oppo課程-2014dec cnen阿米塔瓦教授

CommunicatingCommunicatingBrandProf.Amitava阿米塔瓦·2014.12.04-DongguanGuangdongCommunicatingBrand忠忠誠(chéng)體Trust&信任&信心LeadershipReputationHighSpontaneous

購(gòu)購(gòu)認(rèn)考認(rèn)CommunicatingBrand

建立品牌認(rèn)

進(jìn)行品牌考

形成品牌忠誠(chéng)

ThePersuasion…relatetobrands通過(guò)利益來(lái)與品牌建立聯(lián)

CONSUMER消費(fèi)BrandEncounter

…connectwithbrands通過(guò)接觸來(lái)與品牌建立連‘n’‘n’BrandEncounter‘n’BRANDBRANDEXPERIENCEBrandBrandPreference品牌偏BrandBrandPurchase品牌購(gòu)PurchaseFunnelMostoftenMostoften(Loyaltothe頻繁購(gòu)買（已建立起品牌忠誠(chéng)TotalAwarenessTotalAwareness/整體認(rèn)

JW黑方

卡FromawareConsideredBrand(Top納入考慮的品牌（前三位

fromfromconsiderrecent從把品牌納入考慮近期的試

Trial/Purchase試用/

fromrecenttrialmost從近期試用頻繁購(gòu)

=bottleneck/瓶 =strength/優(yōu)BrandTwotypesof認(rèn)知的兩種類Recall能回想Recognition能識(shí)別BrandCreatingbrand創(chuàng)建品牌認(rèn)–Unique獨(dú)特的方BrandBrandBrandBrandCreatingbrand創(chuàng)建品牌認(rèn)Uniqueness獨(dú)特Focusonbrand聚焦于品BrandCreatingbrandawareness創(chuàng)建品牌認(rèn)Uniqueexecution獨(dú)特的方Focusonbrand聚焦于品Holdattention吸引注意BrandCreatingbrand創(chuàng)建品牌認(rèn)Uniqueness/獨(dú)特Focusonbrand聚焦于品Beconsistent一致BrandHowarebrandattitudesBeliefs信品牌態(tài)度是如何形Beliefs信AttitudeAttitude態(tài)Beliefsaboutwhat關(guān)于某事的信念–Attributesand/or態(tài)度以及/或者信Wheredobenefitscome獲益從何而來(lái)BrandSourcesofbenefits獲益的來(lái)ProductattributesIfyoucanbrandthefeature/Easiertocommunicate/BrandinggivesitmorecredibilityAllowsonetochargeapremium/UseoccasionsAssociationswithusersSymbolsOrganizationalassociationsPersonalityBrandSourcesofbenefits獲益的來(lái)ProductattributesIfyoucanbrandthefeature/打造品牌時(shí)，如果你能做到Easiertocommunicate/

功能BrandinggivesitmorecredibilityAllowsonetochargeapremium/UseoccasionsAssociationswithusersSymbolsOrganizationalassociationsPersonalityAretheredifferenttypesof究竟有哪些不同類型的獲益

衍生變 CommunicatingBrandFunctionalCommunicatingBrandTransformational衍生變BrandHowareattitudesformedfrombenefit獲益信息是如何影響品牌態(tài)度形成的Attitude=Sum(ValenceBenefitixBelief態(tài)度=價(jià)獲益ix信念強(qiáng)度獲益Pleasetellushowmuchyoulikeyourdetergenttohavealavenderscent?請(qǐng)選出你對(duì)薰衣草香味洗衣液的喜愛程Dislike/不喜歡- - - Like/喜DoyoubelievethatArielhasalavender你相信碧浪洗衣液有薰衣草香味嗎Donotbelieve/不相信- - - Believe/相BrandAreattitudesalwaysformedinthiseffortful品牌態(tài)度的形成總是要采用這類麻煩的方式嗎BrandTheattitudeplanning品牌態(tài)度規(guī)劃矩低投入程高

Motive/驅(qū)動(dòng) 功能 衍生變PurchaseAWARENESS/認(rèn) %CONSIDERATION/考 %PURCHASE/購(gòu) %EXPERIENCE體%%LOYALTY/忠誠(chéng) PurchaseFunnel:3Increasingawarenessfortheirsuiteofsecurity

Increasingtrialpurchaseof

IncreasingconversionfromconsiderationtoclientCISCO:Widelyknownasaproviderofnetworktechnology,butlowawarenessinthesecurityarena.ITmanagerswouldbuyCISCOproductswithintegratedsecuritymeasures,andthen“bolton”securityappliancesfromcompetitors.TargetCustomer:IT目標(biāo)客戶：IT經(jīng)CISCOSecurityAWARENESS/認(rèn)知度 CONSIDERATION/考 TRIALPURCHASE試用購(gòu)EXPERIENCE體

Majorbottleneck:Lowawarenessfortheirsuiteofsecurityproducts.StrategicRaiseawarenessofandstimulateconversationsaroundtheirsuiteofsecurityCustomerIndividualsinthesecuritybusinessbelievetheyareinadailybattlebetweengoodandevil.安防行業(yè)的個(gè)體從業(yè)人員認(rèn)為他們每天都在進(jìn)行善與惡的較量“Asbadguysfindnewwaystobreachthenetwork,thegoodguyswritecodeandbuildproductstostopthem.”CISCO:Realm/ClearMetricsBasedonMarketAwarenessandBuzz:Qualityofmediamentions,blogpostsandtwitterposts.營(yíng)銷意識(shí)與輿論反響：媒體宣傳的品質(zhì)，博客文章和微博動(dòng)DigitalMediaResponse.Measuredbybannerclick-through數(shù)字媒體回應(yīng)：通過(guò)廣告位點(diǎn)擊率來(lái)衡MicrositeWebTraffic:measuredbytotalvisitorstothemicrosite.Goal:50Kvisitors.小型網(wǎng)站頁(yè)面流量：通過(guò)游客訪問(wèn)量來(lái)衡量。目標(biāo)：5萬(wàn)人次瀏覽EventMarketingResponse:Measuredbyleadgeneration.Generate700leads.事件營(yíng)銷回應(yīng)：通過(guò)產(chǎn)生的領(lǐng)先響應(yīng)者數(shù)量衡量。產(chǎn)生700個(gè)領(lǐng)先響應(yīng)CISCO:AwarenessandBuzz:Generated150mediamentions.HighlightedbystoriesintheWSJandPRweek.;DiscussedonmajorITmanagerblogs;Enthusiastictwitterpostsbykeyinfluencers.DigitalMediaresponse:Clickthroughrates-fivetimesthatoftheindustryVideoteaseradsviewed300KMicrositeTraffic:Over80Kvisitorsdriventothemicrosite;52Kwerenew.EventMarketingResponse:Ciscohitsthe700leadmark,butdoessoatacostperleadof$285,cuttingthecostsby50%.Lifebuoy:Challenge/衛(wèi)寶：面臨的挑戰(zhàn)Pakistan,India,SaudiArabiaandArgentinaCompetitor(Dettol)hadastrongholdintheanti-bacterial抗菌類這個(gè)品類中，競(jìng)爭(zhēng)對(duì)手(滴露)有穩(wěn)固的市場(chǎng)地位Competitor’simagestronglytiedto“effectivelykills競(jìng)爭(zhēng)對(duì)手的品牌形象牢牢地建立在“有效地殺死細(xì)菌”上Lifebuoywasrelativelynewinthe在這個(gè)品類中，衛(wèi)寶是較新的品牌Target: emothers,withkidsagedbetween4-目標(biāo)人群:家中有4~12歲孩子的高收入母Lifebuoy認(rèn)知TRIAL試用購(gòu)體

Brandawarenessisgood.LimitedroomtoOneofthetwobrands,consumersconsiderCompetitorhasastrongholdasthemosteffectiveantibacterialhandwash.Difficultto

StrategicObjective忠誠(chéng)

GrowsalesvolumeandvaluefastercategorytogrowmarketStealsharefromtheLifebuoy:CustomerChildrenarealwaysinarushwhiledoingthingstheydon'tparticularlyenjoy.Whenitcomestohand-washing,itisnodifferent.Forkids,itisanunnecessarychorethattheydoasquicklyaspossibleastheyjustwanttobedonewithit.就只是完成它NewMarketingLifebuoySuperfastHandwash:99.9%germprotectioninjust10secondsbecausechildrenarealwaysinahurry,especiallywhenitcomestohand-washing.NewMarketingNewMarketingLifebuoy:市場(chǎng)水平VS衛(wèi)寶 /2010年市場(chǎng)水2010巴基斯 印 沙特阿拉 阿根Lifebuoy:市場(chǎng)水平VS衛(wèi)寶 巴基斯 印 沙特阿拉 阿根Lifebuoy:印 巴基斯市場(chǎng)份額增長(zhǎng)衛(wèi)寶VS競(jìng)爭(zhēng)對(duì) 市場(chǎng)份額增長(zhǎng)衛(wèi)寶VS競(jìng)爭(zhēng)對(duì)變 市場(chǎng)份額增長(zhǎng)衛(wèi)寶VS競(jìng)爭(zhēng)對(duì)變

市場(chǎng)份額增長(zhǎng)衛(wèi)寶VS競(jìng)爭(zhēng)對(duì)衛(wèi) 競(jìng)爭(zhēng)對(duì) 衛(wèi) 滴LifebuoyResults:Q32010第三July2010Aug2010八Sep2010九LifebuoyfasterthanothersoapsinkillinggermsLifebuoyhandwashtakes10secondstokillgerms衛(wèi)寶洗手液只用10秒鐘就能殺死細(xì)MarketManagement?2014Prof.MonicaCreditSuisse:WealthCreditSuisse:CustomerTrust/solidity值得信賴資金雄Professionaladvice提供專業(yè)的建……Innovativeness創(chuàng)新性的產(chǎn)CreditSuisse:MarketingEuroSpentEuroSpentonPerception感知理解變化引起的支出變EuroEuroSpentonPerception感知理解變化引起的支出變Professionaladvice提供專業(yè)的建Trust/Solidity值得信賴/HowdowefindoutModelingExperimentThePersuasion…relatetobrands通過(guò)利益來(lái)與品牌建立聯(lián)

CONSUMER消費(fèi)BrandEncounter

…connectwithbrands通過(guò)接觸來(lái)與品牌建立連‘n’‘n’BrandEncounter‘n’BRANDBRANDEXPERIENCEBrandBrandPreference品牌偏BrandBrandPurchase品牌購(gòu)ChangingFaceofBrandMobilePhonestimespentPVR’sVideoon數(shù)字電臺(tái)廣告-數(shù)字電視廣告-看點(diǎn)播視看錄像上打游看電個(gè)人掌上電Analog發(fā)短打電話SourceCocaColaChangingFaceofBrandYoungerconsumersrelyonabroadersetof18-25-35-接超觸過(guò)方平式均的影數(shù)響量力39Durables/耐用消18-25-35-接超觸過(guò)方平式均的影數(shù)響量力39Durables/耐用消費(fèi)AlcoholicBev/酒精飲數(shù)據(jù)引自：Integration（從16個(gè)不同市場(chǎng)回收的12000份調(diào)查問(wèn)卷2NumberofcontactsaverageThe

形30”,在產(chǎn)品身上印廣雜志里的黑白單頁(yè)或者彩色單30”,主持人對(duì)贊助商進(jìn)行廣告口

????????Mobile??Varietyof

60”電影植入廣告,橫幅廣告富媒體廣告彈窗廣告短信廣30”,ProdPlacementB&WorColor,Editorial30”,DJMentions,60”,In-movieplacement,solusads20x40,3faces,rolling,digitalBanners,RichMedia,PopUpsPlacementingame

From30”TVledadvertisingtoIDEAbased

執(zhí)Explosioninnumberofchoicesavailable/可用媒體類型的數(shù)量爆炸增 ???WHERE&HOWTOINVESTTHEMONEY??？？？在哪里投資&如何投資CustomeristheOnly買不買Studiesavailable研究已有的報(bào)SeesTVcommercialagainReceivesemailvideofromretailer從零售商那里接收頻郵Receivesdemofromsalesperson從銷售代表那里接收樣

SeesTVTalksaboutitwithfriend和朋友討Registers在網(wǎng)站上注mailfulfilment收到郵件提PassesitontopartnerVisitsretailoutletwithpartner和伴侶一起逛實(shí)體TheMarketContactHowcanwetakeintoconsiderationtheconsumerperspectiveandmakecontactinvestmentdecisionsthatarebothcosteffectiveandefficient?TheMarketContactPhase1:identifyawideandpotentiallyimportantsetof第一階段：確立一組廣泛且有潛在重要性的接觸體‘Please‘Pleasetellmeallthewaysyougettoknowaboutbrandsof“XXX”inthemarket?’請(qǐng)談?wù)?，你是通過(guò)市面上的哪些途徑了解到“XXX”品牌TheMarketContactPhase1:identifyawideandpotentiallyimportantsetof第一階段：確立一組廣泛且有潛在重要性的接觸體Source:TheMarketContactSource:ConsumerTechnologyMarketin消費(fèi)者科技市 英國(guó)PromotionalvoucherorTVArticlesinnewspapersandmagazinesMagazineAdvertisingonpostersorLeafletsinsertedinmagazinesornewspapersRadioCinemaAdvertisingontrainsorInteractiveTVcommercial(whenyoupresstheredInformationatairportoronairplaneHelplineorcallMailfrommobilephoneInformationreceivedwithmonthlybillepackorusers'manualreceivedwithnewphoneornetworkMagazinesentbymymobilephoneco.Textmessageorcallfrommobilephoneco.E-mailInternetAdvertisementsontheSpecialofferthroughmySalespeopleinapublicOfferinconjunctionwithanothercompany(e.g.,creditcardcompany)mendation ersoninSpecialin-shopShopwindowMagazines,leaflets,brochuresinshopsmendationfrom yPromptfromfamily/friendto rnetworkmendationfrommySponsoredTVSponsorshipofevents,teamsSponsorshipofSponsorshipofmusicorSource:TheMarketContactSource:ConsumerTechnologyMarketin消費(fèi)者科技市 英國(guó)（比如，信用卡公司朋友推薦/動(dòng)隊(duì)/音樂(lè)節(jié)/TheMarketContact

Phase2/Valuepotentialcontactsfromtheconsumer’sperspectiveThreekeyPower(Credibility)/強(qiáng)勁有ContactcloutfromtheconsumerperspectivecreatesacommonimpactmetricacrossallbrandRepresentasanTheMarketContactAllContacts所有的接 Select10

LowHighLowHighRank1-ContactCloutConsumerTechnologyMarketin消費(fèi)者科技市 英國(guó)TVAd視廣排名前25%1stHelpline排名前25%1stFriend/colleague/朋友/同MailfromCons.TechCie到來(lái)自消費(fèi)PressArt

科技公司的郵Infowithmonthlybill月賬單上的信Voucher扣epack迎資料包Customermag戶雜Instoresalespers.50%Instoredisplay內(nèi)陳50%2ndWindowdisplays窗2ndMagAd/雜志廣News.Ad/新聞廣

Mass眾傳POS端TVpgmsspnsr視廣告贊Sponsorship

Unbranded/口碑宣 TheMarketContactPhase 第三階Assesshowstronglythedifferentbrandsinthecategoryareassociatedwitheachcontact—Brand-contactlinkEffectivenessofTheMarketContactContactcloutweightedbythebrand-contactlinkmeasuresbrandexperiencedeliveredinthemarket BrandExperiencePoint=ContactClout*BrandContactAllContacts所有的接AllContacts所有的接 Select10

LowHighLowHighRank1-

Aware

進(jìn)行關(guān)

Experience/體驗(yàn) 評(píng)BrandExperienceLinkw/brandA與A品牌的品牌鏈BrandABrandBBrandCI-STVAd/…NthContact第N次BES品牌體驗(yàn)評(píng)BrandExperiencePoints:PowerfulMetricCorrelationsBetweenBES&Market品牌體驗(yàn)評(píng)分與市場(chǎng)份額之間的相關(guān)1

FinancialServices/財(cái)務(wù)服務(wù)Coffee/咖啡

ManagingBrandThePlanning計(jì)劃矩HighContactClout高接觸影響B(tài)attlefield

LeadershipOr HighAssociationwithCategory與品類關(guān)聯(lián)度

主導(dǎo)或防

經(jīng)費(fèi)利用最大

Lowwith與品類關(guān)聯(lián)度Ubiquity

PotentialFocuson InvestInFuture關(guān)注經(jīng)費(fèi)成 投資于未來(lái)收LowContactClout低接觸影響CostofBrandExperience歐洲的消費(fèi)者技術(shù)市CostPerBrandExperiencePoint品牌體驗(yàn)點(diǎn)的成本單價(jià)（歐元TVMagazineRadioOutdoorCinema--MeanSource:DoesMCAWork?MCADoesthisapproachreally這種方法真的奏效嗎ConsiderthisexamplefromBrandinbeautycarecategory/SufferingfromlowawarenessandIncreasingtheseispriorityTheclassicmarketingresponsetoincreasethequantityofconsumerencounterswiththe傳統(tǒng)的營(yíng)銷回應(yīng)方式是增加i.edrivingupmarketingcosts比如，增加But,thebrandfaceda20%cutinmarketing但是，該品牌的營(yíng)銷費(fèi)用預(yù)算面臨20%DoesMCAWork?MCAClout/Battlefield/需要搶奪 Leadership/處于Clout/TVTV

I-S

ProfRecoMailSample

MedicalPrintAd/Association/RadioAdCellUbiquity無(wú)所不在

BrandEventPotential潛在IsthisforP&Gusedtheprocesstore-examineitsentirecontact寶潔用這一流程重新檢驗(yàn)它的整體接觸組–Toidentifythecontactsthatweremosteffectivelycontributingtobuildingthebrand

TV-advertising-oneofthecontactsincurrentuse-washighly電視廣告—Otherelementsofthecurrentcontactmixwerenot–printads,outdoorads,andin-storeConsumerswerestronglyinfluencedbymendations,acontactwhichwasnotbeingusedintheIsthisforBasedontheseinsights根據(jù)這些內(nèi)在需P&GfocuseditsentiremarketingbudgetonTVadvertising 寶潔把整體的營(yíng)銷預(yù)算集中在電視廣告和醫(yī)療推薦Oneyearlater:一年Marketsharegrewby20%inamature在成熟市場(chǎng)中，市場(chǎng)份額增長(zhǎng)了…With20%reductionofmarketing在營(yíng)銷費(fèi)用投入縮減20%的情況ImplementedthenewstrategyinaneighboringEuropean在相鄰的歐洲市場(chǎng)上實(shí)施新戰(zhàn)略Achieved70marketsharegrowth取得70%的市場(chǎng)份額增Withnoincreaseinmarketinginvestments營(yíng)銷費(fèi)用投入零增ThePersuasion…relatetobrands通過(guò)利益來(lái)與品牌建立聯(lián)

CONSUMER消費(fèi)BrandEncounter

…connectwithbrands通過(guò)接觸來(lái)與品牌建立連‘n’‘n’BrandEncounter‘n’BRANDBRANDEXPERIENCEBrandBrandPreference品牌偏BrandBrandPurchase品牌購(gòu)IntegrateIntegrate?Executionhastobe推廣在執(zhí)行時(shí)需要保持一致IntegrateNINARICCI NINARICCIIntegrateAcrossTouchIntegratedandconsistentexecutionIntegrateAcrossTouchIntegrateAcrossTouchIntegrateAcrossTouchIntegrateAcrossTouchThedesigniconographyneedstobecoherentandconsistent標(biāo)志圖案的設(shè)計(jì)需要自始至終保持一Cockpitwithdriver為駕駛員定制的駕駛齒輪換檔時(shí)的特有感Orange-redcockpit-橙紅色的儀表

車載音IntegrateAcrossTouchAnd,differentbrandsneedtodifferintheir同時(shí)，不同的品牌從圖案標(biāo)志上需要有所區(qū)IntegrateAcrossTouchIntegrateAcrossTouchBEFORE/整合 AFTER/整合IntegrateIntegrateAcrossTouchHandleunify都是有把手DigitalControlunify都是數(shù)字控制LookandfeelunifyIntegrateAcrossIntegrateAcrossTouchBEFORE/整合AFTER/整合IntegrateAcrossTouchIntegrateIntegrateAcrossTouchHavingemployeesthataretruecategoryenthusiastsisarealplusIntegrateAcrossTouch色彩彩代Colours& Shop