Automobile brands core meaning and shape.docVIP

 PAGE \* MERGEFORMAT 10 Automobile brand’s core meaning and shape Looking at Mercedes-Benz, BMW, Ford, Toyota and other international well-known automobile brands, each behind a brand is rated as a founder of the legendary history of the struggle. Concept of the immortal spirit of its founders to give the car the brand very different personality and style, after ten years, the baptism of a century, life is still young, still shining bright. It is this brand of personal charm, with a variety of social, cultural, psychological factors, integration, alienation as a symbol of the era, combined with car’s own functions, styles, lines and colors are distributed charm, car has become a Power and fashion, control and conquest, the representatives of individuality and identity, so many people of the dump. A car the three stages of the development of the brand A successful automotive brand building in general need to undergo three levels, namely at the product level, corporate level, and social dimensions, that is, step by step from product brand development to the corporate brand, the development of social brand. Most of the international brands have been developed to the third stage, while many domestic car makers are still in first, or second phase. Phase I: Product Brand Stage Automobile brand’s personality in the establishment of the initial stage, like with other commodities, are based on its products, functions, features, uses come, and for the major consumer groups to locate and aspirations. Because the car early stages of development, are subject to certain restrictions on technology and consumer demand, the market is still in a seller’s market, the establishment of brand personality must rely on the specific characteristics of the product can be shaped, thus the formation of consumer brand name recognition. For example, Volkswagen Beetle production, is to compact, lightweight fuel-efficient, cost and low cost characteristics of their brand, but also such a