北京現(xiàn)代集團(tuán)品牌管理策略(完整版)
【正文】 Experiential Marketing? 特徵 Experiential Marketing Customer Experience Consumption as a Holistic Experience Customers are Rational Emotional Animals Methods are Eclectic 21C Marketing的 話頭 … BRAND! Change the rules! For Mass By Maker With 4P Product *4C(Consumer, Convenience, Cost, Communication) For Personal By Consumer With 4C Image,Value Brand is…? Differentiation Image, Value Consumer Sense Relationship 通過與客戶的特殊相遇 (Experience)的 Structure of Brand Brand Essence Value Benefit Attribute Personality Brand Wheel Brand Identity Brand Image Point of Product Extension Association Power Brand Communication Fixed Brand Image Establish Brand Equity Step Three Step of Branding Buildup Brand Image Step Two Build a Brand Identity Making Brand Image Step One Power Brand 61% 17% 27% 17% 34% 54% 21% 48% 9% (Interbrand 2023) ?只有做到 Power Brand 才是從競爭中生存下去的唯一道路 , 隨之也將解決 構(gòu)筑與客戶之間關(guān)系 這一問題 . ? 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 (Pri
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