從無到有創(chuàng)建品牌(全面剖析品牌之路)

“BuildingABrandFromScratch從從無到到有創(chuàng)創(chuàng)建品品牌ABrandIs……品品牌牌是是...Auniquecombinationofthreeattributes三種屬性性的獨(dú)特特組合ABrandIs…品品牌牌是...productbenefit產(chǎn)品的好好處whatmakestheconsumerliketheproduct什么令消消費(fèi)者喜歡該產(chǎn)品brandpersonality/image品牌個(gè)性性/形象象whatmakestheconsumertrusttheproduct什么令消消費(fèi)者信任該產(chǎn)品consumerneeds/beliefs消費(fèi)者需需求/信信念whatmakestheconsumervaluetheproduct什么令消費(fèi)者者高度評價(jià)該產(chǎn)品Ifwecanunderstandthe““connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand如果我們了解解這三種屬性性之間的“聯(lián)聯(lián)系”，就能能將一個(gè)產(chǎn)品品轉(zhuǎn)為一個(gè)品品牌。Thisgivesusa““framework”forunderstandingwhatourbrandis,orcouldbe這給我們提供供了一個(gè)“架架構(gòu)”去了解解我們的品牌是什么、、或者會是什什么AnExample:Nike例例子：耐耐克Launchedin19741974年投投放市場SportsshoespecialistwithworldwidesalesofUS$877mby1986成為運(yùn)動(dòng)鞋專專家，1986年全球銷銷售收入為八八億七千七百百萬美元Newadvertisingcampaign““JustDoIt”tooksportsimagerymassmarket題為“JustDoIt”的的新廣告告以運(yùn)動(dòng)形象打入大眾市場場passion,drama,moraluplift熱情、戲劇性性、品行升華華madeitfashionable使之成為時(shí)髦髦madesportsshoesafashionitem使運(yùn)動(dòng)鞋成為為時(shí)髦貨WorldwidesalesofUS$9,200min199797年全球銷銷售額92億美元TheConnection關(guān)關(guān)系

Triangle三三角形形圖ProductBenefit產(chǎn)產(chǎn)品的的好處WhyIliketheproduct我為何喜歡該產(chǎn)品ConsumerNeeds/Beliefs消費(fèi)者需求/信念WhyIvaluetheproduct我為何高度評價(jià)該產(chǎn)品BrandPersonalityWhyItrusttheproduct品牌個(gè)性我為何信任該產(chǎn)品NikeConnection耐耐克

Triangle關(guān)關(guān)系三角形圖圖OptimumPerformance品牌力的表現(xiàn)現(xiàn)Theendalwaysjustifiesthemeans結(jié)果總能驗(yàn)證證方法Empowerment&Irreverence授權(quán)與不遜OneMistake:Nike

耐克克的一個(gè)錯(cuò)誤誤Launchedcasualshoesin1994在1994年年推出休閑鞋鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn銷售額損失慘慘重，令耐克克形象受損。。休閑鞋和耐克克品牌又有什什么聯(lián)系呢撤回該系列“Itisnotenoughjusttoknowtheconsumer.Youalsohavetoknowyourbrand””“僅了解消費(fèi)費(fèi)者是不夠的的，還要了解你的品牌牌”(PhilKnight,Nikefounder)(PhilKnight,耐克克創(chuàng)立者)Why?為什么？Revisitingthecommodityconsumer再訪消費(fèi)者LessonsFromNike從耐克吸取的的教訓(xùn)Deliverasuperiorproduct,asdefinedbytheconsumer消費(fèi)者認(rèn)為你你所提供的是是出眾的產(chǎn)品notsomethinganyonecando而不是任何品品牌都可以做做到的產(chǎn)品Atanacceptablepremium付出可接受的的額外費(fèi)用Ownacorneroftheconsumerpsyche在消費(fèi)者的靈魂深處擁有一席之位位thedesireinallofustobea‘winner’每一個(gè)人都有有想成為“勝勝者”的欲望望Reorientateallelementsofthemarketingmixtosupportthebrand重新定向各種種行銷手段來來支持該品牌牌eg:‘‘JustDoIt’如：“JustDoIt”extremeeffortofcompetition競爭的極度努努力fun,irreverentattitudetolife趣味，對生活活不遜的態(tài)度度LeftBankCaféPresidentEnterprise左岸咖啡館統(tǒng)統(tǒng)一企業(yè)集集團(tuán)CaseStudy例例子分析析Background背背景WhywastheLeftBankCaféébrandborn?為什么會誕生生左岸咖啡館館這個(gè)品牌？？PresidentEnterprise’’sdairyproductswerebeingsoldunderthe“President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.統(tǒng)一企業(yè)的乳乳類食品都是是以“統(tǒng)一””牌子出售，，在市場上長長期以來無法法突破二、三三線商品的形形象。Background(Cont’d)背背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是“統(tǒng)一一”也有大量量其他商品以以企業(yè)的名字字為牌子，不不僅包括飲食食，還有保險(xiǎn)險(xiǎn)甚至娛樂場場。Background(Cont’d)背背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof““freshness””and““expertise.”這導(dǎo)致牌子混混淆，給“統(tǒng)一”的乳乳類食品造成成了長期問題題，它們需要要一個(gè)“新鮮鮮”和“專業(yè)業(yè)”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.為此“統(tǒng)一一”希望為為它的乳類類食品建立立一個(gè)新牌牌子，利用用其在臺灣灣具競爭力力的冷凍設(shè)設(shè)施及分配配系統(tǒng)。在在臺灣，以以TetraPak包裝的的飲料-不論是是高價(jià)的咖咖啡還是低低價(jià)的豆奶奶-價(jià)價(jià)錢總是10或15元新臺幣幣。罐頭包包裝飲料則則賣20元。Background(Cont’’d)背背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。。市場競爭激激烈，原材材料成本不不斷上升，，如果能將將相同類別別、相同容容量的飲料料賣到25元，那該該多好！Package包包裝Thebrandstorystartswithaplasticcup.品牌的故事事從一個(gè)塑塑料杯開始始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我們開發(fā)了了一個(gè)白色色塑料杯，，它看起來來就象一般般麥當(dāng)勞外外賣咖啡的的杯子，差差別是快餐餐店用的是是紙杯。Place產(chǎn)品品放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.這個(gè)沒有真真空密閉的的杯子只有有在5ooC冷藏柜柜才能讓內(nèi)內(nèi)容物保存存一段短暫暫的時(shí)間。。Place(Cont’’d)產(chǎn)產(chǎn)品放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我們把把這看成一一個(gè)機(jī)會。。保存期短短使消費(fèi)者者相信物料料新鮮。而而一杯新鮮鮮的飲品自然比其其它要貴些些。Price價(jià)格格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思思考都集中中在一個(gè)主主要目的：：如何讓消消費(fèi)者接受受25元一一杯的高價(jià)價(jià)？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我們自問一一連串相關(guān)關(guān)問題，以以確保能創(chuàng)創(chuàng)造出一個(gè)個(gè)高級的品品牌。Product產(chǎn)產(chǎn)品Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighestprice?在這杯子放放進(jìn)什么商商品才能賣賣到最高價(jià)價(jià)呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我們考慮過過葡萄汁、、果汁、牛牛奶，最后后選咖啡，因?yàn)榭ЭХ炔荒敲疵慈菀鬃冑|(zhì)質(zhì)、被認(rèn)為為是高質(zhì)飲品，并并因牛奶成成分而得到到優(yōu)惠稅率率。BrandConcept品牌概概念Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方運(yùn)運(yùn)來寄售的的咖啡最有有高級感？？Weheldeightfocusdiscussiongroupstointerrogate4concepts我們組織了了八個(gè)討論論小組，想想出四個(gè)高高級場所作作為嘗試的的概念。Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中廚房?來自空中廚廚房專門為為頭等艙準(zhǔn)準(zhǔn)備的咖啡啡BrandConcept(Cont’d)

品牌牌概念BrandConcept(Cont’d)

品牌牌概念A(yù)high-classJapanesestylecoffeeshop?CoffeefromarefinedandelegantJapanesespecialtycoffeeshop日式高級咖咖啡館?來自優(yōu)雅、、精致的日日式咖啡館館的咖啡BrandConcept(Cont’d)

品牌牌概念A(yù)leftbankcaféCoffeefromParis-fromacaféontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡館館這咖啡來自自巴黎塞納納河左岸一一家充滿人人 文氣氛氛的咖啡館館，一個(gè)詩詩人、哲學(xué)學(xué)家喜歡歡去的地方方。10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐寧街10號這咖啡來自自英國首相相官邸廚房房，平日在這里準(zhǔn)備備招待貴賓賓的咖啡。。BrandConcept(Cont’d)

品牌牌概念BrandConcept(Cont’d)

品牌牌概念I(lǐng)tbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcaféseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明顯地人們們覺得來自自左岸咖啡啡館的咖啡啡價(jià)值最高高，他們愿愿為此付最最高的價(jià)錢錢。TargetGroup目目標(biāo)消費(fèi)費(fèi)群WhowouldbethemostwillingtopayNT$25tobuyacoffeethatwouldonlycostNT$15inaTetraPak?用TetraPak包裝的的咖啡只賣賣15元，，誰會最愿意意付25元元買一杯咖咖啡？TargetGroup(Cont’d)目標(biāo)消費(fèi)群群Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新飲飲品品在在推推出出三三個(gè)個(gè)月月內(nèi)內(nèi)如如果果達(dá)達(dá)不不到到高高營營業(yè)業(yè)額額就就會會被被撤撤走走。。那那些些人人會會出出于于品品牌牌的的創(chuàng)創(chuàng)意意而而購購買買這這個(gè)個(gè)新新牌牌子子(僅僅有有好好奇奇心心并并不不能能克克服服高高價(jià)價(jià)的的門門檻檻)?TargetGroup(Cont’’d)目標(biāo)消消費(fèi)群群Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.我們選選擇17到到22歲歲的年年輕女女士，，她們們有誠誠實(shí)、、多愁愁善感感，喜喜愛文文學(xué)藝藝術(shù)，，但生生活經(jīng)經(jīng)驗(yàn)不不多，，不太太成熟熟。TargetGroup(Cont’’d)目目標(biāo)消消費(fèi)群群Theylovedtheideabehindthebrand,andwereparticularlymotivatedbythe‘‘LeftBankcafé’’concept.她們喜喜歡品品牌背背后的的意念念，尤尤其是是“左左岸咖咖啡館館”的的概念念。ConsumerInsight洞洞察察消費(fèi)費(fèi)者Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheirinnerneeds.她們尋尋求產(chǎn)產(chǎn)品質(zhì)質(zhì)量以以外更更多的的東西西，尋尋求情情感回回報(bào)、、使她她們感感覺更更好、、覺得得自己己更成成熟的的東西西，尋尋求了了解、、表達(dá)達(dá)她們們內(nèi)在在需求求的品品牌。。TheLeftBankCaféconcepttogetherwiththearomatic,‘‘a(chǎn)dult’flavourofcoffee,fosteredasenseofspiritualrenewalinthem.左岸咖咖啡館館，帶帶著咖咖啡芬芬芳、、成人人品味味，在在她們們精神神上形形成一一種新新的感感覺。。Tone&Manner氣氣氛及及風(fēng)格格Accordingtostatisticsfrombookstores,themostpopularauthoramongyoungwomenofthisagegroupisMurakamiHaruki.SheistheforemostrepresentativeofanewstyleofJapanesewriting,whichiship,absurd,postmodern,andalwayscoollydeadpan.What’’suniqueaboutMurakami’’sstoriesisthattheyexpertlymanagetoconjureupthefeelingofcitydwellers.她們最最欣賞賞的作作家是是村上上春樹樹。她她的作作品憂郁、、超現(xiàn)現(xiàn)實(shí)、、冷峻峻，能能喚起起城市市人的的感覺。Tone&Manner氣氣氛及及風(fēng)格格ThoughthevisualpartoftheLeftBankCaféadvertisingshouldhaveaveryFrenchstyle,thecopyshouldhaveaveryJapaneseliterarystyle.雖然左左岸咖咖啡館館的廣廣告視視覺應(yīng)應(yīng)該非非常法法國化化，但但其文文本應(yīng)應(yīng)是很很有日日本文文學(xué)的的風(fēng)格格。CorrectionTriangle:LeftBankCafeSpiritualSatisfaction精神上上的滿滿足Solitudeisnotloneliness獨(dú)處不不是寂寂寞ArtisticAtmospheric,Contemplative藝術(shù)氣氣氛、、沉思思CreativeBrief創(chuàng)創(chuàng)意意簡報(bào)報(bào)Duringtheprocessofbriefingthecreativepeople,wetoldthem,““Let’’sforgetthatwearemakingadvertisementsforpackageddrinks.Let’’spretendthatourclientisactuallyacaféé-thatwearemakingadvertisementsforaFrenchcaféé!””“讓我我們忘忘記自自己是是在為為包裝裝飲料料做廣廣告，，假想是是在為為一家家遠(yuǎn)在在法國國的咖咖啡館館做廣廣告??！”WecollectedalotofreferenceinformationfromFrance,includingpicturesandevenmenusofFrenchcaféés.我們從從法國國收集集來許許多咖咖啡館館的資資料，，包括括圖片片甚至至菜單單。TheLeftBankCaféSellsMoreThanJustCoffee不僅是是賣咖咖啡Ifourbrandwastobeacaféé,thentherewasnoreasonforittobelimitedtoonlysellingcoffee.Thebrandcouldbeextendedtoincludealltheitemsonacaféémenu.如果我我們的的品牌牌是咖咖啡館館，那那么它它不應(yīng)應(yīng)僅賣賣咖啡。它它可以以延伸伸到咖咖啡館館餐單單上的的所有有東西西。TheLeftBankCaféSellsMoreThanJustCoffee不僅是是賣咖咖啡Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThééaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCafééumbrellabrand.所以，，現(xiàn)在在你從從7-11便便利利店的的冷藏藏柜里里，還還能找找到左左岸咖咖啡館館牌子子的奶奶茶、、牛奶奶凍和和其它它法式式甜品品。TheLeftBankCaféSellsMoreThanJustCoffee(Cont’’d)不僅是是賣咖咖啡WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCafééproducts.我們現(xiàn)現(xiàn)在考考慮法法式蛋蛋糕的的可能能性，，希望望將來來在商商店里里有左左岸咖咖啡館館產(chǎn)品品專用用冷藏藏柜。。TheRoleofAdvertising廣廣告的的角色色TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcafé-anidealcafé,acaféwithalonghistoryandastrongcultural,artisticatmosphere.廣告要促促使消費(fèi)費(fèi)者在腦腦海里建建造一個(gè)個(gè)自己最最喜愛的的法國咖咖啡館--一一個(gè)理理想的咖咖啡館，，一個(gè)歷歷史悠久久、文化化藝術(shù)氣氣氛濃厚厚的咖啡啡館。TheRelationshipWiththeBrand品牌寫真真LeftBankCaféwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡啡館有能能力刺激激消費(fèi)者者在他們們的想象象里產(chǎn)生一一種真實(shí)實(shí)、強(qiáng)烈烈的反應(yīng)應(yīng)。TheRelationshipWiththeBrand品品牌牌寫真LeftBankCaféwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCaféisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡啡館和消消費(fèi)者的的關(guān)系就就象一本本喜愛的的書，一一冊旅游游摘記，，放在整整潔的書書架上一一篇短短短的詩，，在你想想享受一一片獨(dú)處處空間時(shí)時(shí)，它隨隨手可得得，帶你你到想去去的地方方。TheRelationshipWithTheBrand(Cont’d)品牌寫寫真(續(xù))Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你身身在臺灣灣，偶爾爾想到歐歐洲度個(gè)個(gè)浪漫之之旅，但但在這忙忙碌現(xiàn)實(shí)實(shí)的世界界，你只只能逛逛逛歐式家家具店，，到法國國餐廳用用餐，度度一個(gè)想想象之旅旅。TheRelationshipWithTheBrand(Cont’d)品牌寫寫真(續(xù))LeftBankCafémakesthementaltripeasier-simplysatisfyingyourspiritualdesires,anytime,anyplace,andprivately.而左岸咖咖啡館使使這想象象之旅更更輕松--簡簡單地地滿足你你隨時(shí)可可能冒出出的一點(diǎn)點(diǎn)精神欲欲望，孤孤獨(dú)享受受。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造TheTVCisbasedonthegirl’’snotesandjottingsabouthertravels.Theprintadsareaseriesofshortstoriesaboutthingsthathavehappenedinthecaféé.Theradioadsarelikepoeticvignettesfromthecaféé,andwerebroadcastlateatnight.電視廣廣告是是一個(gè)個(gè)女孩孩的旅旅行摘摘記。。平面面廣告告是一一系列列發(fā)生生在咖咖啡館館的短短篇故故事。。電臺臺則在在深夜夜播放放著詩詩般的的咖啡啡館故故事。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造Inordertomakepeoplebelieveintheexistenceofthecafé,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.為使消消費(fèi)者者相信信咖啡啡館的的存在在，計(jì)計(jì)劃了了一連連串節(jié)節(jié)目讓讓幻想想變成成現(xiàn)實(shí)實(shí)。DuringanexhibitionofphotographsofFrenchcaféésatTaiwan’’smostdeluxebookstore,anopen-air““LeftBankCafé””wassetupoutside.A15-minuteprogramentitled““LeftBankCaféTour,””introducing20caféésontheleftbankoftheSeine,wasproducedforcableTV.在法國國咖啡啡館攝攝影展展期間間，臺臺灣最最豪華華的書書店外外布置置著左左岸咖咖啡館館。還還制作作了15分分鐘題題為“左岸岸咖啡啡館之之旅””的有有線電電視節(jié)節(jié)目，，介紹紹塞納納河左左岸20家家咖啡啡館。。BuildingtheFrenchCafé(Cont’’d)品品牌塑塑造AroundthetimeoftheFrenchnationalday,theLeftBankCafébrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCafé!法國國慶期期間，左岸岸咖啡館是是慶宴和法法國電影節(jié)節(jié)贊助商之之一。雷諾諾、標(biāo)致、、香奈爾、、ChristianDior等法法國品牌也也在贊助商商之列。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.”左岸咖啡的的電視廣告告令人有一一種愉快的的孤獨(dú)感，，人們覺得得左岸咖