CAJ | 학술논문

瓶装水产品的物理属性相近，因此需要借助广告语等元素进行品牌区隔。纵观国内外著名瓶装水品牌，利用广告语可以创造出独特的卖点，构建独特的品牌关系，还可以配合广告战略创造出独特的品牌性格。
병장수산품적물리속성상근，인차수요차조엄고어등원소진행품패구격。종관국내외저명병장수품패，이용엄고어가이창조출독특적매점，구건독특적품패관계，환가이배합엄고전략창조출독특적품패성격。
Different bottled water brands have similar physical attributes so they should be differentiated by packaging and advertising slogans etc .Advertising slogans play an important role in the brand differentiation of bottled water .Contras-ting slogans of famous bottled water brands at home and abroad , it proves that slogans are helpful in creating USP ( Unique Selling Point ) and establishing special brand relationship .Combined with appropriate advertising strategy , they can create unique brand personality .