ผลการตรวจสอบแบรน.(Brand Audit)...ผลการตรวจสอบแบรน.(Brand Audit) จากขยะพลาส3กในประเทศไทย
Brand Audit with Recommendations
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Transcript of Brand Audit with Recommendations
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POINTS OF PARITY
POINTS OF DIFFERENCE POINTS OF DIFFERENCE
ATTRIBUTESBENEFITS
“FRESH & CLEAN”RELIABILITY
STYLISH & SPORTYINDIVIDUALISMUPBEAT LIFESTYLE
CARING & SELFLESSCOLLECTIVISM
FAMILY ORIENTED
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KEY BRANDING ISSUES
LESS PRESENT MORE PRESENT
HIGHLY COMPETITIVE
MARKET
LESS LOYALTRANSITIONWEAK ASSOCIATIONS
LOYALMATURE
STRONG ASSOCIATIONS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
BRAND HIERARCHY BRAND ELEMENTS
MARKETING PROGRAMS
SECONDARY ASSOCIATIONS
SOLUTIONS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY SOPHISTICATION
RELIABILITY ACTIVE
BRAND VALUES
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS WITH YOU
TAKE CARE OF
YOURSELF
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS WITH YOU
TAKE CARE OF
YOURSELF
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
INDIVIDUALITY
IT STARTS WITH YOU
TAKE CARE OF YOURSELF
CONQUER YOURSELF BEFORE
CONQUERING THE WORLD
CONQUER YOURSELF BEFORE
CONQUERING THE WORLD
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SPORTS• EXCITEMENT & ACTIVE ASSOCIATION
SCIENCE• REINFORCE RELIABILITY ASSOCIATION
SOPHISTICATION• WELL GROOMED ASSOCIATION
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
EXTEND THE PRODUCT USE IN THE LIFE OF THE CONSUMER
SPORTS• EXCITEMENT & ACTIVE ASSOCIATION
SCIENCE• REINFORCE RELIABILITY ASSOCIATION
SOPHISTICATION• WELL GROOMED ASSOCIATION
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
CONVENIENCEEASIER FOR RECALL &
RECOGNITIONCONSISTENCY REFLECTIVE OF
BRAND VALUESSECONDARY
ASSOCIATIONS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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SPORT I
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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SPORT II
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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SPORT III
NEW
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
ORIGINAL
NEW
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SENSITIVE
NEW
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SILVER
NEW
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SILVER
NEW
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SILVER
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
NEW
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
NEW
AGE: 18-30PLAYS SPORTSSTRONG & FIT IMAGE
AGE: 18+SENSITIVE SKINCARES ABOUT SELF-IMAGE
AGE: 25-45WORKING PROFESSIONALTRAVELER
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
PHARMACIES
SUPERMARKETS
DEPARTMENT STORES
PLACE
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
NEW PLACE
HOTSPOTS
GYMS
SWIMMING POOLS
SKI RESORTS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
VENDING MACHINES
NEW PLACE
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
VENDING MACHINES
NEW PLACE
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
POINT OF PURCHASE SHELVES
NEW PLACE
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
PRICE
$5.50 $0.75500ML 35ML
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
KIT
NEW
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
KIT
NEW
IT TRAVELS WITH YOU $18
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
PROMOTION
SPORTS CAMPAIGN
SENSITIVE CAMPAIGN
TRAVELS WITH YOU
CONQUER YOURSELF
1. SOPHISTICATION2. SCIENCE
3. ACTIVE LIFESTYLE
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NEW
ACTIVE LIFESTYLE + ENGAGEMENT
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
NEW
SCIENCE + EMPOWERMENT
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NEW
SOPHISTICATION + LOYALTY
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION
2. TARGET SPORT USERS
SPORTS CAMPAIGN
GOALS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
1. CEMENT ACTIVE ASSOCIATION
2. TARGET SPORT USERS
SPORTS CAMPAIGN
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SAMPLES ON SLOPES NIVEA AFTER-SKI PARTIES
SKI PROMOTION
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SAMPLES AT POOLS NIVEA POOL PARTIES
SWIM PROMOTION
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SKI & SWIM COMPETITIONS MONTREAL IMPACT SOCCER
SPONSORSHIPS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION
2. TARGET SILVER USERS
IT TRAVELS WITH YOU CAMPAIGN
GOALS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
1. CEMENT SOPHISTICATION
2. TARGET SILVER USERS
IT TRAVELS WITH YOU CAMPAIGN
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
STEP 1: NATURAL CLEAN CONTEST
IT TRAVELS WITH YOU CAMPAIGN
ENGAGE
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
STEP 1: NATURAL CLEAN CONTEST
IT TRAVELS WITH YOU CAMPAIGN
ENGAGE
BOOTHS AT AIRPORTSINTERACTSTEP 2:
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
IT TRAVELS WITH YOU CAMPAING
STEP 1: NATURAL CLEAN CONTEST
IT TRAVELS WITH YOU CAMPAIGN
ENGAGE
BOOTHS AT AIRPORTSINTERACTSTEP 2:
BANNERREMINDSTEP 3:
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SENSITIVE CAMPAIGN
SENSITIVE
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CHALLENGE
TRIUMPH
ACTIVE
3-IN-1 SHOWER GELS
ADRENALINE
DEODORANT
NIVEA MENIT STARTS WITH
YOU
SPORT LINE
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
ACTIVE LIFESTYLE
RELIABILITY
SPORT
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MODEL OF EXCELLENCE
ACTIVE LIFESTYLE
LEADERSHIPMOTIVATOR
ADRENALINE
RESPONSIBILITY
NIVEA MENIT STARTS WITH
YOU
SOCCER CAPTAINACTIVE
SPORT
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
NIVEA MENIT STARTS WITH
YOU
SOPHISTICATION
SILVER LINE
CLASSY
STEELTRENDY
CARBON FIBER
PERFORMANCE AMBITION
SUCCESS
ACTIVE
PROFESSIONALSILVER
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NIVEA MENIT STARTS WITH
YOU
SOPHISTICATION
SPECIALIZEDGROOMING
TRENDY
FORWARD DRIVEN
AMBITION
SUCCESSFUL
PROFESSIONAL
WORK-LIFE BALANCE
HARD-WORKING
WORKPROFESSIONAL
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
SILVER
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
NIVEA MENIT STARTS WITH
YOU
RELIABILITY
ALL LINES
SOOTHING
MOISTURIZER
FUNCTIONALTIMELESS
PROTECTION
RELIABLE
LOTION
CLASSIC
SCIENCE
TRUST
ALL LINES
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BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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SPORTS• PERFORMANCE, EXCITEMENT, LEADERSHIP
SENSITIVE AND ORIGINAL• TRUSTED, MOISTURIZING, PROTECTION
SILVER• PROFESSIONAL, AMBITIOUS, CONFIDENT
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS
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RELIABLE, EXCITING, & SOPHISTICATED
SPORTS• PERFORMANCE, EXCITEMENT, LEADERSHIP
SENSITIVE AND ORIGINAL• TRUSTED, MOISTURIZING, PROTECTION
SILVER• PROFESSIONAL, AMBITIOUS, CONFIDENT
BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS