房屋模型
In buying a house:买一个房子
Architecture: The structure of the house; how is it put together?
What is it made of?
体系：房屋结构；如何组合在一起？什么材料构成？ Positioning: The view the consumer has of the house; the
appearance, the overall impression it leaves.
定位：房屋购买者的观点；外观，整体印象
Localizing: Taking that same structure, the same impression, and giving it
a local twist.

局部品牌定位 Key Insights核心洞察
The three pillars of the original architecture -- taste, authenticity, refreshment -- are relevant and consistent with consumer perceptions of Coca-Cola across markets
4. Part of our lives (A)
5. Leadership (A) 6. Is for all people/everybody (A) 7. The real cola/the standard (A) 8. Right sweetness/balance (T) 9. Cools/refreshes me (R) 10. Family routine (R)

Coca-Cola Advantages
Unique/distinctive
Tastes great Has a fresh taste Taste complements fast food Right balance of sweetness and carbonation
taste Unforgettable taste Immediately recognizable taste Unique cola flavor Perfect cola taste Real cola taste Sweet refreshing flavor Flavor all its own
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Examples of Articulations清晰度的例子

Gives me a treat请我吃个饭


Great tasting很棒的口味
Has a flavor all its own具有它所拥有的所有风味
Renews me/recharges me让我焕发一新/让我充满精力
Key components of the brand
品牌的关键要素 Organization of the components 各要素的组合 How components are dimensionalized 各要素是如何作用的
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Architecture vs. Positioning: The House Model 体系vs.定位
Coca-Cola Architecture
可口可乐体系
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What is Architecture?
体系是什么？

The construction of the brand in the consumer抯 mind 在消费者心里建立品牌联系


5. Helps me take a break (R)
5. Indulgent reward (R) 6. Pure/fresh taste (T) 7. Cheers me up (R) 8. Trusted quality (A)
Top 20 Breakout: Refreshment Authenticity Taste
Top 20 Breakout: Authenticity Taste Refreshment
14. Pure/fresh taste (T)
15. Unduplicated (A) 16. Indulgent reward (R) 17. Never changes (A) 18. Trusted quality (A) 19. Genuine/real/authentic (A) 20. Timeless (A)


Does not establish any relationship between the three pillars
不建立任何关联在这三个支柱之间
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Localizing the Global Position
本地及全球定位

Research in six countries (representing a range of development/competition): U.S.A., Mexico, Belgium, Hungary, China, Indonesia 在六个国家调查（发展中国家/发达国家）：美国、墨西哥、比利 时、匈牙利、中国、印尼 First, in-depth qualitative to generate expressions, images, words that consumers use to talk about Coca-Cola and other RTD beverages 首先，在发展中国家定性研究，消费者如何评价可口可乐和竞品 ，通过生成公式、图像、词语来描述 Second, quantitative tudy using consumer articulations from qualitative round; factor analyzed across 204 dimensions to identify most influential category (RTD) and Coca-Cola drivers (those that correlate most highly with consumption) 第二，定量研究正在消费的人群
great Has a fresh taste Taste complements fast food Right balance of sweetness and carbonation
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Localization Findings: Taste
Price of Entry
The most trusted最大的信任 Cannot be copied无法仿制的 Has real cola taste具有真可乐的口感 Gives me ice cold refreshment让我冰爽并恢复精力
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Localizing the Brand Position:

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Top 20 Most Influential Dimensions: RTDs
1. Great taste (T) 2. Leadership (A) 2. Cools/refreshes me (R) 3. Part of our lives (A) 4. Energizes (R) 9. Complements food (T) 10. Family routine (R) 11. Self-renewal (R) 11. Genuine/real/authentic (A) 12. Indefinable/unforgettable (T)
Open Opportunities: Influential drivers of the category
not owned by any brand.
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Localization Findings: Taste
Price of Entry
Tastes



Special relationships Coca-Cola moments Genuine things Always part of your life Folklore
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Architecture体系

Recognizes the significance of...认识到它们的意 义 Taste口味 Refreshment恢复活力 Authenticity真切性 ...as key brand components 关键品牌要素 Places equal importance on all three给与三个方 面同样的重要性
Price of Entry: Influential drivers for both the RTD
category and for Coca-Cola.
Brand Advantages: Influential drivers for which
Coca-Cola significantly exceeds all competitors.
13. Eases digestion (R)
14. Never changes (A) 15. Unique/distinctive taste (T) 15. Makes me feel closer to people (R) 16. Part of a group (R)
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