零售品牌的意义与个性(108页)解读.ppt

CC—E What Is The Brand “Means” And “Is”?品牌的“意义”和“个性”是什么 What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。 What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。 Why The Need For A Brand Footprint?为什么需要品牌印记？ More and more marketers are looking for new growth by leveraging the power of their brand names into new territories.Global Brands are being built th