企业品牌内训108页

What the brand “means” is what a brand gets credit for in the eyes of consumers—its reputation across a number of key dimensions.    
品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。
What the brand “is” is how we would describe the brand’s dominant personality traits—generally those that correspond to its principal meanings.    
品牌“个性”那些与品牌意义相对应的特征。