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 concept, called brand. Since each of us in this room are consumers, we are influenced and affected by various brands daily. Think about brands that influence your personal buying habits, brands that influence your families’ buying habits. What are the thoughts that come into your mind when you think about a specific product or service. Your thoughts include a very clear description of the product’s features or price. You are demonstrating in your mind what strong brands offer. What they offer to the target customer is an emotional connection. This emotional connection to the target customer represents a significant competitive advantage. In other words, a brand resides in the hearts and minds of consumers. As you look at all of these brands on the screen, think about what makes them a brand. It is these distinct thoughts that are painted in a consumer’s mind, that makes them stand out from their competition, and it is that emotional connection we want to talk about today. Why are we placing such emphasis on brand, and on brand marketing? (go through the list) The bottom line… it’s not about showing up, it’s about winning. Playing everywhere will always lose to winning somewhere. * 成功经理人 Ford Motor Company Product Planning Process Why brand marketing? Consumer Insight Integrate Brand Marketing Into Business Case Study – Product Planning Summary and