福特汽車-品牌形象建立.ppt

FordLioHoBrandWork,FLHPrimaryBrandStrategyMay28,2001,BrandVision,WherewearetodayConfusedpositioningw/lowsocialinvolvementReliable/trustworthybutold/conservativeNoinnovativeproductsatisfiescustomers,WherewewanttobeLeadingconsumerCompanyInternationalCompanyw/localrelevancyAbranddesiredtoown(Progressive/Energetic),FLHPrimaryBrandStrategy,PROCESSFLOWS,Definefocusedtargetcustomer,Buildbrandstrategy,Buildproductstrategy,Description:,Differen-tiatedtargetcustomerwithaspirationalneeds,Buildmarketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpointsofemphasiswhichappealtotargetcustomer,Productlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgaps,Non-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrand,TARGETCUSTOMERTOCOUNTRYSTRATEGIES,Facilitatemylife-Vehicleisnecessityfortransportation.Brandarelessimportant.Relationship/Caring-Veryfamilyoriented.Concernedaboutthesafetyofthefamily.Facew/oimage-Considervehiclesasaninternalrewardforachievement.SocialFun-Utilizevehiclestoitsfullpotential.Status-DemonstrateotherstheirachievementIndependence-Attempttohavecontrolovertheirdestiny.,NeededBaseSegmentation,TargetCustomer,TargetingatSocialFunSeg,Down-to-earth(Qualitytimewithclosepeopleismoreimportantthanmoney“Balancedlife”and“Enjoyinglife”Outgoing,adventurous,moreofarisk-takersthanallothergroupsWorldly,opentonewthingsaroundEmotionalaboutvehicles;moreofacarenthusiast,drivingnotanecessity,itsanexperience,PROCESSFLOWS,Definefocusedtargetcustomer,Buildbrandstrategy,Buildproductstrategy,Description:,Differen-tiatedtargetcustomerwithaspirationalneeds,Buildmarketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpointsofemphasiswhichappealtotargetcustomer,Productlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgaps,Non-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrand,TARGETCUSTOMERTOCOUNTRYSTRATEGIES,PositioningStatement,InTaiwan,Fordwantstobuildcarsforpeoplewhobelievethatlifeisntjustaboutcareersuccess,status,orwealth-itsalsoaboutrelationshipsexperiences,andhappiness.Forpeoplewhoare(therefore)committedtomakingtherelivesbetter-morefulfillingmoreexcitingandmorefun,alifewithtimefortheirfriendsandfamily-andwhostrivetoimproveinwhattheydo.ForpeoplewhoappreciateaCarCompanythatusesallofitsglobalresourcesandlocalexpertisetointroduceinnovative-butthoughtfulproductwithingeniousandpracticalfeatures.ACarCompanythatprovidesworld-classwaysofmakingtheirlivesmoreenjoyable,morefun,andbetter.,VisionFocus,“Huo-deJing-Tsai”,活得精采,ColorfulLife,PROCESSFLOWS,Definefocusedtargetcustomer,Buildbrandstrategy,Buildproductstrategy,Description:,Differen-tiatedtargetcustomerwithaspirationalneeds,Buildmarketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpointsofemphasiswhichappealtotargetcustomer,Productlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgaps,Non-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrand,TARGETCUSTOMERTOCOUNTRYSTRATEGIES,PROCESSFLOWS,Definefocusedtargetcustomer,Buildbrandstrategy,Buildproductstrategy,Description:,Differen-tiatedtargetcustomerwithaspirationalneeds,Buildmarketing,advertisingandcommunicationsstrategies,Fordglobalbullseye:Highlightpointsofemphasiswhichappealtotargetcustomer,Productlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgaps,Non-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrand,TARGETCUSTOMERTOCOUNTRYSTRATEGIES,RevitalizeFordsimageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFordsimagebyconnectingyoungergenerationTaiwaneseReinforceFordssocialinvolvementinTaiwan,BrandBuildingObjective,Applications-aspects,AZestfulBrand,PrimaryBrandEMPactions,Product,Salesbehavior,Showroomdeco,Mediasfavor,Internalbelief,Socialinvolvement,PrimaryBrandEMPactions,PassionPointsInterest,Music:Localpop(WuBai,A-Mei)Sports:Gym,golfing,hikingEntertainment:Familyoutingtogether,dinningoutattrendyrestaurants,shoppingtogetherTechnology:Cellphone,PDA,DVDOther:Travelforpleasure,Financialplanning,SpikeStrategy,EachspikewillbedesignedtomeettheuniqueattributeofeachnameplateandalsoconveyPrimaryBrandspropositionOnemajorspikedeployedrightafternameplatesmedialaunchtoextendthelauncheffect,20012002,JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun,MAV,Metrostar,Focus,Escape,ThemeParkCasualResortTrendyplacesHiddenattractionsYoungTalent,IdeaPassionPointsBrandVision,FamilyOutingFashionDiningFunplacesDiscoverTWNColorfulPeople,ColorLife,MAVMetrostarFocusEscape,Bottom-upStrategySpikeAllocation,Communicationguidelines,Activa,Tierra,Ixion,Escape,Focus,Mondeo,PRZ,Windstar,活得精采,NameplateIntegration,CommunicationActivity,PrimaryBrandTactics,Kick-offPress,InternalBelief,1.Conveythenewbrandvision2.Employeesinvolvement3.Getconsensus,1.Announcethenewbrandvision/slogantooutsidepress,MediaLog,1.Reinforcethenewbrandvision/newlifeattitudeamonggeneralpublicthroughvariousmediasupport,ColorfulLife,DesiredOutcomeafter18months,Zestfulpeople(young,famous,excitingandhealthy)drivingFordszestfulvehiclest