tailieunhanh - May I Have Your Attention, Please part 7

và các chiến dịch quảng cáo quyến rũ đã yêu cầu chúng tôi có quyền hạn nghề thám tử của Columbo. Và, giống như Columbo, chúng tôi phát hiện ra rằng họ đang nằm. Trong nhiều năm, việc thực hành xây dựng thương hiệu của công ty đã được sử dụng để tạo ra một hình ảnh lâu dài và để chứng minh sức mạnh và kích thước. | Brand Relativity 127 borhood Starbucks. We always pull over for a cup of sophistication and indulgence. Is there a secret Starbucks handshake Even if there is not people feel that they are part of something bigger when they associate with this worldwide brand. And it somehow reinforces the values that have been shaped by their life experiences. They are worth the higher price the Starbucks coffee commands. They deserve the break the Starbucks brand promises from the hassles of their day. Starbucks has brilliantly built a brand based on the company s story of being superior which relates to everyone who values a feeling of excellence. And who doesn t want to feel worthy of excellence As a side note the Starbucks brand makes different people feel different things. It alienates some who feel it is a symbol for the disappointing homogenization of coffeehouses. The very reason some love the brand is the reason others don t want it on their block the brand has become too generic for them. As revealing as how individuals align themselves with brands is how corporations align themselves with other corporate brands. In 2003 Loews Cineplex freshly emerged from bankruptcy protection and with renewed optimism established partnerships with General Mills popcorn the Susan G. Komen Foundation and others. These alliances didn t just draw attention to its partners but drove foot traffic into its 250 plus locations. A similarly named company the super home improvement chain Lowe s ran a 2004 campaign that built its brand on the basis of providing its customers with other brands. Their ad slogan was Lowe s makes it easy to get organized because we have more brand solutions than anyone. Their TV commercials are as much about promoting the fact that they offer their customers more great brand selections as they are about promoting their own brand name Lowe s. Great brands can build other great brands if they share common stories and promises. More important they can turn attention into