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 (始终站站顾客的角度思考问题，方便顾客，实用顾客，给顾客极高的购买体验和实用感（性价比）)
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.（平台和渠道的多样性，营销策略应具体问题具体分析，有针对性采用营销策略）
2.stages of buying process:（顾客是如何做出购买决策的？他们主要考虑哪几方面的问题？抓住重点进行营销）
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.
（顾客需求的来源？商家能否帮助顾客创造其需求？让顾客主动购买？）
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行业的软件一样，让顾客变成“白痴”，尽量减少顾客的思考时间，特别是深思熟虑的时间，主动帮助顾客"擦各种屁股“，保持顾客强烈的购买欲望）
1)consideraton set:search for limited information(evoked set)
2)formation of consideration set:
5.connect online with offline experience:（O2O:线上先下综合体验，树立品牌信誉，培养顾客的忠诚度）
6.traditional advertising creates brand awarenesses（传统营销手段有时效果更明显，宣传产品（品牌）手段的多样性）
7.external search--"in store"（如何留住顾客？靠什么来吸引顾客？）
what drives attention?
Mature of set:goal driven ot taxonomic
social influences?(very important)customer reviews? salespeople?
get customer attention?color?packaging?(style,structure?)