从无到有创建品牌(ppt 61页)

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
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。
  This gives us a “framework” for
           understanding what our brand
                      is, or could be

 这给我们提供了一个“架构”去了解我们的
        品牌是什么、或者会是什么

 

..............................