从无到有创建品牌(ppt 61页)

从无到有创建品牌内容提要：
product benefit
 产品的好处
what makes the consumer like the product
 什么令消费者喜欢该产品
brand personality/image
 品牌个性/形象
what makes the consumer trust the product
 什么令消费者信任该产品
consumer needs/beliefs
 消费者需求/信念
what makes the consumer value the product
 什么令消费者高度评价该产品
If we can understand the “connection” between these three attributes, then we can turn a product into a brand
 如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。
At an acceptable premium
 付出可接受的额外费用
Own a corner of the consumer psyche
 在消费者的灵魂深处拥有一席之位
the desire in all of us to be a ‘winner’
 每一个人都有想成为“胜者”的欲望
Reorientate all elements of the marketing mix to support the brand
 重新定向各种行销手段来支持该品牌
eg : ‘Just Do It’
 如：“Just Do It”
extreme effort of competition
 竞争的极度努力
fun, irreverent attitude to life
 趣味，对生活不逊的态度
..............................