奥美经典之作从无到有创建品牌（PPT61页）

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1、A Brand Ion of three attributes三三种种属属性性的的独独特特组组合合A Brand Ihe “connection” between these three attributes, then we can turn a product into a brand如如果果我我们们了了解解这这三三种种属属性性之之间间的的“联联系系”，就就能能将将一一个个产产品品转转为为一一个个品品牌牌。 amework” forunderstanding what our brand is, or could be这这给给我我们们提提供供了了一一个个“架架构构”去去了了解解我我们们的的

2、品品牌牌是是什什么么、或或者者会会是是什什么么An Example : 974年年投投放放市市场场nSports shoe specialist with worldwide sales of US$877m by 1986成成为为运运动动鞋鞋专专家家，1986年年全全球球销销售售收收入入为为八八亿亿七七千千七七百百万万美美元元gn “Just Do It” took sports imagerymass market题题为为“Just Do It” 的的新新广广告告以以运运动动形形象象打打入入大大众众市市场场lpassion, drama, moral uplift热热情情、戏戏剧剧性性、品

3、品行行升升华华lmade it fashionable使使之之成成为为时时髦髦lmade sports shoes a fashion item使使运运动动鞋鞋成成为为时时髦髦货货nWorldwide sales of US$9,200m in 199797年年全全球球销销售售额额92 亿亿美美元元/ Nike Connection 耐耐三三角角形形图图ce品品牌牌力力的的表表现现 授权与不逊授权与不逊s in 1994在在1994年年推推出出休休闲闲鞋鞋nDisastrous sales, and damage to Nike image. lWhat has casual shoes go

4、t to be with Nike brandlRange withdrawn销销售售额额损损失失惨惨重重，令令耐耐克克形形象象受受损损。l休休闲闲鞋鞋和和耐耐克克品品牌牌又又有有什什么么联联系系呢呢l撤撤回回该该系系列列Revisiting the commodity consumer再访消费者再访消费者emium付付出出可可接接受受的的额额外外费费用用lOwn a corner of the consumer psyche在在消消费费者者的的灵灵魂魂深深处处拥拥有有一一席席之之位位lthe desire in all of us to be a winner每每一一个个人人都都有有想想成成

5、为为“胜胜者者”的的欲欲望望ements of the marketing mix to support the brand重重新新定定向向各各种种行行销销手手段段来来支支持持该该品品牌牌leg: Just Do It如如：“Just Do It” extreme effort of competition竞竞争争的的极极度度努努力力 fun, irreverent attitude to life趣趣味味，对对生生活活不不逊逊的的态态度度Background esident was also marketing a great variety of other products under

6、the corporate brand name, including not only food and drink products, but also insurance and even amusement parks. 原原因因是是“统统一一”也也有有大大量量其其他他商商品品以以企企业业的的名名字字为为牌牌子子，不不仅仅包包括括饮饮食食，还还有有保保险险甚甚至至娱娱乐乐场场。Background of the brand assets, which caused a long-term problem for Presidents dairy products, since they

7、 needed to convey a clear image of “freshness” and “expertise.”这这导导致致牌牌子子混混淆淆，给给“统统一一”的的乳乳类类食食品品造造成成了了长长期期问问题题，它它们们需需要要一一个个“新新鲜鲜”和和“专专业业”的的清清晰晰形形象象。Background tition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages

8、, in packages of the same volume, for a price of NT$25。市市场场竞竞争争激激烈烈，原原材材料料成成本本不不断断上上升升，如如果果能能将将相相同同类类别别、相相同同容容量量的的饮饮料料卖卖到到25元元，那那该该多多好好！Place (Colized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup

9、are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.但但是是我我们们把把这这看看成成一一个个机机会会。保保存存期期短短使使消消费费者者相相信信物物料料新新鲜鲜。而而一一杯杯新新鲜鲜的的饮饮品品自自然然比比其其它它要要贵贵些些。ese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop 日日

10、式式高高级级咖咖啡啡馆馆? 来来自自优优雅雅、精精致致的的日日式式咖咖啡啡馆馆的的咖咖啡啡ee from Paris - from a caf on the left bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers左左岸岸咖咖啡啡馆馆这这咖咖啡啡来来自自巴巴黎黎塞塞纳纳河河左左岸岸一一家家充充满满人人文文气气氛氛的的咖咖啡啡馆馆，一一个个诗诗人人、哲哲学学家家喜喜欢欢去去的的地地方方。that most people felt that the coffee from a lef

11、t bank caf seemed to have the highest value, andwould make them pay the highest price.明明显显地地人人们们觉觉得得来来自自左左岸岸咖咖啡啡馆馆的的咖咖啡啡价价值值最最高高，他他们们愿愿为为此此付付最最高高的的价价钱钱。hind the brand, and were particularly motivated by the Left Bank caf concept.她她们们喜喜欢欢品品牌牌背背后后的的意意念念，尤尤其其是是“左左岸岸咖咖啡啡馆馆”的的概概念念。e from a product than m

12、ere product quality. They look for emotional reward, something that makes them feel better something that makes them feel more sophisticated than they really are. They look for brands that understand and address their innerneeds. 她她们们寻寻求求产产品品质质量量以以外外更更多多的的东东西西，寻寻求求情情感感回回报报、使使她她们们感感觉觉更更好好、觉觉得得自自己己更更成

13、成熟熟的的东东西西，寻寻求求了了解解、表表达达她她们们内内在在需需求求的的品品牌牌。cept together with the aromatic, adult flavourof coffee, fostered a sense of spiritual renewal in them.左左岸岸咖咖啡啡馆馆，带带着着咖咖啡啡芬芬芳芳、成成人人品品味味，在在她她们们精精神神上上形形成成一一种种新新的的感感觉觉。Tone & Mant of the Left Bank Caf advertising should have a very French style, the copy should

14、 have a very Japanese literary style. 虽虽然然左左岸岸咖咖啡啡馆馆的的广广告告视视觉觉应应该该非非常常法法国国化化，但但其其文文本本应应是是很很有有日日本本文文学学的的风风格格。Correction TrianCafe Spiritual Satisfaction精神上的满足精神上的满足Solitude is notloneliness独处不是寂寞独处不是寂寞 Artistic Atmospheric, Contemplative艺术气氛、沉思艺术气氛、沉思f reference information from France, including pic

15、tures and even menus of French cafs. 我我们们从从法法国国收收集集来来许许多多咖咖啡啡馆馆的的资资料料，包包括括图图片片甚甚至至菜菜单单。The Left Bank Caf Sells Mofee 不不仅仅是是卖卖咖咖啡啡in the refrigerators at 7- Eleven, you will also find Th au lait,as well as Blancmange and other French-style desserts, all under the Left Bank Caf umbrella brand.所所以以，现现在

16、在你你从从7-11 便便利利店店的的冷冷藏藏柜柜里里，还还能能找找到到左左岸岸咖咖啡啡馆馆牌牌子子的的奶奶茶茶、牛牛奶奶冻冻和和其其它它法法式式甜甜品品。The Relationship With Thd)品品牌牌写写真真(续续)e here in Taiwan. Sometimes you think about going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a mental trip to Europe - by going wind

17、ow shopping at a European - style furniture store or dining in a French restaurant.好好比比你你身身在在台台湾湾，偶偶尔尔想想到到欧欧洲洲度度个个浪浪漫漫之之旅旅，但但在在这这忙忙碌碌现现实实的的世世界界，你你只只能能逛逛逛逛欧欧式式家家具具店店，到到法法国国餐餐厅厅用用餐餐，度度一一个个想想象象之之旅旅。The Relationship With Thd)品品牌牌写写真真(续续)s the mental trip easier - simply satisfying your spiritual desires

18、, any time, any place, and privately.而而左左岸岸咖咖啡啡馆馆使使这这想想象象之之旅旅更更轻轻松松- 简简单单地地满满足足你你随随时时可可能能冒冒出出的的一一点点精精神神欲欲望望，孤孤独独享享受受。Building the Frencd) 品品牌牌塑塑造造ple believe in the existence of the caf, there was also a series of supporting events, intended to make the fantasy become a reality. 为为使使消消费费者者相相信信咖咖啡啡馆馆

19、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。Special house blend French literary CafCoffee Fresh/sold on consignment24 + 122 + 219 + 315 + 4NT$15NT$25招牌咖啡招牌咖啡法国文学咖啡馆法国文学咖啡馆咖啡咖啡寄售寄售Five Tips To Build A Brand F建建立立品品牌牌五五个个秘秘诀诀Five Tips To Build A Brand F建建立立品品牌牌五五个个秘秘诀诀to what creates value in peoples minds超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“价价值值”4.Connect product benefit with brand personality/image with consumer needs/beliefs将将产产品品的的好好处处与与品品牌牌个个性性/形形象象、消消费费者者的的需需求求/信信念念联联系系起起来来。5.Expand your brand proposition beyond advertising.把把您您的的品品牌牌主主题题超超越越广广告告