品牌的dna――品牌核心价值（Brand DNA - brand core value）.docVIP

品牌的dna――品牌核心价值（Brand DNA - brand core value） The core value of the brand is a brand of the most important assets, it is the consumer brand attributes and the interests of a group of the most important 3-5 Lenovo, summarizes the most important features of the brand, it is usually referred to a consumer brand characteristics of the brand exclusive brand first thought, such as BMW mentioned, people first thought is the pleasure of driving, referring to Volvo, the first thought is safe. The core value is the most important force to drive consumers to love a brand. Therefore, all brand marketing activities should be carried out around the core values. However, where does brand core value come from? What is it made of? How to refine? Whats the function? How to apply it? First, the core values of the brand come from? What is it made of? Brand core value is essentially consumer brand association, that is, when it comes to a brand, what is the first thing and image in the consumers mind?. Such as the Nike brand, we will first think of Jordan, Woods, Agassi and other top sports star, this set of attributes can be classified as the top star; in addition, we may also think, movement attribute including the characteristics of sports shoes, sportswear, sports equipment, sports stars like brand, Lenovo and other characteristics of comfort comfort attributes - including product quality bring comfort, brand brings. The core value mainly includes functional value, emotional value and experiential value. The functional value is as a brand, as a function of inherent attributes of the facts exist, emotional value is the consumer purchase process using a certain brand of emotion in the content, experience value is on the minds of consumers a unique brand mark, the brand mark fit consumer lifestyle, personal values. For example, the core value of the brand OLAY is from the inside of the beautiful women to perfect life, this is OLAYs core values, the core value from the value of the experi