北京現(xiàn)代集團(tuán)品牌管理策略-文庫(kù)吧
2025-02-08 14:10 本頁(yè)面
【正文】 隨之也將解決 構(gòu)筑與客戶之間關(guān)系 這一問(wèn)題 . ? 根據(jù)技術(shù)與客戶變化的所有環(huán)境 將趨于 Branding. 目前對(duì)于 Marketing 關(guān)鍵在于如何 構(gòu)筑戰(zhàn)略性 Brand Management System. ? 隨后從傳統(tǒng) FB脫離 將形成日后構(gòu)筑與客戶關(guān)系時(shí)的 Brand Identity? Image, 應(yīng)該把重點(diǎn)放在強(qiáng)化上 . 之后就是實(shí)現(xiàn)為 Brand Equity的 Experiential Marketing時(shí)機(jī) . 北京現(xiàn)代 Brand Composition SONATA Family Brand 北京現(xiàn)代 Corporation Brand EF SONATA SONATA A/T A/T A/T M/T M/T ELANTRA Individual Brand ? Individual Brand ? Individual Brand Brand Extension We Have Three Brand Corporation Brand (北京現(xiàn)代 ) Family Brand (EF SONATA, SONATA) Individual Brand (ELANTRA…) Flagship Brand 規(guī)定 Brand之間相互關(guān)系 Corporation Brand (北京現(xiàn)代 ) Family Brand (EF SONATA, SONATA) Flagship Brand Individual Brand (ELANTRA…) Image Value Credibility Basic Image Transfer Credibility == Halo Effect Treat (Competition,Social Environment…) Entry Wall (Price, Place…) Easy Marketing Performance So… Corporation Brand (北京現(xiàn)代 ) Family Brand (EF SONATA, SONATA) Individual Brand (ELANTRA…) 企業(yè)廣告 必要性 Communication 力量集中 But… Corporation Brand (北京現(xiàn)代 ) 企業(yè)廣告 必要性 Launching 初期進(jìn)入早期市場(chǎng)的必要性 High Marketing Cost 不完善的 Brand Line Up 時(shí)機(jī)尙早 日后的課題 Solution Corporation Brand (北京現(xiàn)代 ) Family Brand (EF SONATA, SONATA) Flagship Brand 形成 Identity(Image) Communication 形成通過(guò) SONATA Communication的 企業(yè)品牌 Identity 北京現(xiàn)代 Brand Communication Strategy Communication Strategy Guideline Corporation Brand (北京現(xiàn)代 ) Family Brand (EF SONATA, SONATA) Individual Brand (ELANTRA…) Relevance Campaign Communication Identity Communication Identity 北京現(xiàn)代 的 Brand Communication應(yīng)該在 Brand Management 層次上展開(kāi) ,而它的重點(diǎn)則在品牌之間的 連貫性 (Relational Communication) 和持續(xù)的 Campaign上 . What do you think about…? Authority Richness Expensive Strong Body German Middleaged Gentleman Good Car 形成差別化新的一個(gè) Image ! 北京現(xiàn)代 = ? SONATA = ? 形成 Brand Identity(Image) C
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1