品牌的意义和个性是什么.pdfVIP

What Is The Brand “Means” And “Is”? 品牌的“意义”和“个性”是什么 • What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions. 品牌的“意义”是指一个品牌在消费者心目中产生的印 象—— 即该品牌在几个层面上的声誉。 • What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings. 品牌“个性”那些与品牌意义相对应的特征。 英扬•传奇 CCE 1 Why The Need For A Brand Footprint? 为什么需要品牌印记？ • Mor