奧美汽車品牌策劃方案(ppt47頁)-wenkub
2023-01-25 10:22:37 本頁面
【正文】 nd Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars ChinaSantana Brand Pyramid(Base) (398)664336160Cars ChinaRed Flag BrandPyramid(398)Ogilvy Mather Ogilvy Mather 24Average4Santana5VW ( Volkswagen)14Toyota15Mazda20Red Flag23General Motors (GM)25Audi28Ford29Jaguar39BMW40Mercedes45ChryslerChina CarsOgilvy Mather Ogilvy 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 Mather Ogilvy Mather ? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would remend36Appeals more23Most popular51Better price/dealCars ChinaSantana %(Base) (219)13810111137742425Santana v Category(219)211131411533Audi v Category(191)Ogilvy Mather ? This Brand Dynamics Pyramid and the underly
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