中国邮政营销培训讲座精选.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * text text * * * text text * * text text * * * text text * * * * * text text * * * * This exercise demonstrates that brands have two essential elements tangible, fact-based attributes and intangible associations which together influence a customer’s purchase decision * Very often rational factors give way to emotional influences. Brand intangibles can be much more valuable to customers than product functionality. * * * * * * * * * * * Fundamentally, the rational and emo