從無到有創建品牌(ppt 61頁)

從無到有創建品牌內容提要：
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。
At an acceptable premium
付出可接受的額外費用
Own a corner of the consumer psyche
在消費者的靈魂深處擁有一席之位
the desire in all of us to be a ‘winner’
每一個人都有想成為“勝者”的欲望
Reorientate all elements of the marketing mix to support the brand
重新定向各種行銷手段來支持該品牌
eg : ‘Just Do It’
如：“Just Do It”
extreme effort of competition
競爭的極度努力
fun, irreverent attitude to life
趣味，對生活不遜的態度
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