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97/ SAC0414A.PPT/ * 找讲师、公开课，上诺达名师网，中国最大的培训平台 Coca-Cola Architecture 97/SAC0414A.PPT/ 1 What is Architecture? The construction of the brand in the consumer mind Key components of the brand Organization of the components How components are dimensionalized Architecture vs. Positioning: The House Model In buying a house: Architecture: The structure of the house; how is it put together? What is it made of? Positioning: The view the consumer has of the house; the appearance, the overall impression it leaves. Localizing: Taking that same structure, the same impression, and giving it a local twi