从无到有创建品牌2.pptxVIP

“ Building A Brand From Scratch从无到有创立品牌A Brand Is … 品牌是...A unique combination of three attributes 三种属性的独特组合A Brand Is … 品牌是...product benefit 产品的好处what makes the consumer like the product 什么令消费者喜欢该产品brand personality/image 品牌个性/形象what makes the consumer trust the product 什么令消费者信任该产品consumer needs/beliefs 消费者需求/信念what makes the consumer value the product 什么令消费者高度评价该产品If we can understand the “connection〞 between these three attributes, then we can turn a product into a brand 如果我们了解这三种属性之间的“联系〞，就能将一个产品转为一个品牌。 This gives us a “framework〞 for understanding what our brand is, or could be 这给我们