某汽車品牌形象建立(ppt22)(完整版)
【正文】 onproduct strategies evaluated vs. highlighted bullseye words。 identifies fit of current products and product gaps Nonproduct strategies 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 ? Revitalize Ford’s image as a brand that providing a solution of enjoying fun and excitement of life ? Rejuvenate Ford’s image by connecting younger generation Taiwanese ? Reinforce Ford’s social involvement in Taiwan Brand Building Objective Applications aspects A Zestful Brand Primary Brand EMP actions Product Sales behavior Showroom deco Media’s favor Internal belief Social involvement ? Primary Brand EMP actions Passion Points Interest ? Music: Local pop (Wu Bai, AMei) ? Sports: Gym, golfing, hiking ? Entertainment: Family outing together, dinning out at trendy restaurants, shopping together ? Technology: Cell phone, PDA, DVD ? Other: Travel for pleasure, Financial planning Spike Strategy ? Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Brand’s proposition ? One major spike deployed right after nameplate’s media launc
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