1925 1936 1946 1969 1980 99% 1996 2001 4 利 綠 FINCC( C )LGG 里 14 4-1-1 54.21% 10.01% 9.58% 8.65% 17.57% 4-1-1 1 1951 2 1950 3 綠 1970 4 利 1976 5 1985 6 1985 7 1991-55 -
8 1993 9 C&C C 1996 10 里 1997 11 1997 12 LGG 2001 13 FIN 2002 14 2003 (1931~1950) (1950~1970) (1970~)(2003~ ) 4-1-2 1.(1931~1950) 1931 1950 2.(1950~1970) 1950 1970 (1950 ) 利 (1976 ) 3.(1970~) 1970 綠 (1970 )(1985 )(1988 ) (1991 ) 100%(1993 ) C&C C (1996 )(1997)LGG (2001) FIN(2002)(2003) 470-56 -
里 里 ( 里 ) 里 里 1989 (Dr. Pepper/7-Up)1997 2002 2003 Pringles (Dr. Pepper) 利 - Dr. Pepper LGG 3% - 57 -
4.(2003~) 2003 1 () 2004 2005 1 (2004 ) 2500 4 (2005 ) FIN FIN FIN 1:6 4-1-2 1 (1931~1950) 2 (1950~1970) 3 (1970~) 4 (2003~) 利 綠 C&C 里 LGGFIN - 58 -
() Aaker(2004) 1. 4-1-1 LGG 利 FIN 里 CC 綠 () ( ) - 59 -
FIN LGG CC ( ) AMINO ICE LIGHT Sweetie 4-1-1-60 -
2. 利 ( 綠 ) 綠 () FINCC( C ) ( sports) 里 LGG () 利 利 FIN 利 - vs. C CC 3. 4-1-2 LGGFIN - 61 -
(FIR) 綠 CC 里 利 CC FIN 里 綠 LGG 4-1-2 () 綠 FIN - 62 -
綠 LOGO LOGO ()() FIN /AMINO ICESweetieLGG FIN FIN 2004 7 11 Let s have a break 2000 3 5-63 -
利 綠 利 綠 ( ) 綠 利 綠 綠 綠 綠 () 綠 follower () 里 利 () - 64 -
利 LGG FIN () () () 利 利 利 (discard) () - 65 -
FIN (ingredient) (feature) FIN 300mOsm / kg 2004 7 11 2 14 18 ICE Sweetie Slogan 2005 ( ) 綠 綠 利 DG ICE 2005 4 10 80 利 4-1-3-66 -
4-1-3 FIN 綠 1. - 綠 () 利 () 2. - 里 LGG 1. ICE Sweetie () 2.() 3. 2005 () 4. 5.() 6. 綠 () 7. 利 () 綠 FIN 1.FIN /AMINO 2.ICESweetie 3. 4. 利 1. LGG 2. C&C C 3. 1. FIN () 2. () 3. () () 4-1-4-67 -
4-1-4 LOGO FINLGG LOGO CC 綠 里 LOGO LOGO 600ml ICE ICE (ICE) 4-1-4 LOGO - 68 -
利 綠 FIN - 69 -
C&C LGG 里 () LGG FIN 綠 CC 里 4-1-5-70 -
4-1-5 LGG FIN 綠 CC 里 () 利 1221 () close 1221 綠 FIN FIN FIN - 71 -
(corporate) 1. (2005) (2004~2005) (2005 4 9 ) 80 (2005 4 10 ) 80 80 2. - 72 -
TA/ / 3. 4. (2004~2005) 利 (tagline) LOGO 4-1-6-73 -
4-1-6 (2004~2005) LGG / 利 2001 1221( 1 ) 1222 ( Qoo) 綠 1 1221 2001-74 -
(relevance) (clarity) FIN 2005 4 10 30% 2005 4 9 55% 30% 2 35% (38% ) 利 -- 里 - 75 -
4-1-7 4-1-8 4-1-7 1 2 3 4 5 1. - 里 2. - 76 -
4-1-8 1. 2. LGGFIN 3. 綠 CC 里 FIN 綠 1. - 綠 () 利 () 2. - 里 LGG 1. ICE Sweetie () 2.() 3. 2005 () 4. 5.() 6. 綠 () 7. 利 () 綠 FIN 1. FIN /AMINO 2. ICESweetie 3. 4. 利 1. LGG 2. C&C C 3. 1. FIN () 2. () 3. () - 77 -
1. 2. 3. LOGO 4. 1. - 里 2. - 78 -
1953 9 2 1954 1956 1957 1960 400 利 2000-47.07% 27.16% 15.25% 6.72% 3.81% (60.85 ) C36 Action LCA506 12 4-2-1 20-79 -
4-2-1 1 1960 2 1977 3 1979 4 1994 5 1999 6 36 1999 7 C 1999 の 2000 8 2001 LCA506 2002 10 2003 11 2003 12 2004 13 Action 2005 (1960~1979) (1977~1989) (1979~) (1994~) (2002~) 1.(1960~1979) 1960 1963 1967 1977 - 利 - 80 -
2. (1977~1989) 1986 1986 1989 1977 3. (1979~) 1979 1984 (UCC) 1997 1999 36 2002 LCA506 2003 2004-4. (1994~) C 1989 1992 1994 1999 C 2003-2005 Action - 81 -
5.(2002~) 2002 C () 100% 95% 2004 5 4-2-2 1 2 3 4 (1960~1979) (1977~1989) (1979~) (1994~) 5 (2002~) 1. 2. 1. 2. 1. 2. (UCC) 3. 36 LCA506 C のAction C - 82 -
() 1. 4-2-1 () C 36 LCA506 Action C C C 利 1994 1996 4 1997 3 20-83 -
2001 () ABLS ABLS 36 Action - 84 -
- 85 - C Action 36 の LCA 506 ABLS 4-2-1
2. C LCA506 ABLS 36 Action C 100% 利 3. 4-2-2 LOGO 2003 6 27 ~ Slogan/ / - 86 -
Got Milk C36 LCA506 2005 Action Action C Action LCA506 36 4-2-2-87 -
() C 100% LOGO Action ABLS ABLS ()LCA506 (descriptor)(lca506) 2005 6 Action C/ABLS // の36 LCA506-88 -
C- Action 2004 2004 ( 2005) 利 ( CIG ) 3 ( ) C 100% 36 (feature) 利 (relevance) C C (Working House) 綠 綠 - 89 -
(Branded promotional activities) 36 36 利 Aaker Sam Hill(2005) (soldier) 100% 利 利 利 (vs.) LCA506 (vs.)/(vs.) (vs. 100%) の - 90 -
2004 ( 利 ) ( 利 ) 4-2-3 Action C 1. - 2. -LCA506 3. - 1. 綠 () 2. () C 1. ABLS 2. C 3. 1 LCA506 2. 1.() 2. C 100%() 3.() 4.36 () - 91 -
() 4-2-4 綠 LOGO の LOGO CIS LOGO LOGO endorser CIS 36-92 -
4-2-4 LOGO / C 36 LCA506-93 -
() 4-2-1 36 C ABLS () ABLS - 94 -
ABLS ABLS C 70% 41() - C36 Action LCA 4-2-5 4-2-5 / /ABLS / / - 95 -
C36 Action LCA 利 1. (2005) () 2. 2005 5 18 100 100 3. 4. 利 - 96 -
LOGO 4-2-6 2004 10 14 2008 5 () C ()()() 36 LCA506 2004 10 14-97 -
(relevance) 36 (clarity) C 100% 4-2-7 4-2-8 4-2-7 1 2008 5 2 (relevance) - 98 -
3 (clarity) 4 3. 4. 5-99 -
4-2-8 1. 2. 2. C36 LCA506 3.Action Action C 1.- 2.-LCA506 3.- 1. 綠 () 2. () C 1. ABLS 2. C 3. 1. LCA506 2. 1. () 2. C 100%() 3. () 4. 36 () 1. 2. 3. 4. LOGO 5. - 100 -
1. 2. 36 C ABLS 3. 2008 5 (relevance) (clarity) 1. 2. - 101 -
4-3-1 利 4-3-1 1 2 3 4 5 2003 6 7-102 -
(1992~1996) (1996~2001) (2001~)(2004~) 1.(1992~1996) 利 利 2.(1996~2001) 11-103 -
3.(2001~) : 2030 50 4000 () 2004-104 -
利 利 2004 21 4 2005 32 4-3-2 4-3-2 ~ ~ 4.(2004~) - 105 -
6 4-3-3 2 3 4 (1992~1996) (1996~2001) (1996~2001) (2004~) 1.- 2.- 11 4 () 1. PORTER HOUSEA 4-3-1-106 -
PORTER HOUSE 4-3-1 2.(brand grouping) A A. PORTER HOUSE B. PORTER HOUSE C. (1000 )PORTER HOUSE (400~600 ) - 107 -
3.(brand network) 4-3-2 A PORTER HOUSE 2003 2-2002 1 10 2004 2 3 3 7 2004 6 23-2004 6 23 2004 10 16 A+ PORTER HOUSE 2002 (NO. 187)(Money) PORTER HOUSE BISTRO 利 2004 2 3 A+ A+ PORTER HOUSE PORTER HOUSE A+ PORTER HOUSE - 108 -
Winner 2005 5 2004 10 23 2004 7 93 4 24 93 9 21 300 12 93 11 3 A PORTER HOUSE - 109 -
LOGO 2003 8 12 2004 4 29-2004 11 13 POTER HOUSE A+ 4-3-2-110 -
() (master brand) (endorser brand) (driver roles) - 111 -
2003 maintain (cash cow brands) (strategic brands) (2005) (brand differentiator) (feature)(service)(ingredient)(program) LOGO LOGO - 112 -
(branded energizer) 2003 2004 2005 1 2005 4 (co-brand) ( ) (flanker brand) 2002 1 10 350 ~450-113 -
(Money)2002 5 25 ~40-4-3-4 () 1. 2. 3. () 4. 1. 2. 3 4. A+ 1. 2. 3. 4. - 114 -
() 4-3-5 綠 PORTER HOUSE 4-3-5 4-3-5 LOGO PORTER HOUSE 綠 綠 PORTER HOUSE 4-3-6-115 -
4-3-6 PORTER HOUSE+ () 1. 2004 EICP 2. 95%~98% 3. - 116 -
() 4. 2004 利 4-3-7 4-3-7 EICP 95%~98% ()( )( ) 2030-117 -
利 (energy) ()() () (relevance) (synergy) (clarity) 4-3-8-118 -
4-3-8 ( 1 ) 2 (relevance) 3 4 (clarity) 5-119 -
4-3-9 1. PORTER HOUSEA 2. 2. 3. APORTER HOUSE () 1. 2. 3. () 4. 1. - 120 -
2. 3. 4. A+ 1. 2. 3. 4. 1. 2. LOGO 1. 2. 3. PORTER HOUSE () (relevance) (clarity) - 121 -
(Kao) 1887 1964 1991 () SOFINA 4-4-1 () 26 4-4-1 1 1966 2 1966 3 1980 4 () 1984 5 1984 6 1989 7 1993 8 1998 10 SOFINA 2003 51 (1966~1984) - 122 -
(1984~1988) (1998~) 1. (1966~1984) (1966)(1967) 14 1980 2. (1984~1988) (1984) (1984)(1989)(1990) (1996) 1998 3. (1998~) (1988) (1993)(2003) SOFINA(2003) 4-4-2 1 2 3 (1966~1984) (1984~1988) (1998~) SOFINA - 123 -
1. 4-4-1 SOFINA - family use 10% - 124 -
- for man - (1984 )(1990 )(1996 ) 利 () - 125 -
(Laurier) 利 利 利 利 (domain) ( skin care ) - 126 -
SOFINA 3D 4-4-1-127 -
2. SOFINA SOFINA 3. 4-4-2-128 -
-SOFINA LOGO LOGO SOFINA SOFINA 4-4-2-129 -
LOGO ()() LOGO SOFINA (tagline) LOGO - 3D - 130 -
(descriptor) skin care (silver bullet) (KOSE)UNOMissha 利 利 利 利 利 - 131 -
SOFINA (wallflower) SOFINA SOFINA - 3D Brand Score 利 (brand score) 利 利 利 Brand Score - 132 -
利 2005 6 4-4-3 () 1.() 2. ( ) 3.() 4.() 5. 1. 2. 3.3D 4. 1. 2. 3. 1. 2. 3. - 133 -
綠 1999 LOGO LOGO / LOGO 4-4-4 LOGO LOGO LOGO 綠 ()LOGO Attack () - 134 -
4-4-4 LOGO () () - 135 -
SOFINA SOFINA - - 136 -
4-4-5 4-4-5 1. 51 14 - LOGO 19601970-99.7% - 137 -
2. 66.7% 40%~50% 3. 4. (tagline) 利 (tagline) LOGO 利 4-4-6-138 -
4-2-6 99.7% 66.7% 40%~50% (relevance) (clarity) 25 ( 綠 ) (30 ~39 ) - 139 -
hair care skin care styling for men ()(SOFINA) (SPA) 4-4-7 1 (relevance) 2 (clarity) 3 4 1. -SOFINA 2. 5-140 -
4-4-8 1. SOFINA 2. 2. 3.SOFINA -() ( ) 1. ( ) 2. 3. () 4. () 5. () 1. 2. 3. 3D - 141 -
4. 1. 2. 3. 1. 2. 3. LOGO 4. 1. 2. () SOFINA 3. () 4. (relevance) (clarity) 1. -SOFINA 2. - 142 -
1867 1947 1961 1976 1981 1986 2002-2003 2005 30 4 2004 15 2.5 70 15 5 5 5 23 6 Glory 4-5-1 7-4-5-1 1 1947 2 2001/9/13 3 2002/4 4 2002/6/21-143 -
5 2002/10/3 6 () 2003/8/8 7 2000 8 2001 9 2002 10 2002 11 2004 12 2004/12/31 13 () 2005/3/1 14 2005/3/9 Glory 2005/3/15 16 () 2005/5/23 138 (1867~1981) (1981~) (1996~)- (1999~)-(2005~) 1.(1867~1981) () 1867 1981 114 30 2.(1981~) - (1980 )-() - 144 -
() 3.(1996~) 2005 6 22 4.(1999~) 1999 利 1999 (2001 ) 利 - -(2002 ) 2002-145 -
2003 5.(2005~) 利 - 66% - 146 -
1 2 3 (1867~1981) (1981~) (1996~) 30 4 (1999~) 5 (2005~) () 利 1. 4-5-1 Glory 10 ; Aaker Glory A B - 147 -
- 148 -
Glory - 149-4-5-1
(2) A. 綠 Glory B. 900 500~900 500 Glory (3) 4-5-2 LOGO Glory (KUO - 150 -
YUAN YE) 利 - 151 -
4-5-2 () () Glory - 152 -
Glory 2003 ()( ) 綠 Glory 2005-153 -
/ 35% 10% - 154 -
(discard) - / A B / 2001 50% 2001 _ 利 - 155 -
50% () 2001 - -- Shopping Savrin Shopping SAVRIN Purmoi 4-5-3 4-5-3 Glory 1. () 2. () 3. () 4. -() - 156 -
Glory 4. 5. 6. () 綠 - 157 -
LOGO 綠 LOGO LOGO 綠 LOGO CIS 綠 LOGO - LOGO (Glory)() Glory ( ) - 158 -
4-5-4 LOGO/ LOGO/ Glory - 159 -
Glory Glory 4-5-5-160 -
4-5-5 Glory 1. (2003 ) (2003~2005) 2. 1~2 3. - 161 -
4. (2003~2005) 利 利 () / () - 162 -
- 4-5-6 (2003~2005) -- (relevance) 利 - - 163 -
2000 10~20-164 -
(clarity) (2004 ) (synergy) - 165 -
4-5-7 1 1. 2 2. 3 1. 2. 4 5-166 -
4-5-8 1. ; Glory 10 2. 1. 2. 3. Glory Glory 1. () 2. () 3. () 4. -() Glory 1. 2. 3. 1. (1) (2) - 167 -
(relevance) (3) (4) 2. (1) (2) 1. 2. 3. Glory 1. 2. (clarity) 1. 2. - 168 -
( Toyota Motor Corporation) 1937 (General Motors) 170 600 Toyota LexusDaihatsu()ScionHino() LEXUS Daihatsu HINO Scion Toyota 1950 CROWNTIARA(Corona ) Corona(1969)Corolla(1971)CAMRY(1982)ZACE(1988)AVALON(1994) TERCEL(1995)CELICA(1997)HIACE(1997)SURF(1999)ALTIS(2001) PREVIA(2001)VIOS(2003) Toyota CAMRYCOROLLA ALTISVIOSWISHZACEHIACE PREVIA 2005 28.1% 利 4-6-1 1985, 1985 2 1988 9 9 15 9 16-169 -
9 17 Toyota 里, () 4-6-1 1 BM 1950 2 FA DA 1959 3 DA115PK 1965 4 CoronaCorona MarkCrown 1969 5 Celica 1970 6 CarinaCorolla 1971 7 Zace 1988 8 Camry 1989 9 AVALON 1994 10 Tercel 1995 11 HIACE Solemio 1997 12 ZACE SURF 1999 13 ALTIS 2001 14 PREVIA 2001 15 VIOS 2003 16 WISH 2004 36 (1950~1969(1969~) (1988~)(1999~ - 170 -
) 1.(1950~1969) 1950 BM1959 BXFXFA 1965 DA115 PK 2.(1969~) 1969~1988 20 Toyota 1969 CORONA 1.5 1.6CROWN 2.31970 CELICA1971 COROLLA CAMRYALTISVOIS 3.(1988~) 1988 9 Toyota ZACE 1997 HIACE Solemio CAMRYTERCEL - 4.(1999~) Toyota - 1999 ZACE SURF2001 PREVIA2004 WISH Toyota Toyota 4-6-2 4-6-2 1 2 3 4 (1950~1969) (1969~) (1988~) (1999~) CORONACROWN CELICACOROLLA CAMRYALTISVOIS ZACEHIACE Solemio ZACE SURFPREVIAWISH - 171 -
() 1. 4-6-1 CAMRYVIOSALTISWISHSURFPREVIAZACEHIACE Aaker CAMRYVIOSWISH Toyota (CAMRYVOIS ALTIS) LexusScion Toyota ALTISCAMRY CAMRY 3.0 2.0 (VGSE) CAMRY - 172 -
Toyota Camry Corolla ALTIS VIOS WISH PRIVIA HIACE Solemio SURF ZACE 3.0V 1.8G 1.5J 2.0G-opti AERO VX 3.0G 1.8Z 1.5E 2.0G GL GL-LIMITED 3.0G 1.8E 1.5G 2.0E DX NEW GL 2.0G 1.8E S-Ed. 2.0J STD DX 2.0G 1.8J L-Ed. STD 2.0S 1.6J DL 1.5Z 2.0E 1.6J DF ( - 173-4-6-1
2. HIACE HIACE CAMRYALTISVIOS WISHSURFHIACEPREVIA HIACEZACE Toyota RV WISH WISH SURF WISH Mitsubishi SAVRINWISH SURF WISH SURF 3. 4-6-2 () Toyota LOGO DaihatsuHINOLEXUSSCION Toyota SURF ZACE ZACE SRUF COROLLA ALTIS - 174 -
WISH PREVIA HIACE Daihatsu() Solemio SCION Toyota Camry ALTIS ZACE Corolla LEXUS HINO VIOS SURF TERCEL 4-6-2 () Toyota Toyota Toyota Toyota LOGO Toyota Toyota CAMRYWISH ZACE Toyota Toyota Toyota Toyota LEXUS LEXUS COROLLA LEXUS(Toyota ) VVTi CAMRY LEXUS EX300-175 -
Toyota COROLLA CAMRY CAMRY Lexus Toyota Lexus Toyota TERCEL VIOS ALTIS COROLLA SURF ZACE (TERCELCOROLLA ZACE) ALTIS COROLLA COROLLA ALTISZACE SURF ZACE SURF ZACE (ZACE) ZACE SURF ZACE Honda CR-V ZACE SURF( ZACE SURF) CAMRYVIOSALTISWISH PREVIAHIACESURFZACE Toyota (co-driver) WISH CAMRYWISH (2004) Toyota (VOIS 2003 3 ) Toyota CAMRY - 176 -
CAMRY WISH WISH CAMRY CAMRY ALTIS 1.6 1.8 ALTIS COROLLA ALTIS Toyota 利 ALTISALTIS 1.6&1.8 VIOS Toyota VIOS VOIS Toyota Toyota ALTIS CAMRY VIOS 利 WISH Toyota WISH WISH Toyota Toyota (Just In Time, JIT)(Heijunka)(Anban System)(Kaizen) Toyota Toyota TOYOYTA - 177 -
Toyota Toyota Toyota Toyota Toyota Toyota ()() Toyota Toyota Toyota () Savrin () CAMRY WISHWISH (2005) CAMRY WISH PREVIA SURF - 178 -
VIOSALTIS CAMRY 利 CAMRY Toyota 利 1997 WILL WILL () Toyota WILL WILL Toyota 2001 ALTIS CAMRY, WISH 4-6-3 WISH CAMRY () ALTIS VIOS()WISH() TOYOYTA () () () Toyota ToyotaLexusTERCELCOROLLAZACE CAMRYVIOSALTISWISHPREVIA HIACESURFZACE Solemio Toyota - 179 -
Toyota Toyota LOGO (VIOS)() Toyota Toyota ToyotaLexusScion 4-6-4 4-6-4 Toyota Lexus HINO Scion () Toyota Toyota () CORONA CAMRY SURF PREVIA CAMRY TERCEL(VIOS ) PREVIA WISH CAMRYALTIS Toyota Toyota CAMRYVIOSALTISHIACEPRIVIAWISHSURF ZACE Toyota DaihatsuSCIONLEXUSHINO 4-6-5 Toyota Toyota - 180 -
4-6-5 TOYOTA CAMRYVIOS ALTIS HIACE PRIVIA WISH SURFZACE CAMRYVIOS ALTIS HIACE PRIVIA WISH SURFZACE DaihatsuSCION LEXUSHINO Toyota Toyota Toyota Toyota 1. Toyota Toyota Toyota Toyota 2. Toyota Toyota 52 50 28 23-181 -
Toyota 52 Toyota 100 Toyota 52 Toyota ToyotaNissanHonda 3. Toyota 4. Toyota Toyota () Toyota Toyota Toyota -Scion Toyota Toyota Toyota ( FordNissan Cefiro ) ALTISWISH Toyota Toyota - 182 -
SCION LOGO Toyota SCION SCION () Lexus () SCION () 利 Toyota Toyota 4-6-6 Toyota Toyota Toyota Toyota (relevance) Toyota - 183 -
(clarity) CAMRY VOIS WISH Toyota 2005 5 Toyota Toyota X Toyota Toyota 2004 WISH WISH WISH 4-6-7 2005 TOP 5 () 2005 5 2005 1 Altis 1.8 2917 8.23% 14412 2 Wish 2.0 2638 7.44% 13811 3 Vios 1.5 2507 7.07% 12933 4 CR_V 1767 4.99% 7773 5 Camry 2.0 1755 4.95% 9708 2005 5 p71 WISH CAMRY WISH ALTIS WISH 35%( 40%) WISH Savrin(Mitsubishi) Toyota 2005 Toyota - 184 -
Toyota 4-6-8 4-6-8 1 2 3 4 5 4-6-8 CAMRYVIOSALTIS WISHSURFPREVIAZACEHIACE HIACE CAMRYALTISVIOS WISHSURFHIACEPREVIA HIACEZACE CAMRYVIOSALTISWISH SURFPREVIAZACEHIACE DaihatsuHINOLEXUSSCION - 185 -
WISH CAMRY ALTIS VIOS()WISH() TOYOYTA () () () Toyota ToyotaLexusTERCELCOROLLAZACE CAMRYVIOSALTISWISHPREVIAHIACE SURFZACE Solemio Toyota 1. Toyota LOGO 2. Toyota 3. ToyotaLexusScion (relevance) (clarity) - 186 -