某汽车汽車品牌形象建立.pptxVIP

Ford Lio HoBrand WorkFLH Primary Brand StrategyMay 28, 2022FLH 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. highlighted bullseye words; identifies fit of current products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandFord global bullseye: Highlight points of emphasis which appeal to target customerDifferen-tiated target customer with aspirational needsTarget CustomerNeeded Base Segmentation 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 achievementIndependence - Attempt to have control over their destiny.Targeting at Social Fun SegDown-to-earth (Quality time with close people is more important than money“Balanced life〞 and “Enjoying life〞Outgoing, adventurous, more of a risk-takers than all other groupsWorldly,open to new things aroundEmotional about vehicles; more of a car enthusiast, driving not a necessity, it’s an experiencePROCESS FLOWSTARGET CUSTOMER TO COUNTRY STRATEGIESDefine focused target customerBuild marketing, advertising and communications strategiesBuild product strategyBuild brand strategyDescription:Product lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product ga