如何从无到有创建品牌(ppt 61页)

A Brand Is …  品牌是...
product benefit
 产品的好处
what makes the consumer like the product
 什么令消费者喜欢该产品
brand personality/image
 品牌个性/形象
what makes the consumer trust the product
 什么令消费者信任该产品
consumer needs/beliefs
 消费者需求/信念
what makes the consumer value the product
 什么令消费者高度评价该产品
If we can understand the “connection” between these three attributes, then we can turn a product into a brand
 如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。

  This gives us a “framework” for
           understanding what our brand
                      is, or could be

 这给我们提供了一个“架构”去了解我们的
        品牌是什么、或者会是什么

An Example : Nike     例子：耐克Launched in 1974
 1974年投放市场

Sports shoe specialist with worldwide sales of US$877m by 1986
 成为运动鞋专家，1986年全球销售收入为八亿七千七百万美元
New advertising campaign “Just Do It” took sports imagery mass market
 题为 “Just Do It” 的 新广告以运动形象打入大众市场
passion, drama, moral uplift
 热情、戏剧性、品行升华
made it fashionable
 使之成为时髦
made sports shoes a fashion item
 使运动鞋成为时髦货
Worldwide sales of US$9,200m in 1997
 97年全球销售额 92 亿美元

 

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