oppo課程-2014dec municating brand postioning阿米塔瓦教授

CommunicatingBrandProf.Amitava2014.12.04-Dongguan CommunicatingBrandTrust信任&LeadershipHighSpontaneous

忠誠體考CommunicatingBrand

建立品牌認

進行品牌考

形成品牌忠

ThePersuasion…relatetobrands通過獲益來與品牌建立聯(lián)

CONSUMERBrandEncounter品牌BrandEncounter品牌鋪貨

…connectwithbrands通過接觸‘n‘nBrandEncounter‘n’BRANDBRANDEXPERIENCE品牌體BrandBrandPreference品牌偏BrandBrandPurchase品Purchase ChivasTotalAwarenessTotalAwareness/整體認

JW黑方

卡FromawareConsideredBrand(Top

fromfromconsiderrecent近期的試

Trial/Purchase/試用/ fromrecenttrialmost從近期試頻

Mostoften(Loyaltothe頻（已建立起品牌忠誠 =bottleneck/瓶 =strength/優(yōu)BrandTwotypesof認知的兩種類Recall能回想Recognition能識別BrandCreatingbrand創(chuàng)建品牌認–Unique獨特的方BrandBrandBrandBrandBrandCreatingbrand創(chuàng)建品牌認Uniqueness獨特Focusonbrand聚焦于品BrandCreatingbrandawareness創(chuàng)建品牌認Uniqueexecution獨特的方Focusonbrand聚焦于品Holdattention吸引注意BrandBrandCreatingbrand創(chuàng)建品牌認Uniqueness/獨特Focusonbrand聚焦于品Beconsistent一致BrandHowarebrandattitudesBeliefs信品牌態(tài)度是如何形Beliefs信AttitudeAttitude態(tài)Beliefsaboutwhat?關(guān)于某事的信念–Attributesand/or特性以及/或者獲Wheredobenefitscome獲益從何而來BrandSourcesofbenefits獲益的來Productattributes/IfyoucanbrandthefeatureEasiertocommunicateBrandinggivesitmorecredibility/品牌化帶 AllowsonetochargeapremiumUseoccasionsAssociationswithusers/SymbolsOrganizationalassociations/alityBrandSourcesofbenefits獲益的來Productattributes/IfyoucanbrandthefeatureEasiertocommunicateBrandinggivesitmorecredibility/品牌化帶

功能AllowsonetochargeapremiumUseoccasionsAssociationswithusers/SymbolsOrganizationalassociations/alityAretheredifferenttypesof究竟有哪些不同類型的獲益

衍生變CommunicatingBrandFunctionalCommunicatingBrandTransformational衍生變BrandHowareattitudesformedfrombenefit獲益信息是如何影響品牌態(tài)度形成的 xBelief態(tài)度=價獲益ix信念強度獲益 lushowmuchyoulikeyourdetergenttoalavender請選出你對薰衣草香味洗衣液的喜愛程Dislike/不喜歡- - - Like/喜DoyoubelievethatArielhasalavender你相信碧浪洗衣液有薰衣草香味嗎Donotbelieve/不相信- - - Believe/相BrandAreattitudesalwaysformedinthiseffortful品牌態(tài)度的形成總是要采用這類麻煩的方式BrandTheattitudeplanning品牌態(tài)度規(guī)劃矩低投入程高

Motive/驅(qū)動 功能 衍生變PurchaseAWARENESS/認 %CONSIDERATION/考 %PURCHASE %EXPERIENCE/%%LOYALTY/忠誠 PurchaseFunnel:3漏斗：3Increasingawarenessfortheirsuiteofsecurity

Increasingtrialpurchaseof試

IncreasingconversionconsiderationtoCISCO: Widelyknownasaproviderofnetworktechnology,butlowawarenessinthesecurityarena.ITmanagerswouldbuyCISCOproductswithintegratedsecurityandthen“bolton”securityappliancesfrom Customer:IT目標客戶：IT經(jīng)CISCOSecurityAWARENESS/認知度 CONSIDERATION/考量TRIALPURCHASE/試用EXPERIENCE

Majorbottleneck:Lowawarenessfortheirsuiteofsecurityproducts.StrategicRaiseawarenessofandstimulateconversationsaroundtheirsuiteofsecurity CustomerIndividualsinthesecuritybusinessbelievetheyareinadailybetweengoodand安防行業(yè) 從 認為他們每天都在進行善與惡的較量“Asbadguysfindnewwaystobreachthenetwork,thegoodwritecodeandbuildproductstostop“因 發(fā)現(xiàn)了新的方法用來破壞網(wǎng)絡秩序，好人編寫代碼、研發(fā)品來制 。BringingBringingInsightstoLife/CISCO:Realm/ClearMetricsBasedonMarketAwarenessandBuzz:Qualityofmediamentions,blog 意識 反響 宣傳的品質(zhì)，博客文章 動DigitalMediaResponse.Measuredbybannerclick-through數(shù) 回應：通 位點擊率來衡MicrositeWebTraffic:measuredbytotalvisitorstothemicrosite.50K小 頁面流量：通過游 量來衡量。目標：5萬人次瀏覽EventMarketingResponse:Measuredbyleadgeneration.Generate700leads.事 回應：通過產(chǎn)生的領(lǐng)先響應者數(shù)量衡量。產(chǎn)生700個領(lǐng)先響應CISCO:AwarenessandBuzz:Generated150mediamentions.HighlightedbystoriesintheWSJandPRweek.;DiscussedonmajorITmanagerblogs;Enthusiastic bykeyinfluencers. 討論 DigitalMediaresponse:Clickthroughrates-fivetimesthatoftheindustrystandard.teaseradsviewed300Ktimes數(shù) MicrositeTraffic:Over80Kvisitorsdriventothemicrosite;52Kwerenew.小 EventMarketingResponse:Ciscohitsthe700leadmark,butdoes ostleadof$285,cuttingthecostsby事 Lifebuoy:Challenge/衛(wèi)寶 ,SaudiArabiaand 、沙 和阿根Competitor(Dettol)hadastrongholdintheanti-bacterial抗菌類這個品類中，競爭對手(滴露)有穩(wěn)固的市場地Competitor’simagestronglytiedto“effectivelykills競爭對手的品牌形象牢牢地建立在“有效地殺死細菌”上Lifebuoywasrelativelynewinthe在這個品類中，衛(wèi)寶是較新的品牌: emothers,withkidsagedbetween4-目標人群:家中有4~12歲孩子的高收入母Lifebuoy Brandawarenessisgood.Limitedroomto認知TRIAL試體

Oneofthetwobrands,consumersconsiderCompetitorhasastrongholdasthemosteffectiveantibacterialhandwash.Difficultto

Strategic

GrowsalesvolumeandvaluefasterthancategorygrowmarketStealsharefromtheLifebuoy:CustomerChildrenarealwaysinarushwhile ngthingstheydon'tparticularlyenjoy.Whenitcomestohand-washing,itisnodifferent.手也是如此。Forkids,itisanunnecessarychorethattheydoasquicklyaspossibleastheyjustwanttobedonewithit.在孩子們眼中，洗手是件令人討厭的事情。他們洗得很快，因為就只是完成它NewMarketingLifebuoySuperfastHandwash:99.9%germprotectioninjust10secondsbecausechildrenarealwaysinahurry,especiallywhenitcomestohand-washing.衛(wèi)寶超快速洗手液：10秒內(nèi)完成99.9%防菌保護，因為孩子們總是忙忙的，特別是在洗手這件事情上NewMarketingNewMarketingLifebuoy:2010年的銷售額增長率超過2009市場水平VS /2010年市場水/2010沙 阿根Lifebuoy:市場水平VS /2011年市場水2011 Lifebuoy:市場份額增長衛(wèi)寶VS競爭對 市場份額增長衛(wèi)寶VS競爭對變衛(wèi) 競爭對 衛(wèi) 競爭對沙 阿根市場份額增長衛(wèi)寶VS競爭對變

市場份額增長衛(wèi)寶VS競爭對衛(wèi) 競爭對 衛(wèi) 滴Lifebuoy Q32010第三季July2010七Aug2010八Sep2010九Lifebuoyfasterthanothersoapsinkillinggerms殺菌皂類，衛(wèi)寶比其他品牌增長速快Lifebuoyhandwashtakessecondstokill衛(wèi)寶洗手液只用10秒鐘就能殺死MarketManagement?2014Prof.MonicaCreditSuisse:Wealth CreditSuisse:CustomerTrust/solidity/值得信賴 雄Professionaladvice提供專業(yè)的建……Innovativeness創(chuàng)新性的產(chǎn)CreditSuisse:Marketing AssetsEuroSpentonPerception感知理解Trust/Solidity值得信賴/Howdowefindout?/ModelingExperiment/做實驗 EuroSpentonPerceptionChangeProfessionaladvice/提供專業(yè)的建議ThePersuasion…relatetobrands通過獲益來與品牌建立聯(lián)

CONSUMERBrandEncounter品牌BrandEncounter品牌鋪貨

…connectwithbrands通過接觸‘n‘nBrandEncounter‘n’BRANDBRANDEXPERIENCE品牌體BrandBrandPreference品牌偏BrandBrandPurchase品ChangingFaceofBrand

和MobilePhones timespent

個人掌上電腦

看電

看點

on -電 -

-數(shù)字電 ---數(shù)字電 ---

-

數(shù) -SourceCocaColaChangingFaceofBrandYoungerconsumersrelyonabroadersetof年輕一代的消費者依賴于更廣泛的接觸組3Number3Numberofcontactsaverage22

25-9

35-Durables/耐用消費 AlcoholicBev. 飲Source:Integration(12,000respondents,16different數(shù)據(jù)引自：Integration（從Source:Integration(12,000respondents,16differentThe的

形30在產(chǎn)品身上雜志里的黑白單頁或者彩色單

商？電？平？電？影？戶？網(wǎng)？游？？體驗

對贊助商進 口 植 特20x40,3面翻數(shù)????????????Mobile??Varietyof游戲內(nèi)30”,ProdPlacementB&WorColor,Editorial30”,DJMentions,60”,In-movieplacement,solusads20x40,3faces,rolling,digitalBanners, edia,Pop

From30”TVadvertisingIDEA

商執(zhí)形向基于念？選擇的多樣

Placementin

轉(zhuǎn)？零售終????WHERE&HOWTOINVESTTHEMONEY??？？？在哪里投資&ExplosioninnumberofchoicesavailableCustomeristheOnlyStudies研究已有的報SeesTVcommercialagainfromretailerReceivesdemofromsales從銷售代表那里接收樣

SeesTVmmecial看看電視alksaboutitwithfriend和朋友討Registers mail收到郵件提PassesitontopartnerVisitsretailwithTheMarketContactHowcanwetakeintoconsiderationthe andcontactinvestmentdecisionsthatarebothcosteffectiveand我們?nèi)绾蝸砜紤]消費者對品牌的感知理解，如何做出在市場接觸上的投決策，能夠做到花費最少 費用得到最有佳 效果lmeallthelmeallthewaysyougettoknowaboutbrands“XXX”inthe請談談，你是通過市面上的哪些途徑了解到“XXX”品牌Phase1:identifyawideandpotentiallyimportantsetof第一階段：確立一組廣泛且有潛在重要性的接觸體TheMarketContactPhase1:identifyawideandpotentiallyimportantsetof第一階段：確立一組廣泛且有潛在重要性的接觸體TheMarketContactConsumerTechnologyMarketin消費者科技市 英國Promotionalvoucher

Helplineorcallmendation ersoninSpecialin-shopShopwindowMagazines,brochuresinmendationfrom Promptfromfamily/friend rmendationfrommySource:SponsoredTVSource:Sponsorshipofsportsevents,teamsorSponsorshipofradioSponsorshipofmusicor

TVArticlesinnewspapersandmagazinesMagazineAdvertisingonpostersorLeafletsinsertedmagazinesorRadioCinemaAdvertisingontrainsorInteractiveTVcommercial(whenyoupresstheredInformationatairportoronairplane

MailfrommobilephoneInformationreceivedwithmonthlybillepackorusers'manualreceivedwithnewphoneornetworkMagazinesentbymobilephoneTextmessageorcallfrommobilephoneco.InternetAdvertisementsontheSpecialofferthroughSalespeopleinapublicOfferinconjunctionwithanothercompany(e.g.,creditcardcompany)TheMarketContactConsumerTechnologyMarketin消費者科技市 英國 ?櫥窗展 ?店 的雜志、 口口碑配偶/搭檔的推薦/碑 圈子的促 ?自家孩子的推Source:贊 ?體 贊Source:贊助助商商 ?電 的贊

??大?海報 眾? 雜志里 單播傳?播 、火 、?互動電視 ?機 或者飛

公司 推送或者 ?電子郵件信 ?互聯(lián)網(wǎng)（比如 公司TheMarketContact“可是，老爸……記得 ，你再也會從上 那里買任何東西的

Phase2/ValuepotentialcontactsfromThreekey(Contactcloutfromthecreatesacommonimpactmetricacrossallbrand RepresentasanTheMarketContactAllContacts Select10

Low/HighLow/HighRank1-ContactClout ConsumerTechnologyMarketin消費者科技市 英國TVAd/電Helpline/求1stFriend/colleague友/同1stMailfromCons.TechCie到來自消費PressArt/雜

科技公司的郵前Infowithmonthlybill月賬單上的信前Voucher/折扣epack迎資料包【Customermag戶雜2ndInstoresalespers.內(nèi)銷售Instoredisplay/店內(nèi)陳列Windowdisplays/櫥2ndMagAd/雜Spouse/partner侶News.TVpgmsspnsr

Mass/大POS/終端機Sponsorship/贊助Unbranded碑宣傳 TheMarketContactPhase 第三階Assesshowstronglythedifferentbrandsinthecategoryareassociatedwitheachcontact—Brand-contactlinkEffectivenessofTheMarketContactContactcloutweightedbythebrand-contactlinkmeasuresbranddeliveredinthe BrandExperiencePoint=ContactClout*BrandContactAllContacts品牌體驗點=接 AllContacts Select10選擇10

LowHighLow/HighRank1-

CCF/集群控Aware對…

Experience/體驗 評BrandExperienceLinkw/brand與A品牌的品牌接集控BrandAABrandBBrandCI-SPromo店內(nèi)WOMTVAd…NthContact第N接BES/品牌體驗評BrandExperiencePoints:PowerfulMetricCorrelationsBetweenBES&Market品牌體驗評分與市場份額之間的相1

FinancialServices/財務服務Coffee/咖啡

//ManagingBrandThePlanning計劃矩HighContactClout/高接Battlefield

LeadershipOr Highwith與品類關(guān)聯(lián)度

主導或防

經(jīng)費利用最大

LowAssociationwithCategory與品類關(guān)聯(lián)度Ubiquity

PotentialFocuson InvestInFuture關(guān)注經(jīng)費成 投資于未來收LowContactClout/低接CostofBrandExperienceConsumerTechnologyMarketin歐洲的消費者技術(shù)市CostPerBrandExperiencePoint品牌體驗點的成本單價（歐元TVMagazineRadioOutdoorCinema--MeanSource:DoesMCAWork?Doesthisapproachreally這種方法真的奏效嗎ConsiderthisexamplefromBrandinbeautycarecategorySufferingfromlowawarenessandIncreasingtheseispriority/需要優(yōu)先改善低認知度和 Theclassicmarketingresponsetoincrease tyofconsumerencounterswiththe傳統(tǒng) 回應方式是增加品牌的鋪貨點數(shù)…i.e.drivingupmarketingcosts…/比如，增 But,thebrandfaceda20%cutinmarketing 20%的縮DoesMCAWork?Battlefield/需要搶奪 Leadership/處于領(lǐng)先TVPrintAdAssociation/關(guān)聯(lián)

I-S

ProfReco MailSample

MedicalCloutCloutRadioAdCell

BrandEventUbiquity/無所不在 Potential/潛在IsthisforP&Gusedtheprocesstore-examine tirecontact寶潔用這一流程重新檢驗它的整體接觸組 Toidentifythecontactsthatweremosteffectivelycontributingbuildingthe

TV-advertising-oneofthecontactsincurrentuse-was電 —目前使用的方式中非常有效的一Otherelementsofthecurrentcontactmixwerenot目前使用 組合中，其他方式?jīng)]有起到什么作–printads,outdoorads,andin-store平 、戶 、店內(nèi)試用Consumerswerestronglyinfluencedbymendations,acontactwhichwasnotbeingusedintheIsthisforBasedontheseinsights根據(jù)這些內(nèi)在需P&Gfocused tiremarketingbudgetonTVadvertising 寶潔把整體 集中在電 和醫(yī)療推薦Oneyearlater:一年Marketsharegrewby20%inamature在成熟市場中，市場份額增長了…With20%reductionofmarketing 費用投入縮減20%的情況ImplementedthenewstrategyinaneighboringEuropean在相鄰的歐洲市場上實施 Achieved70marketsharegrowth取得70%的市場份額增Withnoincreaseinmarketinginvestments 費用投入零增ThePersuasion…relatetobrands通過獲益來與品牌建立聯(lián)

CONSUMERBrandEncounter品牌BrandEncounter品牌鋪貨

…connectwithbrands通過接觸‘n‘nBrandEncounter‘n’BRANDBRANDEXPERIENCE品牌體BrandBrandPreference品牌偏BrandBrandPurchase品IntegrateIntegrate?Executionhastobe推廣在執(zhí)行時需要保持一致IntegrateNINA NINA IntegrateAcrossTouchIntegratedconsistent實際執(zhí)行不但要整體化且要前后連IntegrateAcrossTouchIntegrateAcrossTouchIntegrateAcrossTouchIntegrateAcrossTouchThedesigniconographyneedstobecoherentand標志圖案的設(shè)計需要自始至終保持一Cockpitwithdriver為駕駛員定制的駕駛齒輪換檔時的特有感橙紅色的儀表

車載音IntegrateAcrossTouchAnd,differentbrandsneedtodifferintheir同時，不同的品牌從圖案標志上需要有所區(qū)IntegrateAcrossTouchIntegrateAcrossTouchBEFORE/整合 AFTER/整合IntegrateIntegrateAcrossTouchHandleunifyDigitalControlunify都是數(shù)字控制Lookandfeelunify/IntegrateAcrossIntegrateAcrossTouchBEFORE/整合AFTER整合Integra