某汽车品牌形象建立方案（英文版）.pptxVIP

Ford Lio HoBrand WorkFLH Primary Brand StrategyMay 28, 2001FLH Primary Brand StrategyBrand VisionWhere we are todayConfused positioning w/ low social involvementReliable/ trustworthy but old/ conservativeNo innovative product satisfies customersWhere we want to beLeading consumer CompanyInternational Company w/ local relevancyA brand desired to own (Progressive/ Energetic)PROCESS FLOWSTARGET CUSTOMER TO COUNTRY STRATEGIESDefine focused target customerBuild marketing, advertising and communications strategiesBuild product strategyBuild brand strategyDescription:Product lineup evaluated vs. high