1、,对2004年品牌传播方案的初步思考,智威汤逊,目前的任务,2004年的形象传播应该在同一个主题下分阶段进行； 首先确定其主题，然后确定不同阶段所突出的重点； 今天是我们对传播主题的初步意见，进行讨论。,“赞助”这种传播方式的作用,Brand Salience 凸现品牌 Sponsorship as a means of generating brand awareness 将赞助作为提高品牌知名度的一种手段Brand Association品牌联想 Association with the event 与具体活动相联系，建立品牌的身份Brand Equity品牌资产 有时赞助活动可以帮助建立
2、品牌资产，但大多数时候不成功,Kinds of sports sponsorship 赞助的种类,Star明星Team团队Event活动赛事Sport体育运动,Examples实例,Star明星 Unicom and Yao Ming中国联通和姚明 Team 运动团队 Vodafone and Manchester United沃达丰和曼联 Event活动 Pepsi and China Football League 百事可乐和中国足协 Sport体育运动 Carlsberg and Football嘉士伯和足球,Unicom and Yao Ming 中国联通与姚明,No linkage
3、between star and brand 品牌与明星之间没有必然联系Unlikely to benefit Unicom beyond generating some awareness. 除了提高品牌知名度，不太可能给联通品牌带来更大的利益点,Nike and Michael Jordan 耐克与乔丹,Strong linkage between star and brand 品牌与明星密切相关 19 year old association that is still going strong 历经19年，两者的联系依然密不可分Sporting achievement is at th
4、e core of the Nike brand. 在体育运动上取得的成就是耐克品牌的核心Besides MJs image goes beyond pure sports onto lifestyle and he is seen as a cool icon among fans 乔丹的形象已经从运动升华到日常生活中，同时乔丹在体育迷眼中是一种“cool”的象征,Key Success Factor 成功的因素,Strong linkage between brand and stars personality 品牌个性与明星个性的紧密联系19 year association ensur
5、es that irrespective of the stars endorsements for other brands/categories consumers strongly associate him with Nike 19年的紧密联系，使消费者将乔丹与耐克紧密联系在一起，即便乔丹在证言其他品牌。Nike and Michael Jordan are today inextricable 耐克与乔丹是密不可分的,Commercializing the MJ equity 将“乔丹”这一品牌资产商业化,Michael Jordan equity乔丹形象的资产Air Jordan
6、shoes “乔丹”气垫篮球鞋Jordan range of shoes and accessories “乔丹”系列运动鞋和其他体育产品More than US$500 million in sales 超过5亿美元的销售额,Air Jordan,Team: Vodafone and MU 球队赞助：沃达丰与曼联,Teams 运动团队 Manchester United. Team with an international following. Enables brand to build global awareness without having to spend on advert
7、ising 曼联：在全世界有大量的球迷，使沃达丰不必通过广告的投入而在全世界建立品牌知名度 Ferrari (Formula 1). Popular in core Vodafone markets like Italy and Germany 法拉利车队：在沃达丰的主要市场，如意大利，德国有很高的知名度 Strategy策略 To leverage on the universal appeal of the Manchester United and Ferrari teams to leapfrog the brand from local to global 利用曼联和法拉利在全球的影
8、响力，使沃达丰从一个当地品牌一跃成为国际品牌,Creative Strategy创意策略 Emphasis on branding. Leverage and own the red color. Critical for Vodafones re-branding strategy (Mannesman in Germany and J Phone in Japan) 品牌的强调：利用曼联的红颜色与品牌本身的红色，起到强调作用沃达丰的品牌策略（德国的Mannesman和日本的J-phone)Strengthening the association强调相关性 Use of key stars
9、 like David Beckham and Michael Schumacher in commercials for Vodafone Live 在宣传上，利用球队的主要明星，如贝克汉姆和舒马赫宣传“Vodafone Live”,How does the brand benefit 品牌如何从中获益,Sports as a medium to keep the brand fresh among younger audiences. 将运动作为一种介质，使品牌在年轻消费者中永远年轻 Teams like Manchester United and Ferrari enable the b
10、rand to build awareness internationally as their games are telecast around the world 曼联和法拉利所从事的运动在世界范围拥有很大的影响力，因此能够使品牌在全世界树立品牌知名度 Like all great brands Vodafone is trying to own the Red color as a brand property: Coca Cola(red), Pepsi (blue), IBM (blue), Kodak (yellow) 像其他大的品牌一样，沃达丰努力使红色作为一种品牌资产。可口可
11、乐（红色）百事可乐（蓝色）IBM(蓝色）柯达（黄色）,Sales Linkage销售上的联系,A few promotions that leverage on the sponsored teams 利用所赞助的球队组织一些促销活动,Event: Coke and the World Cup 活动赞助：可口可乐与世界杯,Overall sponsorship strategy 总体赞助策略 To be associated with things that young target audiences enjoy. Music, Sports etc 将品牌与青年人感兴趣的事物（主流行的）相
12、联系，如音乐，运动 World Cup世界杯 A truly global event which reinforces Cokes core global and omnipresence equity. 全球的盛会，强调了可乐“全球性”和“无处不在的”的特性 Keeps the brand visible to audiences who are fixated about watching the world cup 使品牌时刻出现在那些紧密关注世界杯的人群里,活动赞助：可口可乐与世界杯,Brand Benefits品牌的利益 Reinforces Cokes image of bein
13、g a truly global and an omnipresent brand. Constant association with leading events also reinforces its leadership image 强调了可乐“全球性”和“无处不在的”的品牌形象，持续的与顶级的活动相联系进一步强化了其品牌领导地位 Sales Effects销售效果 No direct sales effects except for Event linked promotion. Eg. Coke got the rights for some of the footballs us
14、ed in key matches which were then used as promotional give aways 除了与活动相关的促销活动外，不会对销售带来直接的影响。如：可口可乐可以使用某些重要赛事的比赛用球，并将这些足球作为促销礼品使用,Carlsberg and football 嘉士伯与足球,To reach core audiences who happen to be football afficiandos. 能够影响到最主要的目标受众，这些人恰恰也是足球的狂热球迷Sponsorship of key teams (Liverpool) events, English Football League and TV programs. 赞助一些著名球队（利物浦），英国足协和足球电视节目Brand gets to reach the right audience (football fans) at the right time (in bars) 品牌得以在合适的地点（酒吧）传递给合适的受众（球迷）,
