关于品牌本义和品牌传播的许多妄语都是以金钱为中心的,也就是说,品牌所有者得为此付出代价。大部分冒牌的品牌专家最初说的一句话就是,“品牌传播是很花钱的。”“做品牌要花很多钱。”“如果你不能用大量的广告宣传支撑品牌,你就不能真正创立品牌。”所有这些说法都是无稽之谈。不在媒体广告上花费巨额投资,你仍然可以创立品牌。有数以百计的成功企业和数以千计的成功品牌,它们运用各种各样的方式方法,创立并维护了成功的品牌形象。比如,美体小铺(Body Shop,英国著名的健康及美容连锁店)几 Many idioms about brand originality and brand communication are money-centered, that is, brand owners have to pay for it. The first thing most counterfeiter brand experts said was that “brand communication is very costly.” “To do branding costs a lot of money.” “If you can’t support a brand with a lot of advertising, you You can’t really create a brand.”All of these arguments are nonsense. You don’t spend huge amounts of money on media advertising. You can still create a brand. There are hundreds of successful companies and thousands of successful brands. They use a variety of methods to create and maintain a successful brand image. For example, Body Shop (British famous health and beauty chain)