品牌的“意义”和“个性”是什么

传奇,CC&E,*,*,英扬,传奇,CC&E,1,What Is The Brand “Means” And “Is”?,品牌的“意义”和“个性”是什么,What the brand “mens” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions.,品牌的“意义”是指一个品牌在消费者心目中产生的印象,即该品牌在几个层面上的声誉。,What the brand “is” is how we would describe the brands dominant personality traitsgenerally those that correspond to its principal meanings.,品牌“个性”那些与品牌意义相对应的特征。,宁夏信息网,：,1,英扬,传奇,CC&E,2,Why The Need For A Brand Footprint?,为什么需要品牌印记？,More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories.,愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。,2,英扬,传奇,CC&E,3,Why The Need For A Brand Footprint?,为什么需要品牌印记？,This expansion puts renewed focus on the need to protect brand equity.,这种扩张及延伸，让我们必须重新重视并保护品牌的资产。,3,英扬,传奇,CC&E,4,Why The Need For A Brand Footprint?,为什么需要品牌印记？,As brands are expanded, there are pressures of dilution that stem from:,随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下,：,The need to reexpress the brand in the context of new competitive sets and new cultures.,必须就新的竞争条件和新文化的观点来重新表现品牌。,4,英扬,传奇,CC&E,5,What Are Three Dimensions?,什么是品牌印记的三个层次,The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional. They contain meanings and associations that are built over time.,品牌印记所反映的一项事实是：大部分的品牌,特别是大品牌,都是多层次的。它们包含了长期建立的意义和联想。,5,英扬,传奇,CC&E,6,How Much of A Future Vision?,品牌印记的远景如何？,The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand.,品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。,6,英扬,传奇,CC&E,7,How Much of A Future Vision?,品牌印记的远景如何？,For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded.,对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。,7,英扬,传奇,CC&E,8,How Much of A Future Vision?,品牌印记的远景如何？,For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic.,对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。,8,英扬,传奇,CC&E,9,How Much of A Future Vision?,品牌印记的远景如何？,Ultimately,the final balance between existing vs.desired meanings is a strategic decisionbuilt on the brands consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth.,最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。,9,英扬,传奇,CC&E,10,Example,For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card.,Amex and visa Footprints show how the brands are distinguished on these dimensions:,10,英扬,传奇,CC&E,11,Example,American Express Brand Footprint,American Express means,Membership,The Business Life,The Charge Card,American Express is,Professional,Worldly,Responsible,11,英扬,传奇,CC&E,12,Example,Visa Brand Footprint,Visa means,Everywhere,The High Life,The Credit Card,Visa is,Sociable,Stylish,On-The-Go,12,13,The selling strategy,销售策略,13,英扬,传奇,CC&E,14,What Is The Role of The Selling Strategy?,销售策略扮演的角色如何？,The Selling Strategy is a discipline that is single-mindedly focused on generating brand-building ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumers mind.,销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。,14,英扬,传奇,CC&E,15,What Is The Role of The Selling Strategy?,销售策略扮演的角色如何？,The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create competitive advantage for brands.,销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。,15,英扬,传奇,CC&E,16,What Is The Role of The Selling Strategy?,销售策略扮演的角色如何？,Thus, while there should always be a single Brand Footprint to define the brand essence in any market or region, there can be any number of Selling Strategies. By working within the framework of brand values established in the Footprint, they both support and leverage the power of the brand.,虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。,16,英扬,传奇,CC&E,17,The Selling Strategy Model,销售策略的模式,The Selling Strategy Model is composed of five critical components,：,销售策略模式是由五个重要的部份所组成,：,The Brand Position,品牌位置,The Brand Objective,品牌目标,The Specific Role Of The Advertising,广告担任的角色,The Selling Idea Platform,销售概念架构,The Selling Idea,销售概念,17,英扬,传奇,CC&E,18,The Brand Position,品牌位置,The perceptual space that the brand holds in the consumers mind at the beginning of the Selling Idea development process.,销售概念的发展过程开始之前，品牌在消费者心中的认知地位,。,18,英扬,传奇,CC&E,19,Example,Examples:,BrandBrand Position,MarriottA “vanilla” hotel,Motorola A technology manufacturer,MasterCardMy other card,19,英扬,传奇,CC&E,20,The Brand Objective,品牌目标,The perceptual space that we want the brand to occupy in the consumers mind.,我们希望品牌在消费者心中所占据的认知位置。,20,英扬,传奇,CC&E,21,Example,Example:,Brand Brand Objective,Marriott A memorable experience,Motorola The leading brand in mobile,personal communications,MasterCard A card I feel good about,21,英扬,传奇,CC&E,22,The Specific Role Of The Advertising,广告担任的角色,The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions.,广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应竞争品牌的活动。,22,英扬,传奇,CC&E,23,Example,Examples:,Brand Role of Advertising,Marriott To get guests to stop taking Marriott for granted,Motorola To make “brand” Motorola as strong as its market share,MasterCard To give an emotionally bankrupt brand a heart,23,英扬,传奇,CC&E,24,The Selling Idea Platform,销售概念架构,The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising:,为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌有关的重要元素：,A.,The Conceptual Target,概念性的目标客层,B. The Core Desire,最核心的欲望,C. How The Brand Best Fulfills The Code Desire,品牌如何最完美地满足最核心的欲望,D.The Compelling Truth,强而有力的支持事实,24,英扬,传奇,CC&E,25,The Selling Idea Platform,销售概念架构,A. The Conceptual Target,概念性的目标客层,The “natural constituency” for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand.,他（她）们是对于某一个类别及,/,或品牌具有共同倾向而自然形成的组合，也是品牌“必然的”顾客。,25,英扬,传奇,CC&E,26,The Selling Idea Platform,销售概念架构,B,.,The Core Desire,最核心的欲望,The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address.,它是概念性的目标客层最关切的欲望、需求、希望或恐惧，而且是品牌可以有意义加以解决的。,26,英扬,传奇,CC&E,27,The Selling Idea Platform,销售概念架构,B. The Core Desire,最核心的欲望,The Core Desire represents the deepest, most powerful, emotional benefit that the,Conceptual Target receives from the brand.,核心欲望代表概念性目标客层能从本品牌获得的最深切、最有力、最富情感的利益。,27,英扬,传奇,CC&E,28,The Selling Idea Platform,销售概念架构,D.The Compelling Truth,强而有力的支持事实,The compelling truth that provides the key evidence that supports the brands role in satisfying the Core Desire of the Conceptual Target both in function and brand.,“,无庸置疑的事实”，在满足概念性目标客层的核心欲望时，品牌所担任角色之强而有力的支持事实。,28,英扬,传奇,CC&E,29,Example,Compelling,Functional Truth Specific Truth Brand,Performance “Prevents heart disease” Bayer Aspirin,Functional Truth Specific Truth Brand,Company Values “We really care about you Johnson & Johnson,and yours”,Brand Myth “Marlboro Country” Marlboro Cigarettes,29,英扬,传奇,CC&E,30,What Is A Selling Idea?,什么是销售概念,A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers.,销售概念是一个策略性的概念。它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。,30,英扬,传奇,CC&E,31,Examples,BrandSelling Idea Creative Idea,7-Up “An Occasional Alternative to Cola” “The Uncola”,Pepsi (1997) “The Official Generation X Cola” “Generation Next”,Microsoft “Access to Information” “Where do you want to go,today?”,31,英扬,传奇,CC&E,32,1. Preamble,2. Marketing and Competition Overview,3. CC&E Communication Tools,Footprint,Selling Strategy,4.,Brand/Product Communication Strategy,Becombion/Becombion Vitamin B Complex Syrup,Seven Seas/Seven Seas Multivitamin Syrup,Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children,5. Creative Concept and Advertising Mechanics,6. Below-the-line and Other Marketing Tactics,32,33,Becombion,33,英扬,传奇,CC&E,34,Vitamins Market Overview,The OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn),34,英扬,传奇,CC&E,35,Product Profile,Product category: health food,the order of products (nutrition) mentioned by consumers(,with aided or unaided?,) :,Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.,Our Concern: They are possibly our potential competitors!,35,英扬,传奇,CC&E,36,Multi Vit B ingredients :B1, B2, B3, B6, B12,the functions of every ingredients above (pls. refer to clients brief for detailed information),Our Concern: The functions are slack and lack of consistence.,Product Profile,36,英扬,传奇,CC&E,37,Product form: syrup,Currently No Vit B complex syrup is found in GZ,Our Concern: Quite new product form; more suitable for children,Product Profile,37,英扬,传奇,CC&E,38,Geographical target area,Targeted cities: SZ, GZ, then roll out to PRD,Our Concern:,Higher income level in SZ and GZ than other inland cities,Food supplement market is more mature,“Only food is not enough for my daily vitamin consume”,38,英扬,传奇,CC&E,39,SWOT,Strength,more suitable for children,syrup form,sweet, fruity flavor,more flexible in organizing our,message delivery and ad censorship,as registered as health food,Weakness,relatively high price (compared with local products; daily cost RMB 1.5),promotions in the hospital are limited,difficult to sum up into one,USP,Opportunity,less competition ( in terms of VB complex),the awareness of importance of,vitamins is increasing,Threats,low price strategy of local product,39,40,Becombion,品牌印记,(Brand Footprint),40,41,Becombion,品牌意义,Becombion,的意义就是,来自德国默克的复合维生素,B,Becombion means Vitamin B complex coming from German Merck,Becombion,的意义就是,B,族维生素均衡糖浆,Becombion means Vitamin B complex balanced syrup,Becombion,的意义就是,构筑儿童均衡发育的基础,Becombion means a very important basis for childrens balanced growth,41,42,Becombion,品牌个性,Becombion,是,维生素的专家,Becombion is the expert of Vitamin,Becombion,是,全面合理的,Becombion is comprehensive and equitable,Becombion,是,严谨的,Becombion is severe,42,英扬,传奇,CC&E,43,品牌意义,Becombion,的意义就是,来自德国默克的复合维生素,B,Becombion means Vitamin B complex coming from German Merck,Becombion,的意义就是,B,族维生素均衡糖浆,Becombion means Vitamin B complex balanced syrup,Becombion,的意义就是,构筑儿童均衡发育的基础,Becombion means a very important basis for childrens balanced growth,品牌个性,Becombion,是,维生素的专家,Becombion is the expert of Vitamin,Becombion,是,全面合理的,Becombion is comprehensive and equitable,Becombion,是,严谨的,Becombion is severe,Becombion,43,44,Becombion,销售策略,(Selling Strategy),44,45,Becombion,销售策略,(Selling Strategy),品牌位置,：,来自德国默克的复合维 生素,B,均衡糖浆,The Brand Position:,Vitamin B Complex Balanced Syrup coming from German Merck,45,46,Becombion,销售策略,(Selling Strategy),品牌目标：,儿童均衡发育的基础,营养源,The Brand Objective:,The Basic Nutrition Resource Of Childrens Balanced Growth,46,47,Becombion,销售策略,(Selling Strategy),广告角色：,向消费者传达,“复合维生素,B,与儿童均衡发育息息相关”的概念,The Specific Role Of The Advertising:,Deliver the message that childrens balanced growth is closely bound up with Vitamin B complex,47,48,Becombion,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,A,）概念性目标客层,/,谨慎的母亲,The Conceptual Target/ Careful And Caring Mothers,48,49,Becombion,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,D,）强有力的支持事实,(,The Compelling Truth):,功能上,：,中国市场上唯一糖浆型复合维生素,B,产品,Function,：,The only syrup type for Vitamin B Complex In China Market,49,50,Becombion,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,D,）强有力的支持事实,:,品牌上,:,默克是维生素,C,的发现者,The Compelling Truth:Merck is the discoverer of Vitamin C,50,51,Becombion,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,B,）,最核心的欲望：,希望孩子发育尽善尽美,The Core Desire/ Hope My Kids Grow Perfectly,51,52,Becombion,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,C,）,品牌如何最完美满足最核心的欲望：,Becombion,全面补充维生素,B,族,营养,改善孩子的胃口，帮助孩子均衡发育,How The Brand Best Fulfills The Core Desire,：,Becombion provides children with comprehensive Vitamin B complex nutrition,helps stimulate appetite and grow in a balanced way.,52,53,Becombion,销售策略,(Selling Strategy),销售概念,:,构筑儿童均衡发育的基础,The Selling Idea:,Becombion helps to constructing the foundation of childrens balanced growth.,53,54,Becombion,销售策略,(Selling Strategy),创意概念,:,让儿童均衡发育,均衡发育从维,B,开始,Ad Works :,Let Children Grow In a Balanced Way.,54,55,Seven Seas Multivitamin Syrup,55,英扬,传奇,CC&E,56,Product category: health food,Ingredients:,basement:cod liver oil(from deep sea),supplement:Vit A, B1, B2, B3, B6, C, D, E,Flavor: Orange flavor (real orange juice),Product Profile,56,英扬,传奇,CC&E,57,Our Concern:,7s MVS is more than traditional fish liver oil.,Product Profile,57,英扬,传奇,CC&E,58,Potential Competitors for 7s MVS,the order of nutrition mentioned by consumers (,with aided or unaided?,) :,Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B complex.,58,英扬,传奇,CC&E,59,Our Concern:,Different from Vit B, the necessary of fish liver oil is much greater in consumers mind, though they maybe cant name its functions in details.,The market of fish liver oil is more mature.,Potential Competitors for 7s MVS,59,英扬,传奇,CC&E,60,Real Competition,The major players in the multivitamin category are:,Junior Theragan, Junior Centrum, Kiddi, and Scotts,In term of daily cost, 7s MVS rated in the middle position.,Junior Theragan-RMB0.85;,Junior Centrum-RMB 1.12;,Kiddi-RMB 4.07/3.20;,Scotts-RMB 1.31,7s MVS-RMB 1.38,60,英扬,传奇,CC&E,61,Consumers Attitude,Researches show the majority of mothers are interested in product concept,GZ: “helps stimulate appetite”; ”contains cod liver oil”; ”helps brain development”,SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue”,61,英扬,传奇,CC&E,62,The buying intention of product:,GZ: 65.6%; SZ: 77.6%,The perceived price: around RMB 62/per bottle,Consumers Attitude,62,英扬,传奇,CC&E,63,Geographical Target Area,1st target cities: SZ, GZ, then roll out to PRD,2nd target cities: SH and BJ (launched in late 2001),63,英扬,传奇,CC&E,64,SWOT,Strength,more suitable for children,syrup form,sweet, fruity flavor,more flexible in organizing our,message delivery and ad censorship,as registered as health food,less dosage,contains many essential vitamins based on cod liver oil,Weakness,product function is difficult to measure,brand awareness is low, cant support the product,promotions in the hospital are limited,Opportunity,imported product with fair price,the awareness of importance of,vitamins is increasing,Threats,strong competition(like Squib, Whitewall),64,65,Seven Seas,七 海,品牌印记,(Brand Footprint),65,66,Seven Seas,七 海,品牌印记,(Brand Footprint),品牌意义,七海,的意义,就是,来自深海的多种维生素鱼肝油,Seven Seas means multi-vitamin fish liver oil from the deep sea,七海,的意义,就是,抗,污染的,Seven Seas means anti-pollution,七海,的意义,就是,可口橙味的,Seven Seas means tasty with sweet orange flavor,66,67,Seven Seas,七 海,品牌印记,(Brand Footprint),品牌个性,七海,是,有益的,Seven Seas is beneficial,七海,是,健康的,Seven Seas is healthy,七海,是,可爱的,Seven Seas is lovely,67,英扬,传奇,CC&E,68,Seven Seas,品牌意义,七海,的意义,就是,来自深海的多种维生素鱼肝油,Seven Seas means multi-vitamin fish liver oil from the deep sea,七海,的意义,就是,抗,污染的,Seven Seas means anti-pollution,七海,的意义,就是,可口橙味的,Seven Seas means tasty with sweet orange flavor,品牌个性,七海,是,有益的,Seven Seas is beneficial,七海,是,健康安全的,Seven Seas is healthy safety,七海,是,可爱的,Seven Seas is lovely,68,69,Seven Seas,七 海,销售策略,(Selling Strategy),品牌位置：,来自深海的多种维生素鱼肝油儿童保健糖浆,Brand Position:,The deep sea Fish Liver Oil Health Syrup with multi- Vitamins For Children Only,69,70,Seven Seas,七 海,销售策略,(Selling Strategy),品牌目标：,纯净有益的儿童营养必要补充剂,Brand Objective:,Anti-pollution And Natural Nutrition Supplement Necessary For Childrens health,70,71,Seven Seas,七 海,销售策略,(Selling Strategy),广告角色：,告诉消费者七海不是一般的鱼肝油,The Specific Role Of The Advertising:,Tell the consumer that Seven Seas is no ordinary fish liver oil,71,72,Seven Seas,七 海,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,A,）概念性目标客层：了解,鱼肝油的母亲,The Conceptual Target,：,learned Mothers On Fish Liver Oil Knowledge,72,73,Seven Seas,七 海,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,B,）,最核心的欲望,:,希望自己孩子不一般,The Core Desire: “My child is no ordinary kid,！”,.,73,74,Seven Seas,七 海,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,C,）,品牌如何最完美满足最核心的欲望,:,通过塑造七海不是一般的鱼肝油的品牌形象来满足消费者希望孩子不一般的心理需求,How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumers psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image,74,75,Seven Seas,七 海,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,D,）强有力的支持事实,:,功能上,:,含有,多种重要维生素和深海鱼肝油的成份,The Compelling Truth:Function: Have The Ingredients Of Multivitamins And Fish liver Oil Coming From The Deep North Sea,75,76,Seven Seas,七 海,销售策略,(Selling Strategy),销售概念构架,(The Selling Idea Platform),：,D,）强有力的支持事实,:,品牌上,:,来自,德国默克,The Compelling Truth:Brand:From German Merck,76,77,Seven Seas,七 海,销售策略,(Selling Strategy),销售概念：,不一般的鱼肝油,The Selling Idea:,No Ordinary Fish Liver Oil,77,78,Seven Seas,七 海,销售策略,(Selling Strategy),创意,概念：七海宝宝更出众,The Creative Idea:,Outstanding seven seas,，,outstanding kids,78,79,Dr Freeman Cough & Cold Syrup for Children,79,英扬,传奇,CC&E,80,Cough & Cold Market Overview,The market is huge: RMB 876mn (98),80,81,图示结论：,1,、不论男性被访人群,还是女性被访人群感冒前绝大多数人都有感冒前兆或感冒症状,2,、其中有轻度症状者占绝大多数，男性为,59.5%,女性为,60.0%,3,、可以推断,几乎所有人感冒前都有或多或少的症状,Settings of Consumption by the Whole Sample:,Number,：,511,Gender Group,：,16-60,SOURCE:IMI,81,82,Location of Buying Cold Medicine By the Whole Sample:,Number,：,510,Gender Group,：,16-60,岁,Multiple Answers ,so percent may extra- 100%,图示结论：,1,、,70.7%,的男性以及,72.4%,的女性会在药店,购买感冒药,因此可推断,不论男性还是女性，,购买感冒药首选的场所均为药店,其次为医院或诊所,2,、男女消费者在购药,场所选择方面性别差异,不大,SOURCE:IMI,82,83,The Habit of Keeping Cold Medicine at Home:,Number:624,Say “,Yes,”:508,Say “,No,”:116,图示结论：,81.