商务英语 广告与销售 BEC中级主题2：Brand Power.pptx

Brand Power（品牌力量）;What is brand;The Definition of Brand;;Why is brand important? ;Brand as a promise to deliver the same value consistently;A brand represents a set of promises. It implies trust, consistency, and a defined set of expectations. ;The strongest brands in the world won a positioning in the consumer’s mind that is unique to that brand and can universally be articulated by almost everyone.; A brand differentiates products and services that appear similar in features and attributes, and possibly even benefits. Is Starbucks that much better than Caribou Coffee? Is Sony that much better than JVC? (probably not);;Distinctive name（名称与众不同）;Attractive symbol or logo（引人注目的标记及标识）;Customized slogan（为顾客量身定制宣传口号）;Goodwill creation（慈善及公益活动）;Event association（与某一事件或活动相联系）;The PATH to the Human Mind;The Effects of PATH;Certain words will connect you back to certain brands;When use FedEx, we are buying the assurance and security that our packages will get where they are supposed to go and will get there on time.;A brand is also about confidence and security（品牌给我们信心与安全感）;How do customers choose one brand over another（为什么顾客选择另一种品牌，而不是那一种？;Find out who makes the purchase decision;Identify your competitors;What opportunities exist for potential brand growth and expansion;The watchwords of a strong brand story;Clarity; Consistency ;Character;Questions;Suggested Answers;Thank you