某汽車培訓(xùn)材料產(chǎn)品策略品牌管理(編輯修改稿)
2025-01-21 07:55 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 s this person?s friends describe him/her? Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Process Elements ? Where are we now? (Analyzing and Diagnosing the Brand/ Situational Analysis) ? Where do we want to be? (Creating the Brand Positioning) ? How do we get there? (Developing Brand Plans) ? How will we be measured? (Measuring Progress) Integrating Brand Marketing into our Business Situation Analysis Should Aim at Broad Understanding of Market I. General Market Overview A. Demographics B. Economic Indicators C. Social trends II. Automotive Market Overview A. Size and Growth B. Key Players, Offerings and Shares C. Distribution Channels D. Ancillary Products and Channels (., financing through credit unions) E. Customer Segments and Trends III. Ford Motor Company Overview A. Sales/Share B. Financial Performance C. Key Product Offerings D. Distribution Channels E. Brand Position F. Customer Segments G. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats) 2023/1/22 14 ‘Positioning’ Our Brands ? defines the brand?s emotional connection with the customer ? fosters the development of more targeted products ? differentiates products within our portfolio and from petitors ? provides a unique and pelling ?selling proposition? TARGET CUSTOMER… the foundation for the brand positioning Brand Positioning DNA Developing Brand Plans ? Identify challenges and implications of the Brand Positioning ? Develop Strategies to deliver on the Brand Positioning ? Determine Tactics that will bring Strategies to life Brand Marketing Process Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Measuring Progress 2023/1/22 18 Human Resources Public Affairs Purchasing Marketing, Sales, Service Product Development Finance Manufacturing Dealers / FRN
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1