在目前的广告业内,每天都有很多人要建立品牌,做世界著名的品牌。但是“为什么要做品牌”“品牌与销售的关系”却几乎没有人提及,在各种著作中也鲜有见到相关表述。建立品牌的各种目的中,有两点是必须提及的:首先就是促进销售(这是作为经济生存体的必要条件),其次是向传播受众,传达这个品牌的个性、文化、与诉求(虽然这并不一定与销售直接或间接相联)。 In the current advertising industry, there are many people every day to establish a brand, a world-renowned brand. However, “Why do brands?” “The relationship between brands and sales,” but almost no one mentioned, rarely seen in a variety of writings related statements. Among the various purposes of brand building, there are two things that must be mentioned: first, sales promotion, which is a necessary condition for economic survival, and secondly, communication of the audience to convey the brand’s personality, culture and appeals Although this does not necessarily relate directly or indirectly to sales).