方案案例－福特汽车-品牌形象建立.pptVIP

Ford Lio HoBrand Work FLH Primary Brand Strategy May 28, 2001 Brand Vision Where we are today Confused positioning w/ low social involvement Reliable/ trustworthy but old/ conservative No innovative product satisfies customers Facilitate my life - Vehicle is necessity for transportation. Brand are less important. Relationship/ Caring - Very family oriented. Concerned about the safety of the family. Face w/o image - Consider vehicles as an internal reward for achievement. Social Fun - Utilize vehicles to its full potential. Status - Demonstrate others their achievement Independence - Attempt to have control over their destiny. Targeting at Social Fun Seg Down-to-earth (Quality time with close people is more important than money “Balanced life” and “Enjoying life” Outgoing, adventurous, more of a risk-takers than all other groups Worldly,open to new things around Emotional about vehicles; more of a car enthusiast, driving not a necessity, it’s an experience Positioning Statement In Taiwan, Ford wants to build cars for people who believe that life isn’t just about career success, status, or wealth - it’s also about relationships experiences, and happiness. For people who are (therefore) committed to making there lives better - more fulfilling more exciting and more fun, a life with time for their friends and family - and who strive to improve in what they do. For people who appreciate a Car Company that uses all of its global resources and local expertise to introduce innovative - but thoughtful product with ingenious and practical features. A Car Company that provides world-class ways of making their lives more enjoyable, more fun, and better. Vision Focus “Huo-de Jing-Tsai” Revitalize Ford’s image as a brand that providing a solution of enjoying fun and excitement of life Rejuvenate Ford’s image by connecting younger generation Taiwanese Reinforce Ford’s social involvement in Taiwan Applications - aspects Primary Brand EMP actions Passion Points In