福特汽車-品牌形象建立 (2)ppt課件

1、Ford Lio HoBrand WorkFLH Primary Brand Strategy Brand 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 d

2、esired to own (Progressive/ Energetic)FLH Primary Brand StrategyPROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: High

3、light points of emphasis which appeal to target customerProduct 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 brandTARGET CUSTOMER TO

4、 COUNTRY STRATEGIESFacilitate 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 i

5、ts full potential.Status - Demonstrate others their achievementIndependence - Attempt to have control over their destiny.Needed Base Segmentation Target CustomerTargeting at Social Fun SegDown-to-earth (Quality time with close people is more important than money“Balanced life and “Enjoying lifeOutgo

6、ing, 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, its an experiencePROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated

7、 target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gapsNon-product

8、strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIESPositioning StatementIn Taiwan, Ford wants to build cars for people who believe that life isnt just about career success, status, or wealth - its also about

9、relationships experiences, and happiness. For people who are (therefore) committed to making there lives better - more fulfilling more exciting and more fun, a life with time for their friends and family - and who strive to improve in what they do. For people who appreciate a Car Company that uses a

10、ll of its global resources and local expertise to introduce innovative - but thoughtful product with ingenious and practical features. A Car Company that provides world-class ways of making their lives more enjoyable, more fun, and better.Vision Focus“Huo-de Jing-Tsai活得精采Colorful LifePROCESS FLOWSDe

11、fine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluate

12、d 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 brandTARGET CUSTOMER TO COUNTRY STRATEGIESPROCESS FLOWSDefine focused target customerBuild brand strat

13、egyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing, advertising and communications strategiesFord global bullseye: Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs. highlighted bullseye words; identifies

14、fit of current products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIESRevitalize Fords image as a brand that providing a solution of enjoying fun and excitement of lifeRejuven

15、ate Fords image by connecting younger generation TaiwaneseReinforce Fords social involvement in TaiwanBrand Building ObjectiveApplications - aspectsA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvementPrimary Brand EMP actionsPassion

16、Points InterestMusic: Local pop (Wu Bai, A-Mei) Sports: Gym, golfing, hiking Entertainment: Family outing together, dinning out at trendy restaurants, shopping togetherTechnology: Cell phone, PDA, DVDOther: Travel for pleasure, Financial planningSpike Strategy Each spike will be designed to meet the

17、 unique attribute of each nameplate and also convey Primary Brands proposition One major spike deployed right after nameplates media launch to extend the launch effect20012002 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May JunMAVMetrostarFocusEscape Theme Park Casual Resort Tren

18、dy places Hidden attractions Young Talent IdeaPassion PointsBrand VisionFamily Outing Fashion Dining Fun places Discover TWN Colorful PeopleColor Life MAV Metrostar Focus EscapeBottom-up StrategySpike AllocationCommunication guidelinesActivaTierraIxionEscapeFocusMondeoPRZWindstar活得精采 Nameplate IntegrationCommunication ActivityPrimary Brand TacticsKick-off PressInternal Belief1. Convey the new brand vision 2. Employees involvement 3