【Native Speaker每日综合训练—28系列】【28-11】经管—Luxury Industry

叶晴豆

啊，摔，又来晚了
谢谢ppx~
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Obstacle 5:10
Diane von Furstenberg's original success: created the multifunctional wrap dress---develop a line of beauty---strategy: stamp her name on product---first work but later failed
reason: didn't translate her brand well to nonadjacent products
other successful examples who translate their brands well
key factors to exported into nonadjacent categories successfully : core brand's value? functional aspects? lifestyle?---symbolic value of brand name is more important
consideration---appropriate symbolic power ;symbolism can be consistently promoted