企业产品策略及品牌管理介绍英文版(ppt 23)

October 5, 2002
Agenda
Target Customer Description:
• What hobbies does this person have? 
• What lifestage is this person in? 
• What is most important in this person’s life?
• What are this customer’s core values?
• How does this person’s friends describe him/her?
‘Positioning’ Our Brands
• defines the brand’s emotional connection with the customer
• fosters the development of more targeted products
• differentiates products within our portfolio and from competitors
• provides a unique and compelling ‘selling proposition’
10 Rules of Great Brand Marketing Tactics

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