文档介绍：municationReview&Inspection根据SONATABrandLine-munication方向协商日后BrandManagement的必要性提高北京现代ValueUp/SONATABrandPower“,作为我们的原则,信赖不疑的对Marketing的信念,如今成了传统概念,那么树立我们对于成功的信心的对于现在和未来新的Marketing原则将会是什么?"TraditionalMarketing特点FunctionalFeature&Benefit(F&B)CustomersareRationalDecision-MakerMethodsareAnalytical,Quantitative&&BenefitsTraditionalMarketingExperientialMarketingSensoryAffectiveCognitiveExperiencesActionsRelationsversusMarketingParadigm變化ExperientialMarketing의特徵ExperientialMarketingCustomerExperienceConsumptionasaHolisticExperienceCustomersareRational&EmotionalAnimalsMethodsareEclectic21CMarketing的話頭…BRAND!Changetherules!ForMassByMakerWith4PProduct*4C(Consumer,Convenience,munication)ForPersonalByConsumerWith4CImage,ValueBrandis…?DifferentiationImage,ValueConsumerSenseRelationship通过与客户的特殊相遇(Experience)的StructureofBrandBrandEssenceValueBenefitAttributePersonality<BrandWheel>municationFixedBrandImageEstablishBrandEquityStepThreeStepofBrandingBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOne