2-4-1 品牌建设框架.pptVIP

* The first point Id like to make on Brand Equity and Communication Strategy is the importance of answering these questions with a very clear picture of the target audience in mind. It’s often best to first define the target and then define what you want your Brand to stand for in the mind and heart of your target. However, in practice, the target and equity work tend to be more iterative. An equity idea may create an opportunity to refine a target audience definition. On Bayer, for example, the decision to expand the Brand Equity from pain relief to cardiac prevention resulted in a re-e