奥美度品牌管理内培训.pptVIP

? Whether the Brand’s Image Is Strong and Engaging在哪些方面品牌形象较强 Image 形象 Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持续性，但被认为过时 Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品---需要让年轻消费群进入本品牌 第九十五页，共一百二十八页。 ? What Are Its Equities?什么是它的资产？ Unusually this Brand was built with no advertising support 通常这个品牌没有广告的支持 第六十三页，共一百二十八页。 ? Health Check: Amex versus Diners in Hong KongAmex 和 Diners 品牌健康检查 Image Goodwill Product Customer Visual Channel Image Goodwill Product Customer Visual Channel 第六十四页，共一百二