Since its concept was put forward by david ogilvy in the 1950s , brand image has become the focus of the marketing personnel , especially the brand managers 自從大衛(wèi)?奧格威在20世紀(jì)50年代提出品牌形象的概念以后,品牌形象成為市場(chǎng)營銷人員和品牌管理者關(guān)注的焦點(diǎn)。
The advertising master david ogilvy said , brand is a complicated symbol and an assembly of something intangible , which include brand attribute , brand name , packaging , price , history , reputation and advertising 奧格威( davidogilvy )對(duì)品牌的定義是:品牌是一種錯(cuò)綜復(fù)雜的象征,它是品牌屬性、名稱、包裝、價(jià)格、歷史、聲譽(yù)、廣告方式的無形總和。
David ogilvy , founder of the advertising firm ogilvy & mather , made this point clear to his newly appointed office heads by sending each a russian nesting doll with five progressively smaller figures inside 奧格爾維和馬瑟廣告公司的創(chuàng)建人戴維?奧格爾維,通過送給他新任命的部門經(jīng)理每人一套俄羅斯風(fēng)格的套疊式玩具娃娃(里面共有五個(gè)依次變小的玩具娃娃)而把這一點(diǎn)清楚地告訴了他們。