如何创建品牌.ppt

如何创建品牌ABrandIs…品牌是...ABrandIs…品牌是...AnExample:Nike例子：耐克TheConnection关系Triangle三角形图NikeConnection耐克Triangle关系三角形图OneMistake:Nike耐克的一个错误LessonsFromNike从耐克吸取的教训LeftBankCaféPresidentEnterprise左岸咖啡馆统一企业集团Background背景Background(Cont’d)背景Background(Cont’d)背景Background(Cont’d)背景Background(Cont’d)背景Package包装Place产品放置Place(Cont’d)产品放置Price价格Product产品BrandConcept品牌概念Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中厨房?来自空中厨房专门为头等舱准备的咖啡BrandConcept(Cont’d)品牌概念BrandConcept(Cont’d)品牌概念10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.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。BrandConcept(Cont’d)品牌概念TargetGroup目标消费群TargetGroup(Cont’d)目标消费群TargetGroup(Cont’d)目标消费群TargetGroup(Cont’d)目标消费群ConsumerInsight洞察消费者Tone&Manner气氛及风格Tone&Manner气氛及风格CorrectionTriangle:LeftBankCafeCreativeBrief创意简报TheLeftBankCaféSellsMoreThanJustCoffee不仅是卖咖啡TheLeftBankCaféSellsMoreThanJustCoffee不仅是卖咖啡TheLeftBankCaféSellsMoreThanJustCoffee(Cont’d)不仅是卖咖啡TheRoleofAdvertising广告的角色TheRelationshipWiththeBrand品牌写真TheRelationshipWiththeBrand品牌写真TheRelationshipWithTheBrand(Cont’d)品牌写真(续)TheRelationshipWithTheBrand(Cont’d)品牌写真(续)BuildingtheFrenchCafé(Cont’d)品牌塑造BuildingtheFrenchCafé(Cont’d)品牌塑造DuringanexhibitionofphotographsofFrenchcafésatTaiwan’smostdeluxebookstore,anopen-air“LeftBankCafé”wassetupoutside.A15-minuteprogramentitled“LeftBankCaféTour,”introducing20cafésontheleftbankoftheSeine,wasproducedforcableTV.在法国咖啡馆摄影展期间，台湾最豪华的书店外布置着左岸咖啡馆。还制作了15分钟题为“左岸咖啡馆之旅”的有线电视节目，介绍塞纳河左岸20家咖啡馆。AroundthetimeoftheFrenchnationalday,theLeftBankCafébrandwasoneofthesponsorsofacelebrationdinnerandaFrenchfilmfestivalorganizedbytheFrenchInstituteinTaiwan.ThesponsorsincludedactualFrenchbrandssuchasRenault,Peugeot,Chanel,ChristianDior,anumberofdifferentwine-makers,andonebrandyouwouldneverfindinFranceitself-LeftBankCafé!法国国庆期间，左岸咖啡馆是庆宴和法国电影节赞助商之一。雷诺、标致、香奈尔、ChristianDior等法国品牌也在赞助商之列。TheBrand品牌TheBrand(Cont’d)品牌BetterQuestions基本思考TheProcessofCha