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福特汽车品牌形象建立课件 22页

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  • 2022-05-17 10:56:23 发布

福特汽车品牌形象建立课件

  • 22页
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FordLioHo BrandWorkFLHPrimaryBrandStrategyMay28,2001 BrandVisionWherewearetodayConfusedpositioningw/lowsocialinvolvementReliable/trustworthybutold/conservativeNoinnovativeproductsatisfiescustomersWherewewanttobeLeadingconsumerCompanyInternationalCompanyw/localrelevancyAbranddesiredtoown(Progressive/Energetic)FLHPrimaryBrandStrategy PROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIES Facilitatemylife-Vehicleisnecessityfortransportation.Brandarelessimportant.Relationship/Caring-Veryfamilyoriented.Concernedaboutthesafetyofthefamily.Facew/oimage-Considervehiclesasaninternalrewardforachievement.SocialFun-Utilizevehiclestoitsfullpotential.Status-DemonstrateotherstheirachievementIndependence-Attempttohavecontrolovertheirdestiny.NeededBaseSegmentationTargetCustomer TargetingatSocialFunSegDown-to-earth(Qualitytimewithclosepeopleismoreimportantthanmoney“Balancedlife”and“Enjoyinglife”Outgoing,adventurous,moreofarisk-takersthanallothergroupsWorldly,opentonewthingsaroundEmotionalaboutvehicles;moreofacarenthusiast,drivingnotanecessity,it’sanexperience PROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIES PositioningStatementInTaiwan,Fordwantstobuildcarsforpeoplewhobelievethatlifeisn’tjustaboutcareersuccess,status,orwealth-it’salsoaboutrelationshipsexperiences,andhappiness.Forpeoplewhoare(therefore)committedtomakingtherelivesbetter-morefulfillingmoreexcitingandmorefun,alifewithtimefortheirfriendsandfamily-andwhostrivetoimproveinwhattheydo.ForpeoplewhoappreciateaCarCompanythatusesallofitsglobalresourcesandlocalexpertisetointroduceinnovative-butthoughtfulproductwithingeniousandpracticalfeatures.ACarCompanythatprovidesworld-classwaysofmakingtheirlivesmoreenjoyable,morefun,andbetter. VisionFocus“Huo-deJing-Tsai”活得精采ColorfulLife PROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIES PROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIES RevitalizeFord’simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord’simagebyconnectingyoungergenerationTaiwaneseReinforceFord’ssocialinvolvementinTaiwanBrandBuildingObjective Applications-aspectsAZestfulBrandPrimaryBrandEMPactionsProductSalesbehaviorShowroom decoMedia’s favorInternal beliefSocialinvolvement PrimaryBrandEMPactions PassionPointsInterestMusic:Localpop(WuBai,A-Mei)Sports:Gym,golfing,hikingEntertainment:Familyoutingtogether,dinningoutattrendyrestaurants,shoppingtogetherTechnology:Cellphone,PDA,DVDOther:Travelforpleasure,Financialplanning SpikeStrategyEachspikewillbedesignedtomeettheuniqueattributeofeachnameplateandalsoconveyPrimaryBrand’spropositionOnemajorspikedeployedrightafternameplate’smedialaunchtoextendthelauncheffect 20012002JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunMAVMetrostarFocusEscapeThemeParkCasualResortTrendyplacesHiddenattractionsYoungTalentIdeaPassionPointsBrandVisionFamilyOutingFashionDiningFunplacesDiscoverTWNColorfulPeopleColorLifeMAVMetrostarFocusEscapeBottom-upStrategySpikeAllocation Communicationguidelines ActivaTierraIxionEscapeFocusMondeoPRZWindstar活得精采NameplateIntegration CommunicationActivity PrimaryBrandTacticsKick-offPressInternalBelief1.Conveythenewbrandvision2.Employee’sinvolvement3.Getconsensus1.Announcethenewbrandvision/slogantooutsidepressMediaLog1.Reinforcethenewbrandvision/newlifeattitudeamonggeneralpublicthroughvariousmediasupportColorfulLife DesiredOutcomeafter18monthsZestfulpeople(young,famous,excitingandhealthy)drivingFord’szestfulvehiclestointroducezestfulplace,people,activitiesinregularintervalmediachannels(TVlog...)“Wow,theydriveaFordtodocoolstuff”“Fordisayoung,active,andzestfulbrand” NextStepAZestfulBrandPrimaryBrandEMPactionsProductSalesbehaviorShowroom decoMedia’s favorInternal beliefSocialinvolvement

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