北京現(xiàn)代集團(tuán)品牌管理策略-文庫(kù)吧資料
2025-02-22 14:10本頁(yè)面
【正文】 ation) For Personal By Consumer With 4C Image,Value Brand is…? Differentiation Image, Value Consumer Sense Relationship 通過(guò)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(jìng)爭(zhēng)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(wèn)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(duì)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(shí)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(shí)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 (Price, Place…) Easy Marketing Performance So… Corporation Brand (北京現(xiàn)代 ) Family Brand (EF SONATA, SONATA) Individual Brand (ELANTRA…) 企業(yè)廣告 必要性 Communication 力量集中 But… Corporation Brand (北京現(xiàn)代 ) 企業(yè)廣告 必要性 Launching 初期進(jìn)入早期市場(chǎng)的必要性 High Marketing Cost 不完善的 Brand Line Up 時(shí)機(jī)尙早 日后的課題 Solution Corporati
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