品牌不是一个 logo,而是人们对这个品牌所代表的产品始终如一的期望;同一个品牌,如麦当劳,你期望不管走进哪家分店都能吃到类似的东西,这个品牌代表的不是最好的食物,但总是与你预期的差不离。

Brand is the distribution of likely outcomes that you can expect from any company or person ... “You don’t trust the Coca-Cola brand ... You know what to expect from them.”

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