1 11

1

1 11

2

1 12 12 1993 5

2 12 20 21 IBM SONY

3 David Aaker 90%

4

5 1992 1994

6 20 50 60 90

7 David Aaker Sterphen King

1 Milton Kotler Kotler Marketing Group 20 80

2 3 / 4 2004.2.24

3 FOREWORD What does it really take to succeed in business today In Mr.Qiao s book explains this often - mysterious branding process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating case studies of winning-and failed-branding efforts this book offers practical battle-tested advice for keeping any business at the top of its game. This book has also a lot of added value. It not only puts absolutely everything we know about branding into a totally fresh groundbreaking perspective that works in the new economy but it is full of useful information revelatory research detailed processes for brand development and fascinating case studies. It is not just another book talking about branding it shows the reader precisely HOW to reach consumers on an emotional

4 level that will inspire long term loyalty - a rarity in todays market! There is no shortage of books on this subject and I ve probably read three - quarters of them. This one comes closest to cracking the code. In fact the author uses that exact word in describing how marketers must go about cracking a brand s genetic code. I recommend this book to anyone who is serious about connecting brand to people. Milton Kotler CHAIRMAN Kotler Marketing Group Washington DC 2004-2 - 24

1 3 1993 1992

2 1993 21 2004 3 8

1 1 1? - Mercedes - Benz 4? Audi 13? Polo 22? Beetle 28? Golf 35? BMW 39? Toyota 44? Volvo 51? Harley - Davidson 56 63? Virgin 65? British Airs 70

2 77?IBM 78? Nokia 85? Sony 91 97? Benenton 98? Levis 103? Nike Justdoit 108? Reebok 119 125? Absolut 127? Heineken 132 141? CocaCola 142? Pepsi 148? McDonalds 153?Tabasco 164?Aloids 166 173? Mates 175? Durex 181 187? Colgate 188? Timex 193

3? Ikea 198 205? TheBodyShop 207 219? Times 221? Economist 227 231? British Army 233? Red Cross 237

1 19 20-20 T 40

2 20 100 19 1827 19 0.785 0.6 14 /

3

4 - Mercedes - Benz 1900 12 22 2001 12 26 11 - Mercedes - Benz SLK230 - -

5 - - Daimler-Mo-toren-Gesellschaft DMG 100 1926 Mercedes Emil ellinek Mercedes Jellinek Mercedes - 640 950-2001 - 111. 3 6

6 - - 1900-100 - 2000 4000 2003 - -

7 1. - 1986 1990-3.9-1994 1-1 1995 - - 1-1 1939

8 2. 1-2 - - 1-2 1995 - -

9 - - - - - - 3. - S 1997 - SLK - SLK 1-3 1-3

10 SLK SLK SLK - SLK 4. 1-4 - 1-4

11 - - - - - -

12 9 1909

13 Audi 1889 August Horch 1910 1932 1965 1969

14 100

15 20 90 1. 1995 RS2 ABS ABS ABS 100 60 20 1-5 1-5 100

16 1-6 60 20 ABS 100 60 20 ABS ABS 1-6 1994

17 ASF A8 1996 A6 1994 A8 10. 5 1-7 A6 A6 A6 ASF 1-7 A8 A8 2. 1-8

18 1-8 3. 1-9 2000 S3

19 2000 1-9 11 20 4. 1-10 1-10

20 CEO CEO 5. A6 1997 A6 1-11 A6 1-11

21 A6

22 Polo Polo Polo 1975 2004 29 1 / 4 Polo 700 1975 3 Polo Polo 50 Polo 1981 Polo Polo 265 1000 1994 8 Polo 1996 Polo

23 1.7 SDI 60bhp 5 Polo Polo Polo Polo Polo 2001 9 24 16.2 2002 Polo 44.1% Polo 28 20 90 Polo 2002 4

24 1. 1-12 Polo 1998 1-12 Polo Polo 2. 1-13 50 1-13 Polo ABS Polo

25 3. Polo Polo 1-14 1-14 Polo Polo 4.

26 1-15 1-15

27

28 Beetle Volks Wagenwerk VW V - - 1938 1934 1 17 34

29 Beetle 2003 7 30 9 05 68 1937 5 Ferdinand Porsche 1939 8 210 2500 T 630 1955 100 1981 2000 T

30 1981 1998 1934

31 1. 1962 1-16 20 60 1998 1998

32 Arnold Communications 2. 1-17 1-17

33 3. 1-18 1-18

34 Beetle 1 2 3 1950

35 Golf 1974 2241 1 /5 2002 6 25 1974 6 1983 8 15V 12 139

36 210 / 1991 1. 1-19

37 1-19 2. 101HP 101HP 1-20 101HP 1-20

38

39 Bmw BMW 1916 1918 BMW 1923 BMW 1928 BMW 87 BMW 2002 100 BMW Mini 100 BMW

40 BMW BMW BMW BMW BMW Mini Rolls - Royce 1. 1-21 1999 BMW BMW

41 1-21 2. 30 ~ 40 1-22 1-22 40 BMW

42 BMW BMW 3.X 1-23 1-24 BMW Z8 V8 BMW Z8 100 5 BMW Z8 1-23 X

43 1-24 1-25 1-25 X BMW Bayerische Motoren Werke BMW

44 TOYOTA 2003 2002 52264 2001 1937 20 60 20 70 20 80 2002 TOYOTA 1964

45 45 20 80 1935 AI 20 90

46 20 60 Corolla 20 70 80 20 80 Land Cruiser 20 50 Toyota Jeep BJ 20 90 Land Cruiser 1. 1998 100 80

47 1998 1-26 1-26 100

48 2. 1-27 1984 Celica 2001 1-27

49 3. 20 70 Celica TA22 Celica 1-28 20 90 Celica Celica 2000 Celica 1-28 Celica Celica Celica 12

50 Toyoda /Kiichiro Toyota Toyota Toyoda TA DA Toyota 8 Toyota 50 Toyota T Toyota

51 Volvo Volvo 1924 10 1937 1 1924 Assar Gabrielsson Gustaf Larson 80 Volvo Volvo

52 Volvo 1. 1-29 1996 Gary Goldsmith 1-29

53 Volvo Volvo 2. 1997 16 CEO Leif Johansson 1996

54 1-30 1-31 1-30 1 3.08

55 VOC VOC Volvo I roll For Life

56 - Harley - Davidson 1903 21 William. S.Harley 20 Arthur Davidson - 1920-67 2000 20 30 1953-50 V 20 60 90 1969 20 70

57 20 80 HOG 1987-20 80-2001 23. 4461 2003 20 30.36 15.7% 25.9% 4.3-100 -

58 1. 1-32 1-33 2003 8 28 25 - Harley - Davidson T

59 2002 5 1-32 1-33 1-34 1-34 IBM

60 2. 1-35 1993 1-35 20 30 20 80 - -

61 3. 20 80 1990 1-36 T 1-36

62 32 42

63 2003 2003 3

64 737 7.5 11

65 Virgin 2001 4 24 Virgin - Heat hrow 180 2002 21 200 20 1 / 4 Virgin 20 70

66 90 1984 6-1985 1986 1987 1991 1998 7 1.

67 2-1 2-1 5 30 Virgin

68 2. 2-3 Boston Red Sox 2-2 5 30-2 - 2 20 George Herman Babe Ruth Babe Ruth 2-3 Babe Ruth 5 30

69 90 Babe Ruth

70 British Airs 1919 8 2000 4800 8 80 30 97 263 100 6 1983

71 1988 1991 1.

72 2-4 2-4 2. 2-5 2-5

73 3. 2-6 2-6

74 2-7 2-7 14

75 20 90 CI CI CI 20 90

76 30 2000 PPA 2000 2001 WTO 2001

77 20 IBM

78 IBM IBM 2001 8 23 IBM IBM PC IBM IBM IBM IBM IT IBM1914 20 150 20 50 IBM IBM

79 IBM IBM 20 90 IBM IBM 100% IBM Paul Rand IBM 20 90 IBM IBM 1. 1993 IBM 1994 3-1 3-2

80 3-1 3-2 3-3 3-3 CEO Lou Gestner IBM 3-1 Thomas Watsony IBM IBM IBM IBM 3-2 3-3 IBM IBM

81 2. 20 90 IBM IBM IBM 3-4 IBM 3-4 IBM IBM IBM IBM

82 1993 IBM CEO Lou Gestner IBM IBM Lou Gestner IBM IBM IBM IBM

83 1993 VI 1995

84 20 90 Sony Yahoo

85 Nokla 1865 20 60 1992 10 IT CEO

86 9.3 3 80% 2001 3330 1.

87 3-5 3-5 3330 3330 2. 3-6 3-6

88 3330 3. 3-7 Bates 3-7

89 IT 2001 3-8 3-8

90 IT IT

91 Sony 1946 Sony Harris

92 1. 3-9 3-9 15

93 3-10 3-10 2. Sony 3-11 3-11

94 3-12 3-13 3-12 3-13 20 60 20 70 20 80 ~ 90

95 SONY e IT e 3-14 e 3-14

96 e IT e e

97

98 Benetton 1968 100 4000 012 Benetton 1965 Giuliana Benetton

99 20 Oliviero Toscani 1. 1985

100 Oliviero Toscani United Colors of Benetton 1985 1991 4-1 4-1

101 2. 4-2 4-2

102 Oliviero Toscani

103 Levis 2003 150 Lives 1873 Levi Strauss 19 50 501 501 20

104 100 160 1. 4-3 501 4-3 1985 501 501

105 4-4 501 501 501 501 4-4 4-5 4-5 501 501 2. 2001 5 25 1880

106 46532 4-6 4-6 4-7 4-7 4-8 4-8 517 412 527

107 501

108 Nike Just do it 1971 10 20 80 37 1992 100 1993 40 1999 89.95

109 1. 4-10 4-1

110 NBA 2. 4-11 4-11

111 3. 4-12 1997 4-12 4.

112 4-13 4-13 1997 5. 4-14 4-14

113 6. Jackie Joyner - Kersee 4-15 4-15

114 7. 4-16 4-16 8.

115 4-17 4-17 TCL

116 2000 FM365

117 e

118 TCL

119 Reebok 2003 10 24 1895 1900 Reebok 1979 Reebok

120 1983 1300 1994 33 1. 4-18 4-18

121 2. 4-19 4-19

122 3. 4-20

123

125 2003 12 20

126

127 Absolut Absolut Absolut 2000 Absolut 125 Absolut 1981 Absolut 1978 Absolut

128 1980 20 Absolut 1985 Absolut 400 Absolut Absolut Absolut Absolut 1. Absolut 1980

129 5-1 Absolut Absolut Absolut Absolut Absolute 5-1 Absolute Pure Vodka Absolute Pure Absolute e Absolut Absolut 2. Absolut Absolut Absolut 5-2

130 5-3 5-4 5-5 Stan Herd 30 Absolut 5-2 Absolut 2000 Absolut Absolut Absolut Absolut Absolut Absolut 10 1994 Absolut 5-3 18 Absolut 5-4 Absolut 5-5

131

132 Heineken 16 21 500 5 104 Heineken 50 110 170 Heineken 1863 22 Gerard Adriaan Heineken Haystack 138 Alfred Henry Heineken

133 Heineken e 1.

134 5-6 5-6 2.

135 5-7 5-7 5-8 5-8 5-9 5-9

136 2002 6 3 1994 8

137 20 TCL

138 1000

139 20 60 20 80

141 2001 20 74% 67% TABASCO

142 Coca Cola 2003 20 200 1886 1915

143 1. 6-1 6-1

144 2. 6-2 6-3 6-2 6-1 FOR YOU ALWAYS 6-3 3. 6-4

145 6-4 4. 6-5 6-5

146 5. 6-6 6-6

147

148 PEPSI 1898 270 500 63 2000 75 66 35 2000 Financial Times 2001 2 19 1981

149 1. 6-7 6-7 6-7

150 2. 6-8 6-8

151 2001 5 21 20 27 27

152 6-9 6-9 27

153 McDonalds 120 2. 9 4500 1992 2000 6 250 2002 2003 100 8 2003 5 Im lovin it

154 1. 6-10 6-10

155 2. 6-11 6-11 M time m

156 3. 6-12 6-12

157 4. 6-13 6-13 5. Happy 6-14

158 6-13 M 6-14 M David A.Aker

159 Brand Leadership Brand Identity 20 80

160 Sony 20 90 20 90

161 21 2000 yahoo

162 2000 20 2000

163 David A. Aker 20

164 Tabasco 6-15 Tabasco 1868 McIlhenny 1870 McIlhenny Tabasco Tabasco

165 Tabasco

166 Aloids Aloids 19 Smith & Company 1918 100 1920 Aloids 1995 Aloids 6-16

167 Aloids Aloids 6-16 Aloids 2003 1959 1992 + 2001 1 10 13

168 80 1999 50 1998 +

169 27

170 David A.Aaker 50 10 1 55 2000 8 9 David A. Aaker 10

171

173 2001 7 11 / ISO

174

175 Mates Mates 1. M Mates 7-1 7-1

176 M 2. 7-2 cock 7-2 cock cock

177 7-1 M 3. 7-3 M

178 4. 7-4

179 M 5. 7-5 M M

180

181 Durex 1930 Durex Durability Reliability Exellence Durex 1. 7-6 7-6

182 7-6 2. 7-7 7-7

183 3. 7-8 7-8 4. 7-9 7-9

184 5. 7-10 7-10 Ribs again tonight rib

185

187

188 Colgate 2001 11 1 AC. 43 10 29 2003 8 100 56 46.9 Colgate - Palmolive 5 P almolive Speed St ick Irish Spring Prot ex Sorriso 10 200 1992 2001 29.9% 1806 1813 Willim Colgat e

189 Willim Colgate and Company 70 1873 100 20 1992 100 Colgate To- tal 30 1997 Colgat e T ot al 128 10 80 4500

190 1. 8-1 19 8-1 Black Sheep 20 20 20

191 2. Advico Young & Rubicam 8-2 8-2

192

193 Timex 20 70 19 50 Timex 150 19 19 20 1 4000 20 30

194 2000 20 50 20 50 20 60 20 70 5 20 70 ~ 80 Timex Xerox

195 Timex Timex Timex 33 1. 20 90 150 1992 1994 1998 8-3 2000 8-3

196 2. 8-4 8-4

197 Susie Watson

198 IKEA 1943 58 28 140 3. 5 DIY

199 Ingvar Kamprad Ikea I K Ikea 1. 8-5 8-5

200 2. 8-6 8-6 SEK 1295 Anton

201

202 Erich Joachimsthaler David A.Aaker

203 Made in chi- na

205

206

207 The Body Shop The Body Shop 1976 49 1700 1976 50 1900 1999 1997 27 25

208 1990 PVC 7700 0.4

209 1. 9-1 9-1 26

210 2. 9-2

211 9-2 9-3 9-3 9-4 9-4

212

213 1929 20 30 ~ 40 1928 1929 1935 1941

214 1942 5 1944 90% 50

215 20 40 100 20 40 13. 5 2000 CEO

216 John Smith 1950 3 15 FDA 20 20 Viagra r 20 60 70 20 80 Feldene r 10 20 90 14 Trovan 20 Zoloft r

217 Viagra r 1 100 50 20 100 21

219 900 3000 ~ 3500 98% 20

220 IBM

221 Times 1923 3 200 TIME 1. 10-1

222 10-1 2.

223 10-2 10-2 3.

224 10-3 10-3 4. X

225 10-4 10-4

226

227 Economist 1843 BP 2001 7 70 4 /5 1 /3 20 20 3700 1970 10 James Wilson

1. 228 James Wilson 10 10-5 10-5

229 2. The Majority Of people Don t Get it 10-6

230 160 1843 The Economist James Wilson

231 Kevin Lane Keller

232

233 BRITI SH ARMY 18 50

234 80 1. 15000 11-1 11-1

235 15000 15000 2. 15000 11-2 11-2 15000

236 Army To be the best

237 Red Cross 2001 500 11 13 500 1863 160 137

238 1. 11-3 11-3

239 2. 11-4 11-4

240

241 2001 5 10 900 5 20 ~ 29 280 11-5 10 Kevin Lane Keller

242 20 70 20 80 ~ 90 21

243 1999 3.1% 2000 GDP 10.5% 2001 GDP 2.39% 20 21

244

245 11-6 H K 11-6

246 11-7 11-7 Frutiger