饮料料最最贵贵？？TheProcessofChangingthePriceFromNT$15toNT$25从从15元元变变成成25元元的的过过程程SpecialhouseblendFrenchliteraryCafééCoffeeFresh/soldonconsignment24+122+219+315+4NT$15NT$25招牌牌咖咖啡啡法国国文文学学咖咖啡啡馆馆咖啡啡寄售售FiveTipsToBuildABrandFromScratch从无无到到有有建建立立品品牌牌五五个个秘秘诀诀1.Ensureyourbrandperforms保证证您您的的品品牌牌是是-highqualityproduct-质质量量好好的的产产品品-aroleinpeople’’slives-在在人人们们的的生生活活中中扮扮演演一一定定的的角角色色2.Defineyourcategoryprecisely精确确地地定定义义你你的的产产品品类类别别FiveTipsToBuildABrandFromScratch从从无无到到有有建建立立品品牌牌五五个个秘秘诀诀3.Thinkbeyondpricetowhatcreates‘‘value’’inpeople’’sminds超越越价价格格因因素素去去想想什什么么能能在在人人们们心心目目中中产产生生“价值””4.Connectproductbenefitwithbrandpersonality/imagewithconsumerneeds/beliefs将产品的的好处与与品牌个个性/形形象、消消费者的的需求/信念联联系起来来。5.Expandyourbrandpropositionbeyondadvertising.把您的品品牌主题题超越广广告9、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Friday,January6,202310、雨中中黄叶叶树，，灯下下白头头人。。。13:03:3513:03:3513:031/6/20231:03:35PM11、以我独沈久久，愧君相见见频。。1月-2313:03:3513:03Jan-2306-Jan-2312、故人江海海别，几度度隔山川。。。13:03:3513:03:3513:03Friday,January6,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2313:03:3513:03:35January6,202314、他乡乡生白白发，，旧国国见青青山。。。06一一月月20231:03:36下下午13:03:361月-2315、比不了得得就不比，，得不到的的就不要。。。。一月231:03下下午1月-2313:03January6,202316、行动出成果果，工作出财财富。。2023/1/613:03:3613:03:3606January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。1:03:36