如何從無到有創建品牌(ppt 61頁)

A Brand Is … 品牌是...
product benefit
產品的好處
what makes the consumer like the product
什麼令消費者喜歡該產品
brand personality/image
品牌個性/形象
what makes the consumer trust the product
什麼令消費者信任該產品
consumer needs/beliefs
消費者需求/信念
what makes the consumer value the product
什麼令消費者高度評價該產品
If we can understand the “connection” between these three attributes, then we can turn a product into a brand
如果我們了解這三種屬性之間的“聯係”，就能將一個產品轉為一個品牌。

This gives us a “framework” for
understanding what our brand
is, or could be

這給我們提供了一個“架構”去了解我們的
品牌是什麼、或者會是什麼

An Example : Nike 例子：耐克Launched in 1974
1974年投放市場

Sports shoe specialist with worldwide sales of US$877m by 1986
成為運動鞋專家，1986年全球銷售收入為八億七千七百萬美元
New advertising campaign “Just Do It” took sports imagery mass market
題為 “Just Do It” 的 新廣告以運動形象打入大眾市場
passion, drama, moral uplift
熱情、戲劇性、品行升華
made it fashionable
使之成為時髦
made sports shoes a fashion item
使運動鞋成為時髦貨
Worldwide sales of US$9,200m in 1997
97年全球銷售額 92 億美元

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