北京现代品牌策略

1、北京現代Strategic Brand Management2003年 6月Conference Background北京現代 Communication Review & Inspection 根据SONATA Brand Line-Up的 日后 Communication 方向协商 日后 Brand Management的必要性提高北京现代 Value Up/SONATA Brand Power “根据市场环境的变化根据市场环境的变化 Marketing Trend 也将不同也将不同.假如昨天为止假如昨天为止,作为我们的原作为我们的原则则,信赖不疑的对信赖不疑的对 Marketin

2、g的的 信念信念,如今成了如今成了 传统概念传统概念,那么树立那么树立我们对于成功的信心的对于现在我们对于成功的信心的对于现在和未来新的和未来新的Marketing原则原则将会将会是什么是什么?TraditionalMarketing 特点FunctionalFunctionalFeature & BenefitFeature & Benefit(F&B)(F&B)Customers areCustomers areRationalRationalDecision-MakerDecision-MakerMethods areMethods areAnalytic

3、al, QuantitativeAnalytical, Quantitative& Verbal& VerbalNarrow Definition ofNarrow Definition ofProduct CategoriesProduct Categories& Competition& Competition21C 新的3种Marketing Trend1. 情報技術 普遍化2. Brand 覇權化3. Communication和 娛性 普遍化Experiential MarketingFeatures & BenefitsFeatures &a

4、mp; BenefitsTraditionalMarketingExperientialMarketing Sensory Sensory Affective Affective Cognitive Experiences Cognitive Experiences Actions Actions Relations RelationsversusMarketing Paradigm 變化ExperientialMarketing 特徵ExperientialMarketingCustomer ExperienceConsumption as a Holistic ExperienceCust

5、omers are Rational & Emotional AnimalsMethods are Eclectic21C Marketing的 話頭BRAND!Change the rules!For MassBy MakerWith 4PProduct*4C(Consumer, Convenience, Cost, Communication) For PersonalFor PersonalBy ConsumerBy ConsumerWith 4CWith 4CImage,ValueImage,ValueBrand is?DifferentiationImage, ValueCo

6、nsumer SenseRelationship通过与客户的特殊相遇(Experience)的Structure of BrandBrandEssenceValueBenefitAttributePersonalityBrand IdentityBrand Image Point of ProductExtensionAssociationPower BrandCommunicationFixed Brand ImageFixed Brand ImageEstablish Brand EquityEstablish Brand EquityStep ThreeStep ThreeStep of

7、 Branding Buildup Brand ImageBuildup Brand ImageStep TwoStep TwoBuild a Brand IdentityBuild a Brand IdentityMaking Brand Image Making Brand Image Step OneStep OnePower Brand 61%17%27%17%34%54%21%48%9%(Interbrand 2002)只有做到只有做到 Power Brand 才是从竞争中生存下去的唯一道路才是从竞争中生存下去的唯一道路, 随之也将解决随之也将解决构筑与客户之间关系构筑与客户之间关系

8、这一问题这一问题. 根据技术与客户变化的所有环境根据技术与客户变化的所有环境 将趋于将趋于Branding. 目前对于目前对于 Marketing 关键在于如何关键在于如何构筑战略性构筑战略性 Brand Management System. 随后从传统随后从传统 F&B脱离脱离 将形成日后构筑与客户关系时的将形成日后构筑与客户关系时的 Brand Identity Image, 应该把重点放在强化上应该把重点放在强化上. 之后就是实现为之后就是实现为 Brand Equity的的 Experiential Marketing时机时机.北京現代 Brand CompositionSON

9、ATAFamily Brand北京現代Corporation BrandEF SONATASONATA2.7GLS A/T2.0GLS A/T2.0GL A/T2.0GL M/T2.0GLS M/TELANTRAIndividual Brand?Individual Brand?Individual BrandBrand ExtensionWe Have Three BrandCorporation Brand(北京現代)Family Brand(EF SONATA, SONATA)Individual Brand(ELANTRA)FlagshipBrand规定规定Brand之间相互关系之间相

10、互关系Corporation Brand(北京現代)Family Brand(EF SONATA, SONATA)Flagship BrandIndividual Brand(ELANTRA)ImageValueCredibilityBasicImage TransferCredibility= Halo EffectTreat(Competition,Social Environment)Entry Wall(Price, Place)Easy Marketing PerformanceSoCorporation Brand(北京現代)Family Brand(EF SONATA, SONA

11、TA)Individual Brand(ELANTRA)企業廣告必要性Communication 量集中ButCorporation Brand(北京現代)企業廣告必要性Launching 初期进入早期市场的必要性High Marketing Cost不完善的Brand Line Up時機尙早日后的课题SolutionCorporation Brand(北京現代)Family Brand(EF SONATA, SONATA)FlagshipBrand形成Identity(Image)Communication形成通过SONATA Communication的企业品牌 Identity 北京現代

12、Brand Communication StrategyCommunicationStrategy GuidelineCorporation Brand(北京現代)Family Brand(EF SONATA, SONATA)Individual Brand(ELANTRA)RelevanceCampaignCommunication IdentityCommunication Identity北京現代的 Brand Communication应该在 Brand Management 层次上展开,而它的重点则在品牌之间的连贯性(Relational Communication)和持续的和持续的

13、Campaign上上.What do you think about?AuthorityRichnessExpensiveStrong BodyGermanMiddle-aged GentlemanGood Car形成差别化新的一个形成差别化新的一个 Image !北京現代 = ?SONATA = ?形成形成Brand Identity(Image)Brand Identity(Image)Communication ReviewBrand北京現代北京現代SONATASONATALaunching1(02/11/27-03/3/16)Launching2(03/3/24-03/6/30)Fol

14、low(03/7/1)追求卓越 公創幸福 Seeking Excellence, Finding Common HappinessSeeking Excellence, Finding Common Happiness我有我的風格中國新動力?效果如何效果如何?Relevance(?)Relevance(?)Corporation Brand Slogan是否以现代这一资产作为铺垫开发的?Campaign是否有个性?企业 Brand和 Family Brand之间的 Relevance?SONATA Brand Identity是什么? 即,给消费者展示的是什么样的形象? 向190个国家输出(S

15、ONATA 在112个国家上市荣获太平洋经济协议会(PBEC) 环境奖 金奖(2002)荣获J.D.POWER(社) CHAIRMAN奖北京現代 Brand Identity北京現代北京現代北京現代 Brand IdentityWorld Wide (世界化)GLOBAL Brand 現代GLOBAL 技术 現代GLOBAL 质量品质 現代So北京現代 Brand IdentityWorld Wide SONATA Brand IdentityIndividual Brand IdentityTransfer为为(EF)SONATABrand Identity的的 准大型级别大小 新古典主义S

16、TYLE 最尖端安全装置 尖端驾驶系统 准大型级别的高级配置 舒适的驾驶 最佳预防安全性 安静柔和的试驾感 卓越的 Driving Performance 有品位的形象 坚韧的 既有品位又精炼的 乘坐大型轿车般的自信 感觉像是走在别人前端的 驾驶的乐趣 柔和精炼 /都市化 Intelligent/有格调的 /值得信赖的 代表性的 自信,差别化BrandEssenceValueBenefitAttributePersonalityAdvance & Credible世界认可的技术品质(EF)SONATA TargetIntelligentIntelligentRationalRation

17、alReasonableReasonablePassionatePassionateProgressiveProgressiveChallengeableChallengeableFreeFreePowerfulPowerfulActiveActive Age : 30岁 40岁初 收入: 年收入 10万元(RMB)以上 特点 :生于 60年代的中国新动力 受教育程度高和追求上流文化 社会影响力高 引领中国社会,文化,经济的 新动力(力量)(EF)SONATABrand IdentityBrand EssenceTarget EssenceAdvanced & Credible引领中国

18、的新动力Brand IdentityLuxury Challenge SuperiorPride(EF)SONATABrand IdentityFor Advanced LeaderOld LeaderAuthoritativeConservativePassiveStereotypedAdvanced LeaderFreeFlexibleVSPassionateRationalActiveTraditional追求进步,进取趋向的新Leader-我将乘坐 (EF)SONATAAdvanced Power, Safety, Comfortable, Driving PerformanceAnd

19、 soFor Advanced Leader(EF)SONATA Brand Identity(Image)+World Wide北京現代Brand Identity(Image)Communication(开发Message)CampaignSummaryCorporation Brand(北京現代)Family Brand(EF SONATA, SONATA)Individual Brand(ELANTRA)日后企业PR的必要性通过SONATA形成 Identity Relational CommunicationCampaign, Advanced Leader + World Wide

20、Product Oriented Communication 形成Image Umbrella Effect/Image 转移Communication Identity确立Brand Identity北京現代EF SONATACommunication StrategyFixed Brand ImageFixed Brand ImageEstablish Brand EquityEstablish Brand EquityStep ThreeStep ThreeBuildup Brand ImageBuildup Brand ImageStep TwoStep TwoBuild a Bran

21、d IdentityBuild a Brand IdentityMaking Brand Image Making Brand Image Step OneStep OneCommunication Strategy Guide 目前 Communication 目标Communication Strategy Guide Product Oriented CommunicationTarget Oriented CommunicationCommunication Strategy Guide 北京現代 Identity : World Wide形成Image“世界世界 112个国家正在销售个国家正在销售EF SONATA把句子把句子(文案文案)插入于广告内插入于广告内Communication StrategyEF SONATA Brand IdentityFor Advanced Leader+World WideEF SONATA Brand Slogan中國新動力持续的 Communication? ?EF SONATA Brand Catchphras