福特汽车-品牌形象建立

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

2、evancyAbranddesiredtoown(Progressive/Energetic)FLHPrimaryBrandStrategyPROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesF

3、ordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildtheb

4、randTARGETCUSTOMERTOCOUNTRYSTRATEGIESFacilitatemylife-Vehicleisnecessityfortransportation.Brandarelessimportant.Relationship/Caring-Veryfamilyoriented.Concernedaboutthesafetyofthefamily.Facew/oimage-Considervehiclesasaninternalrewardforachievement.SocialFun-Utili

5、zevehiclestoitsfullpotential.Status-DemonstrateotherstheirachievementIndependence-Attempttohavecontrolovertheirdestiny.NeededBaseSegmentationTargetCustomerTargetingatSocialFunSegDown-to-earth(Qualitytimewithclosepeopleismoreimportantthanmoney“Balancedlife”and“Enj

6、oyinglife”Outgoing,adventurous,moreofarisk-takersthanallothergroupsWorldly,opentonewthingsaroundEmotionalaboutvehicles;moreofacarenthusiast,drivingnotanecessity,it’sanexperiencePROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescripti

7、on:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandpro

8、ductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESPositioningStat