福特汽车-品牌形象建立(PPT22)

FordLioHoBrandWorkFLHPrimaryBrandStrategyMay28,2001BrandVisionWherewearetodayConfusedpositioningw/lowsocialinvolvementReliable/trustworthybutold/conservativeNoinnovativeproductsatisfiescustomersWherewewanttobeLeadingconsumerCompanyInternationalCompanyw/localrelevancyAbranddesiredtoown(Progressive/Energetic)FLHPrimaryBrandStrategyPROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESFacilitatemylife-Vehicleisnecessityfortransportation.Brandarelessimportant.Relationship/Caring-Veryfamilyoriented.Concernedaboutthesafetyofthefamily.Facew/oimage-Considervehiclesasaninternalrewardforachievement.SocialFun-Utilizevehiclestoitsfullpotential.Status-DemonstrateotherstheirachievementIndependence-Attempttohavecontrolovertheirdestiny.NeededBaseSegmentationTargetCustomerTargetingatSocialFunSegDown-to-earth(Qualitytimewithclosepeopleismoreimportantthanmoney“Balancedlife”and“Enjoyinglife”Outgoing,adventurous,moreofarisk-takersthanallothergroupsWorldly,opentonewthingsaroundEmotionalaboutvehicles;moreofacarenthusiast,drivingnotanecessity,it’sanexperiencePROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESPositioningStatementInTaiwan,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PROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESPROCESSFLOWSDefinefocusedtargetcustomerBuildbrandstrategyBuildproductstrategyDescription:Differen-tiatedtargetcustomerwithaspirationalneedsBuildmarketing,advertisingandcommunicationsstrategiesFordglobalbullseye:HighlightpointsofemphasiswhichappealtotargetcustomerProductlineupevaluatedvs.highlightedbullseyewords;identifiesfitofcurrentproductsandproductgapsNon-productstrategiesevaluatedvs.highlightedbullseyewords;developbrandplansandstrategiestobuildthebrandTARGETCUSTOMERTOCOUNTRYSTRATEGIESRevitalizeFord’simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord’simagebyconnectingyoungergenerationTaiwaneseReinforceFord’ssocialinvolvementinTaiwanBrandBuildingObjectiveApplications-aspectsAZestfulBrandPrimaryBrandEMPactionsProductSalesbehaviorShowroomdecoMedia’sfavorInternalbeliefSocialinvolvementPrimaryBrandEMPactionsPassionPointsInterestMusic:Localpop(WuBai,A-Mei)Sports:Gym,golfing,hikingEntertainment:Familyoutingtogether,dinningoutattrendyrestaurants,shoppingtogetherTechnology:Cellphone,PDA,DVDOther:Travelforpleasure,FinancialplanningSpikeStrategyEachspikewillbedesignedtomeettheuniqueattributeofeachnameplateandalsoconveyPrimaryBrand’spropositionOnemajorspikedeployedrightafternameplate’smedialaunchtoextendthelauncheffect20012002JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunMAVMetrostarFocusEscapeThemeParkCasualResortTrendyplacesHiddenattractionsYoungTalentIdeaPassionPointsBrandVisionFamilyOutingFashionDiningFunplacesDiscoverTWNColorfulPeopleColorLifeMAVMetrostarFocusEscapeBottom-upStrategySpikeAllocationCommunicationguidelinesCommunicationActivityPrimaryBrandTacticsKick-offPressInternalBelief1.Conveythenewbrandvision2.Employee’sinvolvement3.Getconsensus1.Announcethenewbrandvision/slogantooutsidepressMediaLog1.Reinforcethenewbrandvision/newlifeattitudeamonggeneralpublicthroughvariousmediasupportDesiredOutcomeafter18mo