某汽車產品策略及品牌管理英文-展示頁
2025-01-08 07:02本頁面
【正文】 pelling ‘ selling proposition’ 4/5/2023 14 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 Human Resources Public Affairs Purchasing Marketing, Sales, Service Product Development Finance Manufacturing Dealers / FRN From Company to Brand BRAND Design Suppliers / Agencies Quality/ Process Leader ship 4/5/2023 18 From Brand to Customer… Every touchpoint with the customer must reinforce the brand BRAND People Sponsorship 4/5/2023 19 Precise Customer Targeting Deep Consumer Insight Strong Brands that Connect Emotionally and Rationally with our Target Customers Consumer Company With Cultural Intensity SVA P/E Ratio = Winning!! Summary What is a Brand? ?With brands, a customer’ s perception IS reality ?Strong brands (brands people love) are product plus an emotional connection with the consumer ? As a pany we need to align our efforts to better connect our brands to our customer … The Art of Connecting Summary Impact of Brand Marketing Strong Brands…… ? provide an emotional connection with our customers ? deliver greater product differentiation ? deliver higher levels of customer satisfaction, owner loyalty, sales and profit ? allow less ? push? and more ? pull? marketing ? Delight the few and attract the many It’ s not about showing up… it’ s about winning. 10 Rules of Great Brand Marketing Tactics 1. Build image around group ? A? (target), sell volume to group ? B? . 2. Start with a very good product dare to pare. 3. Market the
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