Part five
brand mantra: the elevator speed
1.mental map:Portrays brand associations and responses for a target market.shows how it is actually percieved.
"what comes to your mind when you think ...?"
2.core brand value: brand essence,core brand promise
the most important dimension of the mental map of a brand
mental map--> core brand values--> brand mantra (heart and soul of a brand)
considerations:communicate,simplify,inspire
3.design brand mantra:
1)brand function
2)descriptive modifier
3)emotional modifier
4.experiential branding
1)what is an experience?
first,process that occur as a result of encountering,undergoing or living through situations;
second,triggered stimulations to senses,heart and mind;
They connect the company and the brand to the customer's lifestyle and place individual customer actions and purchase occsions in a broader social context.
5.redefine what a brand is :
differentation-->experience
promise-->relationship
attributes-->personality
static-->dynamic
mass-->individual
awareness-->relevance
6.connecting experience to the brand:
1)experiential brand positioning
2)experiential brand value promise:sense,feel,think,act,relate
3)embrace all channels
7.experiential components:five senses,emotions,cognitive,behave,social
8."experience" within "4P's"
1)product:build in experiential features
2)place:design,music,fragrance,type of salespeople
3)promotion:note worthy,experiential,"brand personality"
4)price
Part six
1.shopping marketing (始終站站顧客的角度思考問題，友善顧客，實用顧客，給顧客極高的購買體驗和實用感（成本效益）)
need to understanding the shopping experience from shopper's point-of-view
make decisions on habit,intuition,emotion(personal relevance)?(Based on what they see or miss)
shopping process is multi-staged / multi-channeled.（平台和管道的多樣性，營銷政策應具體問題具體分析，有針對性采用營銷政策）
2.stages of buying process:（顧客是如何做出購買決策的？他們主要考慮哪幾方面的問題？抓住重點進行營銷）
decision making often proceeds in stage.Although real decisions are more complex,simple stage models,are
very useful for analyzing customer behavior and the marketing actions that are most likely to be successful.
（顧客需求的來源？商家能否幫助顧客創造其需求？讓顧客主動購買？）
awareness of need--> indentify products-->get informations--> evaluate--> purchase--> ...
3.shopping process
trigger:need recognition (nature need -->create need?)
create trigger events(enter a market/get involved in market):create urgency,create new product,create news
4.information search stage:
（像IT行業的軟體一樣，讓顧客變成“白癡”，盡量減少顧客的思考時間，特别是深思熟慮的時間，主動幫助顧客"擦各種屁股“，保持顧客強烈的購買欲望）
1)consideraton set:search for limited information(evoked set)
2)formation of consideration set:
5.connect online with offline experience:（O2O:線上先下綜合體驗，樹立品牌信譽，培養顧客的忠誠度）
6.traditional advertising creates brand awarenesses（傳統營銷手段有時效果更明顯，宣傳産品（品牌）手段的多樣性）
7.external search--"in store"（如何留住顧客？靠什麼來吸引顧客？）
what drives attention?
Mature of set:goal driven ot taxonomic
social influences?(very important)customer reviews? salespeople?
get customer attention?color?packaging?(style,structure?)