品牌重要性英文(pdf 39页)

资料简介：

Agenda
A. Brands gain importance in an increasingly complex world!
B. Brand management is a key issue for all players in theautomotive value chain
C. Making brands operational - how to implement brandmanagement

 

A brand is a trustworthy, distinctive promise to the customer that …
• … differentiates similar products from competition
• … adds value in the mind of the consumer to the objective product performance
• … builds strong relationships with customers based on emotional values
• … provides security and familiarity to facilitate the purchasing decision
PPrroodduucctt BBrraannddLas marcas añaden valor para diferenciar los productos
• Designed, developed and manufactured
• Objective performance based onmeasurable characteristics
• Limited lifecycle with decreasing value atthe end
• Created in the minds of the customers
• Perceived quality based on emotionalvalues
• Unlimited existence

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