医疗行业企业品牌的意义和个性讲义.pptx

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1、What Is The Brand“Means”And“Is”?品牌的品牌的“意义意义”和和“个性个性”是什么是什么Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumersitsreputationacrossanumberofkeydimensions.品牌的“意义”是指一个品牌在消费者心目中产生的印象即该品牌在几个层面上的声誉。Whatthebrand“is”ishowwewoulddescribethebrandsdominantpersonalitytraitsgenerallythosethatcorrespon

2、dtoitsprincipalmeanings.品牌“个性”那些与品牌意义相对应的特征。1英扬英扬传奇传奇 CC&EWhy The Need For A Brand Footprint?为什么需要品牌印记？为什么需要品牌印记？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”a

3、rebeingestablishedacrossmultipleproductorservicecategories.愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。2英扬英扬传奇传奇 CC&EWhy The Need For A Brand Footprint?为什么需要品牌印记？为什么需要品牌印记？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.这种扩张及延伸，让我们必须重新重视并保护品牌的资产。3英扬英扬传奇传奇 C

4、C&EWhy The Need For A Brand Footprint?为什么需要品牌印记？为什么需要品牌印记？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下：Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必须就新的竞争条件和新文化的观点来重新表现品牌。4英扬英扬传奇传奇 CC&EWhat Are Three Dimensions?什么是品牌印记的三个层次什么是品

5、牌印记的三个层次TheBrandFootprintreflectsthetruththatmostbrandsespeciallypowerfulonesaremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.品牌印记所反映的一项事实是：大部分的品牌特别是大品牌都是多层次的。它们包含了长期建立的意义和联想。5英扬英扬传奇传奇 CC&EHow Much of A Future Vision?品牌印记的远景如何？品牌印记的远景如何？ThebrandFootprintismorethanaconsumer-

6、basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。6英扬英扬传奇传奇 CC&EHow Much of A Future Vision?品牌印记的远景如何？品牌印记的远景如何？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationso

7、fheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。7英扬英扬传奇传奇 CC&EHow Much of A Future Vision?品牌印记的远景如

8、何？品牌印记的远景如何？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。8英扬英扬传奇传奇 CC&EHow Much of A Future Vision?品牌印记的远景如何？品牌印记的远景如何？Ultimately,thefinalbalancebetweenexistingvs.desiredmean

9、ingsisastrategicdecisionbuiltonthebrandsconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。9英扬英扬传奇传奇 CC&EExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,thewo

10、rldofusage,andthefunctionalroleofthecard.AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英扬英扬传奇传奇 CC&EExampleAmerican Express Brand FootprintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible11英扬英扬传奇传奇 CC&EExampleVisa Br

11、and FootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go12英扬英扬传奇传奇 CC&EThesellingstrategy销售策略13What Is The Role of The Selling Strategy?销售策略扮演的角色如何？销售策略扮演的角色如何？TheSellingStrategyisadisciplinethatissingle-mindedly focused on generating brand-buildingideas.Ideasthatattrac

12、tbrandcustomersandbuildbrand franchises.Ideas that create brand(andmarketplace)dominanceinconsumersmind.销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。14英扬英扬传奇传奇 CC&EWhat Is The Role of The Selling Strategy?销售策略扮演的角色如何？销售策略扮演的角色如何？TheSellingStrategycanbeputtoworkatmanydifferentlevels.

13、Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfor the products that create competitiveadvantage forbrands.销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。15英扬英扬传奇传奇 CC

14、&EWhat Is The Role of The Selling Strategy?销售策略扮演的角色如何？销售策略扮演的角色如何？Thus,while there should always be a single Brand Footprint to define the brand essence in any market or region,there can be any number of Selling Strategies.By working within the framework of brand values established in the Footprint

15、,they both support and leverage the power of the brand.虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。16英扬英扬传奇传奇 CC&EThe Selling Strategy Model销售策略的模式销售策略的模式The Selling Strategy Model is composed of five critical components：销售策略模式是由五个重要的部份所组成销售策略模式是由五个重要

16、的部份所组成：The Brand Position 品牌位置品牌位置The Brand Objective 品牌目标品牌目标 The Specific Role Of The Advertising 广告担任的角色广告担任的角色The Selling Idea Platform 销售概念架构销售概念架构The Selling Idea 销售概念销售概念17英扬英扬传奇传奇 CC&EThe Brand Position品牌位置品牌位置TheperceptualspacethatthebrandholdsintheconsumersmindatthebeginningoftheSellingIde

17、adevelopmentprocess.销销售售概概念念的的发发展展过过程程开开始始之之前前，品品牌牌在在消费者心中的认知地位消费者心中的认知地位。18英扬英扬传奇传奇 CC&EExampleExamples:BrandBrand PositionMarriottA“vanilla”hotelMotorolaAtechnologymanufacturerMasterCardMyothercard19英扬英扬传奇传奇 CC&EThe Brand Objective品牌目标品牌目标Theperceptualspacethatwewantthebrandtooccupyintheconsumersm

18、ind.我们希望品牌在消费者心中所占据的认知位置。20英扬英扬传奇传奇 CC&EExampleExample:Brand Brand ObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout21英扬英扬传奇传奇 CC&EThe Specific Role Of The Advertising广告担任的角色广告担任的角色Theroleoftheadvertisingmayvarygreatlyinscope.Itma

19、yentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalcompetitiveactions.广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应竞争品牌的活动。22英扬英扬传奇传奇 CC&EExampleExamples

20、:Brand Role of Advertising MarriottTogetgueststostoptakingMarriottforgrantedMotorolaTomake“brand”MotorolaasstrongasitsmarketshareMasterCardTogiveanemotionallybankruptbrandaheart23英扬英扬传奇传奇 CC&EThe Selling Idea Platform销售概念架构销售概念架构Thecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconc

21、eivetheSellingIdeaanddeveloptheadvertising:为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌有关的重要元素：A.The Conceptual Target 概念性的目标客层概念性的目标客层B.The Core Desire 最核心的欲望最核心的欲望C.How The Brand Best Fulfills The Code Desire 品牌如何最完美地满足最核心的欲望品牌如何最完美地满足最核心的欲望D.The Compelling Truth 强而有力的支持事实强而有力的支持事实24英扬英扬传奇传奇 CC&EThe Selling Idea

22、 Platform销售概念架构销售概念架构A.The Conceptual Target概念性的目标客层概念性的目标客层The“naturalconstituency”forthebrand:thenaturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）们是对于某一个类别及/或品牌具有共同倾向而自然形成的组合，也是品牌“必然的”顾客。25英扬英扬传奇传奇 CC&EThe Selling Idea Platform销售概念架构销售概念架构B.The Core Desire最核心的

23、欲望最核心的欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.它是概念性的目标客层最关切的欲望、需求、希望或恐惧，而且是品牌可以有意义加以解决的。26英扬英扬传奇传奇 CC&EThe Selling Idea Platform销售概念架构销售概念架构B.The Core Desire最核心的欲望最核心的欲望TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbene

24、fitthattheConceptualTargetreceivesfromthebrand.核心欲望代表概念性目标客层能从本品牌获得的最深切、最有力、最富情感的利益。27英扬英扬传奇传奇 CC&EThe Selling Idea Platform销售概念架构销售概念架构D.The Compelling Truth强而有力的支持事实强而有力的支持事实ThecompellingtruththatprovidesthekeyevidencethatsupportsthebrandsroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfun

25、ctionandbrand.“无庸置疑的事实”，在满足概念性目标客层的核心欲望时，品牌所担任角色之强而有力的支持事实。28英扬英扬传奇传奇 CC&EExampleCompellingFunctional Truth Specific Truth BrandPerformance“Preventsheartdisease”BayerAspirinFunctional Truth Specific Truth Brand CompanyValues“WereallycareaboutyouJohnson&Johnsonandyours”BrandMyth“MarlboroCountry”Marlb

26、oroCigarettes29英扬英扬传奇传奇 CC&EWhat Is A Selling Idea?什么是销售概念什么是销售概念A Selling Idea is a strategic concept that focuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.销售概念是一个策略性的概念。它将我们所知道的一切有

27、关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。30英扬英扬传奇传奇 CC&EExamplesBrandSelling Idea Creative Idea7-Up“AnOccasionalAlternativetoCola”“TheUncola”Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext”Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英扬英扬传奇传奇 CC&E1.Preamble2.Mark

28、etingandCompetitionOverview3.CC&ECommunicationToolsFootprintSellingStrategy4.Brand/Product Communication StrategyBecombion/BecombionVitaminBComplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherM

29、arketingTactics32英扬英扬传奇传奇 CC&EBecombion33VitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)34英扬英扬传奇传奇 CC&EProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(with aided or unaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBco

30、mplex.OurConcern:Theyarepossiblyourpotentialcompetitors!35英扬英扬传奇传奇 CC&EMultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclientsbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英扬英扬传奇传奇 CC&EProductform:syrupCurrentlyNoVi

31、tBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英扬英扬传奇传奇 CC&EGeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherincomelevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsum

32、e”38英扬英扬传奇传奇 CC&ESWOTStrengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunity

33、lesscompetition(intermsofVBcomplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproduct39英扬英扬传奇传奇 CC&EBecombion品牌印记(Brand Footprint)40Becombion品牌意义品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVita

34、minBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildrensbalancedgrowth41Becombion品牌个性品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion是严谨的Becombionissevere42品牌意义品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionm

35、eansVitaminBcomplexcomingfromGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportantbasisforchildrensbalancedgrowth品牌个性品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecombi

36、on是严谨的BecombionissevereBecombion43英扬英扬传奇传奇 CC&EBecombion销售策略(Selling Strategy)44Becombion销售策略(Selling Strategy)品牌位置品牌位置：来自德国默克的复合维 生素B均衡糖浆The Brand Position:VitaminBComplexBalancedSyrupcomingfromGermanMerck45Becombion销售策略(Selling Strategy)品牌目标：品牌目标：儿童均衡发育的基础 营养源The Brand Objective:TheBasicNutritionR

37、esourceOfChildrensBalancedGrowth46Becombion销售策略(Selling Strategy)广告角色：广告角色：向消费者传达“复合维生素B与儿童均衡发育息息相关”的概念The Specific Role Of The Advertising:DeliverthemessagethatchildrensbalancedgrowthiscloselyboundupwithVitaminBcomplex47Becombion销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：A）概念性目标客

38、层/谨慎的母亲TheConceptualTarget/CarefulAndCaringMothers48Becombion销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：D）强有力的支持事实(TheCompellingTruth):功能上功能上：中国市场上唯一糖浆型复合维生素B产品Function：TheonlysyruptypeforVitaminBComplexInChinaMarket49Becombion销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Pl

39、atform)：D）强有力的支持事实:品牌上品牌上:默克是维生素C的发现者TheCompellingTruth:MerckisthediscovererofVitaminC50Becombion销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：B）最核心的欲望：最核心的欲望：希望孩子发育尽善尽美TheCoreDesire/HopeMyKidsGrowPerfectly51Becombion销售策略(Selling Strategy)销售概念构架销售概念构架(The Selling Idea Platform)：C）品牌如

40、何最完美满足最核心的欲望：Becombion全面补充维生素B族营养,改善孩子的胃口，帮助孩子均衡发育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimulateappetiteandgrowinabalancedway.52Becombion销售策略(Selling Strategy)销售概念销售概念:构筑儿童均衡发育的基础The Selling Idea:Becombionhelpstoconstructingthef

41、oundationofchildrensbalancedgrowth.53Becombion销售策略(Selling Strategy)创意概念创意概念:让儿童均衡发育均衡发育从维B开始Ad Works:LetChildrenGrowInaBalancedWay.54SevenSeasMultivitaminSyrup55Productcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuic

42、e)ProductProfile56英扬英扬传奇传奇 CC&EOurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfile57英扬英扬传奇传奇 CC&EPotentialCompetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(with aided or unaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英扬英扬传奇传奇 CC&EOurConcern:DifferentfromV

43、itB,thenecessaryoffishliveroilismuchgreaterinconsumersmind,thoughtheymaybecantnameitsfunctionsindetails.Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英扬英扬传奇传奇 CC&ERealCompetitionThemajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailyc

44、ost,7sMVSratedinthemiddleposition.JuniorTheragan-RMB0.85;JuniorCentrum-RMB1.12;Kiddi-RMB4.07/3.20;Scotts-RMB1.317sMVS-RMB1.3860英扬英扬传奇传奇 CC&EConsumersAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“con

45、tainsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”61英扬英扬传奇传奇 CC&EThebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumersAttitude62英扬英扬传奇传奇 CC&EGeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(laun

46、chedinlate2001)63英扬英扬传奇传奇 CC&ESWOTStrengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,cantsup

47、porttheproductpromotionsinthehospitalarelimitedOpportunityimportedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongcompetition(likeSquib,Whitewall)64英扬英扬传奇传奇 CC&ESeven Seas七七 海海品牌印记(Brand Footprint)65Seven Seas 七七 海海品牌印记(Brand Footprint)品牌意义品牌意义七海七海的意义的意义就是来自深海的多种维生素鱼肝油

48、SevenSeasmeansmulti-vitaminfishliveroilfromthedeepsea七海七海的意义的意义就是抗污染的SevenSeasmeansanti-pollution七海七海的意义的意义就是可口橙味的SevenSeasmeanstastywithsweetorangeflavor66Seven Seas 七七 海海品牌印记(Brand Footprint)品牌个性品牌个性七海七海是有益的SevenSeasisbeneficial七海七海是健康的SevenSeasishealthy七海七海是可爱的SevenSeasislovely67SevenSeas品牌意义品牌意义

49、 七海七海的意义的意义就是来自深海的多种维生素鱼肝油SevenSeasmeansmulti-vitaminfishliveroilfromthedeepsea七海七海的意义的意义就是抗污染的SevenSeasmeansanti-pollution七海七海的意义的意义就是可口橙味的SevenSeasmeanstastywithsweetorangeflavor品牌个性品牌个性 七海七海是有益的SevenSeasisbeneficial 七海七海是健康安全的SevenSeasishealthysafety七海七海是可爱的SevenSeasislovely68英扬英扬传奇传奇 CC&ESeven S

50、eas七七 海海销售策略(Selling Strategy)品牌位置：品牌位置：来自深海的多种维生素鱼肝油儿童保健糖浆Brand Position:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly69Seven Seas七七 海海销售策略(Selling Strategy)品牌目标：品牌目标：纯净有益的儿童营养必要补充剂Brand Objective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildrenshealth70Seven Sea