采纳：品牌营销工程师完全手册

采纳：品牌营销工程师完全手册内容摘要：

ing 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 it is a precise 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。 BMWBrandPrint 宝马 品 牌写真 A BMW affords recoguition and a sense of achievement to the owmerfor not everyone can have this privillege. But this is something never 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 1 Case 4 JAGUQAR 积架 JAGUAR 捷豹 JaguarBrandPrint 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。 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 itsquirkiness was an 种资产。 Case 5 案例 5 MAXWELL HOUSE 麦斯威尔咖啡 Maxwell HouseA 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 Maxwell HouseBrand 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 amp。 Drop Logo 杯子的标志 100yar heritage 百年历史 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 Maxwell HouseBrand 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 Maxwell HouseBrand 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 Maxwell HouseBrand 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 Maxwell HouseThe 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 Maxwell HouseResults 麦斯威尔咖啡 结果 PrePost % 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 + share 市场份额 Total Share 份额 +8 2 Case 6 BANK OF CHINA 案例 6 中国银行 Bank of ChinaProblem 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 sumers 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 bankits 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。 Band of ChinaBrandPrint 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 2 Case 7 One Mistake ： Nike 案例 7 耐克的一个错误 .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。 Revisiting the modity consumer 再访消费者 Lessons From Nike 从耐克吸取的教训 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。 A Brand Is... 品牌是 ...。