福特汽车培训材料——产品策略※品牌管理.ppt

Ford Lio Ho產品策略及品牌管理 October 5, 2002 Agenda 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? ‘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 competitors provides a unique and compelling ‘selling proposition’ 10 Rules of Great Brand Marketing Tactics Think about this c