In evaluating brands, consumer perceptions are the bottom line. Peter Sackett and Efstathios Kefallonitis note that problems arise from lack of differentiation, too much or confusing information, dysfunctional products and services, uncoordinated brand media, and the failure to temper global approaches with an understanding of local or regional culture. Distinctive, coherent brands depend on attention to detail and a vigilant consumer focus.
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机译：在评估品牌时，消费者的看法是底线。 Peter Sackett和Efstathios Kefallonitis指出，问题是由于缺乏差异化，信息过多或混乱，产品和服务功能失调，品牌媒体不协调以及无法理解本地或区域文化而改变全球方法。独特，连贯的品牌取决于对细节的关注和对消费者的警惕。
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