企业品牌定义.pptVIP

* 品 质 的 探 索 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 Del