品牌定位--發(fā)展品牌三角關(guān)系(ppt 41頁)

1、&Ogilvy & Mather1September, 1998&Ogilvy & Mather2&Ogilvy & Mather3&Ogilvy & Mather4&Ogilvy & Mather5&Ogilvy & Mather6產(chǎn)品產(chǎn)品消費者消費者品牌品牌&Ogilvy & Mather7產(chǎn)品產(chǎn)品產(chǎn)品利益點產(chǎn)品利益點消費者消費者品牌品牌&Ogilvy & Mather8產(chǎn)品產(chǎn)品產(chǎn)品利益點產(chǎn)品利益點消費者消費者品牌品牌情感利益點情感利益點&Ogilvy &

2、amp; Mather9產(chǎn)品產(chǎn)品產(chǎn)品利益點產(chǎn)品利益點消費者消費者隱藏的人性真理隱藏的人性真理品牌品牌情感利益點情感利益點&Ogilvy & Mather10&Ogilvy & Mather11&Ogilvy & Mather12&Ogilvy & Mather13&Ogilvy & Mather14&Ogilvy & Mather15&Ogilvy & Mather16&Ogilvy & Mather17產(chǎn)品產(chǎn)品我喜歡它什麼？我喜歡它什麼？消費者消費者為什麼我珍惜為什

3、麼我珍惜它，并覺得它它，并覺得它是相關(guān)的？是相關(guān)的？品牌品牌為什麼我為什麼我信任它？信任它？&Ogilvy & Mather18&Ogilvy & Mather19產(chǎn)品產(chǎn)品口味濃的菸口味濃的菸消費者消費者人生而自由人生而自由,而而真正的男人真正的男人則維持此狀則維持此狀品牌品牌男人味男人味/陽剛陽剛不妥協(xié)的不妥協(xié)的&Ogilvy & Mather20&Ogilvy & Mather21&Ogilvy & Mather22產(chǎn)品產(chǎn)品深層滿足深層滿足消費者消費者不斷地質(zhì)疑因不斷地質(zhì)疑因襲而來的襲而來的智慧智慧為你所相信的

4、為你所相信的挺身而出挺身而出品牌品牌強有力的強有力的精華的精華的靈交的靈交的&Ogilvy & Mather23&Ogilvy & Mather24&Ogilvy & Mather25&Ogilvy & Mather26產(chǎn)品產(chǎn)品咱們的好啤酒咱們的好啤酒(本地的高質(zhì)量啤酒本地的高質(zhì)量啤酒)消費者消費者平凡的話語中平凡的話語中往往隱含著往往隱含著大智慧大智慧品牌品牌有話直說有話直說不裝模作樣不裝模作樣&Ogilvy & Mather27&Ogilvy & Mather28&Ogilvy &

5、; Mather29&Ogilvy & Mather30&Ogilvy & Mather31&Ogilvy & Mather32&Ogilvy & Mather33&Ogilvy & Mather34&Ogilvy & Mather35&Ogilvy & Mather36需要為果珍注入活力需要為果珍注入活力, 勾勒清楚的個性勾勒清楚的個性&Ogilvy & Mather37&Ogilvy & Mather38&Ogilvy & Mather39目前的果珍目前的果珍關(guān)懷的關(guān)懷的友善的友善的溫馨的溫馨的實在的實在的全新果珍全新果珍快樂的快樂的好玩的好玩的充滿活力的充滿活力的支持的支持的&Ogilvy & Mather40&Ogilvy & Mather41產(chǎn)品產(chǎn)品水果的好