A策划奥美从无到有创建品牌
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“Building A Brand FromScratch从无到有创建品牌A Brand Is …品牌是...n A unique combination of three attributes 三种属性的独特组合A Brand Is …品牌是...l 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l 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l 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n 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” forunderstanding what our brandis, 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n Launched in 19741974年投放市场n 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n 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l passion, drama, moral uplift热情、戏剧性、品行升华l made it fashionable使之成为时髦l made sports shoes a fashion item使运动鞋成为时髦货n Worldwide sales of US$9,200m in 199797年全球销售额92 亿美元The Connection关系Triangle 三角形图Product Benefit 产品的好处Why I like the product 我为何喜欢该产品Consumer NeedsConsumer Needs//Beliefs 消费者需求/信念Why I value the product我为何高度评价该产品Brand Personality Why I trust the product品牌个性我为何信任该产品Nike Connection 耐克Triangle关系三角形图Optimum Performance品牌力的表现The end alwaysjustifies the means结果总能验证方法Empowerment& Irreverence授权与不逊One Mistake : Nike耐克的一个错误n Launched casual shoes in 1994在1994年推出休闲鞋n Disastrous sales, and damage to Nike image.l What has casual shoes got to be with Nikebrandl Range withdrawn销售额损失惨重，令耐克形象受损。
l休闲鞋和耐克品牌又有什么联系呢l撤回该系列“It is not enough just to know the consumer.You also have to knowyour brand”“仅了解消费者是不够的，还要了解你的品牌”(Phil Knight, Nike founder)(Phil Knight, 耐克创立者)Why ?为什么？Revisiting the commodity consumer再访消费者Lessons From Nike从耐克吸取的教训n Deliver a superior product, as defined by the consumer消费者认为你所提供的是出众的产品l not something anyone can do而不是任何品牌都可以做到的产品n At an acceptable premium付出可接受的额外费用l Own a corner of the consumer psyche在消费者的灵魂深处拥有一席之位l the desire in all of us to be a ‘winner’每一个人都有想成为“胜者”的欲望n 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l 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Case Study 例子分析Left Bank CaféPresident Enterprise左岸咖啡馆统一企业集团Background 背景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。
Background (Cont’d) 背景The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks.原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。
Background (Cont’d) 背景This led to confusion of the brand assets, which caused a long-term problem forPresident’s dairy products, since they needed to convey a clear image of “freshness” and“expertise.”这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。
Background(Cont’d) 背景To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution system.In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20.为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争力的冷冻设施及分配系统。
在台湾，以Tetra Pak 包装的饮料- 不论是高价的咖啡还是低价的豆奶- 价钱总是10或15元新台币。
罐头包装饮料则卖20元。
Background (Cont’d) 背景With the strong competition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。
市场竞争激烈，原材料成本不断上升，如果能将相同类别、相同容量的饮料卖到25元，那该多好！Package包装n The brand story starts with a plastic cup.品牌的故事从一个塑料杯开始。
n We developed a white plastic cup. This cup looks just like an ordinary McDonald’s take-awaycoffee 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。
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。
