316奧美 上海大眾PASSAT B5 品牌構(gòu)建

1、Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherBRANDZTHE WPP BRAND EQUITY STUDYOgilvy & MatherOgilvy & MatherOgilvy & Mather0 010102020303040405050606070708080價格導向價格導向輪換輪換品牌忠實品牌忠實Ogilvy & Mather0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100

2、%100%中國中國 巴西巴西 法國法國 德國德國 日本日本 英國英國 美國美國品牌忠誠品牌忠誠輪換輪換價格導向價格導向Ogilvy & MatherOgilvy & MatherChina - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)Ogilvy & Mather? This Brand Dynamics

3、 Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)785148372Audi - Brand Pyramid(398)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the

4、 copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)664336160Cars - ChinaRed Flag - BrandPyramid(398)Ogilvy & MatherOgilvy & Mather24Average4Santana5VW ( Volkswagen)14Toyota15Mazda20Red Flag23General Motors (GM)25Aud

5、i28Ford29Jaguar39BMW40Mercedes45ChryslerChina - CarsOgilvy & MatherOgilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 65Aware of promise44Meets needs11Ever tried74UnaidedChina - CarsSantana %(Base)(398)2422632Santana v Category(3

6、98)155223Audi v Category(398)Ogilvy & MatherOgilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would rec

7、ommend36Appeals more23Most popular51Better price/dealCars - ChinaSantana %(Base)(219)-13-8-10-11-11-3-7-7-4-2425Santana v Category(219)211-1-3-1-4-1-1-5-3-3Audi v Category(191)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More

8、stylish3Different16Setting trends13Want to be seen17Better quality28Growing popular22Better to drive25Higher opinion22Would recommend29Appeals more29Most popular49Better price/deal39Meets needsCars - ChinaSantana %(Base)(175)-12-7-7-8-71-4-4-20-1347Santana v Category(175)0-1-4-2-4-5-5-4-2-9-8-1-7Aud

9、i v Category(149)Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & Mather空白型空白型小老虎型小老虎型奧林匹克型奧林匹克型抱負型抱負型經(jīng)典型經(jīng)典型防守型防守型衰退型衰退型迷戀型迷戀型Ogilvy & MatherChina - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & Mather Ogilvy & Ma