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1 Teaching video
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2 Teaching cou...
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3 Training pro...
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4 Teaching design
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5 Test
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6 Teaching case
【Practical training project 1】
【Mission Objectives】
Help students to have a preliminary understanding of the brand in practice
【Task content】
（1） 48 students in the class, divided into 6 groups freely
（2）The group members have a preliminary understanding of the brand in practice
【Task requirements】
（1）The training will be conducted by the instructor
（2）48 students in the class, divided into 6 groups freely
（3）The panelists discussed the origin of the brand and the charm of the brand
（4）Each group will have one student responsible for recording and summarizing.
（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class.
（6）The preparation time is 10 minutes.
【Task organization】
表1－1 Brand Awareness Training Character Organizational Chart
Activities | Implementation | Time | remark |
Brand awareness training | (1)48 students in the class, divided into 6 groups freely (2)The panelists discussed the origin of the brand and the charm of the brand (3)6 groups were guided by the teacher and discussed at the same time. (4)Organize students to discuss the problems encountered in the process of brand awareness training. | 30 minutes | one table and eight chairs in each group of classrooms |
【Task evaluation】
表1－2 Brand Awareness Training Task Evaluation Form
Evaluation indicators | Evaluation Criterion | Score (100分) | Evaluate grades | Proportion |
Brand awareness training evaluates the performance effect
| 1.Understand the origin of the brand and the charm of the brand。 | 20 | Seventy% | |
2.Be able to understand brand awareness training and make mistakes | Twenty | |||
3.Able to flexibly use coping strategies for brand awareness training | twenty | |||
4.Observe the time of the event | ten | |||
5.real performance | ten | |||
6.obvious effect | ten | |||
7.Activity evaluation | ten | |||
Teaching process | Attendance, attitude and enthusiasm | One hundred | Thirty% | |
Group composite score |
assignment | Brand cognition | class hour | 2 | |
knowledge objective | 1. Master the origin of the brand 2. Familiar with the charm of the brand | |||
Ability to target | Can illustrate the origin of the brand | |||
Teaching process design | remarks | |||
Teaching steps and main contents | The introduction of the story Jinan Liu family kung fu needle shop
The whole part of the most worthy of a book, is the white rabbit medicine trademark. It is not limited to the static image of the white rabbit, but the white rabbit anthropomorphic, dynamic, implied. In those days, this Liu family needle shop chose white rabbit pound medicine as the mark of his shop, want to be quite deep meaning. The white rabbit should be the only in the moon with chang e rabbit, it pound medicine using iron pestle (or jade pestle) is a household name, pictures will also imagine when li bai by "as long as kung fu deep, iron pestle ground into a needle" inspired and worked hard to become the story of poetry, makes the sign more profound meaning, interest, won the buyers. From a deeper social background, the old, female red can be said to be an important indicator of considering a woman virtuous or not, so the needle this tool consumers are almost all women, but they read few, if no figure, is not only advertising, may merchants any information can be passed to the main target customers. And this advertisement does not need to read the text part, only a beautiful picture can attract the attention of customers, interest, impressive. In this sense, this rabbit is the first advertising endorsement star in Chinese history. Teacher inspiration The earliest appeared trademark advertising object: "Liu Jia kung fu needle shop" "Jinan Liujia Kungfu needle shop": shop size White Rabbit pound medicine map: store mark, similar to the visual recognition system of advertising, and the white rabbit is equivalent to the current product trademark "In the door of the white rabbit": tell the buyer must look for the shop's white rabbit medicine trademark to buy "Buy superior steel strip, make time fine needle, do not miss the house use, resell, don't add rao, please remember white": our household best raw materials, spend time to make needle, convenient to use. If someone buys it wholesale, you can also offer a discount Ask about the premise of the class How to recognize the brand? (Objective: To guide students to enter the brand cognition task course with questions, and grasp the relevant knowledge points and teaching points of this task on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. The origin of the brand At the beginning of the 19th century, the earliest law appeared in France. Subsequently, Britain, the United States, Germany and Japan promulgated their own trademark laws; the Paris Convention for the Protection of Industrial Property Rights in 1883 and the Madrid Agreement in 1891 made the trademark system international. (A) Brand connotation —— master point of view David Ogway: Brand is a complex symbol, it is an invisible combination of brand attributes, name, packaging, price, history, reputation, advertising style. The brand is also defined by consumers' impression of their use and their own experience. Philip Kotler: A brand is a name, term, mark, symbol, or pattern or a combination of these to identify the products and services provided by a seller group and distinguish them from the products provided by competitors. David A: Brand is the connection and communication between products, symbols, enterprises and consumers. Brand is a comprehensive structure, involving all aspects of communication between consumers and brand, and the brand is more regarded as an "experience", a deeper relationship that consumers can participate in, a sum of rational and emotional interaction with consumers; without intimate relationship with consumers, the product will fundamentally lose the qualification called brand. (2) Brand concept The concept of brand refers to the concept that can attract consumers and establish brand loyalty, and then create a dominant position of brand (and market) for customers. Brand concepts should include both core concepts and extended concepts. Small thinking Why does it rain during the college entrance examination? (Iii) The significance of the brand's existence 1. Enterprise perspective (supply side) (1) Brand is the intangible asset of an enterprise, and it can bring benefits to the enterprise. (2) Brands can earn additional benefits through premium and improve profit margin. (3) The longer the brand life cycle, the stronger the core competitiveness of the enterprise. Small thinking (1) Why are local enterprises easy to "short life" and "die short"? (2) Why do we fall into the cycle of "price war"? (3) Why do companies have very high sales, but very low profits?(4) The appearance of the brand is a kind of packaging, hype? 2. Customer Angle (demand side) The product is produced by the enterprise, and the brand is chosen by the customers. 3. Market-based perspective: the meaning of the brand Create differentiated value for customers
2. The charm of the brand (1) differentiation of brand image Brand image differentiation will be the focus of differentiation. Small thinking
The small test
(II) Customer life cycle Customer life cycle refers to the period of time when a customer starts to understand the enterprise or the enterprise intends to develop a certain customer, until the business relationship between the customer and the enterprise is completely terminated and the matters related to it are completely handled. The life cycle of a customer is the evolution of the product life cycle of an enterprise, but for a commercial enterprise, the life cycle of a customer is much more important than the life cycle of a certain product. The customer lifecycle describes the overall characteristics of the movement of a customer relationship from one state (one phase) to another state (another phase). (3) The significance of the brand to consumers Distinguishing competitors is the essential attribute of a brand. The connotation and form of a brand are all developed to distinguish them from their competitors and similar brands. Consumers are the core of the implementation of brand strategy, and the implementation of brand strategy is based on consumers. What a brand provides to consumers is not only explicit elements such as products or services, but also hidden elements such as brand concept and brand culture. These hidden elements can effectively help the product or service to add value. Forbes' top 100 most valuable brands in the world come from 16 countries and 19 industries. Companies from the US accounted for half of the list, with 52, followed by Germany (11), Japan (8) and France (6). Ask questions in class What are the stages of the customer life cycle? Live questions, included in the usual results
〖 training battalion 〗 [Training Task 1-1] Brand cognition training [task object] Help students to have a preliminary understanding of the brand in practice. [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) The team members have a preliminary understanding of the brand in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) Team members discuss the origin of the brand and the charm of the brand (4) Arrange one student for each group to record and summarize it. (5) After the activity, each group is required to select a representative to report the discussion experience in class. (7) The preparation time is 10 minutes. | |||
Class summary | ||||
Summary of knowledge points | At the beginning of the 19th century, the earliest law appeared in France. Subsequently, Britain, the United States, Germany and Japan promulgated their own trademark laws; the Paris Convention for the Protection of Industrial Property Rights in 1883 and the Madrid Agreement in 1891 made the trademark system international. Brand (Brand) is a recognition symbol, a spiritual symbol, a value concept, is the core embodiment of excellent quality. The process of cultivating and creating a brand is also a process of continuous innovation. Only with the power of innovation, it can remain invincible in the fierce competition, and then consolidate the original brand assets, and participate in the competition in a multi-level, multi-angle and multi-field way. Based on the market perspective: the meaning of the brand, to create differentiated value for customers. The charm of a brand includes: brand image differentiation, customer life cycle, and the significance of a brand to consumers. | |||
Think after class | ||||
1. Understand the origin and the charm of the brand. 2. Combined with the reality, I can understand the brand cognition training is easy to make mistakes and can flexibly use the coping strategies of brand cognition training. | ||||
Teaching reflection of this course (classroom design concept, actual teaching effect and improvement idea) | ||||
Innocent cuties are wearing hats again
Every fall and winter, small bottles of Innocent juice wear little wool caps.
Look closely at each one is different, you can't find two exactly alike.
It was a joint initiative between Innocent Juice and Age UK, a charity for the elderly, called Big Knit. All the woolen hats are hand-knitted and every time one is sold, Innocent donates to Age UK 25p.
¡ This is a heartwarming story. Because the British winter is cold and long, many elderly people live in simple homes without heating, resulting in a high incidence of various diseases of grandparents after the winter, and the NHS spends a lot of money every year as the treatment cost of the elderly.
¡ So Innocent Beverage brands came up with a way to raise money. Elderly people and volunteers can knit hats, put them on drinks bottles, and donate 25p of every drink sold to Age UK, so that more elderly people can have a warm winter.
Haagen-Dazs experience
Brand concept
The "For your best enjoyable ,for your best moment" lifestyle encourages people to pursue high-quality enjoyment of life and makes tasting Haagen-Dazs an unforgettable experience. The New York Times magazine once gave Haagen-Dazs the "Rolls-Royce of ice cream" reputation, namely consideration, dignity, affinity and insistence on high quality.
First, product - experience
1) Products - Target customers pay attention to sensory enjoyment, pay attention to taste, romantic and wealthy adults: self-admiring men and women petty bourgeoisie, young men and girls in love, or in love.
2) Product raw materials - The purpose of experience is to make first-class ice cream for export at no cost.
Strictly select the purest and natural raw materials. Fresh skim milk, whipped cream, egg yolks, sugar and water are all basic ingredients; Other brands commonly used butter, food flavors, emulsifiers, fruit syrups, thickeners and other materials simply do not enter the Haagen-Dazs ingredient list.
Strictly control the origin of ice cream. Exporting original Hagendas ice cream to the mainland Chinese market, the French Arras factory is the origin of the best milk known for the best sunshine, soil and quality water.
3) Emotional connotation of raw materials
Every detail shows love, Haagen-Dazs knows the emotional meaning contained in ice cream, Haagen-Dazs has been given romantic emotional elements:
Vanilla from Madagascar represents endless yearning and love,
Belgium's pure and fragrant chocolate symbolizes the sweetness and strength of love,
Poland's bright red strawberries represent jealousy and testing,
Brazilian coffee is the embodiment of humor and pamper.
These top raw materials from all over the world, with the faithful love of Haagen-Dazs over the past hundred years, combined with excellent craftsmanship and immortal emotions, create a variety of unique romantic desserts, creating a lasting love aftertaste.
Second, romantic emotional marketing experience shaping
1) Emotional product manufacturing and brand name
Fashion is full of changes, Haagen-Dazs with extraordinary creativity to make excellent taste boutique: ice cream hot pot brings a wonderful "fire and ice"; The Earl Grey tea banquet filled with British style leisurely moment; "Happy Heart" combines eight different ice cream flavors; "Black Love", "Aegean Boat", "Monte Carlo", "Bali Flame"...
2) Specialty Stores
Other brands have customers sitting in fast dining chairs and eating ice cream from paper cups; Haagen-dazs guests are sitting around romantic red candles, accompanied by the looming jazz music, in the delicate atmosphere of delicate cups and plates, fork and plate gently, taste the colorful ice cream. Since entering the Chinese market in 1996, Haagen-Dazs has opened 20 stores in Beijing, Dalian, Shanghai, Hangzhou, Guangzhou and Shenzhen, and has more than 1000 retail outlets nationwide, becoming a national brand. A specialty store in the central business district of an upscale city
Jinan Liu Jia Kung fu needle shop
The most important part of the whole book is the White Rabbit ramming drug trademark. It is not limited to the static image of the white rabbit, but the white rabbit anthropomorphic, dynamic, allegorical. When this Liu Jia needle shop chose white rabbit stamping medicine as a mark of their shop, it is quite meaningful. This white rabbit should be the only in the moon palace to accompany the Chang 'e of the jade rabbit, it pound medicine using iron pestle (or jade pestle) can be known, the picture will remind people of the year Li Bai by "as long as you work hard,grind the deep iron pestle into a needle" inspired and hard to read the story of poetry fairy, it makes this sign more profound meaning, interesting, to win the love of buyers. From a deeper social background, in the old days, needlework can be said to be an important indicator to consider whether a woman is virtuous or not, so the final consumers of this tool are almost all women, but they are few literate, if there is no map, not only the advertisement is monotonous, and any information of the business may not be able to pass to the main target customers. And this advertisement does not need to see the text part, only a beautiful picture can attract customers' attention, interest, and impression. In this sense, the rabbit is the first advertising star in Chinese history.
〖Teacher inspiration〗
The earliest trademark advertising object: "Liu Jia Kung Fu needle Shop"
"Jinan Liu Jia Kung Fu Needle Shop" : shop number
White rabbit stamping medicine map: shop marking, similar to the visual identification system of current advertising, and white rabbit is equivalent to the current product trademark
"Recognize the white rabbit in front of the door to remember" : tell buyers to be sure to identify the shop's white rabbit stamping drug trademark to buy
"Buy the best steel bars, make kung fu fine needles, do not mistake the house to use, resell Xing, do not add Rao, please remember white" : our home the best raw materials, spend effort to make needles, easy to use. If someone buys wholesale, there is a discount.
McDonald's
There are more than 40 contents in the quality inspection of beef food;
The meat Patty is made of 83% shoulder meat and 17% pork belly.
Because the specifications of the bread at 17 cm (refers to the diameter) into the population of the most beautiful taste, so all the same size;
The bubbles in the bread are all 0.5 cm, which is the best size for flavor;
A hamburger must take five seconds from cooking to baking, any more or less.
The net weight of a hamburger is 1.8 ounces, of which the onion weighs 0.25 ounces;
The products are not allowed to be sold to customers after a certain period of time (including 10 minutes after the hamburger is baked and 7 minutes after the French fries are fried);
The hamburger cake has a slight dent in the surface, which must be discarded;
The Coca-Cola served with the hamburger must be at 4 ° C, the temperature at which it tastes most delicious.
