品牌营销工程师完全手册.doc

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品牌营销工程师完全手册深圳市采纳营销策划有限公司深圳市贤良广告有限公司 1、What is a Brand? 品牌是什么？ 2、“Brand” has now come to mean the product as presented to the consumer throuth communications. “品牌”在现今社会来说，就是透过传播介绍给消费者的产品。 3、Globally,brands are a matter of corporate success or failure 从全球实践来看品牌是一个企业成败的关键因素 4、A Brand is how a consumer feels about a product 品牌是消费者对产品的体验和感受 5、In English,brand literally means a stamp of identity 在英语来说，品牌就是形象的标签 6、Different countries,different meanings: 在不同的国家，有不同的意义 -Japan:Noren=trust 日本：Noren=诚信 -China:Ming-pai=fame 中国：Mingpai=著名 “Brand management and brand thinking should relate to any 'Name' or 'Entity'that has areputation with consumers.”Aldo papone “品牌管理与品牌的思维必需要需要相关于某些在消费者心中已有知名度的‘名称’或‘实体’” American Express 美国经验 8、Shared Values 共同的价值观 We work not for ourselves,not for the company,not evenfor the clients.We work for brands. 我们工作，不是为自己，不是为公司，甚至不是为客户。我们是为品牌而奋斗。 9、PRODUCT 产品 It is tangible:you can touch it,feel it,see it Has physical attibutes: styles, models, features, priceHas the right features to meet consumer expectations of performance and value But this is not sufficient…… 有形的：摸得着，感觉得到，看得见，有外在属性；有风格、式样，特点和价值能够满足消费者对其功能与价值的期望，但这些并不足够…… 10、A product is something that is made in a factory. A Brand is sonething bought by the consumer. Stephen King Developing New Brands 工厂生产产品，消费者购买品牌。 12、Within every Brand there is a product, but not every product is a brand 每个品牌背后都有一个产品但并非每个产品，都可成为一个品牌 13、A Brand is a complex symbol.It is the intangible sum of a product's product's attr-ibutes,its name,packaging and price,its history,reputation,and the wqy it is advertised. A Brand is also defined by consumers' impressions of the people who use it,as well as their own experience. 品牌是一种复杂的符号。它是产品属性、名称、包装价格、历史、信誉、广告方式等的总和。品牌的定义也会由消费者使用该产品的感觉和个人的亲身经验而定。 15、case 1 British Airway 案例1：英国航空 What British Airways does is to go beyond the function and compete on the basis of producing an experience. Sir Colin Marshall Chairman of British Airways Harvard Business Review 英国航空公司的做法已超越飞航本身，而是以营造顾客的亲身感受为其竞争力。 16、Case 2 computer 案例2、电脑 We need to look at our business as more than simply building and selling personal computers.Our business is the delivery of infornation and lifelike interactive experiences. 我们不要单独地把我们的业务看成只是制造和销售个人电脑。我们的产业是信息传递以及创造生活中的互动体验。 17、It therefore follows that defining a brand is just as much a question og defining the feeling? as the fact? But the first is much more difficult than the second! 因此，从上面两个例子—英航、电脑来看，定义一个品牌就是将品牌的感觉实在化。但是，去定义一些感觉当然比后者(指竞争力）困难多了！ 19、Different types of Brand 品牌的不同种类 consumer brand 消费者品牌 corporate brand 公司品牌 finace brand 金融品牌 service brand 服务品牌 hi-tech brand 高科技品牌 even a country! 甚至一个国家！ 20、The Benefits of a Brand 品牌的好处 1、Extra equity:easier to build a franchise 额外资产：容易被大众认同 2、Real differentiation: difficult to imitate 真正的与众不同：不易被模仿 3、Strong loyalty:difficult to prise away your customers 牢固的忠诚度：顾客不易被拉走 21-1、Case 3 Saraloe 案例3.Sara Lee The business of Sara Lee Corp has been and will continue be the building of branded leadership positions. John H.Bryan Chairman,CEO Sara Lee Corpotation 公司的营销观过去一直都是而且将继续，去建立品牌的市场领导地位。 Sara Lee 公司总裁说 22-2、In recent years,we can hone stly say that very marketing victory we have won has been the result of our total com mitment to making our brands clearly distinctive from every other item on the grocery shelf. Roberto C. Goizueta Coca-Cola Annual Report,1995 在近几年，老实说我们能在市场营销中获的成功都归功于我们全力以赴地去建立我们的品牌的鲜明特点，使之清晰地有别于货架上任何其它产品。 23、Scotland The Brand 案例4 苏格兰个性 Case 4 Scotland the brand We have the benefit in Scot land of having a number ofpositive core values in the Scottish DNA but these need to be backed up by activity at all levels with appropiate consistent usage in order to start developing the Brand charactor. 苏格兰人血液中的基因拥有众多好看核心价值观但是要在各种层面的活动中体现它们，才能形成苏格兰人独特的个性，品牌的个性形成就如同苏格兰人的个性形成。贰.关于品牌营销工程师 1、Brand Marketing engineer 品牌营销工程师 A total programme to ensure that all activity relating to the Brand relflects. builds and stays true to the core values and spirit of the brand. 品牌营销工程师是一套完整的企划，用以确保所有与品牌相关的活动都反映到牌本身独有的核心价值及精神。 2、It is simply a means of understanding the consumer's feel- ings about a profuct and then turning them into a brand relationship. 简单地说，“品牌营销工程师”意味着理解消费者对产品的感受，并将之转化为消费者与品牌之间的关系。 2、It is simply a means of understanding the consumer's feel- ings about a profuct and then turning them into a brand relationship. 简单地说，“品牌营销工程师”意味着理解消费者对产品的感受，并将之转化为消费者与品牌之间的关系。 3、Brand Marketing engineer 品牌营销工程师 THE RAW MDTERIAL THAT MAKES UP A BRAND 营建一个品牌的基本要素 Includes the Tangible 包括有形要素 Colour 颜色 Salas Literature 营销材料 Staff uiforms 员工制服 Texture 质地 Direct marketing 直销行销 Delivery van livery 服装 Weight manner 重量 Promotions 促销 Telephone manner 电话礼仪 Distribution 分销 Advertising 广告 Complaints handling 投诉处理 Price 价格 Typeface 字体 Facias 招牌 Competitions 竞争 Music 音乐 Media context 媒介内容 4、Brand Marketing engineer 品牌营销工程师基本要素 ...and the intangible 无形方面 How users approach the Brand 使用者接触品牌的方式 Their daily,weekly experiences in use 他们每日每周的体验 Friendships an feelings 友谊和感情 Ideas and attitudes 建议和态度 Needs and wants 需求和需要 5、探索品牌的有形和无形资产理想品牌价值观的定义 Probing the tangible Definition of the and intangible assets optimal brand values of the brand 6、BRAND AUDIT BRAND PRINT 进行品牌检验与品牌写真 7、Brand Audit 品牌检验 An audit form desighed to define the relationship between the consumerand the brand 是一种特别设计的验定方式，目的是去寻找及定义品牌与消费者之间的关系。 Its novelty is that it collects intangible as well as tangibl information 其创新之处是在于可以收集到有形及无形的信息 It is designed to create insights 它是特别设计去获得洞察力 8、BRAND AUDIT 品牌检验 For creating new brands from scratch,a similar techniqu is used ,with the help of stimulus material. 对于全新创立的品牌而言，亦可使用类似的方法，唯需借助一些能激发思考的材料。 ] 9、Brand Audit-1 品牌检验-1 Think ablut the specific things that trigger this Brand identity in your mind... 思考那些可以激发联想起这个品牌形象的具体事情…… When you hear the Brand 担name,what immediately spring to mind?当听到这个品牌是，什么东西最先跃入您的脑海？ What else? 还有什么？ Visuals or images? 视觉的或印象？ Packaging or product elements?包装或者产品元素？ Bits of advertising? 一点广告的印象？ Signs of Symbols?符号标记？ What do these stimuli suggest or signal about the Brand? 上述内容导致人们想起这个品牌的那些特点？ 10、Brand Audit-2 品牌检验-2 Thinking about the feelings an emotions the Bran evokes in you... 思考这个品牌在你心中产生的感觉和共鸣... What specific feelings and emotions do you experience in connection with using this Brand? 使用这个品牌时，你有什么特别的感觉和情绪？ How does this brand make you feel about yourself? 使用这个品牌让你如何看待自己 What is the mood of this brand?这个品牌的情绪？ How do the feelings and emotions this brand evoke in you differ fron those its leading competitor might evoke? 使用这个品牌与使用主要竞争品牌的心情和感受有何不同？ 11、Brand Audit-3品牌检验3 What is the brand of the technical function? 这个品牌的技术功能是什么？ What benifit is the using this brand to person? 使用这个品牌将给人们带来什么好处？ What have the brand of grarantee quality? 有什么样的品质保证？ 12、Brand Audit-4 品牌检验 4 Beyond the specific functions they perform,Brands do a great deal morefor us in our lives. 除了上述品牌功能，品牌还能给我们的生活带不更多的内容 Beyond the technical function it performs,what does this Brand do for you in your life that others cannot? 除了它的技术功能，这个品牌还能带来哪些别的品牌无法实现的东西？ What unique contribution does it make? 这个品牌独特的贡献是什么？ What special perpective or point of view does it give you about using the category? 使用这个品牌可以使你对使用这个类别的产品生产什么观点？ What aspects of your own behaviour or way of thinking about things reinforce what the Brand does for you? 您自己的行为方式和思考方式中那些内容可以强化品牌对你的作用？ 13、品牌写真 Brandprint 14、BrandPrint 品牌写真 Once individual Audits have been consolidated, the out put is the BrandPrint. 一旦品牌检验得以完成，其结果就用以产出品牌写真 15、It is a description-usually in writing -og the unique relationship between this brand and the consumer. 它通常是写下来以形容消费者与品牌之间独一无二的关系的文字描绘。 16、case 1 案例1 Ponds BrandPrint 旁氏-品牌写真 I believe Ponds would never lie to me. I believe Ponds would never waste my time. I believe Ponds would never take chances with my skin. And if there is anything out there that can make my skin more beantiful,Ponds will make it. 我相信旁氏绝不会对我撒谎，也绝不会浪费我的时间，也绝不会拿我的皮肤做试验。如果有一种东西能使我的皮肤变得更美丽，那就是旁氏。 17、case 2 Dove BrandPrint 多芬香皂-品牌写真 Dove is the promise of femininity restored. To my skin.And to me. A personal Pormise that I can be my best. The promise that when I've put on hold the fact that I'm a woman,it willremind me. It is simple and unselfish promise,made to the woman inside me. 多芬是对女性的承诺，对我的皮肤和本人都一样。它能体现最佳的我。当我忙于工作而忘记自己是个女人时，她能随时提醒我。这是一个简单而大公无私的承诺，一个唤醒我是女人的承诺。 18、case3 BMW BrandPrint 案例3 宝马品牌写真 BMW-Core Assets 宝马-核心资产 Power under control 可驾驭的动力 A feeling of superiority achieved by being the tamer of a powerful, passionate beast 驾驭脱缰野马般的激情和优越感 A perfect sence of harmony and balance 完美的融全的感受 A car with pure power and passion under its skin 充满内在力量和激情的轿车 18.1 BMW-BrandPrint 宝马-品牌写真 BMW is the ultimate driving machine.It is a virile and bold car-not stately nor sedate Driving a BNW gives the driver control and power. 宝马是超级驾驶机器充满男子汉气概，没有丝毫的笨重和古板驾驶宝马赋予驾驶者以控制感和力量感 Inside a BMW there is order and harmony.For it is a precise car.But under its sleek skin lies throughbred power waiting to be unleashed. 宝马的内涵是秩序与和谐。它是精密准确的汽车。它光亮的车身下，蕴藏着无限动力，一触即发。 18.2 BMW-BrandPrint 宝马-品牌写真 A BMW affords recoguition and a sense of achievement to the owmer-for not everyone can have this privillege. But this is something never said.The BMW owner knows it for himself. 能够拥有宝马是对车主的成功地位的肯定，因为并非人人可以享受这份荣耀。这一点从来不会公开宣扬。但宝马车主都知道这一点。 A BMW is about reward of driving....宝马是驾驶的乐趣 ...driving a well oiled,precisely engineered machine. 驾驶一辆工程设计的杰作 19、Case 4 JAGUQAR 积架 JAGUAR 捷豹 Jaguar-BrandPrint 积架、品牌写真 The difference between Jaguar and other cars runs deeper than sheet metaland engineering: It's about soul,passion and originality. A Jaguar is a copy of nothing... just like its owners. 积架与其他汽车的区别绝非材料和设计而是灵魂、激情、原创性。积架不是任何汽车的翻版，正如她的拥有者一样。 19.1 Jaguar 积架 A brand that had lost hope and rational advatage. 一个曾经失去代希望和合理优势的品牌。 The Brand Audit revealed that it was trying to be what it was not. 品牌检验揭示，它曾尝试成为它并不能承担的角色。 And that its"quirkiness" was an assset.它的外观曾是一种资产。 20、Case 5 案例5 MAXWELL HOUSE 麦斯威尔咖啡 20.1 Maxwell House-A Look Outside 麦期威尔咖啡-外在因素 Coffee popularity sweeping country 咖啡风靡全国 Coffee shops opening everywhere 喝咖啡的感性连接 Younger consumers attacted 吸引年轻消费者 20.2 Maxwell House-Brand Audit 麦斯威尔咖啡-品牌检验 Equity Elements 资产成份/元素 Good to the last Drop 滴滴香醇 Perking Pot 过滤咖啡壶 The Blue Can 蓝色包装罐 Cup & Drop Logo 杯子的标志 100-yar heritage 百年历史 20.3 Associations/Values 相关价值 Family 家庭 Home 家 What I grew up with 伴我长大 My Mom kitchen 妈妈的厨房 American 美国化 Dependable 依赖 Goodness 善待 Timeless 永无止境 Security 安全感 Trusted 可信的 20.4 Maxwell House-Brand Audit 麦斯威尔咖啡-品牌检验 Personality Distinction 独特个性 Authentic,real 真实可靠的 Rooted in personal history 在个人经历中生根 A look back,nostalgic 怀旧的 Idealixed 理想主义 Always there 永远相随 Maxwell House-Brand 麦斯威尔咖啡-品牌写真 Like a thread in the flag,Maxwell House is a proud and permanent part of our landscape. 象国旗上的经线，麦斯威渔产咖啡代表我们国家的骄傲 Gemuine,trusted and timeless,Maxwell House grows out of America of Rockwell 它是真实的可信一，永无止境。麦斯威尔是美国文化的一部分 Maxwell House-Brand 麦斯威尔咖啡-品牌写真 It is a refleftion of who we are ,where we been, and where we're going. 它是我们成长过程的写照 From the pantries of our grandparents to the cupboards of our children. 从祖父辈的到我们的子孙，它将永远伴随我们 A link to the past,a promise for the future Maxwell House Coffee will always be... 维系着我们的过去承诺我们的未来，麦斯威尔咖啡永远不变，滴滴香醇 Good to the Last Drop 20.6 Maxwell House-The Problem 麦斯威尔咖啡-问题所在 Lack of loyalty 缺少忠诚度 Lack of difference 缺少差异 Lack of emotional connection 缺少感性连接 Aging franchise 老化的特权代理商 Declining share 市场份额下降 Declining imagery ratings 形象排名下降 Declining support 支持不足 Short term focus 短期特点 20.7 Maxwell House-Results 麦斯威尔咖啡-结果 Pre-Post % change since Dec 1994 1994年后的变化 A wareness (TOM)知名度＋４ Imagery 形象 Right for today 今日时尚 +57 For people like me 适合我 +19 Consistent good taste 口味好 +18 High quality 质量高 +10.5 share 市场份额 Total Share 份额 +8 21、Case 6 BANK OF CHINA 案例6 中国银行 20.1 Bank of China-Problem 中国银行-问题所在 Traditional business conduct defined image 传统的经营行为限制形象 Relationship with comsumers previously curtailed by Singapore governmentrestrictions 与顾客的关系曾受到新加坡政府限制的影响 To build a relationship based not on modern business precesses but on the bank-its esteem as one of the new China most powerful institutions 突出中国特色及地位——新中国最具实力的金融机构——建立与顾客的联系。 21.2 Band of China-BrandPrint 中国银行-品牌写真 The Band of China is the Wise Old Man。 It brings wisdom to dealings with your assets... ...the Wisdom of Wealth 中国银行是一位智慧老人。它用它的聪明才智来管理您的资产…… 财富的保证 22、Case 7 One Mistake ：Nike 案例7 耐克的一个错误 22.1 .Launched casual shoes in 1994 在1994年推出休闲鞋 Disastrous sales,and damage to Nike image. What has casual shoes got to be with Nike brand Range with drawn 销售额损失惨重，令耐克形象受损。休闲鞋和耐克品牌又有什么联系呢撤回该系列 “It is not enough just to know the consumer. You

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