文档介绍：““ Building A Brand From Building A Brand From Scratch Scratch 从无到有创建品牌从无到有创建品牌 A Brand Is A Brand Is ……品牌是品牌是... ... n n A bination of three attributes A bination of three attributes 三种属性的独特组合三种属性的独特组合 A Brand Is A Brand Is ……品牌是品牌是... ... n n product benefit product benefit 产品的好处产品的好处–– what makes the consumer what makes the consumer like like 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 l l brand personality/image brand personality/image 品牌个性品牌个性/ /形象形象–– what makes the consumer what makes the consumer trust trust 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 l l consumer needs/beliefs consumer needs/beliefs 消费者需求消费者需求/ /信念信念–– what makes the consumer what makes the consumer value value 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 n If we can understand the If we can understand the ““ connection connection ”” between between these three attributes, then we can turn a these three attributes, then we can turn a product into a brand product into a brand 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,就能将一个产品转为一个品牌。一个产品转为一个品牌。 This gives us a This gives us a ““ framework framework ”” for for understanding what our brand understanding what our brand is, or is, or could be could be 这给我们提供了一个这给我们提供了一个““架构架构””去了解我们的去了解我们的品牌是什么、或者会是什么品牌是什么、或者会是什么 An Example : Nike An Example : Nike 例子:耐克例子:耐克 n n Launched in 1974 Launched in 1974 1974 1974 年投放市场年投放市场 n n Sports shoe specialist with worldwide sales Sports shoe specialist with worldwide sales of US$877m by 1986 of US$877m by 1986 成为运动鞋专家, 成为运动鞋专家, 1986 1986 年全球销售收入为年全球销售收入为八亿七千七百万美元八亿七千七百万美元 n n New advertising campaign New advertising campaign ““ Just Do It Just Do It ”” took sports took sports imagery imagery mass market mass 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 l l passion, drama, moral uplift passion, drama, moral uplift 热情、戏剧性、品行升华热情、戏剧性、品行升华 l l made it fashionable made it fash