AnchorProfessionalsBrandIdentity&CommunicationKONGMINGsharingPartOne.BRANDIDENTITYFoundationFramework:IntroducingthebrandIdentityAsaladder,Brandbenefitsbuilduponeachotherstartingfromthebottomandleadingtowardsdeliveringonourbrandpromise.Meanwhile,theyareinfluencedbytheoutsidecontext.ProductTruthsFunc