恒美-Volk wagen Advertising Analysis China.PPT

Volkswagen Advertising Analysis China Content Competitive Brand Overview Volkswagen Brand Overview Volkswagen Brand : Perception Challenges Volkswagen Brand : Strategic Goals, Solutions Tactical Measures Competitive Brand Overview We look at the following brands in terms of their brand message as well as their creative concepts : AUDI Message : PREMIUM QUALITY Slogan: 突破科技，启迪未来 Break-through technology, inspiring the future Support: Exquisitely made, attention to detail beauty in design Promises: Status symbol, German origin, reliable quality Target : Middle-Upper to Upper Income Level Success: Clear positioning as precision driven AUDI AUDI AUDI BMW Message: The Ultimate Choice in Luxury Performance Slogan: 宝马本色 成功标志 The quality of BMW is the symbol of success Support: Powerful and dynamic; characteristics that are impossible to imitate Promises: Confidence, status and the ultimate drive Target: Upper Income Level Success: Delivery of globally accepted positioning based on delivering the ultimate in performance driving status BMW BMW BUICK Message: GENUINE QUALITY Slogan: 当代精神, 当代车 The car which embodies the spirit of our time Support: 不容许有任何水分 High quality from manufacturing to delivery to after-sales service Promises: Comfortable outstanding functions with a modern feeling from a US brand Target: Middle to Middle-Upper Income Level Success: American dream with world class quality BUICK BUICK BUICK BUICK * Prepared by DDB Beijing February 2, 2003 Audi BMW Buick Citroen Honda Mercedes Toyota Volvo Volkswagen - FAW Volkswagen - SVW Volkswagen *