1、This gives us a“framework”for understanding what our brand is,or could be 这给我们提供了一个这给我们提供了一个“架构架构”去了解我们去了解我们的的 品牌是什么、或者会是什么品牌是什么、或者会是什么An Example:Nike 例子:耐克例子:耐克n nLaunched in 19741974年投放市场年投放市场n nSports shoe specialist with worldwide sales of US$877m by 1986成为运动鞋专家,成为运动鞋专家,1986年全球销售收入为年全球销售收入为八亿七千七
2、百万美元八亿七千七百万美元n nNew advertising campaign“Just Do It”took sports New advertising campaign“Just Do It”took sports imageryimagery mass market mass market题为题为题为题为“Just Do It”Just Do It”的的的的 新广告以运动新广告以运动新广告以运动新广告以运动形象形象形象形象打入大众市场打入大众市场打入大众市场打入大众市场l lpassion,drama,moral upliftpassion,drama,moral uplift热情、
3、戏剧性、品行升华热情、戏剧性、品行升华热情、戏剧性、品行升华热情、戏剧性、品行升华l lmade it fashionablemade it fashionable使之成为时髦使之成为时髦使之成为时髦使之成为时髦l lmade sports shoes a fashion itemmade sports shoes a fashion item使运动鞋成为时髦货使运动鞋成为时髦货使运动鞋成为时髦货使运动鞋成为时髦货n nWorldwide sales of US$9,200m in 1997Worldwide sales of US$9,200m in 19979797年全球销售额年全球销售额
4、年全球销售额年全球销售额 92 92 亿美元亿美元亿美元亿美元The Connection关系关系Triangle 三角形图三角形图Product Benefit Product Benefit 产品的好处产品的好处产品的好处产品的好处Why I Why I likelike the product the product 我为何我为何我为何我为何喜欢喜欢喜欢喜欢该产品该产品该产品该产品Consumer NeedsConsumer Needs/Beliefs Beliefs 消费者需求消费者需求消费者需求消费者需求/信念信念信念信念 Why I Why I valuevalue the the
5、 product product我为何我为何我为何我为何高度评价高度评价高度评价高度评价该产品该产品该产品该产品Brand PersonalityBrand PersonalityWhy I Why I trusttrust the the productproduct品牌个性品牌个性品牌个性品牌个性我为何我为何我为何我为何信任信任信任信任该产品该产品该产品该产品Nike Connection 耐克耐克 Triangle关系三角形图关系三角形图Optimum Performance品牌力的表现品牌力的表现The end The end alwaysalwaysjustifies thejust
6、ifies themeansmeans结果总能验证方法结果总能验证方法结果总能验证方法结果总能验证方法 EmpowermentEmpowerment&Irreverence Irreverence 授权与不逊授权与不逊One Mistake:Nike耐克的一个错误耐克的一个错误n nLaunched casual shoes in 1994Launched casual shoes in 1994在在1994年推出休闲鞋年推出休闲鞋n nDisastrous sales,and damage to Nike image.Disastrous sales,and damage to Nike i
7、mage.l lWhat has casual shoes got to be with Nike What has casual shoes got to be with Nike brandbrandl lRange withdrawnRange withdrawn销售额损失惨重,令耐克形象受损。销售额损失惨重,令耐克形象受损。l l休闲鞋和耐克品牌又有什么联系呢休闲鞋和耐克品牌又有什么联系呢休闲鞋和耐克品牌又有什么联系呢休闲鞋和耐克品牌又有什么联系呢l l撤回该系列撤回该系列撤回该系列撤回该系列“It is not enough just to know the consumer.You
8、 also have to know your brand”“仅了解消费者是不够的,还要仅了解消费者是不够的,还要了解你的品牌了解你的品牌”(Phil Knight,Nike founder)Phil Knight,Nike founder)(Phil Knight,(Phil Knight,耐克创立者耐克创立者耐克创立者耐克创立者)Why?为什么?Revisiting the commodity consumer再访消费者再访消费者Lessons From Nike从耐克吸取的教训从耐克吸取的教训n nDeliver a superior product,as defined by the
9、consumer消费者认为你所提供的是消费者认为你所提供的是出众的产品出众的产品l lnotnot something anyone can do something anyone can do而不是任何品牌都可以做到的产品而不是任何品牌都可以做到的产品而不是任何品牌都可以做到的产品而不是任何品牌都可以做到的产品n nAt an acceptable premium付出可接受的额外费用付出可接受的额外费用l lOwn a corner of the Own a corner of the consumer psycheconsumer psyche在消费者的在消费者的在消费者的在消费者的灵魂深
10、处灵魂深处灵魂深处灵魂深处拥有一席之位拥有一席之位拥有一席之位拥有一席之位l lthe desire in all of us to be a winnerthe desire in all of us to be a winner每一个人都有想成为每一个人都有想成为每一个人都有想成为每一个人都有想成为“胜者胜者胜者胜者”的欲望的欲望的欲望的欲望n nReorientate all elements of the marketing mix to support the brand重新定向各种行销手段来支持该品牌重新定向各种行销手段来支持该品牌l legeg:Just Do It:Just D
11、o It如:如:“Just Do ItJust Do It”extreme effort of competition竞争的极度努力竞争的极度努力fun,irreverent attitude to life趣味,对生活不逊的态度趣味,对生活不逊的态度Left Bank Caf President Enterprise左岸咖啡馆左岸咖啡馆统一企业集团统一企业集团Case Study 例子分析例子分析Background 背景背景Why was the Left Bank Why was the Left Bank CafCaf brand born?brand born?为什么会诞生左岸咖啡馆
12、这个品牌?President Enterprises dairy products were being President Enterprises dairy products were being sold under the“President”brand name,and for a sold under the“President”brand name,and for a long time had been unable to rise beyond second or long time had been unable to rise beyond second or third
13、 placed brand in the market.third placed brand in the market.统一企业的乳类食品都是以统一企业的乳类食品都是以“统一统一”牌子出牌子出售,在市场上长期以来无法突破二、三线商售,在市场上长期以来无法突破二、三线商品的形象。品的形象。Background(Contd)背景背景 The reason was that President was also The reason was that President was also marketing a great variety of other products marketing a g
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