品牌精品战略管理培训课程(ppt 116页).pptVIP

Branding is about promises kept. An organization must promise and deliver something unique to its customers on a consistent basis to build a strong brand There are five elements which help define the brand promise ? The history – the store of the company and its heritage - e.g., Walt Disney and his role in the creation of animation and fantasy is at the heart of what the Disney brand delivers today. While Disney has gone into far more businesses than animation, such as theme parks and toys, the brand still promises and delivers innovation creativity and more importantly its products and ser