如何从无到有创建品牌(ppt 61页)
- 所属分类:
- 品牌管理
- 文件大小:
- 213 KB
- 下载地址:
- 相关资料:
- 创建品牌
如何从无到有创建品牌目录:
1、例子:耐克
2、关系三角形图
3、从耐克吸取的教训
4、统一企业集团
5、Place产品放置
6、品牌概念
7、目标消费群
8、气氛及风格
9、创意简报
如何从无到有创建品牌内容提要:
Reorientate 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
eg : ‘Just Do It’
如:“Just Do It”
extreme effort of competition
竞争的极度努力
fun, irreverent attitude to life
趣味,对生活不逊的态度
……
Package 包装:
The brand story starts with a plastic cup.
品牌的故事从一个塑料杯开始。
We developed a white plastic cup. This cup looks just like an ordinary McDonald’s take-away coffee cup,but is made of plastic rather than paper.
我们开发了一个白色塑料杯,它看起来就象一般麦当劳外卖咖啡的杯子,差别是快餐店用的是纸杯。
……
Creative Brief 创意简报:
During the process of briefing the creative people, we told them, “Let’s forget that we are making advertisements for packaged drinks. Let’s pretend that our client is actually a café - that we are making advertisements for a French café!”
“让我们忘记自己是在为包装饮料做广告,
假想是在为一家远在法国的咖啡馆做广告!”
..............................