服务品牌管理2（Service brand management 2）.docVIP

服务品牌管理2（Service brand management 2） This paper contributed by progoodin. Seven Service brand management 7.1 brand and brand concept of the 7.2 elements of brand 7.3 brand Lenovo 7.4 brand 7.5 brand knowledge CHAPTER Seven Message competition - who Decoding Decoding The strength characteristics of the recipient preferences Brand advertising The concept of brand brand recognition Brand Association Brand image and brand personality brand personality Brand Brand extension CHAPTER Seven The concept of brand and brand The significance of the concept of brand brand brand recognition CHAPTER Seven The meaning of the brand brand is a name, term, symbol, mark, design, brand is a name, term, symbol, mark, design, or combination thereof, to confirm the seller of a product or service, to confirm the seller of a product or service, which is different from the competition of American Marketing Association, who. (American Marketing Association 1960) American Marketing Association brand is a can make the product or service than its function, can make the brand is a product or service than its function, and increase the value of the name, symbol, or design mark. The value of the name, symbol, or design mark. (Farquhar, 1990) CHAPTER Seven Six brand attributes can convey the meaning (attributes): the attributes of the physical properties of the products. Such as: a property that: the physical properties of the products. The key attribute of spirit. Key spirit. Interest (benefits): attributes into functional and emotional benefits. : attributes into functional and emotional benefits. The interests of flavor restaurant, Aetna Insurance, Nanshan life. Such as: delicious restaurant, Aetna, Nanshan life. Value (values): the unique value of production represents one kind of product provides the unique production value represents one kind of product supply, and consumers seeking value and value combination. Wang Pin and steak, consumers seek the value of the combination. Such as: Wang Pin st