南开大学市场营销英语（第二版）课件-week 5.pptVIP

Week 5Product and Brand (3) Echo Review Questions The product life cycle The new product development process Product portfolio analysis Brand View Brand Personality At the heart of a brand is its brand personality. It is the sum of its values, its character traits. E.g. elegant, friendly, young. Brand Identity The brand’s personality has to be put across to the outside world and this is done by means of the brand identity. E.g. logo, name, color and package. Brand Image The target audience’s perception of the brand may be different to what was intended. The audience perception of the brand