4. BRAND “I” (IROONI) HAS LOST ITS
IDENTITY AND FOCUS تمركزIN THE
LAST 80 YEARS OR SO!
forgotten فراموش
lost گمشده
mixed up قاتي
رقيقdiluted
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21. BRAND?
So what exactly is a
CONVENTIONAL DEFINITIONS:
WIKIPEDIA: A BRAND IS A COLLECTION OF SYMBOLS, EXPERIENCES AND
ASSOCIATIONS CONNECTED WITH A PRODUCT, A SERVICE, A PERSON
OR ANY OTHER ARTIFACT OR ENTITY.
عالمت تجاری يا مارک يا برند يک عالمت ممتاز به طرز خاصی است که توسط شرکت ھای تجاری برای شناساندن خود و محصوالت و خدمات
شان به مشتری ھا به طور يکتا و قابل تشخيص از ساير رقبا به کار برده میشود. عالمت تجاری يک نوع خصوصيت صنعتی و متفاوت از ديگر
.شکل ھای خصوصيت خردمندانه است
THE DICTIONARY OF BUSINESS AND MANAGEMENT: A NAME, SIGN OR
SYMBOL USED TO IDENTIFY ITEMS OR SERVICES OF THE SELLER(S) AND TO
DIFFERENTIATE THEM FROM GOODS OF COMPETITORS.
A MORE CURRENT DEFINITION: A BRAND IS A PERSON’S GUT FEELING
ABOUT A PRODUCT, SERVICE OR ORGANIZATION…IT’S NOT WHAT YOU
SAY IT IS…IT WHAT THEY SAY IT IS.
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32. AN IMMORTAL جاويدFOUNDATION OF BRAND “I” NEEDS TO BE BUILT ON
THREE KEY ATTRIBUTES :صفت
Authentic اصيل
Timeless باثبات
Effortless بديھي
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33. Authentic اصيل
authenticity is not based on race, religion,
gender, and all other things that divide
us…
it’s about you being you
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