You are on page 1of 27

4

 ,,.
 , , .


 - )(product


- ,
,
" ,"
, , ,


 :
, ,
 :
, , , -
.
 :
, , .


 - .
,,,.





3 -



 5% ,3%1.5% , ,0% -

150"
200"

 8



" - 40 !!!


" ,
"



 -





 .

, ?














,
) (


2 :
.

. -
.

16%

34%

34% 13%

3%


) -(brand , , ,

.
,
.
.
.

-
""

"A product is something made in a 


factory; a brand is something that is
bought by the customer.
A product can be copied by a competitor; 
a brand is unique.
A product can be quickly outdated; a 
successful brand is timeless."

- Stephen King, WPP Group, London


.
.
.
. -
.
. -
.
.
.


.1 ) (

. ,,.
.2 ) (

. ,
, .
.3 ""
.
, & ,

"

'

" "


 1955 -1924 -1955

Aaker


 .
 .
 .
 .
 .
 .
 .
 .
 .

?
?
?
?

?
, , ?
...

?
?

?

You might also like