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1、“ “ “ “ “ “ “ “ Building A Brand From Building A Brand From Building A Brand From Building A Brand From Building A Brand From Building A Brand From Building A Brand From Building A Brand From ScratchScratchScratchScratchScratchScratchScratchScratch 从无到有创建品牌从无到有创建品牌从无到有创建品牌从无到有创建品牌A Brand Is A Brand
2、Is A Brand Is A Brand Is A Brand Is A Brand Is A Brand Is A Brand Is 品牌是品牌是品牌是品牌是. . . . . . .n nA unique combination of three attributesA unique combination of three attributesA unique combination of three attributesA unique combination of three attributesA unique combination of three attributesA u
3、nique combination of three attributesA unique combination of three attributesA unique combination of three attributes三种属性的独特组合三种属性的独特组合三种属性的独特组合三种属性的独特组合A Brand Is A Brand Is A Brand Is A Brand Is A Brand Is A Brand Is A Brand Is A Brand Is 品牌是品牌是品牌是品牌是. . . . . . .l lproduct benefitproduct benefitp
4、roduct benefitproduct benefitproduct benefitproduct benefitproduct benefitproduct benefit 产品的好处产品的好处产品的好处产品的好处 what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consum
5、er likelikelikelikelikelikelikelike the product the product the product the product the product the product the product the product 什么令消费者什么令消费者什么令消费者什么令消费者喜欢喜欢喜欢喜欢该产品该产品该产品该产品l lbrand personality/imagebrand personality/imagebrand personality/imagebrand personality/imagebrand personality/imagebrand
6、personality/imagebrand personality/imagebrand personality/image 品牌个性品牌个性品牌个性品牌个性/ / / / / / / /形象形象形象形象 what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer trus
7、ttrusttrusttrusttrusttrusttrusttrust the product the product the product the product the product the product the product the product 什么令消费者什么令消费者什么令消费者什么令消费者信任信任信任信任该产品该产品该产品该产品l lconsumer needs/beliefsconsumer needs/beliefsconsumer needs/beliefsconsumer needs/beliefsconsumer needs/beliefsconsumer n
8、eeds/beliefsconsumer needs/beliefsconsumer needs/beliefs 消费者需求消费者需求消费者需求消费者需求/ / / / / / / /信念信念信念信念 what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer what makes the consumer valueva
9、luevaluevaluevaluevaluevaluevalue the product the product the product the product the product the product the product the product 什么令消费者什么令消费者什么令消费者什么令消费者高度评价高度评价高度评价高度评价该产品该产品该产品该产品n nIf we can understand the If we can understand the If we can understand the If we can understand the If we can under
10、stand the If we can understand the If we can understand the If we can understand the “ “ “ “ “ “ “ “connectionconnectionconnectionconnectionconnectionconnectionconnectionconnection” ” ” ” ” ” ” ” between between between between between between between between these three attributes, then we can turn
11、 a these three attributes, then we can turn a these three attributes, then we can turn a these three attributes, then we can turn a these three attributes, then we can turn a these three attributes, then we can turn a these three attributes, then we can turn a these three attributes, then we can tur
12、n a product into a brandproduct into a brandproduct into a brandproduct into a brandproduct into a brandproduct into a brandproduct into a brandproduct into a brand 如果我们了解这三种属性之间的如果我们了解这三种属性之间的如果我们了解这三种属性之间的如果我们了解这三种属性之间的“ “ “ “ “ “ “ “联系联系联系联系” ” ” ” ” ” ” ”，就能将，就能将，就能将，就能将 一个产品转为一个品牌。一个产品转为一个品牌。一个
13、产品转为一个品牌。一个产品转为一个品牌。This gives us a This gives us a This gives us a This gives us a This gives us a This gives us a This gives us a This gives us a “ “ “ “ “ “ “ “frameworkframeworkframeworkframeworkframeworkframeworkframeworkframework” ” ” ” ” ” ” ” for for for for for for for forunderstanding what
14、 our brand understanding what our brand understanding what our brand understanding what our brand understanding what our brand understanding what our brand understanding what our brand understanding what our brand is, or is, or is, or is, or is, or is, or is, or is, or could becould becould becould
15、becould becould becould becould be 这给我们提供了一个这给我们提供了一个这给我们提供了一个这给我们提供了一个“ “ “ “ “ “ “ “架构架构架构架构” ” ” ” ” ” ” ”去了解我们的去了解我们的去了解我们的去了解我们的品牌是什么、或者会是什么品牌是什么、或者会是什么品牌是什么、或者会是什么品牌是什么、或者会是什么An Example : NikeAn Example : NikeAn Example : NikeAn Example : NikeAn Example : NikeAn Example : NikeAn Example : NikeAn Example : Nike例子：耐克例子：耐克例子：耐克例子：耐克n nLaunched in 1974Launched in 1974Launched in 1974Launched in 1974Launched in 1974Launched in 1974Launched in 197
