“ 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 19741974 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 199797 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 PersonalityWhy I trust the product品牌个性我为何信任该产品Nike Connection 耐克 Triangle关系三角形图Optimum Performance品牌力的表现The end alwaysjustifies themeans结果总能验证方法 Empowerment & Irreverence 授权与不逊One Mistake : Nike耐克的一个错误 Launched casual shoes in 1994在 1994 年推出休闲鞋 Disastr...
