1、What Is The Brand “Means” And “Is”?品牌的“意義”和“個性”是什么What the brand “means” is what a brand gets credit for in the eyes of consumersits reputation across a number of key dimensions.品牌的“意義”是指一個品牌在消費(fèi)者心目中產(chǎn)生的印象即該品牌在幾個層面上的聲譽(yù)。What the brand “is” is how we would describe the brands dominant personality traits

2、generally those that correspond to its principal meanings.品牌“個性”那些與品牌意義相對應(yīng)的特征。1英揚(yáng)CC&EWhy The Need For A Brand Footprint?為什么需要品牌印記？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

3、newgeographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories.愈來愈多的行銷人運(yùn)用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。全球品牌因?yàn)轭I(lǐng)域的擴(kuò)張而建立起來； “大品牌”或“超級品牌”則是因跨越多項(xiàng)產(chǎn)品或品類而被建立。2英揚(yáng)CC&EWhy The Need For A Brand Footprint?為什么需要品牌印記？This expansion puts renewed focus on the need to protect

4、 brand equity.這種擴(kuò)張及延伸，讓我們必須重新重視并保護(hù)品牌的資產(chǎn)。3英揚(yáng)CC&EWhy The Need For A Brand Footprint?為什么需要品牌印記？As brands are expanded, there are pressures of dilution that stem from:隨著品牌的擴(kuò)張，使品牌有被稀釋的的因素如下：，這些The need to reexpress the brand in the context of new competitive sets and new cultures.必須就新的競爭條件和新文化的觀點(diǎn)來重新表現(xiàn)品牌。

5、4英揚(yáng)CC&EWhat Are ThreeDimensions?什么是品牌印記的三個層次The Brand Footprint reflects the truth that most brandsespecially powerful onesare multidimensional. They contain meanings and associations that are built over time.品牌印記所反映的一項(xiàng)事實(shí)是：大部分的品牌特別是大品牌都是多層次的。它們包含了長期建立的意義和聯(lián)想。5英揚(yáng)CC&EHow Much of A Future Vision?品牌印記的遠(yuǎn)景

6、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.品牌印記不只是一個消費(fèi)者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。6英揚(yáng)CC&EHow Much of A Future Vision?品牌印記的遠(yuǎn)景如何？For established,dominant brands, the Footprint will

7、 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.對已建立起來的領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些

8、意義表達(dá)出來，讓每個人同時都知道當(dāng)這個品牌擴(kuò)張或延伸時，要保護(hù)什么，以及利用什么品牌價值。7英揚(yáng)CC&EHow Much of A Future Vision?品牌印記的遠(yuǎn)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.對某些品牌來說，也許必須增加意義或調(diào)整原有的意義，以利于擴(kuò)張或只是讓該品牌變得更具時代性。8英揚(yáng)CC&EHow Muc

9、h of A Future Vision?品牌印記的遠(yuǎn)景如何？Ultimately,the final balance between existing vs.desired meanings is a strategic decision built on the brands consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth.最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義， 就是一項(xiàng)策略性的決定。即建立在該品牌消費(fèi)者的真 實(shí)面上，并加上必要時的調(diào)

10、整，以便為該品牌未來成長之要求提供一個遠(yuǎn)景與靈感。9英揚(yáng)CC&EExampleFor 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:11英揚(yáng)CC&EExampleAmerican Express Brand Footpri

11、ntAmerican Express means MembershipThe BusinessLifeThe ChargeCardAmerican Express is ProfessionalWorldlyCC&REesponsible12英揚(yáng)ExampleVisaBrand FootprintVisa means EverywhereThe High Life The Credit CardVisa is SociableStylishOn-The-Go13英揚(yáng)CC&EThe selling strategy銷售策略14What Is The Role of The Selling Str

12、ategy?銷售策略扮演的角色如何？TheSellingStrategyisadisciplinethatissingle-mindedly focused on generating brand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominance in consumers mind.銷售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費(fèi)者，并且建立品牌忠誠度，讓消費(fèi)者產(chǎn)生深刻印象的意念。15英揚(yáng)CC&

13、EWhat Is The Role of The Selling Strategy?銷售策略扮演的角色如何？TheSellingStrategycanbeputtoworkatmanydifferent levels. At the highest level, it can be used toreveal 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 product

14、s that create competitive advantage for brands.銷售策略可運(yùn)用于不同層次。在最高層次，它可用來展 現(xiàn)構(gòu)成品牌形象活動核心的最重要品牌概念。同樣地， 它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概 念，并替品牌創(chuàng)造競爭的優(yōu)勢。16英揚(yáng)CC&EWhat Is The Role of The Selling Strategy?銷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

15、 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.雖然在任何市場或區(qū)域，都應(yīng)該有一個單一的品牌足 跡來定義品牌本質(zhì)，但銷售策略則不限定有幾個。籍 有在品牌足跡所建立的品牌價值架構(gòu)內(nèi)作業(yè)，品牌足 跡與銷售策略這兩者，也同時支持并提升了品牌力量。17英揚(yáng)CC&EThe Sell

16、ing Strategy Model銷售策略的模式The Selling Strategy Model is composed of five critical components：銷售策略模式是由五個重要的部份所組成：The Brand Position品牌位置The Brand Objective品牌目標(biāo)The Specific Role Of The Advertising廣告擔(dān)任的角色The Selling Idea Platform銷售概念架構(gòu)The Selling Idea銷售概念18英揚(yáng)CC&EThe Brand Position品牌位置Theperceptualspaceth

17、atthebrandholdsintheconsumersmindatthe IdeabeginningoftheSellingdevelopment process.銷售概念的發(fā)展過程開始之前，品牌在消費(fèi)者心中的認(rèn)知地位。19英揚(yáng)CC&EExampleExamples:BrandMarriottMotorola manufacturerMasterCardBrand PositionA “vanilla” hotel A technologyMy other card20英揚(yáng)CC&EThe Brand Objective品牌目標(biāo)The perceptual space that we wan

18、t the brand to occupy in the consumers mind.我們希望品牌在消費(fèi)者心中所占據(jù)的認(rèn)知位置。21英揚(yáng)CC&EExampleExample: Brand MarriottMotorolaBrand ObjectiveA memorable experience The leading brand in mobilepersonalcommunicationsMasterCardA card I feel good about22英揚(yáng)CC&EThe Specific Role Of The Advertising廣告擔(dān)任的角色The role of the a

19、dvertising may vary greatlyin 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.廣告的角色可能有相當(dāng)大范圍的差異。它可能承擔(dān)重新定義一個品牌的任

20、務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升的一個元素、引進(jìn)或延伸一個品牌?；蚩赡軕?zhàn)術(shù)性地回應(yīng)競爭品牌的活動。23英揚(yáng)CC&EExampleExamples:BrandRole of AdvertisingMarriottTo get guests to stop taking Marriott for grantedTo make “brand” Motorola asMotorolastrong asits market shareMasterCardTo give an emotionally bankrupt brand a heart24英揚(yáng)CC&EThe Selling Idea Platform銷

21、售概念架構(gòu)The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising:為了構(gòu)思銷售概念并發(fā)展廣告，我們需要知道以下與消費(fèi)者及品牌有關(guān)的重要元素：A. The Conceptual Target概念性的目標(biāo)客層B. The Core Desire最核心的欲望C. How The Brand Best Fulfills The Code Desire品牌如何最完美地滿足最核心的欲望D.

22、The Compelling Truth強(qiáng)而有力的支持事實(shí)25英揚(yáng)CC&EThe Selling Idea Platform銷售概念架構(gòu)A. The Conceptual Target概念性的目標(biāo)客層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）們是對于某一個類別及/或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。26英揚(yáng)CC&EThe

23、Selling Idea Platform銷售概念架構(gòu)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.它是概念性的目標(biāo)客層最關(guān)切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。27英揚(yáng)CC&EThe Selling Idea Platform銷售概念架構(gòu)B. The Core Desire最核心的欲望The Core Desir

24、e represents the deepest, most powerful, emotional benefit that theConceptual Target receives from the brand.核心欲望代表概念性目標(biāo)客層能從本品牌獲得的最深切、最有力、最富情感的利益。28英揚(yáng)CC&EThe Selling Idea Platform銷售概念架構(gòu)D.The Compelling Truth強(qiáng)而有力的支持事實(shí)Thecompelling truth that provides the keyevidence that supports the brands role in s

25、atisfying the Core Desire of the Conceptual Target both in function and brand.“無庸置疑的事實(shí)”，在滿足概念性目標(biāo)客層的核心欲望時，品牌所擔(dān)任角色之強(qiáng)而有力的支持事實(shí)。29英揚(yáng)CC&EExampleCompellingFunctional TruthSpecific TruthBrandPerformance“Prevents heart disease”Bayer AspirinFunctional TruthSpecific TruthBrandCompany Values Johnson“We really c

26、are about youJohnson &and yours”“Marlboro Country”Brand MythMarlboro Cigarettes30英揚(yáng)CC&EWhat Is A Selling Idea?什么是銷售概念A(yù)SellingIdeaisastrategic learnedconceptthatfocuseseverythingwehaveaboutwhatthebrandneedstomeantoconsumersintoasinglehighly whatfocusedstrategicideathatexpressesexactlywe wish the adve

27、rtising to say to consumers.銷售概念是一個策略性的概念。它將我們所知道的一切有關(guān)品牌在消費(fèi)者心中所須達(dá)成的意義與印象，集中成一高專注的策略性概念與想法，進(jìn)而表達(dá)我們希望廣告到底要對消費(fèi)者說什么。31英揚(yáng)CC&EExamplesBrand7-UpPepsi (1997)Microsoft to goSelling Idea“An Occasional Alternative to Cola” “The Official Generation X Cola” “Access to Information”Creative Idea “The Uncola” “Gener

28、ation Next”“Where do you wanttoday?”32英揚(yáng)CC&E1. Preamble2. Marketing and Competition Overview3. CC&E Communication ToolsFootprintSelling Strategy4. Brand/Product Communication StrategyBecombion/Becombion Vitamin B Complex Syrup Seven Seas/Seven Seas Multivitamin SyrupDr. Freeman/Dr. Freeman Cough & C

29、old Syrup for Children5. Creative Concept and Advertising Mechanics6. Below-the-line and Other Marketing Tactics33英揚(yáng)CC&EBecombion34Vitamins Market OverviewThe OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn)35英揚(yáng)CC&EProduct ProfileProduct category: health food the order of products (

30、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!36英揚(yáng)CC&EProduct ProfileMulti Vit B ingredients :B1, B2, B3, B6, B12 the functions of every ingredients above (pls. r

31、efer to clients brief for detailed information)Our Concern: The functions are slack and lack of consistence.37英揚(yáng)CC&EProduct ProfileProduct form: syrup Currently No Vit B complex syrup is found in GZOur Concern: Quite new product form; more suitable for children38英揚(yáng)CC&EGeographical target areaTargete

32、d cities: SZ, GZ, then roll out to PRDOur Concern:Higher income level in SZ and GZ than other inland citiesFood supplement market is more mature“Only food is not enough for my daily vitamin consume”39英揚(yáng)CC&ESWOTStrength more suitable for children syrup form sweet, fruity flavor more flexible in organ

33、izing our message delivery andad censorship as registered as health foodWeakness relatively high price (compared with local products; daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USPOpportunity less competition ( in terms of VB complex)Threats low price str

34、ategy of local product the awareness of importance of vitamins is increasing40英揚(yáng)CC&EBecombion品牌印記(Brand Footprint)41Becombion品牌意義Becombion的意義就是來自德國默克的復(fù)合維生素BBecombion means Vitamin B complex coming from German MerckBecombion的意義就是B族維生素均衡糖漿Becombion means Vitamin B complex balanced syrupBecombion的意義就是構(gòu)

35、筑兒童均衡發(fā)育的基礎(chǔ)Becombion means a very important basis for childrens balanced growth42Becombion品牌個性Becombion是維生素的專家Becombion is the expert of VitaminBecombion是全面合理的Becombion is comprehensive and equitableBecombion是嚴(yán)謹(jǐn)?shù)腂ecombion is severe43Becombion品牌意義品牌個性Becombion是維生素的專家Becombion的意義就是來自德國 默克的復(fù)合維生素BBecombi

36、on means Vitamin B complex coming from German MerckBecombion is the expert of VitaminBecombion是全面合理的Becombion的意義就是B族維生 素均衡糖漿Becombion means Vitamin B complex balanced syrupBecombion is comprehensive and equitableBecombion的意義就是構(gòu)筑兒童 均衡發(fā)育的基礎(chǔ)Becombion means a very important basis for childrens balanced

37、growthBecombion是嚴(yán)謹(jǐn)?shù)腂ecombion is severe44英揚(yáng)CC&EBecombion銷售策略(Selling Strategy)45Becombion銷售策略(Selling Strategy)品牌位置：來自德國默克的復(fù)合維生素B均衡糖漿The Brand Position: Vitamin BComplexBalanced Syrup comingfrom German Merck46Becombion銷售策略(Selling Strategy)品牌目標(biāo)：兒童均衡發(fā)育的基礎(chǔ)營養(yǎng)源The Brand Objective: The Basic Nutrition Res

38、ource Of Childrens Balanced Growth47Becombion銷售策略(Selling Strategy)廣告角色：向消費(fèi)者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”的概念The Specific Role Of The Advertising: Deliver the message that childrens balanced growth is closely bound up with Vitamin B complex48Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：A）

39、概念性目標(biāo)客層/謹(jǐn)慎的母親The Conceptual Target/ Careful AndCaring Mothers49Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：D）強(qiáng)有力的支持事實(shí)(The Compelling Truth):功能上：中國市場上唯一糖漿型復(fù)合維生素B產(chǎn)品Function：The only syrup type forVitaminBComplexIn China Market50Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Ide

40、a Platform)：D）強(qiáng)有力的支持事實(shí):品牌上:默克是維生素C的發(fā)現(xiàn)者The Compelling Truth:Merck is thediscoverer ofVitamin C51Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)：B）最核心的欲望：希望孩子發(fā)育盡善盡美The Core Desire/ Hope My Kids Grow Perfectly52Becombion銷售策略(Selling Strategy)銷售概念構(gòu)架(The Selling Idea Platform)： C）品牌如何最完美

41、滿足最核心的欲望： Becombion 全面補(bǔ)充維生素B族營養(yǎng),改善孩子的胃口，幫助孩子均衡發(fā)育How The Brand Best Fulfills The Core Desire： Becombion provides children withcomprehensiveVitamin B complexnutrition,helps stimulate appetite and grow in a53balanced way.Becombion銷售策略(Selling Strategy)銷售概念: 構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)The Selling Idea: Becombion helps

42、toconstructing the foundation ofbalanced growth.childrens54Becombion銷售策略(Selling Strategy)創(chuàng)意概念:讓兒童均衡發(fā)育均衡發(fā)育從維B開始Ad Works : Let Children Grow In a Balanced Way.55Seven Seas MultivitaminSyrup56Product ProfileProduct category: health food Ingredients: basement:cod liver oil(from deep sea) supplement:Vit

43、 A, B1, B2, B3, B6, C, D, EFlavor: Orange flavor (real orange juice)57英揚(yáng)CC&EProduct ProfileOur Concern:7s MVS is more than traditional fish liver oil.58英揚(yáng)CC&EPotential Competitors for 7sMVSthe order of nutrition mentioned by consumers (with aided or unaided?) :Calcium, fish liver oil, Multivitamin,V

44、it C, Iron and Vit B complex.59英揚(yáng)CC&EPotential Competitors for 7sMVSOur 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 mature.fish liver oil is more60英揚(yáng)CC&EReal CompetitionThe major p

45、layers in the multivitamin category are:Junior Theragan, Junior Centrum, Kiddi, and ScottsIn 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 1.317s MVS-RMB 1.3861英揚(yáng)CC&EConsumers AttitudeResearches show the major

46、ity ofmothers are interested in conceptproduct GZ: “helps stimulate appetite”; ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps instrengthening bone issue”62英揚(yáng)CC&EConsumers AttitudeThe buying intention of product: GZ: 65.6%;

47、 SZ: 77.6%The perceived price: around RMB 62/per bottle63英揚(yáng)CC&EGeographical Target Area1st target cities: SZ, GZ, then roll out to PRD2nd target cities: SH and BJ (launched in late 2001)64英揚(yáng)CC&ESWOTStrength more suitable for children syrup form sweet, fruity flavor more flexible in organizing our me

48、ssage delivery and ad censorship as registered as health food less dosage contains many essential vitamins basedon cod liver oilWeakness product function is difficult to measure brand awareness is low, cant support the product promotions in the hospital are limitedOpportunity imported product with f

49、air priceThreats strong competition(like Squib, Whitewall) the awareness of importance of vitamins is increasing65英揚(yáng)CC&ESeven Seas七海品牌印記(Brand Footprint)66Seven Seas七海品牌印記(Brand Footprint)品牌意義七海的意義就是來自深海的多種維生素魚肝油Seven Seas means multi-vitamin fish liver oil seafrom the deep七海的意義就是抗污染的Seven Seas mean

50、s anti-pollution七海的意義就是可口橙味的Seven Seas means tasty withsweet orange flavor67Seven Seas七海品牌印記(Brand Footprint)品牌個性七海是有益的Seven Seas is beneficial七海是健康的Seven Seas is healthy七海是可愛的Seven Seas is lovely68Seven Seas品牌意義品牌個性七海的意義就是來自深海的多 種維生素魚肝油Seven Seas means multi-vitamin fish liver oilfrom the deep sea七

51、海的意義就是抗污染的七海是有益的Seven Seas is beneficial七海是健康安全的Seven Seas is healthy safetySeven Seas means anti- pollution七海的意義就是可口橙味的七海是可愛的Seven Seas is lovelySeven Seas means tasty withsweet orange flavor69英揚(yáng)CC&ESeven Seas七海銷售策略(Selling Strategy)品牌位置：來自深海的多種維生素魚肝油兒童保健糖漿Brand Position: The deep sea Fish Liver Oi

52、lHealth Syrup with multi- VitaminsOnlyFor Children70Seven Seas七海銷售策略(Selling Strategy)品牌目標(biāo)：純凈有益的兒童營養(yǎng)必要補(bǔ)充劑Brand Objective: Anti-pollution AndNatural Nutrition Supplement Necessary For Childrens health71Seven Seas七海銷售策略(Selling Strategy)廣告角色：告訴消費(fèi)者七海不是一般的魚肝油The Specific Role Of The Advertising: Tell theconsumerthat Seven Seas is no ordinary fish liveroil72Seven Seas七海銷售策略(Selling Strategy)銷