可口可乐如何管理品牌资产.ppt

Coca-Cola ArchitectureCoca-Cola Architecture可口可乐体系可口可乐体系可口可乐体系可口可乐体系97/SAC0414A.PPT/197/SAC0414A.PPT/2What is Architecture?What is Architecture?体系是什么？体系是什么？体系是什么？体系是什么？lThe construction of the brand in the consumer抯抯 mindl在消费者心里建立品牌联系在消费者心里建立品牌联系vKey components of the brandv品牌的关键要素品牌的关键要素vOrganization of the componentsv各要素的组合各要素的组合vHow components are dimensionalizedv各要素是如何作用的各要素是如何作用的97/SAC0414A.PPT/3Architecture vs.Positioning:Architecture vs.Positioning:The House ModelThe House Model体系体系体系体系vs.vs.定位定位定位定位房屋模型房屋模型房屋模型房屋模型In buying a house:买一个房子买一个房子Architecture:The structure of the house;how is it put together?What is it made of?体系：房屋结构；如何组合在一起？什么材料构成？体系：房屋结构；如何组合在一起？什么材料构成？Positioning:The view the consumer has of the house;the appearance,the overall impression it leaves.定位：房屋购买者的观点；外观，整体印象定位：房屋购买者的观点；外观，整体印象Localizing:Taking that same structure,the same impression,and giving it a local twist.局部：获取相同的结构，相同的印象，把它局部扭转一起。局部：获取相同的结构，相同的印象，把它局部扭转一起。97/SAC0414A.PPT/4Previous ArchitecturePrevious Architecture早先的体系早先的体系早先的体系早先的体系lBurn and bite at the back of your throatl喉咙有焦味喉咙有焦味lBig,bold cola flavorl重而粗的可乐风味重而粗的可乐风味lIce coldl冰冻的冰冻的lCarbonationl碳酸的碳酸的BodylSatisfies a thirstlDeep down refreshmentlGoes well with foodlEnergizesMindlStimulateslInvigoratesSpiritlRejuvenateslUpliftslRevitalizesl111-year-old secret recipelEnduring valueslSpecial relationshipslCoca-Cola momentslGenuine thingslAlways part of your lifelFolkloreReal Cola TasteReal Cola Taste真的可乐味道真的可乐味道真的可乐味道真的可乐味道Refreshment(for)Refreshment(for)AuthenticityAuthenticity97/SAC0414A.PPT/5lRecognizes the significance of.认识到它们的意认识到它们的意义义vTaste口味口味vRefreshment恢复活力恢复活力vAuthenticity真切性真切性 .as key brand components 关键品牌要素关键品牌要素lPlaces equal importance on all three给与三个方给与三个方面同样的重要性面同样的重要性lDoes not establish any relationship between the three pillarsl不建立任何关联在这三个支柱之间不建立任何关联在这三个支柱之间ArchitectureArchitecture体系体系体系体系97/SAC0414A.PPT/6Localizing the Global PositionLocalizing the Global Position本地及全球定位本地及全球定位本地及全球定位本地及全球定位lResearch in six countries(representing a range of development/competition):U.S.A.,Mexico,Belgium,Hungary,China,Indonesial在六个国家调查（发展中国家在六个国家调查（发展中国家/发达国家）：美国、墨西哥、比利发达国家）：美国、墨西哥、比利时、匈牙利、中国、印尼时、匈牙利、中国、印尼lFirst,in-depth qualitative to generate expressions,images,words that consumers use to talk about Coca-Cola and other RTD beveragesl首先，在发展中国家定性研究，消费者如何评价可口可乐和竞品，首先，在发展中国家定性研究，消费者如何评价可口可乐和竞品，通过生成公式、图像、词语来描述通过生成公式、图像、词语来描述lSecond,quantitative study using consumer articulations from qualitative round;factor analyzed across 204 dimensions to identify most influential category(RTD)and Coca-Cola drivers(those that correlate most highly with consumption)l第二，定量研究正在消费的人群第二，定量研究正在消费的人群97/SAC0414A.PPT/7Examples of ArticulationsExamples of Articulations清晰度的例子清晰度的例子清晰度的例子清晰度的例子lGives me a treat请我吃个饭请我吃个饭lGreat tasting很棒的口味很棒的口味lHas a flavor all its own具有它所拥有的所有风味具有它所拥有的所有风味lRenews me/recharges me让我焕发一新让我焕发一新/让我充满精力让我充满精力lThe most trusted最大的信任最大的信任lCannot be copied无法仿制的无法仿制的lHas real cola taste具有真可乐的口感具有真可乐的口感lGives me ice cold refreshment让我冰爽并恢复精力让我冰爽并恢复精力97/SAC0414A.PPT/8Localizing the Brand Position:Localizing the Brand Position:局部品牌定位局部品牌定位局部品牌定位局部品牌定位Key InsightsKey Insights核心洞察核心洞察核心洞察核心洞察lThe three pillars of the original architecture-taste,authenticity,refreshment-are relevant and consistent with consumer perceptions of Coca-Cola across marketslRefreshment dimensions(combinations of similar articulations)are the most influential category(RTD)driverslAuthenticity dimensions are the most influential drivers from Coca-Cola currently97/SAC0414A.PPT/9Top 20 Most Influential Top 20 Most Influential Dimensions:RTDsDimensions:RTDs1.Great taste(T)2.Leadership(A)2.Cools/refreshes me(R)3.Part of our lives(A)4.Energizes(R)5.Helps me take a break(R)5.Indulgent reward(R)6.Pure/fresh taste(T)7.Cheers me up(R)8.Trusted quality(A)9.Complements food(T)10.Family routine(R)11.Self-renewal(R)11.Genuine/real/authentic(A)12.Indefinable/unforgettable(T)13.Eases digestion(R)14.Never changes(A)15.Unique/distinctive taste(T)15.Makes me feel closer to people(R)16.Part of a group(R)Top 20 Breakout:Refreshment10Authenticity 5Taste597/SAC0414A.PPT/10Top 20 Most Influential Top 20 Most Influential Dimensions:Coca-ColaDimensions:Coca-Cola1.Complements food(T)2.Great taste(T)3.Cola taste(T)4.Part of our lives(A)5.Leadership(A)6.Is for all people/everybody(A)7.The real cola/the standard(A)8.Right sweetness/balance(T)9.Cools/refreshes me(R)10.Family routine(R)11.Unique/distinctive taste(T)12.Established heritage(A)13.Medicinal properties(R)14.Pure/fresh taste(T)15.Unduplicated(A)16.Indulgent reward(R)17.Never changes(A)18.Trusted quality(A)19.Genuine/real/authentic(A)20.Timeless(A)Top 20 Breakout:Authenticity 10Taste6Refreshment 497/SAC0414A.PPT/11Localizing the Brand Position:Localizing the Brand Position:Identifying OpportunityIdentifying OpportunityPrice of Entry:Influential drivers for both the RTD category and for Coca-Cola.Brand Advantages:Influential drivers for which Coca-Cola significantly exceeds all competitors.Open Opportunities:Influential drivers of the category not owned by any brand.Using the quantitative data,the 204 dimensions wereclassified into three categories:97/SAC0414A.PPT/12Localization Findings:TasteLocalization Findings:TasteuTastes greatuHas a fresh tasteuTaste complements fast fooduRight balance of sweetness and carbonationPrice of Entry97/SAC0414A.PPT/13Localization Findings:TasteLocalization Findings:TasteuTastes greatuHas a fresh tasteuTaste complements fast fooduRight balance of sweetness and carbonationuUnique/distinctive tasteuUnforgettable tasteuImmediately recognizable tasteuUnique cola flavoruPerfect cola tasteuReal cola tasteuSweet refreshing flavoruFlavor all its ownPrice of EntryCoca-Cola Advantages97/SAC0414A.PPT/14Localization Findings:TasteLocalization Findings:TasteuTastes greatuHas a fresh tasteuTaste complements fast fooduRight balance of sweetness and carbonationuUnique/distinctive tasteuUnforgettable tasteuImmediately recognizable tasteuUnique cola flavoruPerfect cola tasteuReal cola tasteuSweet refreshing flavoruFlavor all its ownuTaste can抰抰 stop drinkinguTaste can drink a lot of/taste that grabs meuTaste that complements a meal/a snackuRich/richer tastePrice of EntryCoca-Cola AdvantagesOpen Opportunities97/SAC0414A.PPT/152024/4/18 周四1597/SAC0414A.PPT/16Localization Findings:RefreshmentLocalization Findings:RefreshmentPrice of EntryuMakes me feel freshuRefreshes/cools meuIs refreshinguCools me/my body downuTakes away my thirst/is thirst quenchinguGives me ice cold refreshment97/SAC0414A.PPT/17Localization Findings:RefreshmentLocalization Findings:RefreshmentPrice of EntryCoca-Cola AdvantagesuMakes me feel freshuRefreshes/cools meuIs refreshinguCools me/my body downuTakes away my thirst/is thirst quenchinguGives me ice cold refreshmentuN/A97/SAC0414A.PPT/18Localization Findings:RefreshmentLocalization Findings:RefreshmentPrice of EntryCoca-Cola AdvantagesOpen OpportunitiesuMakes me feel freshuRefreshes/cools meuIs refreshinguCools me/my body downuTakes away my thirst/is thirst quenchinguGives me ice cold refreshmentuN/AuBrings me back to life/revitalizes meuGives me enjoyment anytimeuCheers me up/puts me in a good mooduPeps/picks me upuFits with my routineuReplenishes meuRenews/recharges me97/SAC0414A.PPT/19Localization Findings:AuthenticityLocalization Findings:AuthenticityPrice of EntryuHas a high quality97/SAC0414A.PPT/20Localization Findings:AuthenticityLocalization Findings:AuthenticityPrice of EntryCoca-Cola AdvantagesuHas a high qualityuIs the most trusteduIs always part of our lives,memoriesuIs always there for youuIs genuineuIs the real one/real thinguIs one of a kinduNever changesuIs timelessuIs for all people/everybodyuSets the standard for colasuCannot be copieduIs provenuHas a solid reputationuHas been around a long time97/SAC0414A.PPT/21Localization Findings:AuthenticityLocalization Findings:AuthenticityPrice of EntryCoca-Cola AdvantagesOpen OpportunitiesuHas a high qualityuIs the most trusteduIs always part of our lives,memoriesuIs always there for youuIs genuineuIs the real one/real thinguIs one of a kinduNever changesuIs timelessuIs for all people/everybodyuSets the standardfor colasuCannot be copieduIs provenuHas a solid reputationuHas been around a long timeuN/A97/SAC0414A.PPT/22Architecture EnhancementsArchitecture Enhancements1.Elevate the importance of refreshment.RefreshmentAuthenticityTaste97/SAC0414A.PPT/23Architecture Enhancements Architecture Enhancements(continued)(continued)2.Combine refreshment with taste and/or authenticity to leverage brand strengths.RefreshmentAuthenticityTaste+97/SAC0414A.PPT/24Architecture Enhancements Architecture Enhancements(continued)(continued)3.Make each element proprietary to Coca-Cola and establish a definition of refreshment ownable by the brand.Coca-Cola Refreshment Physical and Mental/EmotionalAuthenticityUnique Coca-Cola Taste+97/SAC0414A.PPT/25Additional FindingsAdditional FindingsvFirst choicevStands out from the restvTop of the linevRecognized as bestv#1 BrandLeadership dimensions are extremely influential for Coca-Cola:97/SAC0414A.PPT/26Additional FindingsAdditional FindingsThe personality of Coca-Cola is upbeat and social:vIrresistiblevTrustworthy/dependablevEasy to be with/understanding/empatheticvSpecialvBrings people together/social/popularvHappyvConfidentvFull of life/dynamic/energeticvTraditional/established yet 揷揷ool?or 搃搃nvReliable/predictablevAccessible/always there97/SAC0414A.PPT/27Enhanced ArchitectureEnhanced ArchitectureAspirational Dimensions are BracketedAspirational Dimensions are BracketedCoca-Cola RefreshmentIndividual or SharedTastes greatUnique/distinctive tasteImmediately recognizable tastePerfect cola tasteReal cola tasteUnforgettable taste(Taste can drink a lot of/can抰抰 stop drinking/grabs me)(Taste that complements a meal/a snack)Indescribable/Indefinable tasteA flavor all its ownHas a high qualityIs the most trustedIs always part of our lives/memoriesIs genuineIs the real one/real thingHas been around a long timeIs one of a kindIs timelessIs for all people/everybodySets the standard for colasCannot be copiedWill always be there for youUnique Coca-Cola TasteAuthenticityIs very refreshingTakes away my thirst/is thirst quenchingGives me ice cold refreshment(Brings me back to life/revitalizes me)Makes my whole body feel refreshed(Gives me a treat,reward)(Gives me an energy boost)(Gives me enjoyment anytime)(Cheers me up/puts me in a good mood/keeps my spirits high)(Peps/picks me up)(Fits with my routine)(Renews/recharges me)(Lets me take a break)(Makes me feel part of a group)+Physical +Mental/Emotional97/SAC0414A.PPT/28Enhanced Architecture:Enhanced Architecture:ImplicationsImplicationslResearch demonstrates some variation in architecture across markets;countries should determine if global findings make sense and create connections between the local consumer and the architecturelCoca-Cola communication must take into consideration maximizing areas owned and exploiting open opportunitieslLeadership and the upbeat personality of the brand should be reflected in everything we do97/SAC0414A.PPT/292024/4/18 周四29