企业品牌化路线执行方案-快乐由我SMJ.pptVIP

* 温柔的关爱 * 什么是品牌 “ A brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history and reputation, and the way it’s advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience. “ ----David Ogilvy 1955 是产品名称、符号、历史、文化、声誉、属性等综合体，以及使用者的消费体验。在传播途径上的认知和传播方式留下的心理感受。 大卫----奥格威 1955 * Line extensions 产品延伸 Sales promotion 促销活动 Service experience 服务经验 Word of mouth 口碑 Receptionists style 接待人员的风格 Prejudices偏见 Quality 质量 Design and colour 设计和色彩 Packaging 包装 Retail environment 零售环境 Deli