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简述品牌的概念及其特点。

问答题
2022-06-23 02:01
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正确答案
品牌是基于外部标识集成(名称、术语、符号等)通过服务对象产生联想并被认可而形成的资产。
它可以传递以下层次的含义:
1、功能与属性;
2、利益;
3、价值;
4、文化与个性。
品牌是价值的聚合。价值的高低取决于消费者的感知和联想。成功的品牌基于品牌名称、符号、标识等品牌识别元素的系统规范。功能和情感是构成价值的主要因素,它们是一个变量。

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