福特汽车品牌形象建立课件

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1、FordLioHoBrandWorkFLHPrimaryBrandStrategyMay28,2001BrandVisionWherewearetodayConfusedpositioningw/lowsocialinvolvementReliable/trustworthybutold/conservativeNoinnovativeproductsatisfiescustomersWherewewanttobeLeadingconsumerCompanyInternationalCompanyw/localrelevancyAbranddesiredtoo

2、wn(Progressive/Energetic)FLHPrimaryBrandStrategyPROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:Highlightpointsofemphasisw

3、hichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESFacilitatemylife-Vehicleisnec

4、essityfortransportation.Brandarelessimportant.Relationship/Caring-Veryfamilyoriented.Concernedaboutthesafetyofthefamily.Facew/oimage-Considervehiclesasaninternalrewardforachievement.SocialFun-Utilizevehiclestoitsfullpotential.Status-DemonstrateotherstheirachievementIndependence-Attemp

5、ttohavecontrolovertheirdestiny.NeededBaseSegmentationTargetCustomerTargetingatSocialFunSegDown-to-earth(Qualitytimewithclosepeopleismoreimportantthanmoney“Balancedlife”and“Enjoyinglife”Outgoing,adventurous,moreofarisk-takersthanallothergroupsWorldly,opentonewthingsaroundEmotionalabout

6、vehicles;moreofacarenthusiast,drivingnotanecessity,it’sanexperiencePROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:Highlig

7、htpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESPositionin

8、gStat