Building a strong brand: the four steps of brand building 1、 Ensure identification of the brand with customers and an association of the brand in customers’ minds with a specific product class or customer need. 2、 Firmly establish the totality of brand meaning in the minds of customers by strategically linking a host a tangible and intangible brand associations with certain properties. 3、 Elicit the proper customer responses to this brand identification and brand meaning. 4、 Convert brand response to create an intense, active loyalty relationship between customers and the brand. 简单翻译如下: 创建强劲品牌:四个步骤 1、 确认消费者品牌识别,将其与消费者头脑中的产品类别或者消费需求联系起来。 2、 通过一系列具有明确特质的品牌联想,在消费者头脑中建立稳固的品牌内涵。 3、 引出(获得)消费者对品牌识别和品牌内涵的恰当反响。 4、 将消费者反响转变成为消费者和品牌之间的强烈、积极的忠诚关系。 品牌是以消费者为中心的,所以这四个步骤对应一组目标客户和潜在客户会问到的基本问题: 1、Who are you? (brand identity)(品牌识别) 2、What are you?(brand meaning)(品牌内涵) 3、What about you? What do I think or feel about you? (brand responses)(品牌反响) 4、What about you and me? What kind of association and how much of a connection would I like to have with you? (brand relationships)