某汽車培訓(xùn)材料產(chǎn)品策略品牌管理-展示頁
2025-01-09 07:55本頁面
【正文】 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 From Company to Brand BRAND Design Suppliers / Agencies Quality/ Process Leader ship 2023/1/22 19 From Brand to Customer… Every touchpoint with the customer must reinforce the brand BRAND People Sponsorship 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 topoftheline p
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