福特汽車-品牌形象建立(已修改)
2025-06-12 15:22 本頁面
【正文】 Ford Lio Ho Brand Work FLH Primary Brand Strategy May 28, 20xx Brand Vision Where we are today ? Confused positioning w/ low social involvement ? Reliable/ trustworthy but old/ conservative ? No innovative product satisfies customers Where we want to be ? Leading consumer Company ? International Company w/ local relevancy ? A brand desired to own (Progressive/ Energetic) FLH Primary Brand Strategy PROCESS FLOWS Define focused target customer Build brand strategy Build product strategy Description: Differentiated target customer with aspirational needs Build marketing, advertising and munications strategies Ford global bullseye: Highlight points of emphasis which appeal to target customer Product lineup evaluated vs. highlighted bullseye words。 identifies fit of current products and product gaps Nonproduct strategies evaluated vs. highlighted bullseye words。 develop brand plans and strategies to build the brand TARGET CUSTOMER TO COUNTRY STRATEGIES ? Facilitate my life Vehicle is necessity for transportation. Brand are less important. ? Relationship/ Caring Very family oriented. Concerned about the safety of the family. ? Face w/o image Consider vehicles as an internal reward for achievement. ? Social Fun Utilize vehicles to its full potentia
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1