流程图_05_因果关系.pptxVIP

Diagram Click to edit Master title style Text You may want to allocate one slide per competitor You may want to allocate one slide per competitor You may want to allocate one slide per competitor Text You may want to allocate one slide per competitor You may want to allocate one slide per competitor You may want to allocate one slide per competitor Click to Edit Title Sub title Related Documents Case 027 Cube Rank of Mind Brand Wheel 소비자 욕구 파악 (WHO, HOW, WHY) 소비자 구매 고려 브랜드를 파악 마케팅목표 설정 Attributes – Benefits – Values – Personality - Essence Sales coupon/stamp Service contest Early Buying Deal Push manager Rebate Demonstrator Premium/Incentive Contest Price deal allowance Rebate Dealer service Sampling DM/Event/DH Exhibition Display stand 편리적 요인 교통/보행환경의 안전성 환경적 요인 자연친화/깨끗한 주거공간 심미적 요인 아름다운 거리/조망권 문화적 요인 문화행사/지역에 대한 자부심 경영 효율의 상승 물류비 대폭 즐감 사원복지 상승 사무실의 업무환경 개선 기업이미지 상승 지속적인 서비스 제공 기업선호도 상승 문화사업의 활성화 Case 077 What is the Brand? Rational product features. attributes What will It do for me? Rational expectations as a Result of use. benefits What kind of person woluld it be? Basic human values-the end Emotional rewards one expects From using the brand. values What does it mean to me? The image of the brand. As Elicited in terms of human Characteristics. personality What is the enduring Core of the brand? Every brand has a “soil” which creates it and identifies it. essence The brand