如何從無到有創建品牌(ppt 61頁)
- 所屬分類：
- 品牌管理
- 文件大小：
- 344 KB
- 下載地址：
- 相關資料：
- 創建品牌
如何從無到有創建品牌目錄：
一、A Brand Is … 品牌是...
二、One Mistake : Nike耐克的一個錯誤
三、Lessons From Nike從耐克吸取的教訓
四、Package
五、Place 產品放置
六、Price 價格
七、Brand Concept 品牌概念
八、Target Group 目標消費群
九、Tone & Manner 氣氛及風格
十、Creative Brief 創意簡報
十一、..........
如何從無到有創建品牌內容提要：
Why was the Left Bank Café brand born?
為什麼會誕生左岸咖啡館這個品牌？
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.
統一企業的乳類食品都是以“統一”牌子出售，在市場上長期以來無法突破二、三線商品的形象。
……
Place 產品放置：
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.
這個沒有真空密閉的杯子隻有在 5?C冷藏櫃才能讓內容物保存一段短暫的時間。
Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.
但是我們把這看成一個機會。保存期短使消費者相信物料新鮮。而一杯新鮮的飲品自然比其它要貴些。
……
Brand Concept (Cont’d)品牌概念：
We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?
什麼地方運來寄售的咖啡最有高級感？
We held eight focus discussion groups to interrogate 4 concepts
我們組織了八個討論小組，想出四個高級場所作為嚐試的概念。
It 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.
明顯地人們覺得來自左岸咖啡館的咖啡價值最高，他們願為此付最高的價錢。
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