2. Conference
Background北京現代 Communication Review & Inspection 根据SONATA Brand Line-Up的
日后 Communication 方向协商 日后 Brand Management的必要性提高北京现代 Value Up/SONATA Brand Power
7. Experiential
Marketing의 特徵Experiential
MarketingCustomer ExperienceConsumption as a Holistic ExperienceCustomers are Rational
& Emotional AnimalsMethods are Eclectic
8. 21C Marketing的
話頭…BRAND!Change the rules!For MassBy MakerWith 4PProduct*4C(Consumer, Convenience, Cost, Communication) For PersonalBy ConsumerWith 4CImage,Value
10. Structure of BrandBrand
EssenceValueBenefitAttributePersonalityBrand IdentityBrand Image Point of ProductExtensionAssociation
11. Power BrandCommunicationFixed Brand Image
Establish Brand Equity
Step ThreeStep of Branding Buildup Brand Image
Step TwoBuild a Brand Identity
Making Brand Image
Step One
12. Power Brand 61%17%27%17%34%54%21%48%9%(Interbrand 2002)