品牌的意义和个性是什么
What Is The Brand “Means” And “Is”? 品牌的“意义”和“个性”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“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。

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“个性”那些与品牌意义相对应的特征。
Why The Need For A Brand Footprint? 为什么需要品牌印记？
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.

愈来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。
Why The Need For A Brand Footprint? 为什么需要品牌印记？

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

这种扩张及延伸，让我们必须重新重视并保护品牌的资产。
Why The Need For A Brand Footprint? 为什么需要品牌印记？
As brands are expanded, there are pressures of dilution that stem from:
随着品牌的扩张，使品牌有被稀释的危机，这些危机的因素如下：

The need to reexpress the brand in the context of new competitive sets and new cultures.
必须就新的竞争条件和新文化的观点来重新表现品牌。
What Are Three Dimensions? 什么是品牌印记的三个层次
The Brand Footprint reflects the truth that most brands—especially powerful ones—are multidimensional. They contain meanings and associations that are built over time.
品牌印记所反映的一项事实是：大部分的品牌—特别是大品牌——都是多层次的。它们包含了长期建立的意义和联想。


How Much of A Future Vision? 品牌印记的远景如何？
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.

品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。


How Much of A Future Vision? 品牌印记的远景如何？

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.
对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。
How Much of A Future Vision? 品牌印记的远景如何？
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.
对某些品牌来说，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。


How Much of A Future Vision? 品牌印记的远景如何？
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，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。

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 销售策略
What Is The Role of The Selling Strategy? 销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.
销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌忠诚度，让消费者产生深刻印象的意念。

What Is The Role of The Selling Strategy? 销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.

销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发展销售概念，并替品牌创造竞争的优势。
What Is The Role of The Selling Strategy? 销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.

虽然在任何市场或区域，都应该有一个单一的品牌足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。

The Selling Strategy Model 销售策略的模式
The Selling Strategy Model is composed of five critical components：
销售策略模式是由五个重要的部份所组成：
The Brand Position
品牌位置
The Brand Objective
品牌目标
The Specific Role Of The Advertising
广告担任的角色
The Selling Idea Platform
销售概念架构
The Selling Idea
销售概念
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.
销售概念的发展过程开始之前，品牌在消费者心中的认知地位。

Example
Examples:
Brand Brand Position
Marriott A “vanilla” hotel
Motorola A technology manufacturer
MasterCard My other card
The Brand Objective 品牌目标
The perceptual space that we want the brand to occupy in the consumers’ mind.
我们希望品牌在消费者心中所占据的认知位置。

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 广告担任的角色
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.

广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应竞争品牌的活动。
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 销售概念架构
The critical elements we need to know about the consumer and the brand in order to conceive the Selling Idea and develop the advertising:
为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌有关的重要元素：
A. The Conceptual Target
概念性的目标客层
B. The Core Desire
最核心的欲望
C. How The Brand Best Fulfills The Code Desire
品牌如何最完美地满足最核心的欲望
D.The Compelling Truth
强而有力的支持事实
The Selling Idea Platform 销售概念架构 A. The Conceptual Target 概念性的目标客层
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）们是对于某一个类别及/或品牌具有共同倾向而自然形成的组合，也是品牌“必然的”顾客。
The Selling Idea Platform 销售概念架构 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.
它是概念性的目标客层最关切的欲望、需求、希望或恐惧，而且是品牌可以有意义加以解决的。
The Selling Idea Platform 销售概念架构 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标客层能从本品牌获得的最深切、最有力、最富情感的利益。

The Selling Idea Platform 销售概念架构 D.The Compelling Truth 强而有力的支持事实
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.
“无庸置疑的事实”，在满足概念性目标客层的核心欲望时，品牌所担任角色之强而有力的支持事实。
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? 什么是销售概念
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. 

销售概念是一个策略性的概念。它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。

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 品牌印记(Brand Footprint)
Becombion
品牌意义
Becombion的意义就是来自德国默克的复合维生素B
Becombion means Vitamin B complex coming from German Merck

Becombion的意义就是B族维生素均衡糖浆
Becombion means Vitamin B complex balanced syrup

Becombion的意义就是构筑儿童均衡发育的基础
Becombion means a very important basis for children’s balanced growth

Becombion
品牌个性
Becombion是维生素的专家
Becombion is the expert of Vitamin

Becombion是全面合理的
Becombion is comprehensive and equitable

Becombion是严谨的
Becombion is severe



品牌意义
Becombion的意义就是来自德国默克的复合维生素B
Becombion means Vitamin B complex coming from German Merck

Becombion的意义就是B族维生素均衡糖浆
Becombion means Vitamin B complex balanced syrup

Becombion的意义就是构筑儿童均衡发育的基础
Becombion means a very important basis for children’s balanced growth

品牌个性
Becombion是维生素的专家
Becombion is the expert of Vitamin

Becombion是全面合理的
Becombion is comprehensive and equitable

Becombion是严谨的
Becombion is severe


Becombion
销售策略(Selling Strategy)





Becombion
销售策略(Selling Strategy)

品牌位置：来自德国默克的复合维 生素B均衡糖浆
The Brand Position: Vitamin B Complex Balanced Syrup coming from German Merck

Becombion
销售策略(Selling Strategy)

品牌目标：儿童均衡发育的基础
营养源
The Brand Objective: The Basic Nutrition Resource Of Children’s Balanced Growth

Becombion
销售策略(Selling Strategy)
广告角色：向消费者传达“复合维生素B与儿童均衡发育息息相关”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

销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：

A）概念性目标客层/谨慎的母亲
The Conceptual Target/ Careful And Caring Mothers






Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：


D）强有力的支持事实(The Compelling Truth):
功能上：中国市场上唯一糖浆型复合维生素B产品
Function：The only syrup type for Vitamin B Complex In China Market
Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
D）强有力的支持事实:
品牌上:默克是维生素C的发现者
The Compelling Truth:Merck is the discoverer of Vitamin C

Becombion

销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：

B）最核心的欲望：希望孩子发育尽善尽美
The Core Desire/ Hope My Kids Grow Perfectly







Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
C）品牌如何最完美满足最核心的欲望：
Becombion 全面补充维生素B族
营养,改善孩子的胃口，帮助孩子均衡发育

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
销售策略(Selling Strategy)


销售概念: 构筑儿童均衡发育的基础
The Selling Idea: Becombion helps to constructing the foundation of children’s balanced growth.


Becombion
销售策略(Selling Strategy)


创意概念:让儿童均衡发育
均衡发育从维B开始
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 品牌印记(Brand Footprint)













Seven Seas 七 海 品牌印记(Brand Footprint) 品牌意义 七海的意义就是来自深海的多种维生素鱼肝油 Seven Seas means multi--vitamin fish liver oil from the deep sea 七海的意义就是抗污染的 Seven Seas means anti-pollution 七海的意义就是可口橙味的 Seven Seas means tasty with sweet orange flavor













Seven Seas 七 海 品牌印记(Brand Footprint) 品牌个性 七海是有益的 Seven Seas is beneficial 七海是健康的 Seven Seas is healthy 七海是可爱的 Seven Seas is lovely













Seven Seas
品牌意义

七海的意义就是来自深海的多种维生素鱼肝油 Seven Seas means multi--vitamin fish liver oil from the deep sea 七海的意义就是抗污染的 Seven Seas means anti-pollution 七海的意义就是可口橙味的 Seven Seas means tasty with sweet orange flavor
品牌个性

七海是有益的 Seven Seas is beneficial
七海是健康安全的 Seven Seas is healthy safety 七海是可爱的 Seven Seas is lovely
Seven Seas 七 海 销售策略(Selling Strategy) 品牌位置：来自深海的多种维生素鱼肝油儿童 保健糖浆 Brand Position: The deep sea Fish Liver Oil Health Syrup with multi- Vitamins For Children Only













Seven Seas 七 海 销售策略(Selling Strategy) 品牌目标：纯净有益的儿童营养必要补充剂 Brand Objective: Anti-pollution And Natural Nutrition Supplement Necessary For Children’s health










Seven Seas 七 海 销售策略(Selling Strategy) 广告角色：告诉消费者七海不是一般的鱼肝油 The Specific Role Of The Advertising: Tell the consumer that Seven Seas is no ordinary fish liver oil













Seven Seas 七 海 销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)： A）概念性目标客层：了解鱼肝油的母亲 The Conceptual Target：learned Mothers On Fish Liver Oil Knowledge













Seven Seas 七 海 销售策略(Selling Strategy) 销售概念构架(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 销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)： C）品牌如何最完美满足最核心的欲望:通过塑造七海不是一般的鱼肝油的品牌形象来满足消费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 销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)： D）强有力的支持事实: 功能上:含有多种重要维生素和深海鱼肝油的成份 The Compelling Truth: Function: Have The Ingredients Of Multi—vitamins And Fish liver Oil Coming From The Deep North Sea













Seven Seas 七 海 销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)： D）强有力的支持事实: 品牌上:来自德国默克 The Compelling Truth: Brand:From German Merck













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













Seven Seas 七 海 销售策略(Selling Strategy) 创意概念：七海宝宝更出众 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 品牌印记(Brand Footprint)













Dr.Freeman 品牌印记(Brand Footprint) 品牌意义 Dr.Freeman的意义就是来自德国的感冒药 Dr.Freeman means a flu drug from German Dr.Freeman的意义就是医生推荐使用的 Dr.Freeman means doctor’s recommended Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆 Dr.Freeman means a cold&cough syrup for children













Dr.Freeman 品牌印记(Brand Footprint) 品牌个性 Dr.Freeman是感冒药专家 Dr.Freeman is the expert of flu drugs Dr.Freeman是可信的 Dr.Freeman is reliable Dr.Freeman是认真负责的 Dr.Freeman is conscientious













Dr. Freeman
品牌意义
Dr.Freeman的意义就是来自德国感冒药 Dr.Freeman means a flu drug from German Dr.Freeman的意义就是医生推荐使用的 Dr.Freeman means doctor’s endorsement Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆 Dr.Freeman means a cold&cough syrup for children
品牌个性
Dr.Freeman 就是感冒专家
Dr.Freeman is the expert of flu drugs

Dr.Freeman是可信的 Dr.Freeman is reliable

Dr.Freeman是认真负责的 Dr.Freeman is conscientious
Dr.Freeman 销售策略(Selling Strategy)













Dr.Freeman 销售策略(Selling Strategy) 品牌位置：温和有效治疗儿童伤风咳嗽的糖浆 Brand Position: A Syrup For Mildly And Effectively Relieving Children’s Cold&Cough













Dr.Freeman 销售策略(Selling Strategy) 品牌目标：感冒药专家 Brand Objective: The Expert Of Flu Drugs













Dr.Freeman 销售策略(Selling Strategy) 广告角色：传达即治疗发烧前的感冒症状非常重要 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 销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)： A）概念性目标客层:细心的父母 The Conceptual Target: Careful Parents













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













Dr.Freeman 销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)： C）品牌如何最完美满足最核心的欲望: 感冒药专家的细心周到，让孩子在发烧前即消除感冒 How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive Cold&Cough before kids get fever.













Dr.Freeman 销售策略(Selling Strategy） 销售概念构架(The Selling Idea Platform)： D）强有力的支持事实:Dr.Freeman是治疗感冒的专家 The Compelling Truth:Dr.Freeman is the expert in relieving cold&cough













Dr.Freeman 销售策略(Selling Strategy) 销售概念：Dr.Freeman 是细心严谨的感冒药专家 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 维护健康的基础
CREATIVE IDEA
THE POWER OF PROMISE 承诺的力量

Below-the-line and Other Marketing Tactics
Becombion
类型：促销活动
Style:SP Activity
主题：儿童拼图有奖活动
Subject:Children’s Jigsaw Puzzle Reward Activity
对象：2——12岁的儿童
Target:2----12years old children
手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，儿童用拼图卡片来拼出包装盒上“贝康安宝宝”的各种姿态，按拼出的姿态种类的多少设立不同奖项
目的：1、提高商品接触及使用率
2、达到品牌指名购买
Seven Seas 七 海 活动方案 Activity Plan













Seven Seas 七 海 活动方案 Activity Plan













Dr.Freeman 活动方案 Activity Plan














品牌的意义和个性是什么