品牌的意義和個性是什么
What Is The Brand “Means” And “Is”? 品牌的“意義”和“個性”是什么
What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions.
品牌的“意義”是指一個品牌在消費者心目中產(chǎn)生的印象——即該品牌在幾個層面上的聲譽。

What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings.
品牌“個性”那些與品牌意義相對應的特征。
Why The Need For A Brand Footprint? 為什么需要品牌印記？
More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built through expansion into new geographies. “Megabrands” or “Hyperbraands” are being established across multiple product or service categories.

愈來愈多的行銷人運用品牌的力量進入新的領域，以創(chuàng)造新的成長。全球品牌因為領域的擴張而建立起來；“大品牌”或“超級品牌”則是因跨越多項產(chǎn)品或品類而被建立。
Why The Need For A Brand Footprint? 為什么需要品牌印記？

This expansion puts renewed focus on the need to protect brand equity.

這種擴張及延伸，讓我們必須重新重視并保護品牌的資產(chǎn)。
Why The Need For A Brand Footprint? 為什么需要品牌印記？
As brands are expanded, there are pressures of dilution that stem from:
隨著品牌的擴張，使品牌有被稀釋的危機，這些危機的因素如下：

The need to reexpress the brand in the context of new competitive sets and new cultures.
必須就新的競爭條件和新文化的觀點來重新表現(xiàn)品牌。
What Are Three Dimensions? 什么是品牌印記的三個層次
The Brand Footprint reflects the truth that most brands—especially powerful ones—are multidimensional. They contain meanings and associations that are built over time.
品牌印記所反映的一項事實是：大部分的品牌—特別是大品牌——都是多層次的。它們包含了長期建立的意義和聯(lián)想。


How Much of A Future Vision? 品牌印記的遠景如何？
The brand Footprint is more than a consumer-based tool.It needs to incorporate the thinking of the “brand owners” regarding the future course of a brand.

品牌印記不只是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。


How Much of A Future Vision? 品牌印記的遠景如何？

For established,dominant brands, the Footprint will inevitably be built around existing positive associations of heavy users of the brand. Here the primary role of the Footprint is to express these meanings so everyone is in sync with what to protect and what to leverage as the brand is expanded.
對已建立起來的領導品牌而言，印記當然是建筑在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些意義表達出來，讓每個人同時都知道當這個品牌擴張或延伸時，要保護什么，以及利用什么品牌價值。
How Much of A Future Vision? 品牌印記的遠景如何？
For some brands,however,there may be a need to add meaning or adjust existing meanings to allow for expansion or simply to make the brand more dynamic.
對某些品牌來說，也許必須增加意義或調整原有的意義，以利于擴張或只是讓該品牌變得更具時代性。


How Much of A Future Vision? 品牌印記的遠景如何？
Ultimately,the final balance between existing vs.desired meanings is a strategic decision—built on the brand’s consumer truth and adjusted, where needed,to provide the vision and inspiration for future growth.
最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義，就是一項策略性的決定。即建立在該品牌消費者的真實面上，并加上必要時的調整，以便為該品牌未來成長之要求提供一個遠景與靈感。

Example
For example, key credit card category drivers are: the source of aspiration, the world of usage, and the functional role of the card.
Amex and visa Footprints show how the brands are distinguished on these dimensions:
Example
American Express Brand Footprint
American Express means Membership
The Business Life
The Charge Card
American Express is Professional
Worldly
Responsible
Example
Visa Brand Footprint
Visa means Everywhere
The High Life
The Credit Card
Visa is Sociable
Stylish
On-The-Go
The selling strategy 銷售策略
What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？
The Selling Strategy is a discipline that is single-mindedly focused on generating brand-building ideas. Ideas that attract brand customers and build brand franchises. Ideas that create brand (and marketplace ) dominance in consumer’s mind.
銷售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費者，并且建立品牌忠誠度，讓消費者產(chǎn)生深刻印象的意念。

What Is The Role of The Selling Strategy? 銷售策略扮演的角色如何？
The Selling Strategy can be put to work at many different levels. At the highest level, it can be used to reveal the core brand idea that forms the heart of a brand image campaign. But it can also be used effectively to develop Selling Ideas for the products that create competitive advantage for brands.

銷售策略可運用于不同層次。在最高層次，它可用來展現(xiàn)構成品牌形象活動核心的最重要品牌概念。同樣地，它也可以有效地用來為不同的產(chǎn)品或服務發(fā)展銷售概念，并替品牌創(chuàng)造競爭的優(yōu)勢。
What Is The Role of The Selling Strategy? 銷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, they both support and leverage the power of the brand.

雖然在任何市場或區(qū)域，都應該有一個單一的品牌足跡來定義品牌本質，但銷售策略則不限定有幾個。籍有在品牌足跡所建立的品牌價值架構內作業(yè)，品牌足跡與銷售策略這兩者，也同時支持并提升了品牌力量。

The Selling Strategy Model 銷售策略的模式
The Selling Strategy Model is composed of five critical components：
銷售策略模式是由五個重要的部份所組成：
The Brand Position
品牌位置
The Brand Objective
品牌目標
The Specific Role Of The Advertising
廣告擔任的角色
The Selling Idea Platform
銷售概念架構
The Selling Idea
銷售概念
The Brand Position 品牌位置
The perceptual space that the brand holds in the consumers’ mind at the beginning of the Selling Idea development process.
銷售概念的發(fā)展過程開始之前，品牌在消費者心中的認知地位。

Example
Examples:
Brand Brand Position
Marriott A “vanilla” hotel
Motorola A technology manufacturer
MasterCard My other card
The Brand Objective 品牌目標
The perceptual space that we want the brand to occupy in the consumers’ mind.
我們希望品牌在消費者心中所占據(jù)的認知位置。

Example
Example:
Brand Brand Objective
Marriott A memorable experience
Motorola The leading brand in mobile
personal communications
MasterCard A card I feel good about
The Specific Role Of The Advertising 廣告擔任的角色
The role of the advertising may vary greatly in scope. It may entail a fundamental restaging of the brand, the accentuation of an under-leveraged element in the Brand Footprint, the introduction of a brand or line extension, or a specific tactical response to local competitive actions.

廣告的角色可能有相當大范圍的差異。它可能承擔重新定義一個品牌的任務、強調品牌足跡中尚待提升的一個元素、引進或延伸一個品牌?；蚩赡軕?zhàn)術性地回應競爭品牌的活動。
Example
Examples:
Brand Role of Advertising

Marriott To get guests to stop taking Marriott for granted
Motorola To make “brand” Motorola as strong as its market share
MasterCard To give an emotionally bankrupt brand a heart

The Selling Idea Platform 銷售概念架構
The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising:
為了構思銷售概念并發(fā)展廣告，我們需要知道以下與消費者及品牌有關的重要元素：
A. The Conceptual Target
概念性的目標客層
B. The Core Desire
最核心的欲望
C. How The Brand Best Fulfills The Code Desire
品牌如何最完美地滿足最核心的欲望
D.The Compelling Truth
強而有力的支持事實
The Selling Idea Platform 銷售概念架構 A. The Conceptual Target 概念性的目標客層
The “natural constituency” for the brand: the natural grouping of consumers bound by a common orientation toward the category and/or the brand.
他（她）們是對于某一個類別及/或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。
The Selling Idea Platform 銷售概念架構 B. The Core Desire 最核心的欲望
The Core Desire is the most relevant desire, need, hope, or fear of the conceptual target that the brand can meaningfully address.
它是概念性的目標客層最關切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。
The Selling Idea Platform 銷售概念架構 B. The Core Desire 最核心的欲望
The Core Desire represents the deepest, most powerful, emotional benefit that the
Conceptual Target receives from the brand.
核心欲望代表概念性目標客層能從本品牌獲得的最深切、最有力、最富情感的利益。

The Selling Idea Platform 銷售概念架構 D.The Compelling Truth 強而有力的支持事實
The compelling truth that provides the key evidence that supports the brand’s role in satisfying the Core Desire of the Conceptual Target both in function and brand.
“無庸置疑的事實”，在滿足概念性目標客層的核心欲望時，品牌所擔任角色之強而有力的支持事實。
Example
Compelling
Functional Truth Specific Truth Brand

Performance “Prevents heart disease” Bayer Aspirin


Functional Truth Specific Truth Brand

Company Values “We really care about you Johnson & Johnson
and yours”
Brand Myth “Marlboro Country” Marlboro Cigarettes
What Is A Selling Idea? 什么是銷售概念
A Selling Idea is a strategic concept that focuses everything we have learned about what the brand needs to mean to consumers into a single highly focused strategic idea that expresses exactly what we wish the advertising to say to consumers. 

銷售概念是一個策略性的概念。它將我們所知道的一切有關品牌在消費者心中所須達成的意義與印象，集中成一高專注的策略性概念與想法，進而表達我們希望廣告到底要對消費者說什么。

Examples

Brand Selling Idea Creative Idea
7-Up “An Occasional Alternative to Cola” “The Uncola”
Pepsi (1997) “The Official Generation X Cola” “Generation Next”
Microsoft “Access to Information” “Where do you want to go
today?”

Becombion
Vitamins Market Overview
The OTC multivitamins market is estimated to be RMB 269 mn (US$ 33mn)

Product Profile
Product category: health food
the order of products (nutrition) mentioned by consumers(with aided or unaided?) :
Calcium, Cod liver oil, Multivitamin, Vit C, Iron and Vit B complex.


Our Concern: They are possibly our potential competitors!!!
Product Profile
Multi Vit B ingredients :B1, B2, B3, B6, B12
the functions of every ingredients above (pls. refer to client’s brief for detailed information)




Our Concern: The functions are slack and lack of consistence.
Product Profile
Product form: syrup
Currently No Vit B complex syrup is found in GZ



Our Concern: Quite new product form; more suitable for children
Geographical target area
Targeted cities: SZ, GZ, then roll out to PRD

Our Concern:
Higher income level in SZ and GZ than other inland cities
Food supplement market is more mature
“Only food is not enough for my daily vitamin consume”
SWOT

Becombion 品牌印記(Brand Footprint)
Becombion
品牌意義
Becombion的意義就是來自德國默克的復合維生素B
Becombion means Vitamin B complex coming from German Merck

Becombion的意義就是B族維生素均衡糖漿
Becombion means Vitamin B complex balanced syrup

Becombion的意義就是構筑兒童均衡發(fā)育的基礎
Becombion means a very important basis for children’s balanced growth

Becombion
品牌個性
Becombion是維生素的專家
Becombion is the expert of Vitamin

Becombion是全面合理的
Becombion is comprehensive and equitable

Becombion是嚴謹?shù)?
Becombion is severe



品牌意義
Becombion的意義就是來自德國默克的復合維生素B
Becombion means Vitamin B complex coming from German Merck

Becombion的意義就是B族維生素均衡糖漿
Becombion means Vitamin B complex balanced syrup

Becombion的意義就是構筑兒童均衡發(fā)育的基礎
Becombion means a very important basis for children’s balanced growth

品牌個性
Becombion是維生素的專家
Becombion is the expert of Vitamin

Becombion是全面合理的
Becombion is comprehensive and equitable

Becombion是嚴謹?shù)?
Becombion is severe


Becombion
銷售策略(Selling Strategy)





Becombion
銷售策略(Selling Strategy)

品牌位置：來自德國默克的復合維 生素B均衡糖漿
The Brand Position: Vitamin B Complex Balanced Syrup coming from German Merck

Becombion
銷售策略(Selling Strategy)

品牌目標：兒童均衡發(fā)育的基礎
營養(yǎng)源
The Brand Objective: The Basic Nutrition Resource Of Children’s Balanced Growth

Becombion
銷售策略(Selling Strategy)
廣告角色：向消費者傳達“復合維生素B與兒童均衡發(fā)育息息相關”的概念

The Specific Role Of The Advertising: Deliver the message that children’s balanced growth is closely bound up with Vitamin B complex

Becombion

銷售策略(Selling Strategy)
銷售概念構架(The Selling Idea Platform)：

A）概念性目標客層/謹慎的母親
The Conceptual Target/ Careful And Caring Mothers






Becombion
銷售策略(Selling Strategy)
銷售概念構架(The Selling Idea Platform)：


D）強有力的支持事實(The Compelling Truth):
功能上：中國市場上唯一糖漿型復合維生素B產(chǎn)品
Function：The only syrup type for Vitamin B Complex In China Market
Becombion
銷售策略(Selling Strategy)
銷售概念構架(The Selling Idea Platform)：
D）強有力的支持事實:
品牌上:默克是維生素C的發(fā)現(xiàn)者
The Compelling Truth:Merck is the discoverer of Vitamin C

Becombion

銷售策略(Selling Strategy)
銷售概念構架(The Selling Idea Platform)：

B）最核心的欲望：希望孩子發(fā)育盡善盡美
The Core Desire/ Hope My Kids Grow Perfectly







Becombion
銷售策略(Selling Strategy)
銷售概念構架(The Selling Idea Platform)：
C）品牌如何最完美滿足最核心的欲望：
Becombion 全面補充維生素B族
營養(yǎng),改善孩子的胃口，幫助孩子均衡發(fā)育

How The Brand Best Fulfills The Core Desire：Becombion provides children with comprehensive Vitamin B complex nutrition,helps stimulate appetite and grow in a balanced way.
Becombion
銷售策略(Selling Strategy)


銷售概念: 構筑兒童均衡發(fā)育的基礎
The Selling Idea: Becombion helps to constructing the foundation of children’s balanced growth.


Becombion
銷售策略(Selling Strategy)


創(chuàng)意概念:讓兒童均衡發(fā)育
均衡發(fā)育從維B開始
Ad Works : Let Children Grow In a Balanced Way.
Seven Seas Multivitamin Syrup
Product Profile
Product category: health food
Ingredients:
basement:cod liver oil(from deep sea)
supplement:Vit A, B1, B2, B3, B6, C, D, E
Flavor: Orange flavor (real orange juice)


Product Profile
Our Concern:
7s MVS is more than traditional fish liver oil.
Potential Competitors for 7s MVS
the order of nutrition mentioned by consumers (with aided or unaided?) :

Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B complex.
Potential Competitors for 7s MVS
Our Concern:
Different from Vit B, the necessary of fish liver oil is much greater in consumers’ mind, though they maybe can’t name its functions in details.
The market of fish liver oil is more mature.

Real Competition
The major players in the multivitamin category are:
Junior Theragan, Junior Centrum, Kiddi, and Scotts
In term of daily cost, 7s MVS rated in the middle position.
Junior Theragan--RMB0.85;
Junior Centrum--RMB 1.12;
Kiddi--RMB 4.07/3.20;
Scotts--RMB 1.31
7s MVS--RMB 1.38
Consumer’s Attitude
Researches show the majority of mothers are interested in product concept
GZ: “helps stimulate appetite”; ”contains cod liver oil”; ”helps brain development”
SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue”
Consumer’s Attitude
The buying intention of product:
GZ: 65.6%; SZ: 77.6%
The perceived price: around RMB 62/per bottle
Geographical Target Area
1st target cities: SZ, GZ, then roll out to PRD
2nd target cities: SH and BJ (launched in late 2001)

SWOT

Seven Seas 七 海 品牌印記(Brand Footprint)













Seven Seas 七 海 品牌印記(Brand Footprint) 品牌意義 七海的意義就是來自深海的多種維生素魚肝油 Seven Seas means multi--vitamin fish liver oil from the deep sea 七海的意義就是抗污染的 Seven Seas means anti-pollution 七海的意義就是可口橙味的 Seven Seas means tasty with sweet orange flavor













Seven Seas 七 海 品牌印記(Brand Footprint) 品牌個性 七海是有益的 Seven Seas is beneficial 七海是健康的 Seven Seas is healthy 七海是可愛的 Seven Seas is lovely













Seven Seas
品牌意義

七海的意義就是來自深海的多種維生素魚肝油 Seven Seas means multi--vitamin fish liver oil from the deep sea 七海的意義就是抗污染的 Seven Seas means anti-pollution 七海的意義就是可口橙味的 Seven Seas means tasty with sweet orange flavor
品牌個性

七海是有益的 Seven Seas is beneficial
七海是健康安全的 Seven Seas is healthy safety 七海是可愛的 Seven Seas is lovely
Seven Seas 七 海 銷售策略(Selling Strategy) 品牌位置：來自深海的多種維生素魚肝油兒童 保健糖漿 Brand Position: The deep sea Fish Liver Oil Health Syrup with multi- Vitamins For Children Only













Seven Seas 七 海 銷售策略(Selling Strategy) 品牌目標：純凈有益的兒童營養(yǎng)必要補充劑 Brand Objective: Anti-pollution And Natural Nutrition Supplement Necessary For Children’s health










Seven Seas 七 海 銷售策略(Selling Strategy) 廣告角色：告訴消費者七海不是一般的魚肝油 The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil













Seven Seas 七 海 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： A）概念性目標客層：了解魚肝油的母親 The Conceptual Target：learned Mothers On Fish Liver Oil Knowledge













Seven Seas 七 海 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： B）最核心的欲望:希望自己孩子不一般 The Core Desire: “My child is no ordinary kid！”.













Seven Seas 七 海 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： C）品牌如何最完美滿足最核心的欲望:通過塑造七海不是一般的魚肝油的品牌形象來滿足消費者希望孩子不一般的心理需求 How The Brand Best Fulfills The Core Desire: Seven Seas satisfies the consumer’s psychological needs which hoping her kid is no ordinary by building seven seas “ no ordinary ” brand image
Seven Seas 七 海 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： D）強有力的支持事實: 功能上:含有多種重要維生素和深海魚肝油的成份 The Compelling Truth: Function: Have The Ingredients Of Multi—vitamins And Fish liver Oil Coming From The Deep North Sea













Seven Seas 七 海 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： D）強有力的支持事實: 品牌上:來自德國默克 The Compelling Truth: Brand:From German Merck













Seven Seas 七 海 銷售策略(Selling Strategy) 銷售概念：不一般的魚肝油 The Selling Idea: No Ordinary Fish Liver Oil













Seven Seas 七 海 銷售策略(Selling Strategy) 創(chuàng)意概念：七海寶寶更出眾 The Creative Idea: Outstanding seven seas，outstanding kids













Dr Freeman Cough & Cold Syrup for Children
Cough & Cold Market Overview
The market is huge: RMB 876mn (98’)
































Product Profile
It functions in cough and cold and up to now, no other products claim to have these two functions only.
In the market of cough syrup and cough&cold&fever syrup, we have key competitors as below:
cough syrup: Isedyl from United Laboratory; Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup
cough&cold&fever syrup: Tylenol, Bufferin, Xiaobai

Our Concern: Dr Freeman Cough & Cold Syrup for Children aims at the early stage of cold ;Dr Freeman is the sub-brand of merck only for series cough & cold products.

SWOT

Dr.Freeman 品牌印記(Brand Footprint)













Dr.Freeman 品牌印記(Brand Footprint) 品牌意義 Dr.Freeman的意義就是來自德國的感冒藥 Dr.Freeman means a flu drug from German Dr.Freeman的意義就是醫(yī)生推薦使用的 Dr.Freeman means doctor’s recommended Dr.Freeman的意義就是治療兒童傷風和咳嗽的糖漿 Dr.Freeman means a cold&cough syrup for children













Dr.Freeman 品牌印記(Brand Footprint) 品牌個性 Dr.Freeman是感冒藥專家 Dr.Freeman is the expert of flu drugs Dr.Freeman是可信的 Dr.Freeman is reliable Dr.Freeman是認真負責的 Dr.Freeman is conscientious













Dr. Freeman
品牌意義
Dr.Freeman的意義就是來自德國感冒藥 Dr.Freeman means a flu drug from German Dr.Freeman的意義就是醫(yī)生推薦使用的 Dr.Freeman means doctor’s endorsement Dr.Freeman的意義就是治療兒童傷風和咳嗽的糖漿 Dr.Freeman means a cold&cough syrup for children
品牌個性
Dr.Freeman 就是感冒專家
Dr.Freeman is the expert of flu drugs

Dr.Freeman是可信的 Dr.Freeman is reliable

Dr.Freeman是認真負責的 Dr.Freeman is conscientious
Dr.Freeman 銷售策略(Selling Strategy)













Dr.Freeman 銷售策略(Selling Strategy) 品牌位置：溫和有效治療兒童傷風咳嗽的糖漿 Brand Position: A Syrup For Mildly And Effectively Relieving Children’s Cold&Cough













Dr.Freeman 銷售策略(Selling Strategy) 品牌目標：感冒藥專家 Brand Objective: The Expert Of Flu Drugs













Dr.Freeman 銷售策略(Selling Strategy) 廣告角色：傳達即治療發(fā)燒前的感冒癥狀非常重要 The Specific Role Of The Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever













Dr.Freeman 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： A）概念性目標客層:細心的父母 The Conceptual Target: Careful Parents













Dr.Freeman 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： B）最核心的欲望/周到 The Core Desire/ Considerate













Dr.Freeman 銷售策略(Selling Strategy) 銷售概念構架(The Selling Idea Platform)： C）品牌如何最完美滿足最核心的欲望: 感冒藥專家的細心周到，讓孩子在發(fā)燒前即消除感冒 How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive Cold&Cough before kids get fever.













Dr.Freeman 銷售策略(Selling Strategy） 銷售概念構架(The Selling Idea Platform)： D）強有力的支持事實:Dr.Freeman是治療感冒的專家 The Compelling Truth:Dr.Freeman is the expert in relieving cold&cough













Dr.Freeman 銷售策略(Selling Strategy) 銷售概念：Dr.Freeman 是細心嚴謹?shù)母忻八帉＜?The Selling Idea:Dr. Freeman is a solicitude and conscientious expert in flu drugs













MERCK 默克
SELLING IDEA
MAINTANCE THE FOUNDATION OF PEOPLES’ HEALTH 維護健康的基礎
CREATIVE IDEA
THE POWER OF PROMISE 承諾的力量

Below-the-line and Other Marketing Tactics
Becombion
類型：促銷活動
Style:SP Activity
主題：兒童拼圖有獎活動
Subject:Children’s Jigsaw Puzzle Reward Activity
對象：2——12歲的兒童
Target:2----12years old children
手段：SP活動期間，買就送“貝康安寶寶”拼圖卡片，兒童用拼圖卡片來拼出包裝盒上“貝康安寶寶”的各種姿態(tài)，按拼出的姿態(tài)種類的多少設立不同獎項
目的：1、提高商品接觸及使用率
2、達到品牌指名購買
Seven Seas 七 海 活動方案 Activity Plan













Seven Seas 七 海 活動方案 Activity Plan













Dr.Freeman 活動方案 Activity Plan














品牌的意義和個性是什么