品牌重要性英文(pdf 39頁)

Agenda
A. Brands gain importance in an increasingly complex world!
B. Brand management is a key issue for all players in theautomotive value chain
C. Making brands operational - how to implement brandmanagement

A brand is a trustworthy, distinctive promise to the customer that …
? … differentiates similar products from competition
? … adds value in the mind of the consumer to the objective product performance
? … builds strong relationships with customers based on emotional values
? … provides security and familiarity to facilitate the purchasing decision
PPrroodduucctt BBrraannddLas marcas a?aden valor para diferenciar los productos
? Designed, developed and manufactured
? Objective performance based onmeasurable characteristics
? Limited lifecycle with decreasing value atthe end
? Created in the minds of the customers
? Perceived quality based on emotionalvalues
? Unlimited existence

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