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【正文】 any for automotive products and services 13 Building Strong Brands ? Benefit of consumer insight ? Which brands have pelled you as a consumer? Brands you feel connected to. Brands you want to own. Brands you’re proud to have purchased and to show your friends 14 What Comes To Mind When You See: 15 What are the characteristics of a strong brand? 16 Characteristics of strong brands ?Recognized and credible identities ?Relevant and differentiating benefits ?Consistent messages ?Loyal customers ?Volume and price premiums ?Can’t be copied by petitors ?Emotionally connect with consumers ?Great products and services 17 Strong brands make the most money 18 Our Brand Strategy ? Trust The Company ? Love Our Brands ? Delight In Service We Offer 19 Brand market fundamentals Ford has developed some “Brand Fundamentals” that help us manage and carry out our strategy across the globe It contains 5 categories of brand market fundamentals: 20 Brand market fundamentals 1. Consumer insight: Understanding what customer needs and how they relate to our products / services. 2. Brand positioning Understanding our customer allow us to capture their hearts and minds by defining the brand, product benefits, personality and price value It contains 5 categories of brand market fundamentals: 21 Brand market fundamentals 3. Portfolio management: Is about creating differentiation and synergies among our brands ge
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