《从无到有创建品牌》
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

Nike Connection 耐克 Triangle 关系三角形图
Optimum Performance
品牌力的表现
One Mistake : Nike 耐克的一个错误
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Range withdrawn
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 also have to know
your brand”
“仅了解消费者是不够的，还要
了解你的品牌”

(Phil Knight, Nike founder)
(Phil Knight, 耐克创立者)


Why ?
为什么？

Lessons From Nike 从耐克吸取的教训
Deliver a superior product, as defined by the consumer
消费者认为你所提供的是出众的产品
not something anyone can do
而不是任何品牌都可以做到的产品


At an acceptable premium
付出可接受的额外费用
Own a corner of the consumer psyche
在消费者的灵魂深处拥有一席之位
the desire in all of us to be a ‘winner’
每一个人都有想成为“胜者”的欲望



Reorientate all elements of the marketing mix to support the brand
重新定向各种行销手段来支持该品牌
eg : ‘Just Do It’
如：“Just Do It”
extreme effort of competition
竞争的极度努力
fun, irreverent attitude to life
趣味，对生活不逊的态度

Left Bank Café President Enterprise 左岸咖啡馆 统一企业集团
Background 背景
Why was the Left Bank Café brand born?
为什么会诞生左岸咖啡馆这个品牌？

President Enterprise’s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market.
统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。
Background (Cont’d) 背景
The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks.

原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。

Background (Cont’d) 背景
This led to confusion of the brand assets,
which caused a long-term problem for President’s dairy products, since they needed to convey a clear image of “freshness” and “expertise.”

这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。
Background(Cont’d) 背景
To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high-cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20.
为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争力的冷冻设施及分配系统。在台湾，以Tetra Pak包装的饮料 - 不论是高价的咖啡还是低价的豆奶 - 价钱总是10或15元新台币。罐头包装饮料则卖 20元。

《从无到有创建品牌》