品牌的故事-奥美的观点(ppt94)(1)

1、&Ogilvy & Mather1&Ogilvy & Mather2&Ogilvy & Mather3&Ogilvy & Mather4&Ogilvy & Mather5&Ogilvy & Mather6&Ogilvy & Mather7&Ogilvy & Mather8&Ogilvy & Mather9&Ogilvy & Mather10&Ogilvy & Mather11&Ogilvy & Mathe

2、r12&Ogilvy & Mather13&Ogilvy & Mather14&Ogilvy & Mather15&Ogilvy & Mather啤酒16&Ogilvy & Mather17&Ogilvy & Mather18&Ogilvy & Mather19&Ogilvy & Mather20&Ogilvy & Mather21&Ogilvy & Mather22&Ogilvy & Mather23&Ogil

3、vy & Mather24&Ogilvy & Mather25&Ogilvy & Mather26&Ogilvy & Mather27&Ogilvy & Mather28&Ogilvy & Mather29&Ogilvy & Mather30&Ogilvy & Mather31&Ogilvy & Mather一心一意一心一意忠贞于忠贞于某品牌某品牌喜欢某一品牌喜欢某一品牌并视之为朋友并视之为朋友满意的购买者满意的购买者品牌转换要付出代价品牌转换要付出代价满意且

4、习惯性购买者没有改变的理由满意且习惯性购买者没有改变的理由品牌转换者品牌转换者/价格敏感价格敏感/品牌冷感症品牌冷感症32&Ogilvy & Mather33&Ogilvy & Mather34&Ogilvy & Mather35&Ogilvy & Mather36&Ogilvy & Mather37&Ogilvy & Mather38&Ogilvy & Mather39&Ogilvy & Mather40&Ogilvy & Mather41&

5、Ogilvy & Mather42&Ogilvy & Mather43&Ogilvy & Mather44&Ogilvy & Mather45&Ogilvy & Mather46&Ogilvy & Mather47&Ogilvy & Mather48&Ogilvy & Mather49&Ogilvy & Mather50&Ogilvy & Mather51&Ogilvy & Mather52&Ogilvy & M

6、ather53&Ogilvy & Mather54&Ogilvy & Mather55&Ogilvy & Mather56&Ogilvy & Mather57&Ogilvy & Mather58&Ogilvy & Mather59&Ogilvy & Mather60&Ogilvy & Mather61&Ogilvy & Mather62&Ogilvy & Mather63&Ogilvy & Mather64&Og

7、ilvy & Mather65&Ogilvy & Mather66&Ogilvy & Mather67&Ogilvy & Mather68&Ogilvy & Mather69&Ogilvy & Mather70&Ogilvy & Mather71&Ogilvy & Mather72&Ogilvy & Mather73&Ogilvy & Mather74&Ogilvy & Mather75&Ogilvy & Mat

8、her76&Ogilvy & Mather77&Ogilvy & Mather78&Ogilvy & Mather79&Ogilvy & Mather80&Ogilvy & Mather81&Ogilvy & Mather82&Ogilvy & Mather83&Ogilvy & Mather84&Ogilvy & Mather85&Ogilvy & Mather86&Ogilvy & Mather87&Ogilvy & Mather88&Ogilvy & Mather89&a