品牌的意義和個性是什么

1、What Is The Brand “Means” And “Is”?品牌的“意義”和“個性”是什么What the brand “means” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions. 品牌的“意義”是指一個品牌在消費者心目中產(chǎn)生的印象即該品牌在幾個層面上的聲譽。What the brand “is” is how we would describe the brands dominant personality trait

2、sgenerally those that correspond to its principal meanings. 品牌“個性”那些與品牌意義相對應(yīng)的特征。1Why The Need For A Brand Footprint?為什么需要品牌印記？More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new

3、geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories. 愈來愈多的行銷人運用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。全球品牌因為領(lǐng)域的擴(kuò)張而建立起來；“大品牌”或“超級品牌”則是因跨越多項產(chǎn)品或品類而被建立。 2Why The Need For A Brand Footprint?為什么需要品牌印記？ This expansion puts renewed focus on the need to protect brand

4、equity. 這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌的資產(chǎn)。3Why The Need For A Brand Footprint?為什么需要品牌印記？ As brands are expanded, there are pressures of dilution that stem from: 隨著品牌的擴(kuò)張，使品牌有被稀釋的危機，這些危機的因素如下：The need to reexpress the brand in the context of new competitive sets and new cultures. 必須就新的競爭條件和新文化的觀點來重新表現(xiàn)品牌。 4Wha

5、t Are Three Dimensions? 什么是品牌印記的三個層次The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional. They contain meanings and associations that are built over time. 品牌印記所反映的一項事實是：大部分的品牌特別是大品牌都是多層次的。它們包含了長期建立的意義和聯(lián)想。5How Much of A Future Vision?品牌印記的遠(yuǎn)景如何？The brand

6、Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand. 品牌印記不只是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。6How Much of A Future Vision?品牌印記的遠(yuǎn)景如何？For established,dominant brands, the Footprint will inevitably be bui

7、lt around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded. 對已建立起來的領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些意義表達(dá)出來，讓每個人同時都知道當(dāng)

8、這個品牌擴(kuò)張或延伸時，要保護(hù)什么，以及利用什么品牌價值。7How Much of A Future Vision?品牌印記的遠(yuǎn)景如何？For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic. 對某些品牌來說，也許必須增加意義或調(diào)整原有的意義，以利于擴(kuò)張或只是讓該品牌變得更具時代性。8How Much of A Future Vision?品牌印記的遠(yuǎn)景

9、如何？Ultimately,the final balance between existing vs.desired meanings is a strategic decisionbuilt on the brands consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth. 最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義，就是一項策略性的決定。即建立在該品牌消費者的真實面上，并加上必要時的調(diào)整，以便為該品牌未來成長之要求提供一個遠(yuǎn)景與靈感。9Exam

10、pleFor example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card.Amex and visa Footprints show how the brands are distinguished on these dimensions:10ExampleAmerican Express Brand Footprint American Express means Membership The B

11、usiness Life The Charge Card American Express is Professional Worldly Responsible11ExampleVisa Brand FootprintVisa means Everywhere The High Life The Credit Card Visa is Sociable Stylish On-The-Go12The selling strategy銷售策略13What Is The Role of The Selling Strategy?銷售策略扮演的角色如何？The Selling Strategy is

12、 a discipline that is single-mindedly focused on generating brand-building ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumers mind. 銷售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費者，并且建立品牌忠誠度，讓消費者產(chǎn)生深刻印象的意念。14What Is The Role of

13、 The Selling Strategy?銷售策略扮演的角色如何？The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that cr

14、eate competitive advantage for brands. 銷售策略可運用于不同層次。在最高層次，它可用來展現(xiàn)構(gòu)成品牌形象活動核心的最重要品牌概念。同樣地，它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概念，并替品牌創(chuàng)造競爭的優(yōu)勢。15What Is The Role of The Selling Strategy?銷售策略扮演的角色如何？Thus, while there should always be a single Brand Footprint to define the brand essence in any market or region, there ca

15、n be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and leverage the power of the brand. 雖然在任何市場或區(qū)域，都應(yīng)該有一個單一的品牌足跡來定義品牌本質(zhì)，但銷售策略則不限定有幾個。籍有在品牌足跡所建立的品牌價值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時支持并提升了品牌力量。16The Selling Strategy Model銷售策略的模式

16、The Selling Strategy Model is composed of five critical components：銷售策略模式是由五個重要的部份所組成：The Brand Position 品牌位置The Brand Objective 品牌目標(biāo) The Specific Role Of The Advertising 廣告擔(dān)任的角色The Selling Idea Platform 銷售概念架構(gòu)The Selling Idea 銷售概念17The Brand Position品牌位置The perceptual space that the brand holds in

17、the consumers mind at the beginning of the Selling Idea development process. 銷售概念的發(fā)展過程開始之前，品牌在消費者心中的認(rèn)知地位。18ExampleExamples:BrandBrand PositionMarriottA “vanilla” hotelMotorola A technology manufacturerMasterCardMy other card19The Brand Objective品牌目標(biāo)The perceptual space that we want the brand to occu

18、py in the consumers mind.我們希望品牌在消費者心中所占據(jù)的認(rèn)知位置。20ExampleExample:Brand Brand ObjectiveMarriott A memorable experienceMotorola The leading brand in mobile personal communicationsMasterCard A card I feel good about21The Specific Role Of The Advertising廣告擔(dān)任的角色The role of the advertising may vary greatly

19、in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions. 廣告的角色可能有相當(dāng)大范圍的差異。它可能承擔(dān)重新定義一個品牌的任務(wù)、強調(diào)品牌足跡中尚待提升的一個元素、引進(jìn)或延伸一個

20、品牌?；蚩赡軕?zhàn)術(shù)性地回應(yīng)競爭品牌的活動。22ExampleExamples:Brand Role of Advertising Marriott To get guests to stop taking Marriott for grantedMotorola To make “brand” Motorola as strong as its market shareMasterCard To give an emotionally bankrupt brand a heart 23The Selling Idea Platform銷售概念架構(gòu)The critical elements we

21、need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising: 為了構(gòu)思銷售概念并發(fā)展廣告，我們需要知道以下與消費者及品牌有關(guān)的重要元素：A. The Conceptual Target 概念性的目標(biāo)客層B. The Core Desire 最核心的欲望C. How The Brand Best Fulfills The Code Desire 品牌如何最完美地滿足最核心的欲望D.The Compelling Truth 強而有力的支

22、持事實24The Selling Idea Platform銷售概念架構(gòu)A. The Conceptual Target概念性的目標(biāo)客層The “natural constituency” for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand. 他（她）們是對于某一個類別及/或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。25The Selling Idea Platform銷售概念架構(gòu)B. The Cor

23、e Desire最核心的欲望The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address. 它是概念性的目標(biāo)客層最關(guān)切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。26The Selling Idea Platform銷售概念架構(gòu)B. The Core Desire最核心的欲望The Core Desire represents the deepest, most powerful, e

24、motional benefit that the Conceptual Target receives from the brand. 核心欲望代表概念性目標(biāo)客層能從本品牌獲得的最深切、最有力、最富情感的利益。27The Selling Idea Platform銷售概念架構(gòu)D.The Compelling Truth強而有力的支持事實The compelling truth that provides the key evidence that supports the brands role in satisfying the Core Desire of the Conceptual

25、Target both in function and brand. “無庸置疑的事實”，在滿足概念性目標(biāo)客層的核心欲望時，品牌所擔(dān)任角色之強而有力的支持事實。28ExampleCompellingFunctional Truth Specific Truth BrandPerformance “Prevents heart disease” Bayer AspirinFunctional Truth Specific Truth BrandCompany Values “We really care about you Johnson & Johnson and yours”Brand My

26、th “Marlboro Country” Marlboro Cigarettes29What Is A Selling Idea?什么是銷售概念A(yù) Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to sa

27、y to consumers.銷售概念是一個策略性的概念。它將我們所知道的一切有關(guān)品牌在消費者心中所須達(dá)成的意義與印象，集中成一高專注的策略性概念與想法，進(jìn)而表達(dá)我們希望廣告到底要對消費者說什么。30ExamplesBrandSelling Idea Creative Idea7-Up “An Occasional Alternative to Cola” “The Uncola” Pepsi (1997) “The Official Generation X Cola” “Generation Next”Microsoft “Access to Information” “Where do

28、you want to go today?”311. Preamble2. Marketing and Competition Overview3. CC&E Communication ToolsFootprintSelling Strategy4. Brand/Product Communication StrategyBecombion/Becombion Vitamin B Complex SyrupSeven Seas/Seven Seas Multivitamin SyrupDr. Freeman/Dr. Freeman Cough & Cold Syrup for Childre

29、n5. Creative Concept and Advertising Mechanics6. Below-the-line and Other Marketing Tactics32Becombion33Vitamins Market OverviewThe OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn)34Product ProfileProduct category: health food the order of products (nutrition) mentioned by consumers

30、(with aided or unaided?) : Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.Our Concern: They are possibly our potential competitors!35Multi Vit B ingredients :B1, B2, B3, B6, B12the functions of every ingredients above (pls. refer to clients brief for detailed information)Our Con

31、cern: The functions are slack and lack of consistence.Product Profile36Product form: syrupCurrently No Vit B complex syrup is found in GZOur Concern: Quite new product form; more suitable for childrenProduct Profile37Geographical target areaTargeted cities: SZ, GZ, then roll out to PRDOur Concern: H

32、igher income level in SZ and GZ than other inland citiesFood supplement market is more mature “Only food is not enough for my daily vitamin consume”38SWOTStrength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registere

33、d as health foodWeakness relatively high price (compared with local products; daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USPOpportunity less competition ( in terms of VB complex) the awareness of importance of vitamins is increasingThreats low price strat

34、egy of local product39Becombion品牌印記(Brand Footprint)40Becombion品牌意義Becombion的意義就是來自德國默克的復(fù)合維生素BBecombion means Vitamin B complex coming from German MerckBecombion的意義就是B族維生素均衡糖漿Becombion means Vitamin B complex balanced syrupBecombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Becombion means a very important basis for childrens

35、 balanced growth 41Becombion品牌個性Becombion是維生素的專家Becombion is the expert of VitaminBecombion是全面合理的Becombion is comprehensive and equitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombion is severe42品牌意義Becombion的意義就是來自德國默克的復(fù)合維生素BBecombion means Vitamin B complex coming from German MerckBecombion的意義就是B族維生素均衡糖漿Becombion means V

36、itamin B complex balanced syrupBecombion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Becombion means a very important basis for childrens balanced growth 品牌個性Becombion是維生素的專家Becombion is the expert of VitaminBecombion是全面合理的Becombion is comprehensive and equitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombion is severeBecombion43Becombion銷售策略(Selling S

37、trategy)44Becombion銷售策略(Selling Strategy)品牌位置：來自德國默克的復(fù)合維 生素B均衡糖漿The Brand Position: Vitamin B Complex Balanced Syrup coming from German Merck 45Becombion銷售策略(Selling Strategy)品牌目標(biāo)：兒童均衡發(fā)育的基礎(chǔ) 營養(yǎng)源The Brand Objective: The Basic Nutrition Resource Of Childrens Balanced Growth 46Becombion銷售策略(Selling Stra

38、tegy)廣告角色：向消費者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”的概念The Specific Role Of The Advertising: Deliver the message that childrens balanced growth is closely bound up with Vitamin B complex 47Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：A）概念性目標(biāo)客層/謹(jǐn)慎的母親The Conceptual Target/ Careful And Caring Mother

39、s 48Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：D）強有力的支持事實(The Compelling Truth):功能上：中國市場上唯一糖漿型復(fù)合維生素B產(chǎn)品Function：The only syrup type for Vitamin B Complex In China Market49Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：D）強有力的支持事實:品牌上:默克是維生素C的發(fā)現(xiàn)者The Compelling Tr

40、uth:Merck is the discoverer of Vitamin C 50Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：B）最核心的欲望：希望孩子發(fā)育盡善盡美 The Core Desire/ Hope My Kids Grow Perfectly 51Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：C）品牌如何最完美滿足最核心的欲望：Becombion 全面補充維生素B族營養(yǎng),改善孩子的胃口，幫助孩子均衡發(fā)育How

41、The Brand Best Fulfills The Core Desire：Becombion provides children with comprehensive Vitamin B complex nutrition,helps stimulate appetite and grow in a balanced way.52Becombion銷售策略(Selling Strategy)銷售概念: 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)The Selling Idea: Becombion helps to constructing the foundation of childrens balan

42、ced growth. 53Becombion銷售策略(Selling Strategy)創(chuàng)意概念:讓兒童均衡發(fā)育均衡發(fā)育從維B開始Ad Works : Let Children Grow In a Balanced Way. 54Seven Seas Multivitamin Syrup55Product category: health foodIngredients:basement:cod liver oil(from deep sea)supplement:Vit A, B1, B2, B3, B6, C, D, EFlavor: Orange flavor (real orange

43、 juice)Product Profile56Our Concern: 7s MVS is more than traditional fish liver oil.Product Profile57Potential Competitors for 7s MVSthe order of nutrition mentioned by consumers (with aided or unaided?) :Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B complex.58Our Concern: Different fr

44、om Vit B, the necessary of fish liver oil is much greater in consumers mind, though they maybe cant name its functions in details.The market of fish liver oil is more mature.Potential Competitors for 7s MVS59Real CompetitionThe major players in the multivitamin category are: Junior Theragan, Junior

45、Centrum, Kiddi, and ScottsIn term of daily cost, 7s MVS rated in the middle position.Junior Theragan-RMB0.85;Junior Centrum-RMB 1.12;Kiddi-RMB 4.07/3.20;Scotts-RMB 1.317s MVS-RMB 1.3860Consumers AttitudeResearches show the majority of mothers are interested in product conceptGZ: “helps stimulate app

46、etite”; ”contains cod liver oil”; ”helps brain development”SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue” 61The buying intention of product:GZ: 65.6%; SZ: 77.6%The perceived price: around RMB 62/per bottleConsumers Attitude62Geographical Target

47、Area1st target cities: SZ, GZ, then roll out to PRD2nd target cities: SH and BJ (launched in late 2001)63SWOTStrength more suitable for children syrup formsweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registered as health foodless dosagecontains many esse

48、ntial vitamins based on cod liver oilWeakness product function is difficult to measure brand awareness is low, cant support the product promotions in the hospital are limitedOpportunity imported product with fair price the awareness of importance of vitamins is increasingThreats strong competition(l

49、ike Squib, Whitewall)64Seven Seas七 海品牌印記(Brand Footprint)65Seven Seas 七 海品牌印記(Brand Footprint)品牌意義七海的意義就是來自深海的多種維生素魚肝油Seven Seas means multi-vitamin fish liver oil from the deep sea 七海的意義就是抗污染的Seven Seas means anti-pollution 七海的意義就是可口橙味的Seven Seas means tasty with sweet orange flavor66Seven Seas 七 海

50、品牌印記(Brand Footprint)品牌個性七海是有益的Seven Seas is beneficial七海是健康的Seven Seas is healthy七海是可愛的Seven Seas is lovely67Seven Seas品牌意義 七海的意義就是來自深海的多種維生素魚肝油Seven Seas means multi-vitamin fish liver oil from the deep sea 七海的意義就是抗污染的Seven Seas means anti-pollution 七海的意義就是可口橙味的Seven Seas means tasty with sweet or

51、ange flavor品牌個性 七海是有益的Seven Seas is beneficial 七海是健康安全的Seven Seas is healthy safety 七海是可愛的Seven Seas is lovely68Seven Seas七 海銷售策略(Selling Strategy)品牌位置：來自深海的多種維生素魚肝油兒童保健糖漿Brand Position: The deep sea Fish Liver Oil Health Syrup with multi- Vitamins For Children Only 69Seven Seas七 海銷售策略(Selling Strat

52、egy)品牌目標(biāo)：純凈有益的兒童營養(yǎng)必要補充劑Brand Objective: Anti-pollution And Natural Nutrition Supplement Necessary For Childrens health 70Seven Seas七 海銷售策略(Selling Strategy)廣告角色：告訴消費者七海不是一般的魚肝油The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil71Seven Seas 七 海銷售策略(Se

53、lling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：A）概念性目標(biāo)客層：了解魚肝油的母親The Conceptual Target：learned Mothers On Fish Liver Oil Knowledge 72Seven Seas 七 海銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：B）最核心的欲望:希望自己孩子不一般The Core Desire: “My child is no ordinary kid！”.73Seven Seas七 海銷售策略(Selling S

54、trategy)銷售概念構(gòu)架(The Selling Idea Platform)：C）品牌如何最完美滿足最核心的欲望:通過塑造七海不是一般的魚肝油的品牌形象來滿足消費者希望孩子不一般的心理需求How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumers psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image 74Seven Seas七 海銷

55、售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：D）強有力的支持事實:功能上:含有多種重要維生素和深海魚肝油的成份The Compelling Truth:Function: Have The Ingredients Of Multivitamins And Fish liver Oil Coming From The Deep North Sea 75Seven Seas七 海銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：D）強有力的支持事實:品牌上:來自德國默克T

56、he Compelling Truth:Brand:From German Merck76Seven Seas七 海銷售策略(Selling Strategy)銷售概念：不一般的魚肝油The Selling Idea: No Ordinary Fish Liver Oil 77Seven Seas七 海銷售策略(Selling Strategy)創(chuàng)意概念：七海寶寶更出眾The Creative Idea: Outstanding seven seas，outstanding kids 78Dr Freeman Cough & Cold Syrup for Children79Cough & C

57、old Market OverviewThe market is huge: RMB 876mn (98)80圖示結(jié)論：1、不論男性被訪人群,還是女性被訪人群感冒前絕大多數(shù)人都有感冒前兆或感冒癥狀2、其中有輕度癥狀者占絕大多數(shù)，男性為59.5%,女性為60.0%3、可以推斷幾乎所有人感冒前都有或多或少的癥狀Settings of Consumption by the Whole Sample: Number：511Gender Group：16-60SOURCE:IMI81Location of Buying Cold Medicine By the Whole Sample:Number：5

58、10Gender Group：16-60歲Multiple Answers ,so percent may extra- 100%圖示結(jié)論：1、70.7%的男性以及72.4%的女性會在藥店購買感冒藥,因此可推斷不論男性還是女性，購買感冒藥首選的場所均為藥店,其次為醫(yī)院或診所2、男女消費者在購藥場所選擇方面性別差異不大SOURCE:IMI82The Habit of Keeping Cold Medicine at Home:Number:624Say “Yes”:508Say “No”:116圖示結(jié)論：81.4%的被調(diào)查家庭在家中備有感冒藥,只有18.4%的被調(diào)查家庭沒有此習(xí)慣,因此可推斷感冒

59、藥是大多數(shù)家庭日常必備藥。SOURCE:IMI83Ranking of the ideal brands or kinds84Which Season to Prone to Catch ColdThe Peak Season: winter; spring; the interim between the seasons85It functions in cough and cold and up to now, no other products claim to have these two functions only.In the market of cough syrup and

60、cough&cold&fever syrup, we have key competitors as below:cough syrup: Isedyl from United Laboratory; Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrupcough&cold&fever syrup: Tylenol, Bufferin, XiaobaiProduct Profile86Our Concern: Dr Freeman Cough & Cold Syrup for Children aims at the