奥美360度品牌管理简装版.pptVIP

Brand 品牌 A Brand is a product which has earned a place in customers lives 品牌是在消费者生活中占得一席之地的产品 through perception, experience, beliefs, feelings 通过认知、体验、信任、感受 ....... until a relationship is built …...直到关系的建立 It is the sum of how customers feel about a product 它是消费者如何感受一个产品的总和 A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation, and the way it’s advertised. A Brand is also defined by consumers’ impressions of the people who use it, as well as their own experience”