麦肯品牌策略培训方法(doc 52页)

麦肯品牌策略培训方法目录：
一、品牌The branding
二、品牌印迹The brand Footprint
三、品牌的意义What the brand means?
四、品牌的个性What the brand is ?【Brand Personality】
五、销售策略The selling Strategy
六、品牌位置The Brand Position    品牌目标The Brand Objective
七、广告角色The Role of the Advertising
八、销售概念架构The Selling Idea Platform
1．概念目标The Conceptual Target
2．最核心的欲望The Core Desire
3．品牌如何满足最核心的欲望How the Brand Best Fulfills the Core Desire
4．强有力的支持The Compelling Truth
九、销售意念The Selling Idea
十、创意概念The Creative Idea
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