18.1 BMW-BrandPrint? 宝马-品牌写真
BMW is the ultimate driving machine.It is a virile and bold
car-not stately nor sedate
Driving a BNW gives the driver control and power.
宝马是超级驾驶机器充满男子汉气概，没有丝毫的笨重和古板
驾驶宝马赋予驾驶者以控制感和力量感
Inside a BMW there is order and harmony.For it is a precise
car.But under its sleek skin lies throughbred power waiting
to be unleashed.
宝马的内涵是秩序与和谐。它是精密准确的汽车。它光亮的车身下，
蕴藏着无限动力，一触即发。
18.2 BMW-BrandPrint? 宝马-品牌写真
A BMW affords recoguition and a sense of achievement to
the owmer-for not everyone can have this privillege.
But this is something never said.The BMW owner knows it
for himself.
能够拥有宝马是对车主的成功地位的肯定，因为并非人人可以享受
这份荣耀。这一点从来不会公开宣扬。但宝马车主都知道这一点。
A BMW is about reward of driving....宝马是驾驶的乐趣
...driving a well oiled,precisely engineered machine.
驾驶一辆工程设计的杰作
19、Case 4???? JAGUQAR? 积架
JAGUAR 捷豹
Jaguar-BrandPrint 积架、品牌写真
The difference between Jaguar and other cars runs deeper
than sheet metaland engineering:
It's about soul,passion and originality.
A Jaguar is a copy of nothing...
just like its owners.
积架与其他汽车的区别绝非材料和设计而是灵魂、激情、原创性。
积架不是任何汽车的翻版，正如她的拥有者一样。
19.1 Jaguar 积架
A brand that had lost hope and rational advatage.
一个曾经失去代希望和合理优势的品牌。
The Brand Audit revealed that it was trying to be what
it was not.
品牌检验揭示，它曾尝试成为它并不能承担的角色。
And that its"quirkiness" was an assset.它的外观曾是一
种资产。
20、Case 5
案例5
MAXWELL HOUSE
麦斯威尔咖啡
????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????
20.1 Maxwell House-A Look Outside
麦期威尔咖啡-外在因素
Coffee popularity sweeping country?
咖啡风靡全国
Coffee shops opening everywhere????
喝咖啡的感性连接
Younger consumers attacted?????? ??
吸引年轻消费者
20.2 Maxwell House-Brand Audit
麦斯威尔咖啡-品牌检验
Equity Elements? 资产成份/元素
Good to the last Drop? 滴滴香醇
Perking? Pot? 过滤咖啡壶
The Blue Can 蓝色包装罐
Cup & Drop Logo? 杯子的标志
100-yar heritage? 百年历史
20.3? Associations/Values? 相关价值
Family? 家庭?? Home ?家??
What I grew up with? 伴我长大?
My Mom kitchen 妈妈的厨房?
American?? 美国化? Dependable? 依赖???
Goodness? 善待???? Timeless? 永无止境
Security 安全感??? Trusted? 可信的?????
20.4? Maxwell House-Brand Audit?
麦斯威尔咖啡-品牌检验
Personality Distinction? 独特个性
Authentic,real? 真实可靠的
Rooted in personal history? 在个人经历中生根
A look back,nostalgic? 怀旧的
Idealixed? 理想主义
Always there 永远相随
20.5.1 Maxwell House-Brand?????
麦斯威尔咖啡-品牌写真
Like a thread in the flag,Maxwell House is a proud and
permanent part of our landscape.
象国旗上的经线，麦斯威渔产咖啡代表我们国家的骄傲
Gemuine,trusted and timeless,Maxwell House grows out of
America of Rockwell
它是真实的可信一，永无止境。麦斯威尔是美国文化的一部分
20.5.2 Maxwell House-Brand?????
麦斯威尔咖啡-品牌写真
It is a refleftion of who we are ,where we been,
and where we're going.???? 它是我们成长过程的写照
From the pantries of our grandparents to the cupboards of
our children.
从祖父辈的到我们的子孙，它将永远伴随我们
A link to the past,a promise for the future Maxwell House
Coffee will always be...
维系着我们的过去承诺我们的未来，麦斯威尔咖啡永远不变，滴
滴香醇
Good to the Last Drop
20.6? Maxwell House-The Problem
麦斯威尔咖啡-问题所在
Lack of loyalty? 缺少忠诚度
Lack of difference? 缺少差异
Lack of emotional connection? 缺少感性连接
Aging franchise 老化的特权代理商
Declining share? 市场份额下降
Declining imagery ratings? 形象排名下降
Declining support 支持不足
Short term focus?? 短期特点
20.7? Maxwell House-Results??
麦斯威尔咖啡-结果
???? Pre-Post % change?? since Dec 1994?? 1994年后的变化
A wareness (TOM)知名度??????????? ＋４
Imagery???? 形象??
Right for today??? 今日时尚?????? +57
For people like me? 适合我??????? +19
Consistent good taste 口味好????? +18
High quality??? 质量高??????????? +10.5
share? 市场份额
Total Share 份额????????????????? +8
21、Case 6?? BANK OF CHINA 案例6 中国银行
20.1 Bank of China-Problem
中国银行-问题所在
Traditional business conduct defined image?
传统的经营行为限制形象
Relationship with comsumers previously curtailed by
Singapore governmentrestrictions
与顾客的关系曾受到新加坡政府限制的影响
To build a relationship based not on modern business
precesses but on the bank-its esteem as one of the new
China most powerful institutions
突出中国特色及地位——新中国最具实力的金融机构——建立与
顾客的联系。
21.2 Band of China-BrandPrint??
中国银行-品牌写真
The Band of China is the Wise Old Man。
It brings wisdom to dealings with your assets...
...the Wisdom of Wealth???
中国银行是一位智慧老人。它用它的聪明才智来
管理您的资产……
财富的保证
22、Case 7 One Mistake ：Nike
案例7 耐克的一个错误
22.1 .Launched casual shoes in 1994? 在1994年推出休闲鞋
Disastrous sales,and damage to Nike image.
What has casual shoes got to be with Nike brand
Range with drawn? 销售额损失惨重，令耐克形象受损。
休闲鞋和耐克品牌又有什么联系呢??? 撤回该系列
“It is not enough just to know the consumer.
You also have to know your brand”
（Phil Knight，Nike founder） （Phil Knight，耐克创立者）
Why？
为什么？
22.2? Revisiting the commodity consumer
再访消费者
Lessons From Nike?? 从耐克吸取的教训
22.3? Deliver a superior product，as defined by the consumer
消费者认为你所提供的是出众的产品
not something anyone can do? 而不是任何品牌都可以做到的产品
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。
22.4? A Brand Is... 品牌是...
A unique combination of three attributes?? 三种属性的独特组合
A“brand” is a mixture of tangibles an intangibles。
品牌是有形与无形的融合。
It is about creating a relationship with the consumer.
它是关于与消费者建立关系的。
Create the brand?and then the products will sell themselves.
建立好品牌，产品就会自然地销得很好。
23.1? 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 produt
什么令消费者高度评价该产品
23.2 This gives us a "framework"for understandign 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
At an acceptable premium 付出可接受的额外费用
Own a corner of the consumer psyche
在消费者的灵魂深处拥有一席之位
the desire in all of us to be a 'winner'
每一个人都有想成为“胜者”的欲望
Reorientate all elements of the marketing mis to support
the brand
重新定向各种行销手段来支持该品牌
品牌完全手册第二部分-2
23.3 Five Tips To Build A Brand From Scrach?
从无到有建立品牌五个秘诀
1. Ensure your brand performs? 保证您的品牌是
-high quality product? -质量好的产品
-a role in people's lives -在人们的生活中扮演一定的角色
2.Defion your category precisely? 精确地定义您的产品类别
3.Think beyond price to what creates'value'in people's minds
超越价格因素去想什么能在人们心目中产生“价值”
4.Connect product benefit with brand personality/image
with consumer needs/beliefs?
将产品的好处与品牌个性/形象、消费者的需求/信念联系起来。
5.Expand your brand proposition beyond advertisign. 把您的
品牌主题超越广告
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