從無到有創建品牌.ppt61

“ Building A Brand From Scratch從無到有創建品牌
A Brand Is … 品牌是...
A unique combination of three attributes

三種屬性的獨特組合
A Brand Is … 品牌是...
product benefit
產品的好處
what makes the consumer like the product
什麼令消費者喜歡該產品
brand personality/image
品牌個性/形象
what makes the consumer trust the product
什麼令消費者信任該產品
consumer needs/beliefs
消費者需求/信念
what makes the consumer value the product
什麼令消費者高度評價該產品

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