如何从无到有创建品牌(ppt 61页)

如何从无到有创建品牌目录：
一、A Brand Is …  品牌是...
二、One Mistake : Nike耐克的一个错误
三、Lessons From Nike从耐克吸取的教训
四、Package
五、Place  产品放置
六、Price  价格
七、Brand Concept 品牌概念
八、Target Group 目标消费群
九、Tone & Manner 气氛及风格
十、Creative Brief 创意简报
十一、..........

 

如何从无到有创建品牌内容提要：
Why was the Left Bank Café brand born?
为什么会诞生左岸咖啡馆这个品牌？
President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market.
统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。
……

Place  产品放置：
This cup does not have a vacuum seal, and the contents can only be kept for a short period, and then only if the cup is stored at a temperature of 5C.
这个没有真空密闭的杯子只有在 5ºC冷藏柜才能让内容物保存一段短暂的时间。
Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.
但是我们把这看成一个机会。保存期短使消费者相信物料新鲜。而一杯新鲜的饮品自然比其它要贵些。
……

Brand Concept (Cont’d)品牌概念：
We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?
 什么地方运来寄售的咖啡最有高级感？
We held eight focus discussion groups to interrogate 4 concepts
 我们组织了八个讨论小组，想出四个高级场所作为尝试的概念。
It became apparent that most people felt that the coffee from a left bank café seemed to have the highest value, and would make them pay the highest price.
明显地人们觉得来自左岸咖啡馆的咖啡价值最高，他们愿为此付最高的价钱。

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