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战略品牌管理凯文
* * * 2 The largest worldwide brand study, enabling Y&R to speak to the issue on the agenda, Brands and Financial Performance, but also enabling me to speak about brands the way consumers do. It’s helpful to think about Brands as you think about Relationships-- how brands are built how they progress how they can go sour and how to re-build damaged ones I’m going to talk about the * * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (refer to the slide) If Relevance is greater than Differentiation... * 11 OK, so here’s the cheat sheet. I’m Miss Lonelyhearts and I’m checking out what you’re telling me about the brands. I want to know about Brand Strength and Brand Stature and what they tell me about pursuing the relationship further. * 12 * * * * * * * * * * * * * * * * 2 The largest worldwide brand study, enabling Y&R to speak to the issue on the agenda, Brands and Financial Performance, but also enabling me to speak about brands the way consumers do. It’s helpful to think about Brands as you think about Relationships-- how brands are built how they progress how they can go sour and how to re-build damaged ones I’m going to talk about the * * 9 So here’s the first check point. Is this a relationship with a future? If Differentiation, as we say, is greater than Relevance… (
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