2奥美经典之作－从无到有创建品牌.pptVIP

“ Building A Brand From Scratch从无到有创建品牌 A Brand Is … 品牌是... A unique combination of three attributes 三种属性的独特组合 A Brand Is … 品牌是... product benefit 产品的好处 what makes the consumer like the product 什么令消费者喜欢该产品 brand personality/image 品牌个性/形象 what makes the consumer trust the product 什么令消费者信任该产品 consumer needs/beliefs 消费者需求/信念 what makes the consumer value the product 什么令消费者高度评价该产品 If we can understand the “connection” between these three attributes, then we can turn a product into a brand 如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。 This gives us a “framework” for understanding what