可口可乐如何管理品牌资产

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,97/ SAC0414A.PPT/,27,Coca-Cola Architecture,可口可乐体系,97/SAC0414A.PPT/ 1,What is Architecture?,体系是什么？,The construction of the brand in the consumer,抯,mind,在消费者心里建立品牌联系,Key components of the brand,品牌的关键要素,Organization of the components,各要素的组合,How components are,dimensionalized,各要素是如何作用的,Architecture vs. Positioning: The House Model,体系,vs.,定位房屋模型,In buying a house:,买一个房子,Architecture: The,structure,of the house; how is it put together? What is it made of?,体系：房屋结构；如何组合在一起？什么材料构成？,Positioning: The view the consumer has of the house; the appearance, the overall impression it leaves.,定位：房屋购买者的观点；外观，整体印象,Localizing: Taking that same structure, the same impression, and giving it a local twist.,局部：获取相同的结构，相同的印象，把它局部扭转一起。,Previous Architecture,早先的体系,Burn and bite at the back of your throat,喉咙有焦味,Big, bold cola flavor,重而粗的可乐风味,Ice cold,冰冻的,Carbonation,碳酸的,Body,Satisfies a thirst,Deep down refreshment,Goes well with food,Energizes,Mind,Stimulates,Invigorates,Spirit,Rejuvenates,Uplifts,Revitalizes,111-year-old secret recipe,Enduring values,Special relationships,Coca-Cola moments,Genuine things,Always part of your life,Folklore,Real Cola Taste,真的可乐味道,Refreshment (for),Authenticity,Recognizes the significance of.,认识到它们的意义,Taste,口味,Refreshment,恢复活力,Authenticity,真切性,.as key brand components,关键品牌要素,Places equal importance on all three,给与三个方面同样的重要性,Does not establish any relationship between the three pillars,不建立任何关联在这三个支柱之间,Architecture,体系,Localizing the Global Position,本地及全球定位,Research in six countries (representing a range of development/competition): U.S.A., Mexico, Belgium, Hungary, China, Indonesia,在六个国家调查（发展中国家,/,发达国家）：美国、墨西哥、比利时、匈牙利、中国、印尼,First, in-depth qualitative to generate expressions, images, words that consumers use to talk about Coca-Cola and other RTD beverages,首先，在发展中国家定性研究，消费者如何评价可口可乐和竞品，通过生成公式、图像、词语来描述,Second, quantitative study using consumer articulations from qualitative round; factor analyzed across 204 dimensions to identify most influential category (RTD) and Coca-Cola drivers (those that correlate most highly with consumption),第二，定量研究正在消费的人群,Examples of Articulations,清晰度的例子,Gives me a treat,请我吃个饭,Great tasting,很棒的口味,Has a flavor all its own,具有它所拥有的所有风味,Renews me/recharges me,让我焕发一新,/,让我充满精力,The most trusted,最大的信任,Cannot be copied,无法仿制的,Has real cola taste,具有真可乐的口感,Gives me ice cold refreshment,让我冰爽并恢复精力,Localizing the Brand Position:,局部品牌定位,Key Insights,核心洞察,The three pillars of the original architecture - taste, authenticity, refreshment - are relevant and consistent with consumer perceptions of Coca-Cola across markets,Refreshment dimensions (combinations of similar articulations) are the most influential category (RTD) drivers,Authenticity dimensions are the most influential drivers from Coca-Cola currently,Top 20 Most Influential Dimensions:,RTDs,1.Great taste (T),2.Leadership (A),2.Cools/refreshes me (R),3.Part of our lives (A),4.Energizes (R),5.Helps me take a break (R),5.Indulgent reward (R),6.Pure/fresh taste (T),7.Cheers me up (R),8.Trusted quality (A),9.Complements food (T),10.Family routine (R),11.Self-renewal (R),11.Genuine/real/authentic (A),12.Indefinable/unforgettable (T),13.Eases digestion (R),14.Never changes (A),15.Unique/distinctive taste (T),15.Makes me feel closer to people (R),16.Part of a group (R),Top 20 Breakout:,Refreshment10,Authenticity 5,Taste5,Top 20 Most Influential Dimensions: Coca-Cola,1.Complements food (T),2.Great taste (T),3.Cola taste (T),4.Part of our lives (A),5.Leadership (A),6.Is for all people/everybody (A),7.The real cola/the standard (A),8.Right sweetness/balance (T),9.Cools/refreshes me (R),10.Family routine (R),11.Unique/distinctive taste (T),12.Established heritage (A),13.Medicinal properties (R),14.Pure/fresh taste (T),15.Unduplicated (A),16.Indulgent reward (R),17.Never changes (A),18.Trusted quality (A),19.Genuine/real/authentic (A),20.Timeless (A),Top 20 Breakout:,Authenticity 10,Taste6,Refreshment 4,Localizing the Brand Position: Identifying Opportunity,Price of Entry,: Influential drivers for both the RTD category and for Coca-Cola.,Brand Advantages,: Influential drivers for which Coca-Cola significantly exceeds all competitors.,Open Opportunities,: Influential drivers of the category not owned by any brand.,Using the quantitative data, the 204 dimensions wereclassified into three categories:,Localization Findings: Taste,Tastes great,Has a fresh taste,Taste complements fast food,Right balance of sweetness and carbonation,Price of Entry,Localization Findings: Taste,Tastes great,Has a fresh taste,Taste complements fast food,Right balance of sweetness and carbonation,Unique/distinctive taste,Unforgettable taste,Immediately recognizable taste,Unique cola flavor,Perfect cola taste,Real cola taste,Sweet refreshing flavor,Flavor all its own,Price of Entry,Coca-Cola Advantages,Localization Findings: Taste,Tastes great,Has a fresh taste,Taste complements fast food,Right balance of sweetness and carbonation,Unique/distinctive taste,Unforgettable taste,Immediately recognizable taste,Unique cola flavor,Perfect cola taste,Real cola taste,Sweet refreshing flavor,Flavor all its own,Taste can,抰,stop drinking,Taste can drink a lot of/taste that grabs me,Taste that complements a meal/a snack,Rich/richer taste,Price of Entry,Coca-Cola Advantages,Open Opportunities,Localization Findings: Refreshment,Price of Entry,Makes me feel fresh,Refreshes/cools me,Is refreshing,Cools me/my body down,Takes away my thirst/is thirst quenching,Gives me ice cold refreshment,Localization Findings: Refreshment,Price of Entry,Coca-Cola Advantages,Makes me feel fresh,Refreshes/cools me,Is refreshing,Cools me/my body down,Takes away my thirst/is thirst quenching,Gives me ice cold refreshment,N/A,Localization Findings: Refreshment,Price of Entry,Coca-Cola Advantages,Open Opportunities,Makes me feel fresh,Refreshes/cools me,Is refreshing,Cools me/my body down,Takes away my thirst/is thirst quenching,Gives me ice cold refreshment,N/A,Brings me back to life/revitalizes me,Gives me enjoyment anytime,Cheers me up/puts me in a good mood,Peps/picks me up,Fits with my routine,Replenishes me,Renews/recharges me,Localization Findings: Authenticity,Price of Entry,Has a high quality,Localization Findings: Authenticity,Price of Entry,Coca-Cola Advantages,Has a high quality,Is the most trusted,Is always part of our lives, memories,Is always there for you,Is genuine,Is the real one/real thing,Is one of a kind,Never changes,Is timeless,Is for all people/ everybody,Sets the standard for colas,Cannot be copied,Is proven,Has a solid reputation,Has been around a long time,Localization Findings: Authenticity,Price of Entry,Coca-Cola Advantages,Open Opportunities,Has a high quality,Is the most trusted,Is always part of our lives, memories,Is always there for you,Is genuine,Is the real one/real thing,Is one of a kind,Never changes,Is timeless,Is for all people/everybody,Sets the standardfor colas,Cannot be copied,Is proven,Has a solid reputation,Has been around a long time,N/A,Architecture Enhancements,1.,Elevate the importance of refreshment.,Refreshment,Authenticity,Taste,Architecture Enhancements (continued),2.,Combine refreshment with taste and/or authenticity to leverage brand strengths.,Refreshment,Authenticity,Taste,+,+,Architecture Enhancements (continued),3.,Make each element proprietary to Coca-Cola and establish a definition of refreshment ownable by the brand.,Coca-Cola Refreshment Physical,and,Mental/Emotional,Authenticity,Unique,Coca-Cola Taste,+,+,Additional Findings,First choice,Stands out from the rest,Top of the line,Recognized as best,#1 Brand,Leadership dimensions are extremely influential for Coca-Cola:,Additional Findings,The personality of Coca-Cola is upbeat and social:,Irresistible,Trustworthy/dependable,Easy to be with/understanding/empathetic,Special,Brings people together/social/popular,Happy,Confident,Full of life/dynamic/energetic,Traditional/established yet,揷,ool?or,搃,n,Reliable/predictable,Accessible/always there,Enhanced Architecture,Aspirational,Dimensions are Bracketed,Coca-Cola RefreshmentIndividual or Shared,Tastes great,Unique/distinctive taste,Immediately recognizable taste,Perfect cola taste,Real cola taste,Unforgettable taste,(Taste can drink a lot of/can,抰,stop drinking/grabs me),(Taste that complements a meal/a snack),Indescribable/Indefinable taste,A flavor all its own,Has a high quality,Is the most trusted,Is always part of our lives/memories,Is genuine,Is the real one/real thing,Has been around a long time,Is one of a kind,Is timeless,Is for all people/everybody,Sets the standard for colas,Cannot be copied,Will always be there for you,Unique,Coca-Cola,Taste,Authenticity,Is very refreshing,Takes away my thirst/is thirst quenching,Gives me ice cold refreshment,(Brings me back to life/revitalizes me),Makes my whole body feel refreshed,(Gives me a treat, reward),(Gives me an energy boost),(,Gives me enjoyment anytime),(Cheers me up/puts me in a good mood/keeps my spirits high),(Peps/picks me up),(Fits with my routine),(Renews/recharges me),(Lets me take a break),(Makes me feel part of a group),+,+,Physical,+,Mental/Emotional,Enhanced Architecture: Implications,Research demonstrates some variation in architecture across markets; countries should determine if global findings make sense and create connections between the local consumer and the architecture,Coca-Cola communication must take into consideration maximizing areas owned and exploiting open opportunities,Leadership and the upbeat personality of the brand should be reflected in everything we do,