福特汽车-品牌形象建立(ppt 22).pptVIP

Ford Lio HoBrand Work FLH Primary Brand Strategy 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