caina品牌营销工程师完全手册.docxVIP

品牌营销工程师完全手册深圳市采纳营销策划有限公司深圳市贤良广告有限公司1、What is a Brand?品牌是什么？2、“Brand” has now come to mean the product as presented to the consumer throuth communications.“品牌”在现今社会来说，就是透过传播介绍给消费者的产品。3、Globally,brands are a matter of corporate success or failure从全球实践来看品牌是一个企业成败的关键因素4、A Brand is how a consumer feels about a product品牌是消费者对产品的体验和感受5、In English,brand literally means a stamp of identity在英语来说，品牌就是形象的标签6、Different countries,different meanings:在不同的国家，有不同的意义 -Japan:Noren=trust日本：Noren=诚信 -China:Ming-pai=fame中国：Mingpai=著名“Brand management and brand thinking should relate to any Name or Entitythat has areputation with consumers.”Aldo papone “品牌管理与品牌的思维必需要需要相关于某些在消费者心中已有知名度的‘名称’或‘实体’” American Express美国经验8、Shared Values共同的价值观 We work not for ourselves,not for the company,not evenfor the clients.We work for brands.我们工作，不是为自己，不是为公司，甚至不是为客户。我们是为品牌而奋斗。9、PRODUCT 产品 It is tangible:you can touch it,feel it,see it Has physical attibutes: styles, models, features, priceHas the right features to meet consumer expectations of performance and value But this is not sufficient……有形的：摸得着，感觉得到，看得见，有外在属性；有风格、式样，特点和价值能够满足消费者对其功能与价值的期望，但这些并不足够……10、A product is something that is made in a factory. A Brand is sonething bought by the consumer. Stephen King Developing New Brands工厂生产产品，消费者购买品牌。12、Within every Brand there is a product, but not every product is a brand每个品牌背后都有一个产品但并非每个产品，都可成为一个品牌13、A Brand is a complex symbol.It is the intangible sum of a products products attr-ibutes,its name,packaging and price,its history,reputation,and the wqy it is advertised. A Brand is also defined by consumers impressions of the people who use it,as well as their own experience.品牌是一种复杂的符号。它是产品属性、名称、包装价格、历史、信誉、广告方式等的总和。品牌的定义也会由消费者使用该产品的感觉和个人的亲身经验而定。15、case 1 British Airway案例1：英国航空 What British Airways does is to go beyond the function and compete on the basis of producing an experience. Sir Colin Marshall Chairman of British Airways Harvard Business Re