Weare not selling products, we're selling a culture, is an American spirit,"Coca-Cola that for this reason that their products can be swept the worldin the consumer sensibility of the modern society, the spirit of the brand tomeet consumer sentiment, psychological level need to become a key element ofcompetition. So, what is the spirit of the brand?
Spirit of the brand refers to consumer awareness, the brand represents, impliedmeaning, symbol, personality, emotion, taste and other comprehensive culturalfactors combined. The essence of the spirit of the brand is a business full ofpersonality to represent the spirit of it is brand or brand decision-makers inthe long-term production and management in the evolving business beliefs,values orbusiness purposes. Spirit of the brand by the different business areas ofcontent, form, history, tradition and reality of the constraints has thepursuit of difference, is the brand in the production and business activitieshave gradually formed the idea of personalized colorstatements. Spirit of the brand in various forms, but also a variety ofcommunication channels for employees to strengthen brand awareness and brandmarketing have an important role.
Spirit of the brand in the market competition has not estimated the power ofenterprise development plays a vital role. View from the shoe industry, shoeincreasingly focused on competition between the spirit of the brand influence.Nike is marketing the brand to focus on the spirit of the master. "Sports,performances, free and easy, free of sportsmanship" Let tenis nikewas sought after by manyconsumers.
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