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““““““““BuildingABrandFromBuildingABrandFromBuildingABrandFromBuildingABrandFromBuildingABrandFromBuildingABrandFromBuildingABrandFromBuildingABrandFromScratchScratchScratchScratchScratchScratchScratchScratch从无到有创建品牌从无到有创建品牌ABrandIsABrandIsABrandIsABrandIsABrandIsABrandIsABrandIsABrandIs……………………品牌是品牌是........................nnAuniquecombinationofthreeattributesAuniquecombinationofthreeattributesAuniquecombinationofthreeattributesAuniquecombinationofthreeattributesAuniquecombinationofthreeattributesAuniquecombinationofthreeattributesAuniquecombinationofthreeattributesAuniquecombinationofthreeattributes三种属性的独特组合三种属性的独特组合ABrandIsABrandIsABrandIsABrandIsABrandIsABrandIsABrandIsABrandIs……………………品牌是品牌是........................llproductbenefitproductbenefitproductbenefitproductbenefitproductbenefitproductbenefitproductbenefitproductbenefit产品的好处产品的好处––whatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerlikelikelikelikelikelikelikeliketheproducttheproducttheproducttheproducttheproducttheproducttheproducttheproduct什么令消费者什么令消费者喜欢喜欢该产品该产品llbrandpersonality/imagebrandpersonality/imagebrandpersonality/imagebrandpersonality/imagebrandpersonality/imagebrandpersonality/imagebrandpersonality/imagebrandpersonality/image品牌个性品牌个性////////形象形象––whatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumertrusttrusttrusttrusttrusttrusttrusttrusttheproducttheproducttheproducttheproducttheproducttheproducttheproducttheproduct什么令消费者什么令消费者信任信任该产品该产品llconsumerneeds/beliefsconsumerneeds/beliefsconsumerneeds/beliefsconsumerneeds/beliefsconsumerneeds/beliefsconsumerneeds/beliefsconsumerneeds/beliefsconsumerneeds/beliefs消费者需求消费者需求////////信念信念––whatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumerwhatmakestheconsumervaluevaluevaluevaluevaluevaluevaluevaluetheproducttheproducttheproducttheproducttheproducttheproducttheproducttheproduct什么令消费者什么令消费者高度评价高度评价该产品该产品nnIfwecanunderstandtheIfwecanunderstandtheIfwecanunderstandtheIfwecanunderstandtheIfwecanunderstandtheIfwecanunderstandtheIfwecanunderstandtheIfwecanunderstandthe““““““““connectionconnectionconnectionconnectionconnectionconnectionconnectionconnection””””””””betweenbetweenbetweenbetweenbetweenbetweenbetweenbetweenthesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnathesethreeattributes,thenwecanturnaproductintoabrandproductintoabrandproductintoabrandproductintoabrandproductintoabrandproductintoabrandproductintoabrandproductintoabrand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””””””””，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。ThisgivesusaThisgivesusaThisgivesusaThisgivesusaThisgivesusaThisgivesusaThisgivesusaThisgivesusa““““““““frameworkframeworkframeworkframeworkframeworkframeworkframeworkframework””””””””forforforforforforforforunderstandingwhatourbrandunderstandingwhatourbrandunderstandingwhatourbrandunderstandingwhatourbrandunderstandingwhatourbrandunderstandingwhatourbrandunderstandingwhatourbrandunderstandingwhatourbrandis,oris,oris,oris,oris,oris,oris,oris,orcouldbecouldbecouldbecouldbecouldbecouldbecouldbecouldbe这给我们提供了一个这给我们提供了一个““““““““架构架构””””””””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AnExample:NikeAnExample:NikeAnExample:NikeAnExample:NikeAnExample:NikeAnExample:NikeAnExample:NikeAnExample:Nike例子：耐克例子：耐克nnLaunchedin1974Launchedin1974Launchedin1974Launchedin1974Launchedin1974Launchedin1974Launchedin1974Launchedin197419741974197419741974197419741974年投放市场年投放市场nnSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesSportsshoespecialistwithworldwidesalesofUS$877mby1986ofUS$877mby1986ofUS$877mby1986ofUS$877mby1986ofUS$877mby1986ofUS$877mby1986ofUS$877mby1986ofUS$877mby1986成为运动鞋专家，成为运动鞋专家，19861986198619861986198619861986年全球销售收入为年全球销售收入为八亿七千七百万美元八亿七千七百万美元nnNewadvertisingcampaignNewadvertisingcampaignNewadvertisingcampaignNewadvertisingcampaignNewadvertisingcampaignNewadvertisingcampaignNewadvertisingcampaignNewadvertisingcampaign““““““““JustDoItJustDoItJustDoItJustDoItJustDoItJustDoItJustDoItJustDoIt””””””””tooksportstooksportstooksportstooksportstooksportstooksportstooksportstooksportsimageryimageryimageryimageryimageryimageryimageryimagerymassmarketmassmarketmassmarketmassmarketmassmarketmassmarketmassmarketmassmarket题为题为““““““““JustDoItJustDoItJustDoItJustDoItJustDoItJustDoItJustDoItJustDoIt””””””””的的新广告以运动新广告以运动形象形象打入大众市场打入大众市场llpassion,drama,moralupliftpassion,drama,moralupliftpassion,drama,moralupliftpassion,drama