从无到有创建品牌.ppt61

“ Building A Brand From Scratch从无到有创建品牌
A Brand Is …  品牌是...
A unique combination of three attributes

 三种属性的独特组合
A Brand Is …  品牌是...
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

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