_SLIDE_1_
[BRAND AUDIT]
JOHNNIE WALKER
[ The story of keep walking ]
_SLIDE_2_
BACKGROUND
- HISTORY
- PORTFOLIO
_SLIDE_3_
HISTORY
Brand Audit of Johnnie Walker
Á¸ ¿öÄ¿(14¼¼)
¾Æ¹öÁö »ç¸Á ÈÄ
½Ä·áÇ° °¡°Ô ¿î¿µ
½Ì±Û ¸ôÆ®¸¦ ºí·»µùÇØ À§½ºÅ° ÆÇ´ë
¿öÄ¿½º ų¸¶³ì
¾Ë·º»ê´õ ¿öÄ¿(¾Æµé)
Á¶´Ï¿öÄ¿·Î À̸§ º¯°æ
»ç°¢º´&¶óº§ °³¹ß
À§½ºÅ° ºê·£µå ÃÖÃÊ
¼¼°è ÁøÃâ
¾Ë·º»ê´õ2¼¼ (¼ÕÀÚ)
½ºÆ®¶óÀ̵ù¸Ç ź»ý
¾çÁ¶Àå Ä«µà ¸ÅÀÔ
¶óº§ »ö±ò·Î Á¦Ç° ±¸ºÐ
¿Õ½Ç º¸Áõ¼ ȹµæ
Keep Walking
as No.1 Whisky Brand!
_SLIDE_4_
PORTFOLIO
Brand Audit of Johnnie Walker
¼÷¼º ³âµµ°¡ ¾Æ´Ñ ¶óº§·Î Á¦Ç°À» ±¸ºÐ!
_SLIDE_5_
BRAND INVENTORY
- BRAND ELEMENT
- PRODUCT
- PRICING
- COMMUNICATION
- ADVERTISING
- AMBASSADORS
- SPORTS
- CULTURE
_SLIDE_6_
JOHNNIE W¡¦(»ý·«)
1. BRAND ELEMENT
2.PRODUCT
3.
4.
5.
|
rand Audit of Johnnie Walker
4.COMMUNICATION
GLOBAL STATEGY
BRAND AWARENESS ¡è
CHANGING of BRAND IMAGE
¹Ì±¹ / À¯·´
½ÅÈï±¹
John Walker and Sons Voyage
´º¿å Àü½Ãȸ
Where Flavor is King
ÀþÀ½, Çõ½Å À̹ÌÁö °Á¶
¹Ì±¹ ºí·ç±¤°í ¿¹»ê 4¹è Áõ°¡
-` ÆǸŷ® 49% Áõ°¡
¸ß½ÃÄÚ : ¹®È ¿¹¼ú °¡Ä¡ °Á¶
¾ÆÇÁ¸®Ä« : »ùÇøµ
Çѱ¹ : Á¶´Ï¿öÄ¿ ½ºÄð / ¾Û
Johnnie Walker House
Çâ¼ö ¸¶ÄÉÆÃ
_SLIDE_15_
Brand Audit of Johnnie Walker
4.COMMUNICATION
: Red, Black, Gold LabelÀÇ Ç³¹Ì¿Í Â÷ÀÌÁ¡ ¼ÒºñÀÚ¿¡°Ô ÀνÄ
[¸¶ÄÉÆà Ȱµ¿]
Black LabelÀÇ ´ëÇ¥ÀûÀÎ 4°¡Áö Çâ(Smoke, Toffee, Spice, Fruit)À» ÀÌ¿ëÇØ Çâ¼ö ¸¸µé±â
¹Ì±¹ / À¯·´
_SLIDE_16_
Brand Audit of Johnnie Walker
4.COMMUNICATION
Á¶´Ï¿öÄ¿ ÇϿ콺
¾Æ½Ã¾Æ
: ´Ù¾çÇÑ ¹æ½ÄÀÇ Ã¼Çè °ø°£
¸ÂÃã ºí·»µù / À§½ºÅ° ½ÃÀ½ / µð³Ê ÆÄƼ
_SLIDE_17_
Brand Audit of Johnnie Walker
5.ADVERTISING
°øÅëµÈ ¸Þ½ÃÁö
¼º°øÀº °áÄÚ ½¬¿î ÀÏÀÌ ¾Æ´Ï´Ù.
±×·¯³ª ±×°ÍÀº ¾ðÁ¦³ª °¡Ä¡ ÀÖ´Â ÀÏÀÌ´Ù.
Ÿ°ÙÃþÀÇ º¯È
À̹ÌÁö ±¤°í ` Á¦Ç° ¼Ó¼º
[KEEP WALKING CAMPAGN]
_SLIDE_18_
Brand Audit of Johnnie Walker
5.ADVERTISING
[OUTDOOR]
[SUBWAY]
_SLIDE_19_
Brand Audit of Johnnie Walker
5.ADVERTISING
[TV AD]
[PRINT]
`Where Flavor is King`
`Ke