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Don't Just Plan For Brand Love, Investigate Brand Hate
While this is true, 'brand hate' is arguably one of the most important by-products of successful brand positionings and strategies, something who's presence should be greeted as an omen of future success.
Making 'brand hate' useful requires acknowledging a final misconception, one that as marketers and advertisers we cling to, which is: "Despite our hopes, no brand is universally loved by everyone".
'Brand hate' helps us and aids us in avoiding the worst outcome for a brand, not being noticed at all.
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