To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. A strong brand is invaluable as the battle for customers intensifies day by day. Its important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. Its a foundational piece in your marketing communication and one you do not want to be without.
Trang 1?CFEHJ7D9;E<:;I?=D"
8H7D:?D=7D:IJEHOJ;BB?D=
Trang 2<_hij"m^WjÊiWdH=:5
Trang 5M^Wj_iW8hWdZ5
Trang 88B=>C
F70CH>D B0H8C8B
Trang 9>C74AB
C78=:544;
B0H01>DCH>D
Trang 12A8B401>E4
2><<>38C8I0 C8>=
Trang 15IjWa[Oekh9bW_cÅb_l[kfjej^[fhec_i[
H?I;78EL;9ECCE:?J?P7J?ED
'
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 16IjWa[Oekh9bW_cÅb_l[kfjej^[fhec_i[
H?I;78EL;9ECCE:?J?P7J?ED
'
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 18F_YaWYebekh"]hWf^_Yijob["_cW][ho
H?I;78EL;9ECCE:?J?P7J?ED
'
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 19M>?9> 97D7:?7D 87DA5
M>?9> 97D7:?7D 87DA5
M>?9> 97D7:?7D 87DA5
Trang 20F_YaWYebekh"]hWf^_Yijob["_cW][ho
H?I;78EL;9ECCE:?J?P7J?ED
'
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 218[Yedi_ij[dj"ijWoj^[Yekhi[
H?I;78EL;9ECCE:?J?P7J?ED
'
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 220=BF4A
C74>=4186
@D4BC8>=
Trang 23(
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
:[Ód[WbbWkZ_[dY[i"kfijh[WcÅ_dl[ijehi" j^[ÓdWdY_WbcWha[ji"j^[c[Z_W$$$
OEKH 9ECF7DO
?DL;IJEHI
C;:?7
=ELÊJ
Trang 24(
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
OEKH 9ECF7DO
Trang 25Wdim[hii^ekbZX[Yedi_ij[dj_d
ijob[WdZYedj[dj\ehWbbWkZ_[dY[i
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 27C4;;
06A40C BC>AH
Trang 28Ijeh_[iWh[[cej_edWbÅoekYWdÊjXeh[Wdoed[ _djeXko_d]oekhfheZkYj
J;BB7=H;7JIJEHO%F;H9;FJ?ED3H;7B?JO
)
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 30Ijeh_[ib_l[edZ[jW_bi
J;BB7=H;7JIJEHO%F;H9;FJ?ED3H;7B?JO
)
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 317if[Yb_ij_idejWijeho
J;BB7=H;7JIJEHO%F;H9;FJ?ED3H;7B?JO
)
8;OED:8;7KJ?<KB0J>H;;8?=?:;7I78EKJ8H7D:?D=
Trang 345
Trang 36_ic[h[boWZh[Wc$
7Yj_edm_j^ekjl_i_ed`kij fWii[ij^[j_c[$
L_i_edm_j^WYj_edYWd
Y^Wd][j^[mehbZ$
?dZa7V`Zg
B?ED;B=7:EKHOrH=:rYedj[njYh[Wj_l[$Yec