福特汽車人力資源實務精采生活專案.pptxVIP

( 二 )Zestful LifeZESTFUL LIFECorporate Brand Campaign * * * * * “WHAT” is Zestful Life?Introduction * * * * * The ‘Zestful Life Brand’ is a new brand positioning for Ford Lio Ho, both internally and externally. The Brand’s positioning is fun, energetic, modern and youthful, and is a brand desired by leaders and trendsetters who are adventurous, capable, smart and active. * * A Zestful Life is a ‘colorful life’, one who strives to live a quality, fulfilling, exciting and happy life; one that works happily and lives passionately;one who balances a quality life at home and work, and maintains / is proud of the traditional caring values of family, community and environment. * * * PHASE ONE * * HR’S Role – Internal Brand Campaign * * * “WHY” a Zestful Life Internal Branding Campaign? * * * * * Educate, tie-in and generate/strengthen internal team support of new brand Provide internal support of external marketing efforts of the new brand Encourage, educate and lead all employees to live and reflect a Zestful Life, resulting in a “Happy Worker that Lives Passionately” * * * * * Re-energize and rejuvenate existing traditional Ford perception and brand image Rejuvenate Ford’s image by connecting the youth generation (employee’s children) Reinforce Ford’s mission to be the “Employer of Choice” * * * * * “WHO” is Zestful Life? * * * * * Who is our Market? All employees of Ford Lio Ho Motor Company Ltd., Taiwan * * * * * Who is Zestful Life – the Characteristics and Features Very active Adventurous Humorous Smart No non-sense Tasteful Youthful Contemporary Strong caring traditional / family values * * * * * “WHEN” is Zestful Life Internal Branding Campaign? * * * * * “WHERE” do we want Zestful Life to go? Internal Branding / Marketing Objectives * * * * * Lead and provide resources to employees to live a “Zestful Life” Revitalize and rejuvenate the Ford Brand amongst employees Develop and encourage leadership and creativity amongst employees Create “