杨振昆:谢谢主持人,谢谢穆虹主编。非常感谢各位,我今天的题目是《品牌塑造与创意策略》,这是一个老的话题,我们仅把自己的公司在策略方面的一些体会。给大家做个分享。首先是品牌的定义,大家认可的经典的定义有两个,一个是奥美提出的“品牌是消费者与产品之间的关系”,一个是史蒂芬金(Stephen,King)在30年前提出的“产品是工厂所生产的东西,品牌是消费者所购买的东西,产品可以被竞争者模仿,但品牌是独一无二的。但我想给大家介绍的是另外两个定义,一个是保罗提出的“品牌是消费的头脑中简单的感 Yang Zhenkun: Thank you, host, thank you Mu editor. Thank you very much, my topic today is “branding and creative strategy”, which is an old topic, we only some of their own company strategy. Give everyone a share. First, the definition of the brand, we have recognized the classic definition of two, one is Ogilvy’s “brand is the relationship between consumers and products,” one is Stephen, King (Stephen, King) put forward 30 years ago “The product is what the factory produces, the brand is what consumers buy, the product can be imitated by competitors, but the brand is unique, but I want to introduce you to two other definitions, one is Paul’s” Brand is a simple sense of consumption in the mind