從無到有創建品牌(ppt 61頁)

“ 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
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
If we can understand the “connection” between these three attributes, then we can turn a product into a brand
如果我們了解這三種屬性之間的“聯係”，就能將一個產品轉為一個品牌。
This gives us a “framework” for
understanding what our brand
is, or could be
這給我們提供了一個“架構”去了解我們的品牌是什麼、或者會是什麼
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