1
Building A Brand From Scratch????????
2
A Brand Is ???...

• A unique combination of three attributes
• ?????????

3
A Brand Is ???...

• product benefit
• ?????
• what makes the consumer like the product
• ???????????
• brand personality/image
• ????/??
• what makes the consumer trust the product
• ???????????
• consumer needs/beliefs
• ?????/??
• what makes the consumer value the product
• ?????????????

4

• If we can understand the connection between
  these three attributes, then we can turn a
  product into a brand
• ????????????????,??????????????

5

• This gives us a framework for
• understanding what our brand
• is, or could be
• ?????????????????
• ????????????

6
An Example Nike ????

• Launched in 1974
• 1974?????
• Sports shoe specialist with worldwide sales of
  US877m by 1986
• ???????,1986?????????????????

7

• New advertising campaign Just Do It took sports
  imagery mass market
• ?? Just Do It ? ??????????????
• passion, drama, moral uplift
• ???????????
• made it fashionable
• ??????
• made sports shoes a fashion item
• ?????????
• Worldwide sales of US9,200m in 1997
• 97?????? 92 ???

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The Connection ??Triangle ????

• Product Benefit ?????
• Why I like the product ????????

Consumer Needs/ Beliefs ?????/??
Why I value the product ??????????
Brand Personality Why I trust the
product ???? ????????
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Nike Connection ?? Triangle ??????

• Optimum Performance
• ??????

Empowerment Irreverence
?????
The end always justifies the means ????????
10
One Mistake Nike???????

• Launched casual shoes in 1994
• ?1994??????
• Disastrous sales, and damage to Nike image.
• What has casual shoes got to be with Nike brand
• Range withdrawn
• ???????,????????
• ???????????????
• ?????

11

• It is not enough just to know the consumer. You
  also have to know
• your brand
• ??????????,??
• ??????
• (Phil Knight, Nike founder)
• (Phil Knight, ?????)

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• Why ?
• ????

Revisiting the commodity consumer ?????
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Lessons From Nike????????

• Deliver a superior product, as defined by the
  consumer
• ????????????????
• not something anyone can do
• ???????????????

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• At an acceptable premium
• ??????????
• Own a corner of the consumer psyche
• ???????????????
• the desire in all of us to be a winner
• ??????????????

15

• Reorientate all elements of the marketing mix to
  support the brand
• ????????????????
• eg Just Do It
• ?Just Do It
• extreme effort of competition
• ???????
• fun, irreverent attitude to life
• ??,????????

16
Left Bank Café President Enterprise???????????
Case Study ????
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Background ??

• Why was the Left Bank Café brand born?
• ????????????????
• President Enterprises 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.
• ??????????????????,??????????????????????

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Background (Contd) ??

• 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.
• ??????????????????????,??????,??????????

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Background (Contd) ??

• This led to confusion of the brand assets,
• which caused a long-term problem for Presidents
  dairy products, since they needed to convey a
  clear image of freshness and expertise.
• ???????,???????????????,?????????????????

20
Background(Contd) ??

• 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 NT10 or NT15.
  And any beverage that comes in a can is always
  sold for NT20.
• ????????????????????,????????????????????????,?T
  etra Pak????? - ??????????????? -
  ????10?15????????????? 20??

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Background (Contd) ??

• With the strong competition in the market and
  the ever-increasing cost of raw materials, we
  thought it would be great if we could sell the
  same kinds of beverages, in packages of the same
  volume, for a price of NT25?
• ??????,?????????,??????????????????25?,????!

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Package ??

• The brand story starts with a plastic cup.
• ??????????????
• We developed a white plastic cup. This cup looks
  just like an ordinary McDonalds take-away coffee
  cup,but is made of plastic rather than paper.
• ????????????,??????????????????,????????????

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Place ????

• This cup does not have a vacuum seal, and the
  contents can only be kept for a short period, and
  then only if the cup is stored at a temperature
  of 5?C.
• ?????????????? 5ºC???????????????????

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Place (Contd) ????

• Nevertheless, we realized that this shortcoming
  actually presented an opportunity. Because the
  storage period is so short, consumers will
  believe that the contents of the cup are fresh.
  And if a drink is fresh, there is a good reason
  for it to be a little more expensive than a drink
  which is not.
• ???????????????????????????????????
• ??????????

25
Price ??

• All the strategic thinking was concentrated on
  one major objective how can we make consumers
  accept the unreasonably high price of NT25 per
  cup?
• ????????????????????????25???????
• We asked ourselves a series of questions to help
  us ensure we could create a high-class brand.
• ???????????,???????????????

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Product ??

• What kind of product should we put into the cup,
  to best
• help us sell it for the highest price?
• ???????????????????
• We considered wine, fruit juice and milk, but
• finally decided on coffee
• - less likely to deteriorate
• - high quality perception
• - milk content led to favourable tax rate
• ??????????????,????
• ?,?????????????????
• ???,??????????????

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Brand Concept ????

• We then asked ourselves - where can we say this
  coffee comes from, in order to create a
  high-class impression?
• ?????????????????
• We held eight focus discussion groups to
  interrogate 4 concepts
• ???????????,????????????????

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Brand Concept (Contd)????

• An airline kitchen ?
• Coffee from an airline kitchen, as specially
  prepared for first-class passengers
• ???? ?
• ?????????????????

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Brand Concept (Contd)????

• A high-class Japanese style coffee shop ?
• Coffee from a refined and elegant Japanese
  specialty coffee shop
• ??????? ?
• ????????????????

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Brand Concept (Contd)????

• A left bank café
• Coffee from Paris - from a café on the left
• bank of the Seine - a place full of
  atmosphere, a haunt of poets and
  philosophers
• ?????
• ????????????????? ???????,????????? ??????

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Brand Concept (Contd)????

• 10 Downing Street
• Coffee from the kitchen of the British
• prime ministers residence, a place
• where coffee is prepared for VIP
• visitors every day.
• ???10?
• ?????????????,??
• ?????????????

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Brand Concept (Contd)????

• It became apparent that most people felt that the
  coffee from a left bank café seemed to have the
  highest value, and would make them pay the
  highest price.
• ?????????????????????,????????????

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Target Group ?????

• Who would be the most willing to pay NT25 to
  buy a coffee that would only cost NT15 in a
  Tetra Pak?
• ?Tetra Pak???????15?,
• ??????25???????

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Target Group (Contd)?????

• Any new beverage product must achieve a good
  turnover within three months, or it will be
  delisted. Who would be more than merely curious
  (since curiosity alone would not be enough to
  overcome the high-price barrier), and buy into
  the idea of the brand?
• ????????????????????????????????????????????(????
  ???????????)?

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Target Group (Contd)?????

• Young women aged 17 to 22 are characterized as
  being honest and sentimental, full of hopes and
  dreams, fond of art and literature, but not
  particularly sophisticated, since they still do
  not have much experience of life.
• ????17? 22??????,??????????,??????,???????,?????

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Target Group (Contd)?????

• They loved the idea behind the brand, and were
  particularly motivated by the Left Bank café
  concept.
• ???????????,????????????

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Consumer Insight?????

• They look for much more from a product than mere
  product quality. They look for emotional reward,
  something that makes them feel better something
  that makes them feel more sophisticated than they
  really are. They look for brands that understand
  and address their inner needs.
• ???????????????,?????????????????????????,???????
  ??????????

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• The Left Bank Café concept together with the
  aromatic, adult flavour of coffee, fostered a
  sense of spiritual renewal in them.
• ?????,???????????,???????????????

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Tone Manner ?????

• According to statistics from bookstores, the most
  popular author among young women of this age
  group is Murakami Haruki. She is the foremost
  representative of a new style of Japanese
  writing, which is hip, absurd, postmodern, and
  always coolly deadpan. Whats unique about
  Murakamis stories is that they expertly manage
  to conjure up the feeling of city dwellers.
• ??????????????????
• ?????????,????????
• ??

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Tone Manner ?????

• Though the visual part of the Left Bank Café
  advertising should have a very French style, the
  copy should have a very Japanese literary style.
• ???????????????????,????????????????

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Correction Triangle Left Bank Cafe
Spiritual Satisfaction ??????
Artistic Atmospheric,
Contemplative ???????
Solitude is not loneliness ??????
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Creative Brief ????

• During the process of briefing the creative
  people, we told them, Lets forget that we are
  making advertisements for packaged drinks. Lets
  pretend that our client is actually a café - that
  we are making advertisements for a French café!
• ?????????????????,
• ??????????????????!

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• We collected a lot of reference information from
  France, including pictures and even menus of
  French cafés.
• ????????????????,?????????

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The Left Bank Café Sells More Than Just Coffee
??????

• If our brand was to be a café, then there was
  no reason for it to be limited to only selling
  coffee. The brand could be
• extended to include all the items on a café menu.
  
• ???????????,????????
• ????????????????????

45
The Left Bank Café Sells More Than Just Coffee
??????

• So now when you look in the refrigerators at 7-
  Eleven, you will also find Thé au lait, as well
  as Blancmange and other French-style desserts,
  all under the Left Bank Café umbrella brand.
• ??,???? 7-11 ????????,????????????????????????
  ??

46
The Left Bank Café Sells More Than Just Coffee
(Contd) ??????

• We are currently evaluating the possibilities
  for French-style cakes, and in the future we hope
  to have special refrigerators in stores,
  exclusively for Left Bank Café products.
• ??????????????,??????????????????????

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The Role of Advertising?????

• The advertising encourages consumers to build a
  picture in their minds of their favorite French
  café - an ideal café, a café with a long history
  and a strong cultural, artistic atmosphere.
• ??????????????????????????? --
  ????????,????????????????????

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The Relationship With the Brand ????

• Left Bank Café will have the power to stimulate a
  real and strong response in
• the imagination of consumers.
• ???????????????????
• ??????????????

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The Relationship With the Brand ????

• Left Bank Café will have a relationship with the
  consumer like that of a favorite book, such as a
  travel memoir, or a small volume of poetry, which
  is always kept on a nearby bookshelf, so that it
  can be taken down to be enjoyed in peaceful
  moments alone. In the same way, Left Bank Café
  is always ready to bring you refreshment whenever
  you need it.
• ????????????????????,??????,??????????????,??????
  ??????,?????,?????????

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The Relationship With The Brand (Contd)???? (?)

• The insight is
• You are here in Taiwan. Sometimes you think
  about going to Europe for a romantic vacation,
  but in this busy and practical world, all you can
  do is take a mental trip to Europe - by going
  window shopping at a European - style furniture
  store or dining in a French restaurant.
• ???????,????????????,??????????,??????????,??????
  ?,????????

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The Relationship With The Brand (Contd)???? (?)

• Left Bank Café makes the mental trip easier -
  simply satisfying your spiritual desires, any
  time, any place, and privately.
• ??????????????? -- ???????????????????,?????

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Building the French Café (Contd) ????

• The TVC is based on the girls notes and jottings
  about her travels.
• The print ads are a series of short stories about
  things that have happened in the café.
• The radio ads are like poetic vignettes from the
  café, and were broadcast late at night.
• ?????????????????????????????????????????????????
  ????

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Building the French Café (Contd) ????

• In order to make people believe in the existence
  of the café, there was also a series of
  supporting events, intended to make the fantasy
  become a reality.
• ?????????????,????????????????

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Building the French Café (Contd) ????

• During an exhibition of photographs of French
  cafés at Taiwans most deluxe
• bookstore, an open-air Left Bank Café was set
  up outside.
• A 15-minute program entitled Left Bank Café
  Tour, introducing 20 cafés on the left bank of
  the Seine, was produced for cable TV.
• ???????????,??????????????????????15????????????
  ??????,???????20?????

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Building the French Café (Contd) ????

• Around the time of the French national day, the
  Left Bank Café brand was one of the sponsors of a
  celebration dinner and a French film festival
  organized by the French Institute in Taiwan. The
  sponsors included actual French brands such as
  Renault,Peugeot, Chanel, Christian Dior, a number
  of different wine-makers, and one brand you would
  never find in France itself - Left Bank Café!
• ??????,??????????????????????????????Christian
  Dior?????????????

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The Brand ??

• Is there really a Santa Claus?
• According to the results of last weeks Left
  Bank Café Brand Audit, the TV commercial gives
  people an enjoyable feeling of solitude. When
  people drink Left Bank Café products, they feel
  they are rewarding themselves. Eighty percent of
  the people interviewed believe that the Left
  Bank Café really exists in France, and that it
  will soon open a branch in Taiwan. One consumer
  said Does the Left Bank Café really exist? I
  prefer to believe in a world where it does.
• ????????????????????,?????????????????????????,??
  ????????????

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The Brand (Contd) ??

• Left Bank Café made US 4 million in
• the first year, and the brand continues to
• grow stronger.
• ??????????????,????
• ?????
• 1998 vs 1997 sales over first six months is
• 15
• 1998????????1997?????15

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Better Questions ????

• What factors make people think of a
• beverage as good?
• What beverages are most worth selling on
  consignment?
• What is the most high-class place for consignment
  goods to come from?
• What are the most expensive drinks here?
• ??????????????????
• ??????????????????
• ??????????

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The Process of Changing the Price From NT15 to
NT25 ?15???25????
NT25
Special house blend French literary
Café Coffee Fresh/sold on consignment
24 1
????
22 2
???????
19 3
??
15 4
??
NT15
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Five Tips To Build A Brand From Scratch
????????????

• 1. Ensure your brand performs
• ???????
• - high quality product
• - ??????
• - a role in peoples lives
• - ??????????????
• 2. Define your category precisely
• ???????????

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Five Tips To Build A Brand From Scratch
????????????

• 3. Think beyond price to what creates value in
  peoples minds
• ?????????????????????
• 4. Connect product benefit with brand
  personality/image with consumer needs/beliefs
• ???????????/?????????/???????
• 5. Expand your brand proposition beyond
  advertising.
• ???????????