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1、BrandIntroductionBrandSustainabilityBrandinChinaBrandandBrandingSomewell-knownBrandsHowdoyouchooseabrand？Quality、Service、Innovation、Story、Advertising、Fashion、Culture、Dream、Value、Style、Reliabilityectwelivebrands,fromtheclotheswedressin,tothedrinkwehave,thefoodweeatandthecarwedriv
2、e...”------LaforetBriefIntroductionAbrandisa“name,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition”----AmericanMarketingAssociationWhatisaBrand?AttributesBenefitsValuesCult
3、ureUserPersonalityPurposesTosomeextent,brandingisanidentityofcompany,representingacompanycultureBrandinghasthreemainpurposes:productidentification,repeatsales,andnewproductsales.（throughauniquerelationshipwithcustomers）RolesthatBrandsPlayConsumersIdentificationofsourceofproductA
4、ssignmentofresponsibilitytoproductmakerRiskreducerPromise,bond,orpactwithmakerofproductSymbolicdeviceSignalofqualityCompaniesMeansofidentificationtosimplifyhandlingortracingMeansoflegallyprotectinguniquefeaturesSignalofqualityleveltosatisfiedcustomersMeansofendowingproductswithu
5、niqueassociationsSourceofcompetitiveadvantageSourceoffinancialreturnsHowtobuildabrandCreatedcompanyIDPublicRelationsCommunicationsandMarketingStrategyBrandstrategyBrandextension/stretching–brandnameextendedtonewproductcategoriesMulti-brands–newbrandsinthesameproductcategoryCo-br
6、ands–brandsbearingtwoormorewellknownbrandnamesNewbrands–newproductinadifferentproductcategoryBrandingprocessDeterminewhatyouarebranding.Research.Positionyourbrand.Defineyourbrand.Developyourbrandidentity.Launchyourbrandinternallyfirst.Manageyourbrand.Monitor,evaluate,andupdateyo
7、urbrand.Levi'sjeansissophisticated,itsbuttonwillnotrust,pantspinisverydense.Andputtingmetalrivetsatthepointsofstrain,suchasonthepocketcornersandatthebaseofthebuttonfly.QualityAsearlyas1886,Levi'shavetwotrouserjeanstiedintwoseparatehorse,thehorseintheoppositedirection,toprovethat
8、thepantsroadextremelytear-proof.COCOChanelwasgo
