01.? ??????????? ??? ??????????

???? ????? ??? ????????, ?? ??????? ?? ?????? ?? ?????????? ??????? ???? ???? ???????????? ???????????? ??? ?? ??????????? ??? ??????????? ??? ??? ???????? ??? ???????? ????????.
????????????? ????????:

  • ?? ????????? ??? ?????????
  • ? ??????????? ??? ??????????? I (??????????? ???????? ??????, ?? ??????? ??? ???????, ?? ??????? ??? Maslow, ?? ??????? ??? ???????, ?? ?????????? ??? ?????????? ????????, ??????????? ??????????, ?? ????? ??? ??????????? ???? ?????, ?? ??????? ??? 17 ?????? ??? ????, ? ??? ????????? ???????????)
  • ? ??????????? ??? ??????????? II (? ??????????? ?????? ??? ???????????? ??? ??? ????????? ???? ????????, ? ??????? ??? ?????? ????)

02.??????????? ??? ?????? ??? ????????? ???????

???? ????? ??? ????????, ?? ??????? ?? ?????? ?? ??????????? ??? ?????? ??? ????????? ??????? ??? ?? Brand DNA (??????? ??? ????? ??? ??? ??????????? ???? ????????? ???????) ??? ?? ?? ???????????? ??? ??????? ???? ???????????? ????????.

????????????? ????????:

  • ???????? ????????? – ???????? ???? ????????? ?????? ????????? ????????? – ????????? ??? ???????? ????????????? ??? Majken Schultz ??? Mary Jo Hatch
  • Brand DNA: ? ?????? ??????? ?? ?? Brand DNA ??? ?? ??????? ?????????? ??? DNA (??????-?????????-???????) – ???????? ????????????
  • ?? ???????? ????: ??????????? ??? ??????????? ???????? ?????? – ? ???????? ??? ????????? ???????
  • ?????? ????????? ??? ?????????? DNA: ?? ??????? ??? “??????? ?????”– “?? ????? ????????????” ??? ? ??????????? ?? ??? ????????? ??? ??? ????????? ??? ????????????, ????? ?????? ??? ?? ??? ??????????? ??? ?????? ???? ??? ?????????