从无到有创建品牌

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 product

什么令消费者高度评价该产品

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。

New advertising campaign “Just Do It” took sports imagery mass market

题为 “Just Do It” 的 新广告以运动形象打入大众市场

passion, drama, moral uplift

热情、戏剧性、品行升华

made it fashionable

使之成为时髦

made sports shoes a fashion item

使运动鞋成为时髦货

Worldwide sales of US$9,200m in 1997

97年全球销售额 92 亿美元