2016年菲拉格慕市场营销总监Alessandro访谈：情感与象征.pdfVIP

全明星访谈 菲拉格慕市场营销总监情感和象征，奢侈品的价值源泉 EXPO BRANDING 情感和象征，奢侈品的价值源泉 明星嘉宾：EXPO BRANDING高级品牌顾问，前Salvatore Ferragamo菲拉格慕市场营销总监 Q1. In your opinion, what is the most important element for successful brands 在您看来，什么是一个成功品牌最重要的部分？ It is a very simple recipe, in principle. The success of a brand comes from understanding the customers needs, especially if latent or unmet by the competition; developing products and services matching these needs, at the right price (i.e. Representing the Value that customers associate to the products), with the right distribution channels (linking Service and Image) and with the appropriate marketing Communications mix. However, all this is no longer enough nowadays: for brands with high emotional and symbolic Value, the key for success comes from the creation of a strong bond with their customers, of both rational and emotional nature. Love brands like Apple, Nike or Bottega Veneta, create powerful connections with their customers, who would never substitute them, because they recognize themselves in the brand values and culture. Hence the huge equity of these brands. A simple recipe to describe, a hard, difficult and long job to make it happen! 原则上来说，这是一个非常简单的秘诀，一个品牌的成功来自于对顾客需求的理解，尤其是那些因为竞争而产生的潜在的或 者未被满足的需求。以合适的价格（能够表现出客户认同的产品价值）、良好的分销渠道（结合服务与品牌形象）以及适当 的市场交流平台来发展符合这些需求的产品和服务。但是如今仅有这些是远远不够的。对于具有高度情感性和象征性价值的 品牌，成功的关键在于创造一个与其客户感性与理性的天性完美结合的品牌。如苹果、耐克或是葆蝶家（Bottega Veneta） 这样受人爱戴的品牌，当他们与其客户构建了一个强大的联系时，他们永远不会被替代，这是因为他们在品牌价值和文化中 实现了自我。因此，这是这些品牌的巨大价值所在，这说起来容易，但是做起来却是十分的艰巨。 Q2. According