原创

• 作 者: 赵一鹤
• 机 构: 正一堂策略机构 首席品牌顾问
• 出 处: 大市场(广告导报)
• 发表日期: 2004年05期
• 关键词: 品牌理论 品牌识别 品牌核心价值 整合营销传播 传播领域 赵一鹤 定位理论 广告制作 影视广告 指导原则

“原创”在广告界是被提及较多的词语,也是一个较为神圣的词,它是每个广告人的至高追求。当然,“原创”在品牌传播领域的不同方面里都有它不同的意义。“原创”如果在营销以及品牌理论里出现的话,它可能是划时代的,甚至能够保存几十年的,甚至会被大家奉为圭臬。比如营销、传播以及品牌领域的4P 理论、定位理论、USP 理论、品牌形象理论、整合营销传播理论、品牌资产论、品牌识别理论等等,已经成为世界上所有营销人及广告人的作业指导原则。虽然在世界范

“Original” is mentioned in the advertising industry is more words, but also a more sacred words, it is the highest pursuit of each advertiser. Of course, “original” has its different meanings in different aspects of brand communication. If “original” appears in marketing and brand theory, it may be epoch-making. It can even be preserved for decades and even be regarded as the standard by all. For example, 4P theory, localization theory, USP theory, brand image theory, integrated marketing communication theory, brand equity theory and brand recognition theory in the field of marketing, communication and branding have become the guiding principle for all marketers and advertisers in the world . Although in the world