外国精品ppt之the_brand_gap

WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
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SOLUTION:
BE DIFFERENT.
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FEATURES
BENEFITS
EXPERIENCE
IDENTIFICATION
“What it is”
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EVEN
YOURS.
But first,
you have to master the FIVE
DISCIPLINES OF BRAND-BUILDING.
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DISCIPLINE 1: DIFFERENTIATE
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PORSCHE = SPORTS CARS PORSCHE = SPORTS CARS + SUVS
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AND HOW.
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5 ways to measure brand value:
1 PRICE PREMIUM
ห้องสมุดไป่ตู้
2 CUSTOMER PREFERENCE
3 REPLACEMENT COST
4 STOCK PRICE
5 FUTURE EARNINGS
THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY?
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TRUST
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Does a brand have a dollar value?
is separated from CREATIVITY by a wide gap.
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STRATEGIC THINKERS
CREATIVE THINKERS
Analytical Logical Linear Numerical Verbal
Intuitive Emotional Spatial Visual Physical
1
People have too many choices and too little time Most offerings have similar quality and features We tend to base our buying choices on trust
2
3
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The main purpose of branding is to get more people to buy more stuff for more years at a higher price.
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BANG
SUCCESS
BUCK
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A CHARISMATIC BRAND is any product, service, or organization for which people believe there’s no substitute.
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QUIZ :
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% CHANGE BRAND VS. PREVIOUS YEAR -5% -7% -1% -17% +3% -4% +7% -9% -6% -5% -6% -38% -17% +32%
BRAND VALUE AS % OF MARKET CAP 61% 17% 27% 66% 48% 33% 62% 82% 35% 66% 9% 93% 66% 21%
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THIS SELECTION FROM INTERBRAND’S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001 BRAND NAME COCA-COLA MICROSOFT IBM FORD MERCEDES HONDA BMW KODAK GAP NIKE PEPSI XEROX APPLE STARBUCKS BRAND VALUE ($MM) 68,945 65,068 52,752 30,092 21,728 14,638 13,858 10,801 8,746 7,589 6,214 6,019 5,464 1,757
“What it does”
“What you feel”
“Who you are”
1900
1925
1950
2000
Marketing today is about creating tribes.
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People join different tribes for different activities.
WHAT YOU’LL LEARN:
1
A modern definition of brand The five disciplines of brand-building
2
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READY?
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LET’S START BY DISPELLING SOME MYTHS.
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So
what exactly
is a brand?
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A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.
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DRIVING VOLKSWAGEN
READING
COMPUTING DELL
AMAZON
SPORTS NIKE
COOKING
WILLIAMS-SONOMA
BANKING
CITIBANK
TRAVEL
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ORBITZ
ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD.
you need more focus.
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The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE:
FOCUSED UNFOCUSED
OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN
QUIZ :
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Which of these brands are charismatic?
Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.
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FIRST
A brand is not a logo.
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SECOND
A brand is not an identity.
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FINALLY
A brand is not a product.
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DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
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When both sides work together, you can build a charismatic brand.
Brand
Business
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PREDICTION
BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET.
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PROBLEM
In most companies, STRATEGY
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In other words…
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IT’S NOT WHAT YOU SAY IT IS.
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IT’S WHAT THEY SAY IT IS.
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WHY IS BRANDING SO HOT?
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The three most important words in differentiating your brand:
1
FOCUS
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2
FOCUS
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3
FOCUS
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IS THIS HOW YOUR CUSTOMERS SEE YOU?
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THE FOCUS TEST:
1
Who are you? What do you do? Why does it matter?
2
3
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Unless you have compelling answers to these questions,
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIER
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Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS
OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN
Any brand can be charismatic.
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COKE’S MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION
WITHOUT THE BRAND, COKE’S GLASS WOULD BE HALF EMPTY.
COKE’S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION
AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES
HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM
Which of these brands are charismatic?
AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES
HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM