“ Building A Brand From Scratch从无到有创建品牌
A Brand Is … 品牌是...
A unique combination of three attributes 三种属性的独特组合
A Brand Is … 品牌是...
product benefit 产品的好处 what makes the consumer like the product 什么令消费者喜欢该产品 brand personality/image 品牌个性/形象 what makes the consumer trust the product 什么令消费者信任该产品 consumer needs/beliefs 消费者需求/信念 what makes the consumer value the product 什么令消费者高度评价该产品
If we can understand the “connection” between these three attributes, then we can turn a product into a brand 如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。
This gives us a “framework” for understanding what our brand is, or could be 这给我们提供了一个“架构”去了解我们的 品牌是什么、或者会是什么
An Example : Nike 例子：耐克
Launched in 1974 1974年投放市场 Sports shoe specialist with worldwide sales of US$877m by 1986 成为运动鞋专家，1986年全球销售收入为八亿七千七百万美元
New advertising campaign “Just Do It” took sports imagery mass market 题为 “Just Do It” 的 新广告以运动形象打入大众市场 passion, drama, moral uplift 热情、戏剧性、品行升华 made it fashionable 使之成为时髦 made sports shoes a fashion item 使运动鞋成为时髦货 Worldwide sales of US$9,200m in 1997 97年全球销售额 92 亿美元
The Connection 关系Triangle 三角形图
Product Benefit 产品的好处 Why I like the product 我为何喜欢该产品
Consumer Needs/ Beliefs 消费者需求/信念 Why I value the product 我为何高度评价该产品
Brand Personality Why I trust the product 品牌个性 我为何信任该产品