從無(wú)到有創(chuàng)建品牌四

“BuildingABrandFromScratch

從無(wú)到有創(chuàng)建品牌ABrandIs…品牌是...Auniquecombinationofthreeattributes 三種屬性的獨(dú)特組合ABrandIs…品牌是...productbenefit

產(chǎn)品的好處whatmakestheconsumerliketheproduct 什么令消費(fèi)者喜歡該產(chǎn)品brandpersonality/image 品牌個(gè)性/形象whatmakestheconsumertrusttheproduct

什么令消費(fèi)者信任該產(chǎn)品consumerneeds/beliefs 消費(fèi)者需求/信念whatmakestheconsumervaluetheproduct 什么令消費(fèi)者高度評(píng)價(jià)該產(chǎn)品Ifwecanunderstandthe“connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand

如果我們了解這三種屬性之間的“聯(lián)系”，就能將一個(gè)產(chǎn)品轉(zhuǎn)為一個(gè)品牌。

Thisgivesusa“framework”forunderstandingwhatourbrandis,orcouldbe

這給我們提供了一個(gè)“架構(gòu)”去了解我們的 品牌是什么、或者會(huì)是什么AnExample:Nike

例子：耐克Launchedin1974

1974年投放市場(chǎng)SportsshoespecialistwithworldwidesalesofUS$877mby1986

成為運(yùn)動(dòng)鞋專(zhuān)家，1986年全球銷(xiāo)售收入為八億七千七百萬(wàn)美元Newadvertisingcampaign“JustDoIt”tooksportsimagerymassmarket

題為“JustDoIt”的新廣告以運(yùn)動(dòng)形象打入大眾市場(chǎng)passion,drama,moraluplift 熱情、戲劇性、品行升華madeitfashionable

使之成為時(shí)髦madesportsshoesafashionitem

使運(yùn)動(dòng)鞋成為時(shí)髦貨WorldwidesalesofUS$9,200min1997

97年全球銷(xiāo)售額92億美元TheConnection 關(guān)系

Triangle 三角形圖ProductBenefit產(chǎn)品的好處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(píng)價(jià)該產(chǎn)品BrandPersonalityWhyItrusttheproduct品牌個(gè)性我為何信任該產(chǎn)品NikeConnection 耐克

Triangle 關(guān)系三角形圖OptimumPerformance品牌力的表現(xiàn)Theendalwaysjustifiesthemeans結(jié)果總能驗(yàn)證方法

Empowerment&Irreverence

授權(quán)與不遜OneMistake:Nike

耐克的一個(gè)錯(cuò)誤Launchedcasualshoesin1994 在1994年推出休閑鞋Disastroussales,anddamagetoNikeimage.WhathascasualshoesgottobewithNikebrandRangewithdrawn 銷(xiāo)售額損失慘重，令耐克形象受損。休閑鞋和耐克品牌又有什么聯(lián)系呢撤回該系列“Itisnotenoughjusttoknowtheconsumer.Youalsohavetoknowyourbrand”“僅了解解消費(fèi)者者是不夠夠的，還還要了解你的的品牌””(PhilKnight,Nikefounder)(PhilKnight,耐克克創(chuàng)立者者)Why?為什么？？Revisitingthecommodityconsumer再訪消費(fèi)費(fèi)者LessonsFromNike從耐克吸吸取的教教訓(xùn)Deliverasuperiorproduct,asdefinedbytheconsumer消費(fèi)者認(rèn)認(rèn)為你所所提供的的是出眾的產(chǎn)產(chǎn)品notsomethinganyonecando而不是任任何品牌牌都可以以做到的的產(chǎn)品Atanacceptablepremium付出可接接受的額額外費(fèi)用用Ownacorneroftheconsumerpsyche在消費(fèi)者者的靈魂深處處擁有一席席之位thedesireinallofustobea‘winner’’每一個(gè)人人都有想想成為““勝者””的欲望望Reorientateallelementsofthemarketingmixtosupportthebrand重新定向向各種行行銷(xiāo)手段段來(lái)支持持該品牌牌eg:‘JustDoIt’如：“JustDoIt”extremeeffortofcompetition競(jìng)爭(zhēng)的極極度努力力fun,irreverentattitudetolife趣味，對(duì)對(duì)生活不不遜的態(tài)態(tài)度LeftBankCaféPresidentEnterprise左岸咖啡啡館統(tǒng)統(tǒng)一企業(yè)業(yè)集團(tuán)CaseStudy例例子分析析Background背背景WhywastheLeftBankCafébrandborn?為什么會(huì)會(huì)誕生左左岸咖啡啡館這個(gè)個(gè)品牌？？PresidentEnterprise’sdairyproductswerebeingsoldunderthe““President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.統(tǒng)一企業(yè)業(yè)的乳類(lèi)類(lèi)食品都都是以““統(tǒng)一””牌子出出售，在在市場(chǎng)上上長(zhǎng)期以以來(lái)無(wú)法法突破二二、三線線商品的的形象。。Background(Cont’d)背背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是““統(tǒng)一””也有大大量其他他商品以以企業(yè)的的名字為為牌子，，不僅包包括飲食食，還有有保險(xiǎn)甚甚至娛樂(lè)樂(lè)場(chǎng)。Background(Cont’d)背背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof“freshness””and““expertise.”這導(dǎo)致牌牌子混淆淆，給“統(tǒng)一””的乳類(lèi)類(lèi)食品造造成了長(zhǎng)長(zhǎng)期問(wèn)題題，它們們需要一一個(gè)“新新鮮”和和“專(zhuān)業(yè)業(yè)”的清清晰形象象。Background(Cont’’d)背背景Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.為此“統(tǒng)統(tǒng)一”希希望為它它的乳類(lèi)類(lèi)食品建建立一個(gè)個(gè)新牌子子，利用用其在臺(tái)臺(tái)灣具競(jìng)競(jìng)爭(zhēng)力的的冷凍設(shè)設(shè)施及分分配系統(tǒng)統(tǒng)。在臺(tái)臺(tái)灣，以以TetraPak包裝的的飲料-不不論是高高價(jià)的咖咖啡還是是低價(jià)的的豆奶-價(jià)價(jià)錢(qián)總是是10或或15元元新臺(tái)幣幣。罐頭頭包裝飲飲料則賣(mài)賣(mài)20元。Background(Cont’d)背背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。。市場(chǎng)競(jìng)爭(zhēng)爭(zhēng)激烈，，原材料料成本不不斷上升升，如果果能將相相同類(lèi)別別、相同同容量的的飲料賣(mài)賣(mài)到25元，那那該多好好！Package 包裝裝Thebrandstorystartswithaplasticcup.品牌的故故事從一一個(gè)塑料料杯開(kāi)始始。Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我們開(kāi)發(fā)發(fā)了一個(gè)個(gè)白色塑塑料杯，，它看起起來(lái)就象象一般麥麥當(dāng)勞外外賣(mài)咖啡啡的杯子子，差別別是快餐餐店用的的是紙杯杯。Place產(chǎn)產(chǎn)品放放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.這個(gè)沒(méi)有有真空密密閉的杯杯子只有有在5oC冷冷藏柜才才能讓內(nèi)內(nèi)容物保保存一段段短暫的的時(shí)間。。Place(Cont’’d)產(chǎn)產(chǎn)品放放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我們們把這看看成一個(gè)個(gè)機(jī)會(huì)。。保存期期短使消消費(fèi)者相相信物料料新鮮。。而一杯杯新鮮的的飲品自然比比其它要要貴些。。Price價(jià)價(jià)格Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略略思考都都集中在在一個(gè)主主要目的的：如何何讓消費(fèi)費(fèi)者接受受25元元一杯的的高價(jià)？？Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我們自問(wèn)問(wèn)一連串串相關(guān)問(wèn)問(wèn)題，以以確保能能創(chuàng)造出出一個(gè)高高級(jí)的品品牌。Product產(chǎn)品品Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighest price?在這杯子放進(jìn)進(jìn)什么商品才才能賣(mài)到最高高價(jià)呢？Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我們考慮過(guò)葡葡萄汁、果汁汁、牛奶，最最后選咖啡，因?yàn)榭Х确炔荒敲慈菀滓鬃冑|(zhì)、被認(rèn)認(rèn)為是高質(zhì)飲品，并因因牛奶成分而而得到優(yōu)惠稅稅率。BrandConcept品牌牌概念Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?什么地方運(yùn)來(lái)來(lái)寄售的咖啡啡最有高級(jí)感感？Weheldeightfocusdiscussiongroupstointerrogate4concepts我們組織了八八個(gè)討論小組組，想出四個(gè)個(gè)高級(jí)場(chǎng)所作作為嘗試的概概念。Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中廚房?來(lái)自空中廚房房專(zhuān)門(mén)為頭等等艙準(zhǔn)備的咖咖啡BrandConcept(Cont’d)

品牌概概念BrandConcept(Cont’d)

品牌概概念A(yù)high-classJapanesestylecoffeeshop?CoffeefromarefinedandelegantJapanesespecialtycoffeeshop日式高級(jí)咖啡啡館?來(lái)自?xún)?yōu)雅、精精致的日式咖咖啡館的咖啡啡BrandConcept(Cont’d)

品牌概概念A(yù)leftbankcafééCoffeefromParis-fromacafééontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡館這咖啡來(lái)自巴巴黎塞納河左左岸一家充滿(mǎn)滿(mǎn)人 文氣氛氛的咖啡館，，一個(gè)詩(shī)人、、哲學(xué)家喜歡歡去的地方方。10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐寧街10號(hào)號(hào)這咖啡來(lái)自英英國(guó)首相官邸邸廚房，平日日在這里準(zhǔn)備招招待貴賓的咖咖啡。BrandConcept(Cont’d)

品牌概概念BrandConcept(Cont’d)

品牌概概念I(lǐng)tbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcaféseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明顯地人們覺(jué)覺(jué)得來(lái)自左岸岸咖啡館的咖咖啡價(jià)值最高高，他們?cè)笧闉榇烁蹲罡叩牡膬r(jià)錢(qián)。TargetGroup目標(biāo)消消費(fèi)群Whowouldbethemostwillingtopay NT$25tobuyacoffeethatwouldonly costNT$15inaTetraPak?用TetraPak包包裝的咖啡只只賣(mài)15元，，誰(shuí)會(huì)最愿意付付25元買(mǎi)一一杯咖啡？TargetGroup(Cont’d)目標(biāo)消費(fèi)群Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新飲品在推出出三個(gè)月內(nèi)如如果達(dá)不到高高營(yíng)業(yè)額就會(huì)會(huì)被撤走。那那些人會(huì)出于于品牌的創(chuàng)意意而購(gòu)買(mǎi)這個(gè)個(gè)新牌子(僅僅有好奇心并并不能克服高高價(jià)的門(mén)檻)?TargetGroup(Cont’d)目標(biāo)消費(fèi)群Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.我們選擇17到22歲歲的年輕女士士，她們有誠(chéng)誠(chéng)實(shí)、多愁善善感，喜愛(ài)文文學(xué)藝術(shù)，但但生活經(jīng)驗(yàn)不不多，不太成成熟。TargetGroup(Cont’d)

目標(biāo)消費(fèi)費(fèi)群Theylovedtheideabehindthebrand,andwereparticularlymotivatedbythe‘LeftBankcafé’concept.她們喜歡品牌牌背后的意念念，尤其是““左岸咖啡館館”的概念。。ConsumerInsight

洞察消費(fèi)費(fèi)者Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheirinnerneeds.她們尋求產(chǎn)品品質(zhì)量以外更更多的東西，，尋求情感回回報(bào)、使她們們感覺(jué)更好、、覺(jué)得自己更更成熟的東西西，尋求了解解、表達(dá)她們們內(nèi)在需求的的品牌。TheLeftBankCaféconcepttogetherwiththearomatic,‘‘a(chǎn)dult’flavourofcoffee,fosteredasenseofspiritualrenewalinthem.左岸咖啡館，，帶著咖啡芬芬芳、成人品品味，在她們們精神上形成成一種新的感感覺(jué)。Tone&Manner氣氛氛及風(fēng)格Accordingtostatisticsfrombookstores,themostpopularauthoramongyoungwomenofthisagegroupisMurakamiHaruki.SheistheforemostrepresentativeofanewstyleofJapanesewriting,whichiship,absurd,postmodern,andalwayscoollydeadpan.What’’suniqueaboutMurakami’sstoriesisthattheyexpertlymanagetoconjureupthefeelingofcitydwellers.她們最欣賞的的作家是村上上春樹(shù)。她的的作品憂(yōu)郁、超現(xiàn)實(shí)實(shí)、冷峻，能能喚起城市人人的感覺(jué)。Tone&Manner氣氛氛及風(fēng)格ThoughthevisualpartoftheLeftBankCaféadvertisingshouldhaveaveryFrenchstyle,thecopyshouldhaveaveryJapaneseliterarystyle.雖然左岸咖啡啡館的廣告視視覺(jué)應(yīng)該非常常法國(guó)化，但但其文本應(yīng)是是很有日本文文學(xué)的風(fēng)格。。CorrectionTriangle:LeftBankCafeSpiritualSatisfaction精神上的滿(mǎn)足足Solitudeisnotloneliness獨(dú)處不是寂寞寞ArtisticAtmospheric,Contemplative藝術(shù)氣氛、沉沉思CreativeBrief創(chuàng)創(chuàng)意簡(jiǎn)報(bào)Duringtheprocessofbriefingthecreativepeople,wetoldthem,““Let’’sforgetthatwearemakingadvertisementsforpackageddrinks.Let’spretendthatourclientisactuallyacafé-thatwearemakingadvertisementsforaFrenchcafé!”“讓我們忘記記自己是在為為包裝飲料做做廣告，假想是在為一一家遠(yuǎn)在法國(guó)國(guó)的咖啡館做做廣告！”WecollectedalotofreferenceinformationfromFrance,includingpicturesandevenmenusofFrenchcafés.我們從法國(guó)收收集來(lái)許多咖咖啡館的資料料，包括圖片片甚至菜單。。TheLeftBankCaféSellsMoreThanJustCoffee不僅是賣(mài)咖啡啡Ifourbrandwastobeacafé,thentherewasnoreasonforittobelimitedtoonlysellingcoffee.Thebrandcouldbeextendedtoincludealltheitemsonacafémenu.如果我們的的品牌是咖咖啡館，那那么它不應(yīng)應(yīng)僅賣(mài)咖啡。它可以以延伸到咖咖啡館餐單單上的所有有東西。TheLeftBankCaféSellsMoreThanJustCoffee不僅是賣(mài)咖咖啡Sonowwhenyoulookintherefrigeratorsat7-Eleven,youwillalsofindThéaulait,aswellasBlancmangeandotherFrench-styledesserts,allundertheLeftBankCaféumbrellabrand.所以，現(xiàn)在在你從7-11便便利店的的冷藏柜里里，還能找找到左岸咖咖啡館牌子子的奶茶、、牛奶凍和和其它法式式甜品。TheLeftBankCaféSellsMoreThanJustCoffee(Cont’’d)不僅是賣(mài)咖咖啡WearecurrentlyevaluatingthepossibilitiesforFrench-stylecakes,andinthefuturewehopetohavespecialrefrigeratorsinstores,exclusivelyforLeftBankCaféproducts.我們現(xiàn)在考考慮法式蛋蛋糕的可能能性，希望望將來(lái)在商商店里有左左岸咖啡館館產(chǎn)品專(zhuān)用用冷藏柜。。TheRoleofAdvertising廣廣告的角色色TheadvertisingencouragesconsumerstobuildapictureintheirmindsoftheirfavoriteFrenchcafé-anidealcafé,acaféwithalonghistoryandastrongcultural,artisticatmosphere.廣告要促使使消費(fèi)者在在腦海里建建造一個(gè)自自己最喜愛(ài)愛(ài)的法國(guó)咖咖啡館--一個(gè)個(gè)理想的咖咖啡館，一一個(gè)歷史悠悠久、文化化藝術(shù)氣氛氛濃厚的咖咖啡館。TheRelationshipWiththeBrand品牌寫(xiě)真LeftBankCaféwillhavethepowertostimulatearealandstrongresponseintheimaginationofconsumers.左岸咖啡館館有能力刺刺激消費(fèi)者者在他們的的想象里產(chǎn)生一種種真實(shí)、強(qiáng)強(qiáng)烈的反應(yīng)應(yīng)。TheRelationshipWiththeBrand品品牌牌寫(xiě)真LeftBankCaféwillhavearelationshipwiththeconsumerlikethatofafavoritebook,suchasatravelmemoir,orasmallvolumeofpoetry,whichisalwayskeptonanearbybookshelf,sothatitcanbetakendowntobeenjoyedinpeacefulmomentsalone.Inthesameway,LeftBankCaféisalwaysreadytobringyourefreshmentwheneveryouneedit.左岸咖啡館館和消費(fèi)者者的關(guān)系就就象一本喜喜愛(ài)的書(shū)，，一冊(cè)旅游游摘記，放放在整潔的的書(shū)架上一一篇短短的的詩(shī)，在你你想享受一一片獨(dú)處空空間時(shí)，它它隨手可得得，帶你到到想去的地地方。TheRelationshipWithTheBrand(Cont’d)品品牌寫(xiě)真(續(xù))Theinsightis:YouarehereinTaiwan.SometimesyouthinkaboutgoingtoEuropeforaromanticvacation,butinthisbusyandpracticalworld,allyoucandoistakeamentaltriptoEurope-bygoingwindowshoppingataEuropean-stylefurniturestoreordininginaFrenchrestaurant.好比你身在在臺(tái)灣，偶偶爾想到歐歐洲度個(gè)浪浪漫之旅，，但在這忙忙碌現(xiàn)實(shí)的的世界，你你只能逛逛逛歐式家具具店，到法法國(guó)餐廳用用餐，度一一個(gè)想象之之旅。TheRelationshipWithTheBrand(Cont’d)品品牌寫(xiě)真(續(xù))LeftBankCafémakesthementaltripeasier-simplysatisfyingyourspiritualdesires,anytime,anyplace,andprivately.而左岸咖啡啡館使這想想象之旅更更輕松--簡(jiǎn)單單地滿(mǎn)足你你隨時(shí)可能能冒出的一一點(diǎn)精神欲欲望，孤獨(dú)獨(dú)享受。BuildingtheFrenchCafé(Cont’d)品牌塑塑造TheTVCisbasedonthegirl’’snotesandjottingsabouthertravels.Theprintadsareaseriesofshortstoriesaboutthingsthathavehappenedinthecafé.Theradioadsarelikepoeticvignettesfromthecaféé,andwerebroadcastlateatnight.電視廣告是是一個(gè)女孩孩的旅行摘摘記。平面面廣告是一一系列發(fā)生生在咖啡館館的短篇故故事。電臺(tái)臺(tái)則在深夜夜播放著詩(shī)詩(shī)般的咖啡啡館故事。。BuildingtheFrenchCafé(Cont’d)品品牌塑造Inordertomakepeoplebelieveintheexistenceofthecafé,therewasalsoaseriesofsupportingevents,intendedtomakethefantasybecomeareality.為使消費(fèi)者者相信咖啡啡館的存在在，計(jì)劃了了一連串節(jié)節(jié)目讓幻想想變成現(xiàn)實(shí)實(shí)。DuringanexhibitionofphotographsofFrenchcafésatTaiwan’smostdeluxebookstore,anopen-air“LeftBankCafé”wassetupoutside.A15-minuteprogramentitled““LeftBankCaféTour,”introducing20cafésontheleftbankoftheSeine,wasproducedforcableTV.在法國(guó)咖啡啡館攝影展展期間，臺(tái)臺(tái)灣最豪華華的書(shū)店外外布置著左左岸咖啡館館。還制作作了15分分鐘題為“左岸咖啡啡館之旅””的有線電電視節(jié)目，，介紹塞納納河左岸20家咖啡啡館。BuildingtheFrenchCafé(Cont’d)品品牌塑造AroundthetimeoftheFrenchnationalday,theLeftBankCafébrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCafé!法國(guó)國(guó)慶期期間，左岸岸咖啡館是是慶宴和法法國(guó)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(guó)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(jué)得得左岸咖啡啡是享受。。八成被訪訪者相信有有左岸咖啡啡館，其中中一位消費(fèi)費(fèi)者說(shuō)“寧寧愿相信有有”。TheBrand(Cont’d)品牌牌LeftBankCafémadeUS$4millioninthefirstyear,andthebrandcontinuestogrowstronger.左岸咖啡頭頭一年賣(mài)了了四百萬(wàn)美美元，品牌牌繼續(xù)得到鞏固。。1998vs1997salesoverfirstsixmonthsis+15%1998年上半年?duì)I營(yíng)業(yè)額比1997年年同期增加加15%BetterQuestions基基本思考考Whatfactorsmakepeoplethinkofabeverageasgood?Whatbeveragesaremostworthsellingonconsignment?Whatisthemosthigh-classplaceforconsignmentgoodstocomefrom?Whatarethemostexpensivedrinkshere?飲料料在在什什么么情情況況下下會(huì)會(huì)被被認(rèn)認(rèn)為為好好？？寄寄售售什什么么飲料料最最值值錢(qián)錢(qián)？？從從哪哪里里來(lái)來(lái)的的寄寄賣(mài)賣(mài)品品最最高高級(jí)級(jí)？？在這這里里什什么么飲飲料料最最貴貴？？TheProcessofChangingthePriceFromNT$15toNT$25從從15元元變變成成25元元的的過(guò)過(guò)程程SpecialhouseblendFrenchliteraryCafééCoffeeFresh/soldonconsignment24+122+219+315+4NT$15NT$25招牌牌咖咖啡啡法國(guó)國(guó)文文學(xué)學(xué)咖咖啡啡館館咖啡啡寄售售FiveTipsToBuildABrandFromScratch從無(wú)無(wú)到到有有建建立立品品牌牌五五個(gè)個(gè)秘秘訣訣1.Ensureyourbrandperforms保證證您您的的品品牌牌是是-highqualityproduct-質(zhì)質(zhì)量量好好的的產(chǎn)產(chǎn)品品-aroleinpeople’’slives-在在人人們們的的生生活活中中扮扮演演一一定定的的角角色色2.Defineyourcategoryprecisely精確確地地定定義義你你的的產(chǎn)產(chǎn)品品類(lèi)類(lèi)別別FiveTipsToBuildABrandFromScratch從從無(wú)無(wú)到到有有建建立立品品牌牌五五個(gè)個(gè)秘秘訣訣3.Thinkbeyondpricetowhatcreates‘‘value’’inpeople’’sminds超越越價(jià)價(jià)格格因因素素去去想想什什么么能能在在人人們們心心目目中中產(chǎn)產(chǎn)生生“價(jià)值””4.Connectproductbenefitwithbrandpersonality/imagewithconsumerneeds/beliefs將產(chǎn)品的的好處與與品牌個(gè)個(gè)性/形形象、消消費(fèi)者的的需求/信念聯(lián)聯(lián)系起來(lái)來(lái)。5.Expandyourbrandpropositionbeyondadvertising.把您的品品牌主題題超越廣廣告9、靜夜四四無(wú)鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Friday,January6,202310、雨中中黃葉葉樹(shù)，，燈下下白頭頭人。。。13:03:3513:03:3513:031/6/20231:03:35PM11、以我獨(dú)沈久久，愧君相見(jiàn)見(jiàn)頻。。1月-2313:03:3513:03Jan-2306-Jan-2312、故人江海海別，幾度度隔山川。。。13:03:3513:03:3513:03Friday,January6,202313、乍乍見(jiàn)見(jiàn)翻翻疑疑夢(mèng)夢(mèng)，，相相悲悲各各問(wèn)問(wèn)年年。。。。1月月-231月月-2313:03:3513:03:35January6,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國(guó)國(guó)見(jiàn)青青山。。。06一一月月20231:03:36下下午13:03:361月-2315、比不了得得就不比，，得不到的的就不要。。。。一月231:03下下午1月-2313:03January6,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/613:03:3613:03:3606January202317、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。1:03:36