產(chǎn)品策略及品牌管理(ppt23)(1)(編輯修改稿)
2025-01-29 14:13 本頁面
【文章內(nèi)容簡介】 inal Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer Knockoff ?Brand Imaging Truck ?Consumer Immersion Consumption Consumption Total reasonable market potential for the brand Adjacent People who we will attract with elements of the brand, but not the focus of our ? delighting? efforts Adjacent Core Target Core Target The most ? valuable? customers we want to delight with a total brand experience Targeting Target Customer Description: ? What hobbies does this person have? ? What lifestage is this person in? ? What is most important in this person’ s life? ? What are this customer’ s core values? ? How does 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中國最大的資料庫下載 B. Financial Performance C. Key Product Offe
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