15、case 1? British Airway
??? 案例1：英国航空

??? What British Airways does is to go beyond the function and
compete on the basis of producing an experience. Sir Colin
Marshall Chairman of British Airways Harvard Business Review
英国航空公司的做法已超越飞航本身，而是以营造顾客的亲身感受
为其竞争力。

16、Case 2 computer
??? 案例2、电脑

We need to look at our business as more than simply
building and selling personal computers.Our business
is the delivery of infornation and lifelike interactive
experiences.
我们不要单独地把我们的业务看成只是制造和销售个人电脑。
我们的产业是信息传递以及创造生活中的互动体验。

17、It therefore follows that defining a brand is just as
much a question og defining the feeling? as the fact?
But the first is much more difficult than the second!
因此，从上面两个例子—英航、电脑来看，定义一个品牌就是
将品牌的感觉实在化。但是，去定义一些感觉当然比后者(指
竞争力）困难多了！

19、Different types of Brand
??? 品牌的不同种类

??? consumer brand??? 消费者品牌
corporate brand?? 公司品牌
finace brand????? 金融品牌
service brand???? 服务品牌
hi-tech brand???? 高科技品牌
even a country!?? 甚至一个国家！

20、The Benefits of a Brand
品牌的好处

??? 1、Extra equity:easier to??? build a franchise
额外资产：容易被大众认同

??? 2、Real differentiation:?? difficult to imitate
真正的与众不同：不易被模仿

??? 3、Strong loyalty:difficult to prise away your customers
牢固的忠诚度：顾客不易被拉走

21-1、Case 3? Saraloe
案例3.Sara Lee

????? The business of Sara Lee Corp has been and will continue be
the building of branded leadership positions.
John H.Bryan
Chairman,CEO
Sara Lee Corpotation
公司的营销观过去一直都是而且将继续，去建立品牌的市场领导地位。
Sara Lee 公司总裁说

22-2、In recent years,we can hone stly say that very marketing
victory we have won has been the result of our total com
mitment to making our brands clearly distinctive from every
other item on the grocery shelf.
Roberto C.
Goizueta Coca-Cola Annual Report,1995
在近几年，老实说我们能在市场营销中获的成功都归功于我们全力
以赴地去建立我们的品牌的鲜明特点，使之清晰地有别于货架上任
何其它产品。

23、Scotland The Brand
??? 案例4? 苏格兰个性?

??? Case 4 Scotland the brand We have the benefit in Scot land
of? having a number ofpositive core values in the Scottish
DNA but these need to be backed up by activity at all levels
with appropiate consistent usage in order to start developing
the Brand charactor.
苏格兰人血液中的基因拥有众多好看核心价值观但是要在各种层面的
活动中体现它们，才能形成苏格兰人独特的个性，品牌的个性形成就
如同苏格兰人的个性形成。