如何制定品牌传播策略.pptVIP

奥迪C6上市广告策略建议 Advertising strategy proposal of Audi C6 launch;C6上市的核心任务：继续保持A6在C级豪华车市场的领先地位和份额优势 Core task of C6 launch: to maintain A6’s leadership and market share in C segment of luxury sedan 围绕C6的核心任务，我们着重考虑了四大重要关系： Based on the core task of C6, we considered 4 key relationships C5与C6的关系 Relationship between C5 and C6 品牌形象与销售的关系 Relationship between brand image and sales 形象与产品力的关系 Relationship between image and product features C6与竞品的???系 Relationship between C6 and competitors;C5与C6的关系 Relationship between C5 and C6;对目前A6市场状况的思考Considerations on temporary market background of A6;建议1：推出C6，解围C5 Proposal I: launch C6 to ease C5 以C6配额带动向经销商压货C5 Encourage dealers stocking C5 by rewards of C6 quota 以C6经销商加价行为衬托C5的性价比优势 Reflect the value for money advantage of C5 by dealership price-rising of C6 同时解决了C6上市等待C5销售的被动局面 Solve problems of both prospects postponing purchase and plain C5 sales 建议2：速推C5，解围C6 Proposal II: speed the sales of C5 to ease C6 以C6配额向经销商压货C5 Encourage dealers stocking C5 by rewards of C6 quota 对外宣布C6不定期推迟上市 Announce the unlimited postponing of C6’s launch 同时加大C5促销的宣传 Reinforce the promotion communication of C5 待C5销售进入尾声上市C6 Launch C6 in the end of the sales of C5;品牌形象与销售的关系 Relationship between brand image and sales;C6上市的挑战Challenges to the launch of C6;塑造C6品牌形象的必要性the necessity of building C6’s brand image;上市广告首先在熟悉阶段发挥作用，电视广告的作用最大 Launch ads would firstly function throughout the acquaintance stage while TVC was the priority;竞品借助电视广告抢占宣传制高点How does competitors’ ads fight for the initiative?;竞品电视广告策略 Competitive TVC strategy;高档轿车上市电视广告案例ILaunch TVCs of premium sedans case I;高档轿车上市电视广告案例IILaunch TVCs of premium sedans case II;天籁上市电视广告突出产品信息，通过产品特色的展示帮助树立形象 the launch TVC of Teana highlighted product features, so as to build up the brand image.;竞品后续广告策略 Competitive successive strategy;后续阶段广告案例ISuccessive ad case I;后续阶段广告案例IISuccessive ad case II;后续阶段广告案例IIISuccessive ad case III ;品牌形象对于豪华车购买极为重要Brand image is vital to the purchase