《从无到有创建品牌》.ppt

Building A Brand From Scratch从无到有创建品牌A Brand Is … 品牌是...n nA unique combination of three attributes三种属性的独特组合A Brand Is … 品牌是...n nproduct benefitproduct benefit产品的好处产品的好处n nwhat makes the consumer what makes the consumer likelike the product the product什么令消费者什么令消费者喜欢喜欢该产品该产品n nbrand personality/imagebrand personality/image品牌个性品牌个性/ /形象形象n nwhat makes the consumer what makes the consumer trusttrust the product the product什么令消费者什么令消费者信任信任该产品该产品n nconsumer needs/beliefsconsumer needs/beliefs消费者需求消费者需求/ /信念信念n nwhat makes the consumer what makes the consumer valuevalue the product the product什么令消费者什么令消费者高度评价高度评价该产品该产品n nIf we can understand the “connection” between these If we can understand the “connection” between these three attributes, then we can turn a product into a three attributes, then we can turn a product into a brandbrand如果我们了解这三种属性之间的如果我们了解这三种属性之间的“ “联系联系” ”，就能将一个产，就能将一个产品转为一个品牌。

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n nLaunched in 19741974年投放市场n nSports 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 nNew advertising campaign “Just Do It” took sports New advertising campaign “Just Do It” took sports imageryimagery mass marketmass market题为题为 “Just Do It” “Just Do It” 的的 新广告以运动新广告以运动形象形象打入大众市场打入大众市场n npassion, drama, moral upliftpassion, drama, moral uplift热情、戏剧性、品行升华热情、戏剧性、品行升华n nmade it fashionablemade it fashionable使之成为时髦使之成为时髦n nmade sports shoes a fashion itemmade sports shoes a fashion item使运动鞋成为时髦货使运动鞋成为时髦货n nWorldwide sales of US$9,200m in 1997Worldwide sales of US$9,200m in 19979797年全球销售额年全球销售额 92 92 亿美元亿美元The Connection 关系Triangle 三角形图Product Benefit Product Benefit 产品的好处产品的好处Why I Why I likelike the product the product 我为何我为何喜欢喜欢该产品该产品Consumer NeedsConsumer Needs/ Beliefs Beliefs 消费者需求消费者需求消费者需求消费者需求/ /信念信念信念信念 Why I Why I valuevalue the the product product我为何我为何我为何我为何高度评价高度评价高度评价高度评价该产品该产品该产品该产品Brand PersonalityBrand PersonalityWhy I Why I trusttrust the the productproduct品牌个性品牌个性品牌个性品牌个性我为何我为何我为何我为何信任信任信任信任该产品该产品该产品该产品Nike Connection 耐克 Triangle关系三角形图Optimum Performance品牌力的表现The end The end alwaysalwaysjustifies thejustifies themeansmeans结果总能验证方法结果总能验证方法结果总能验证方法结果总能验证方法 EmpowermentEmpowerment & & Irreverence Irreverence 授权与不逊授权与不逊One Mistake : Nike耐克的一个错误n nLaunched casual shoes in 1994Launched casual shoes in 1994在1994年推出休闲鞋n nDisastrous sales, and damage to Nike image. Disastrous sales, and damage to Nike image. n nWhat has casual shoes got to be with Nike brandWhat has casual shoes got to be with Nike brandn nRange withdrawnRange withdrawn销售额损失惨重，令耐克形象受损。

n n休闲鞋和耐克品牌又有什么联系呢休闲鞋和耐克品牌又有什么联系呢n n撤回该系列撤回该系列“ It is not enough just to know the consumer. You also have to know your 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, Nike founder) (Phil Knight, (Phil Knight, 耐克创立者耐克创立者) ) Why ? 为什么？Revisiting the commodity consumer再访消费者再访消费者Lessons From Nike从耐克吸取的教训n nDeliver a superior product, as defined by the consumer消费者认为你所提供的是出众的产品n nnotnot something anyone can do something anyone can do而不是任何品牌都可以做到的产品而不是任何品牌都可以做到的产品n nAt an acceptable premium付出可接受的额外费用n nOwn a corner of the Own a corner of the consumer psycheconsumer psyche在消费者的在消费者的灵魂深处灵魂深处拥有一席之位拥有一席之位n nthe desire in all of us to be a ‘winner’the desire in all of us to be a ‘winner’每一个人都有想成为每一个人都有想成为“ “胜者胜者” ”的欲望的欲望n nReorientate 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n neg : ‘Just Do It’eg : ‘Just Do It’如：如：“Just Do It”“Just Do It”n nextreme effort of competitionextreme effort of competition竞争的极度努力竞争的极度努力n nfun, irreverent attitude to lifefun, irreverent attitude to life趣味，对生活不逊的态度趣味，对生活不逊的态度Left Bank Café President Enterprise左岸咖啡馆统一企业集团Case Study 例子分析例子分析Background 背景Why was the Left Bank Café brand born? 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 President Enterprise’s dairy products were being sold under the “President” brand name, and for a sold under the “President” brand name, and for a long time had been unable to rise beyond second long time had been unable to rise beyond second or third placed brand in the market. 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 The reason was that President was also marketing a great variety of other products under the corporate great variety of other products under the corporate brand name, including not only food and drink brand name, including not only food and drink products, but also insurance and even amusement products, but also insurance and even amusement parks. 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, This led to confusion of the brand assets, which caused a long-term problem for President’s dairy which caused a long-term problem for President’s dairy products, since they needed to convey a clear image of products, since they needed to convey a clear image of “freshness” and “expertise.”“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 To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration competitive edge of its superior refrigeration facilities and distribution system.facilities and distribution system. In Taiwan, any In Taiwan, any beverage that comes in a Tetra Pak - be it a high-beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20. comes in a can is always sold for NT$20. 为此为此“ “统一统一” ”希望为它的乳类食品建立一个新牌子，利用其在台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，以湾具竞争力的冷冻设施及分配系统在台湾，以Tetra PakTetra Pak包包装的饮料装的饮料 - - 不论是高价的咖啡还是低价的豆奶不论是高价的咖啡还是低价的豆奶 - - 价钱总是价钱总是1010或或1515元新台币罐头包装饮料则卖元新台币罐头包装饮料则卖 20 20元Background (Cont’d) 背景With the strong competition in the market and the With the strong competition in the market and the ever-increasing cost of raw materials, we thought it ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price beverages, in packages of the same volume, for a price of NT$25of 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 nThe brand story starts with a plastic cup.The brand story starts with a plastic cup.品牌的故事从一个塑料杯开始n nWe developed a white plastic cup. This cup We developed a white plastic cup. This cup looks just like an ordinary McDonald’s take-away looks just like an ordinary McDonald’s take-away coffee cup,but is made of plastic rather than coffee cup,but is made of plastic rather than paperpaper. 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 This cup does not have a vacuum seal, and the contents can only be kept for a short period, and contents can only be kept for a short period, and then only if the cup is stored at a temperature of then only if the cup is stored at a temperature of 5 5 C. 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。

Place (Cont’d) 产品放置Nevertheless, we realized that this shortcoming Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage actually presented an opportunity. Because the storage period is so short, consumers will believe that the period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more there is a good reason for it to be a little more expensive than a drink which is not.expensive than a drink which is not.但是我们把这看成一个机会。

保存期短使消费者相信物料新鲜而一杯新鲜的饮品自然比其它要贵些Price 价格n nAll the strategic thinking was concentrated on All the strategic thinking was concentrated on one major objective: how can we make one major objective: how can we make consumers accept the unreasonably high consumers accept the unreasonably high price of NT$25 per cup?price of NT$25 per cup?所有策略思考都集中在一个主要目的：如何让消费者接受25元一杯的高价？n nWe asked ourselves a series of questions to We asked ourselves a series of questions to help us ensure we could create a high-class help us ensure we could create a high-class brand. brand. 我们自问一连串相关问题，以确保能创造出一个高级的品牌。

Product 产品 n nWhat kind of product should we put into the cup, to bestWhat kind of product should we put into the cup, to best help us sell it for the highest help us sell it for the highest price?price?在这杯子放进什么商品才能卖到最高价呢？在这杯子放进什么商品才能卖到最高价呢？n nWe considered wine, fruit juice and milk, butWe considered wine, fruit juice and milk, butfinally decided on coffeefinally decided on coffee- less likely to deteriorate- less likely to deteriorate- high quality perception- high quality perception- milk content led to favourable tax rate- milk content led to favourable tax rate我们考虑过葡萄汁、果汁、牛奶，最后选咖我们考虑过葡萄汁、果汁、牛奶，最后选咖啡，因为咖啡不那么容易变质、被认为是高啡，因为咖啡不那么容易变质、被认为是高质饮品，并因牛奶成分而得到优惠税率。

质饮品，并因牛奶成分而得到优惠税率 Brand Concept 品牌概念n nWe then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?什么地方运来寄售的咖啡最有高级感？n nWe held eight focus discussion groups to interrogate 4 concepts我们组织了八个讨论小组，想出四个高级场所作为尝试的概念n nAn airline kitchen ?An airline kitchen ?Coffee from an airline kitchen, as specially Coffee from an airline kitchen, as specially prepared for first-class passengersprepared for first-class passengers空中厨房 ?来自空中厨房专门为头等舱准备的咖啡Brand Concept (Cont’d)品牌概念Brand Concept (Cont’d)品牌概念n nA high-class Japanese style coffee shop ? A high-class Japanese style coffee shop ? Coffee from a refined and elegant Coffee from a refined and elegant Japanese specialty coffee shop Japanese specialty coffee shop 日式高级咖啡馆 ? 来自优雅、精致的日式咖啡馆的咖啡Brand Concept (Cont’d)品牌概念n nA left bank caféA left bank caféCoffee from Paris - from a café on the left Coffee from Paris - from a café on the left bank of the Seine - a place full of bank of the Seine - a place full of atmosphere, a haunt of poets and atmosphere, a haunt of poets and philosophersphilosophers左岸咖啡馆这咖啡来自巴黎塞纳河左岸一家充满人文气氛的咖啡馆，一个诗人、哲学家喜欢去的地方。

n n10 10 Downing StreetDowning StreetCoffee from the kitchen of the BritishCoffee from the kitchen of the British prime minister’s residence, a place prime minister’s residence, a place where coffee is prepared for VIPwhere coffee is prepared for VIP visitors every day. visitors every day.唐宁街10号这咖啡来自英国首相官邸厨房，平日在这里准备招待贵宾的咖啡Brand Concept (Cont’d)品牌概念Brand Concept (Cont’d)品牌概念n nIt became apparent that most people felt that the coffee from a left bank café seemed to have the highest value, and would make them pay the highest price. 明显地人们觉得来自左岸咖啡馆的咖啡价值最高，他们愿为此付最高的价钱。

Target Group 目标消费群 n n Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak? 用Tetra Pak包装的咖啡只卖15元，谁会最愿意付25元买一杯咖啡？Target Group (Cont’d)目标消费群n nAny new beverage product must achieve a good Any new beverage product must achieve a good turnover within three months, or it will be delisted. turnover within three months, or it will be delisted. Who would be more than merely curious (since Who would be more than merely curious (since curiosity alone would not be enough to overcome curiosity alone would not be enough to overcome the high-price barrier), and buy into the idea of the high-price barrier), and buy into the idea of the brand?the brand?新饮品在推出三个月内如果达不到高营业额就会被撤走。

那些人会出于品牌的创意而购买这个新牌子(仅有好奇心并不能克服高价的门槛)?Target Group (Cont’d)目标消费群n n Young women aged 17 to 22 are characterized Young women aged 17 to 22 are characterized as being honest and sentimental, full of hopes and as being honest and sentimental, full of hopes and dreams, fond of art and literature, but not dreams, fond of art and literature, but not particularly sophisticated, since they still do not particularly sophisticated, since they still do not have much experience of life. have much experience of life. 我们选择17到 22岁的年轻女士，她们有诚实、多愁善感，喜爱文学艺术，但生活经验不多，不太成熟。

Target Group (Cont’d)目标消费群n nThey loved the idea behind the brand, and were They loved the idea behind the brand, and were particularly motivated by the ‘Left Bank café’ concept.particularly motivated by the ‘Left Bank café’ concept. 她们喜欢品牌背后的意念，尤其是“左岸咖啡馆”的概念Consumer Insight洞察消费者n nThey look for much more from a product than mere They look for much more from a product than mere product quality. They look for emotional reward, product quality. They look for emotional reward, something that makes them feel better something that something that makes them feel better something that makes them feel more sophisticated than they really makes them feel more sophisticated than they really are. They look for brands that understand and address are. They look for brands that understand and address their their innerinner needs. needs. 她们寻求产品质量以外更多的东西，寻求情感回报、使她们感觉更好、觉得自己更成熟的东西，寻求了解、表达她们内在需求的品牌。

n nThe Left Bank Café concept together with the The Left Bank Café concept together with the aromatic, ‘adult’ flavour of coffee, fostered a sense of aromatic, ‘adult’ flavour of coffee, fostered a sense of spiritual renewal in them.spiritual renewal in them.左岸咖啡馆，带着咖啡芬芳、成人品味，在她们精神上形成一种新的感觉Tone & Manner 气氛及风格n nAccording to statistics from bookstores, the most According to statistics from bookstores, the most popular author among young women of this age popular author among young women of this age group is Murakami Haruki. She is the foremost group is Murakami Haruki. She is the foremost representative of a new style of Japanese writing, representative of a new style of Japanese writing, which is hip, absurd, postmodern, and always which is hip, absurd, postmodern, and always coolly deadpan. What’s unique about Murakami’s coolly deadpan. What’s unique about Murakami’s stories is that they expertly manage to conjure up stories is that they expertly manage to conjure up the feeling of city dwellers. the feeling of city dwellers. 她们最欣赏的作家是村上春树。

她的作品忧郁、超现实、冷峻，能唤起城市人的感觉Tone & Manner 气氛及风格n nThough the visual part of the Left Bank Café Though the visual part of the Left Bank Café advertising should have a very French style, the copy advertising should have a very French style, the copy should have a very Japanese literary style. should have a very Japanese literary style. 虽然左岸咖啡馆的广告视觉应该非常法国化，但其文本应是很有日本文学的风格Correction Triangle : Left Bank Cafe Spiritual Satisfaction精神上的满足精神上的满足Solitude is notloneliness独处不是寂寞独处不是寂寞 Artistic Atmospheric, Contemplative艺术气氛、沉思艺术气氛、沉思Creative Brief 创意简报n n During the process of briefing the creative people, we told them, “Let’s forget that we are making advertisements for packaged drinks. Let’s pretend that our client is actually a café - that we are making advertisements for a French café!” “让我们忘记自己是在为包装饮料做广告，假想是在为一家远在法国的咖啡馆做广告！” n nWe collected a lot of reference information from France, including pictures and even menus of French cafés. 我们从法国收集来许多咖啡馆的资料，包括图片甚至菜单。

The Left Bank Café Sells More Than Just Coffee 不仅是卖咖啡 n n If our brand was to be a café, then there was no reason for it to be limited to only selling coffee. The brand could be extended to include all the items on a café menu. 如果我们的品牌是咖啡馆，那么它不应仅卖咖啡它可以延伸到咖啡馆餐单上的所有东西The Left Bank Café Sells More Than Just Coffee 不仅是卖咖啡n nSo now when you look in the refrigerators at 7- Eleven, you will also find Thé au lait, as well as Blancmange and other French-style desserts, all under the Left Bank Café umbrella brand. 所以，现在你从 7-11 便利店的冷藏柜里，还能找到左岸咖啡馆牌子的奶茶、牛奶冻和其它法式甜品。

The Left Bank Café Sells More Than Just Coffee (Cont’d) 不仅是卖咖啡n n We are currently evaluating the possibilities for French-style cakes, and in the future we hope to have special refrigerators in stores, exclusively for Left Bank Café products.我们现在考虑法式蛋糕的可能性，希望将来在商店里有左岸咖啡馆产品专用冷藏柜The Role of Advertising广告的角色n nThe advertising encourages consumers to build a picture in their minds of their favorite French café - an ideal café, a café with a long history and a strong cultural, artistic atmosphere.广告要促使消费者在脑海里建造一个自己最喜爱的法国咖啡馆 -- 一个理想的咖啡馆，一个历史悠久、文化艺术气氛浓厚的咖啡馆。

The Relationship With the Brand 品牌写真n nLeft Bank Café will have the power to stimulate a real and strong response in the imagination of consumers.左岸咖啡馆有能力刺激消费者在他们的想象里产生一种真实、强烈的反应The Relationship With the Brand 品牌写真n nLeft Bank Café will have a relationship with the Left Bank Café will have a relationship with the consumer like that of a favorite book, such as a consumer like that of a favorite book, such as a travel memoir, or a small volume of poetry, which is travel memoir, or a small volume of poetry, which is always kept on a nearby bookshelf, so that it can always kept on a nearby bookshelf, so that it can be taken down to be enjoyed in peaceful moments be taken down to be enjoyed in peaceful moments alone. In the same way, Left Bank Café is always alone. In the same way, Left Bank Café is always ready to bring you refreshment whenever you need ready to bring you refreshment whenever you need it.it.左岸咖啡馆和消费者的关系就象一本喜爱的书，一册左岸咖啡馆和消费者的关系就象一本喜爱的书，一册旅游摘记，放在整洁的书架上一篇短短的诗，在你想旅游摘记，放在整洁的书架上一篇短短的诗，在你想享受一片独处空间时，它随手可得，带你到想去的地享受一片独处空间时，它随手可得，带你到想去的地方。

方The Relationship With The Brand (Cont’d)品牌写真 (续)n nThe insight is:The insight is:n nYou are here in Taiwan. Sometimes you think about You are here in Taiwan. Sometimes you think about going to Europe for a romantic vacation, but in this going to Europe for a romantic vacation, but in this busy and practical world, all you can do is take a busy and practical world, all you can do is take a mental trip to Europe - by going window shopping at a mental trip to Europe - by going window shopping at a European - style furniture store or dining in a French European - style furniture store or dining in a French restaurant.restaurant.好比你身在台湾，偶尔想到欧洲度个浪漫之旅，但在这好比你身在台湾，偶尔想到欧洲度个浪漫之旅，但在这忙碌现实的世界，你只能逛逛欧式家具店，到法国餐厅忙碌现实的世界，你只能逛逛欧式家具店，到法国餐厅用餐，度一个想象之旅。

用餐，度一个想象之旅The Relationship With The Brand (Cont’d)品牌写真 (续)n nLeft Bank Café makes the mental trip easier - simply satisfying your spiritual desires, any time, any place, and privately.而左岸咖啡馆使这想象之旅更轻松 -- 简单地满足你随时可能冒出的一点精神欲望，孤独享受Building the French Café (Cont’d) 品牌塑造n nThe TVC is based on the girl’s notes and jottings about her travels.n nThe print ads are a series of short stories about things that have happened in the café. n nThe radio ads are like poetic vignettes from the café, and were broadcast late at night. 电视广告是一个女孩的旅行摘记。

平面广告是一系列发生在咖啡馆的短篇故事电台则在深夜播放着诗般的咖啡馆故事Building the French Café (Cont’d) 品牌塑造n nIn order to make people believe in the existence of the café, there was also a series of supporting events, intended to make the fantasy become a reality. 为使消费者相信咖啡馆的存在，计划了一连串节目让幻想变成现实 n nDuring an exhibition of photographs of French During an exhibition of photographs of French cafés at Taiwan’s most deluxecafés at Taiwan’s most deluxebookstore, an open-air “Left Bank Café” was set bookstore, an open-air “Left Bank Café” was set up outside. up outside. n nA A 15-minute 15-minute program program entitled entitled “Left “Left Bank Bank Café Café Tour,” Tour,” introducing introducing 20 20 cafés cafés on on the the left left bank bank of of the the Seine, was produced for cable TV.Seine, was produced for cable TV.在在法法国国咖咖啡啡馆馆摄摄影影展展期期间间，，台台湾湾最最豪豪华华的的书书店店外外布布置置着着左左岸岸咖咖啡啡馆馆。

还还制制作作了了1515分分钟钟题题为为“ “左左岸岸咖咖啡啡馆馆之之旅旅” ”的的有有线线电电视视节节目目，，介介绍绍塞塞纳纳河河左左岸岸2020家家咖咖啡馆Building the French Café (Cont’d) 品牌塑造n n Around Around the the time time of of the the French French national national day, day, the the Left Left Bank Bank Café Café brand brand was was one one of of the the sponsors sponsors of of a a celebration celebration dinner dinner and and a a French French film film festival festival organized organized by by the the French French Institute Institute in in Taiwan. Taiwan. The The sponsors sponsors included included actual actual French French brands brands such such as as Renault,Peugeot, Renault,Peugeot, Chanel, Chanel, Christian Christian Dior, Dior, a a number number of of different different wine-makers, wine-makers, and and one one brand brand you you would never find in France itself - Left Bank Café!would never find in France itself - Left Bank Café!法法国国国国庆庆期期间间，，左左岸岸咖咖啡啡馆馆是是庆庆宴宴和和法法国国电电影影节节赞赞助助商商之之一一。

雷雷诺诺、、标标致致、、香香奈奈尔尔、、Christian Christian DiorDior等等法国品牌也在赞助商之列法国品牌也在赞助商之列Building the French Café (Cont’d) 品牌塑造The Brand 品牌n nIs there really a Santa Claus?Is there really a Santa Claus?n nAccording to the results of last week’s Left Bank Café According to the results of last week’s Left Bank Café Brand Audit, the TV commercial gives people an enjoyable Brand Audit, the TV commercial gives people an enjoyable feeling of solitude. When people drink Left Bank Café feeling of solitude. When people drink Left Bank Café products, they feel they are rewarding themselves. Eighty products, they feel they are rewarding themselves. Eighty percent of the people interviewed believe that the “Left percent of the people interviewed believe that the “Left Bank Café” really exists in France, and that it will soon Bank Café” really exists in France, and that it will soon open a branch in Taiwan. One consumer said: “Does the open a branch in Taiwan. One consumer said: “Does the Left Bank Café really exist? I prefer to believe in a world Left Bank Café really exist? I prefer to believe in a world where it does.” where it does.” 左岸咖啡的电视广告令人有一种愉快的孤独感，人左岸咖啡的电视广告令人有一种愉快的孤独感，人们觉得左岸咖啡是享受。

八成被访者相信有左岸咖们觉得左岸咖啡是享受八成被访者相信有左岸咖啡馆，其中一位消费者说啡馆，其中一位消费者说“ “宁愿相信有宁愿相信有” ”The Brand (Cont’d) 品牌n n Left Bank Café made US$ 4 million in the first year, and the brand continues togrow stronger. 左岸咖啡头一年卖了四百万美元，品牌继续得到巩固n n 1998 vs 1997 sales over first six months is+15% 1998年上半年营业额比1997年同期增加15%Better Questions 基本思考 n nWhat factors make people think of a beverage as good?n nWhat beverages are most worth selling on consignment?n nWhat is the most high-class place for consignment goods to come from?n nWhat are the most expensive drinks here?饮料在什么情况下会被认为好？寄售什么饮料最值钱？从哪里来的寄卖品最高级？在这里什么饮料最贵？The Process of Changing the Price From NT$15 to NT$25 从15元变成25元的过程Special house blend French literary CaféCoffee Fresh/sold on consignment24 + 122 + 219 + 315 + 4NT$15NT$25招牌咖啡招牌咖啡法国文学咖啡馆法国文学咖啡馆咖啡咖啡寄售寄售Five Tips To Build A Brand From ScratchFive Tips To Build A Brand From Scratch 从无到有建立品牌五个秘诀从无到有建立品牌五个秘诀1. .Ensure your brand performsEnsure your brand performs保证您的品牌是保证您的品牌是 - high quality product- high quality product- - 质量好的产品质量好的产品- a role in people’s lives- a role in people’s lives- - 在人们的生活中扮演一定的角色在人们的生活中扮演一定的角色2.2.Define your category preciselyDefine your category precisely精确地定义你的产品类别精确地定义你的产品类别Five Tips To Build A Brand From Scratch Five Tips To Build A Brand From Scratch 从无到有建立品牌五个秘诀从无到有建立品牌五个秘诀3.3.Think beyond price to what creates ‘value’ in people’s Think beyond price to what creates ‘value’ in people’s mindsminds超越价格因素去想什么能在人们心目中产生超越价格因素去想什么能在人们心目中产生“ “价值价值” ”4.4.Connect product benefit with brand personality/image Connect product benefit with brand personality/image with consumer needs/beliefswith consumer needs/beliefs将产品的好处与品牌个性将产品的好处与品牌个性/ /形象、消费者的需求形象、消费者的需求/ /信念联信念联系起来。

系起来5.5.Expand your brand proposition beyond advertising.Expand your brand proposition beyond advertising.把您的品牌主题超越广告把您的品牌主题超越广告。