奧美 360度品牌管理(ppt 90頁)

Revised Brand Audit Questions修正後的品牌檢驗問題 Thinking about the specific things that trigger this brand’s identity in your mind… 想象一下哪些可以讓你辨認出這個品牌的一些特定的事務 When you hear the brand’s name, what immediately springs to mind?當你聽到這個牌子的名字，那些東西會立刻出現在你的腦海中？ What else?還有呢？ visuals or images?視覺和形象？ packaging or product elements?包裝和產品元素？ bits of communication?傳播的片斷？ signs or symbols?標誌和符號？ other brand lore?其他有關品牌的部分？ What kind of people do you associate with the brand, and how do you feel about them? 哪種類型的人會讓你與這個品牌聯係起來？你對這些人的感覺如何？ Thinking about the feelings and emotions the brand evokes in you … 想象一下這個品牌給你帶來的感受和情緒…… What specific feelings and emotions do you experience in connection with using this brand?當你和這個品牌有聯係時，你體驗到那些特別的感受和情緒？ What personal memories, experiences or associations does this brand bring to mind?這個品牌讓你回憶起哪些個人的記憶、體驗或聯想？ What does this brand do for you in your life that other brands don’t? 這個品牌在你的生活中做了哪些其他品牌無法做的事情？ what unique contribution does it make?它帶來哪些獨特的地方？ what special perspective does it give you about using the category?它帶給你哪些有關試用這個類別產品的特殊的觀感？ ……………………
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