上海大众PASSATB5品牌构建讲义

1、Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherBRANDZTHE WPP BRAND EQUITY STUDYOgilvy & MatherOgilvy & MatherOgilvy & Mather0 010102020303040405050606070708080价格导向价格导向轮换轮换品牌忠实品牌忠实Ogilvy & Mather0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%中国中国 巴西巴西 法国法国 德国德国 日本日本 英国

2、英国 美国美国品牌忠诚品牌忠诚轮换轮换价格导向价格导向Ogilvy & MatherOgilvy & MatherChina - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies ar

3、e the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)785148372Audi - Brand Pyramid(398)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevan

4、ce55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)664336160Cars - ChinaRed Flag - BrandPyramid(398)Ogilvy & MatherOgilvy & Mather24Average4Santana5VW ( Volkswagen)14Toyota15Mazda20Red Flag23General Motors (GM)25Audi28Ford29Jaguar39BMW40Mercedes45ChryslerChina - CarsOgil

5、vy & MatherOgilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 65Aware of promise44Meets needs11Ever tried74UnaidedChina - CarsSantana %(Base)(398)2422632Santana v Category(398)155223Audi v Category(398)Ogilvy & MatherOgilvy & Mather? Thi

6、s Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would recommend36Appeals more23Most popular51Better price/dealCars - ChinaSantana

7、 %(Base)(219)-13-8-10-11-11-3-7-7-4-2425Santana v Category(219)211-1-3-1-4-1-1-5-3-3Audi v Category(191)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More stylish3Different16Setting trends13Want to be seen17Better quality28Growing

8、popular22Better to drive25Higher opinion22Would recommend29Appeals more29Most popular49Better price/deal39Meets needsCars - ChinaSantana %(Base)(175)-12-7-7-8-71-4-4-20-1347Santana v Category(175)0-1-4-2-4-5-5-4-2-9-8-1-7Audi v Category(149)Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & Mathe

9、rOgilvy & MatherOgilvy & Mather空白型空白型小老虎型小老虎型奥林匹克型奥林匹克型抱负型抱负型经典型经典型防守型防守型衰退型衰退型迷恋型迷恋型Ogilvy & MatherChina - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgil