北京現(xiàn)代品牌策略PPT培訓課件教材

北京現(xiàn)代StrategicBrandManagement北京現(xiàn)代CommunicationReview&Inspection根據(jù)SONATABrandLine-Up的

日后

Communication方向協(xié)商

日后

BrandManagement的必要性提高北京現(xiàn)代

ValueUp/SONATABrandPower“根據(jù)市場環(huán)境的變化

MarketingTrend

也將不同.假如昨天為止,作為我們的原則,信賴不疑的對

Marketing的

信念,如今成了

傳統(tǒng)概念,那么樹立我們對于成功的信心的對于現(xiàn)在和未來新的Marketing原則將會是什么?"TraditionalMarketing特點FunctionalFeature&Benefit(F&B)CustomersareRationalDecision-MakerMethodsareAnalytical,Quantitative&VerbalNarrowDefinitionofProductCategories&Competition21C新的3種MarketingTrend1.情報技術?普遍化2.Brand?覇權化3.Communication和娛樂性普遍化ExperientialMarketingFeatures&BenefitsTraditionalMarketingExperientialMarketingSensoryAffectiveCognitiveExperiencesActionsRelationsversusMarketingParadigm變化ExperientialMarketing?特徵ExperientialMarketingCustomerExperienceConsumptionasaHolisticExperienceCustomersareRational&EmotionalAnimalsMethodsareEclectic21CMarketing的

話頭…BRAND!Changetherules!ForMassByMakerWith4PProduct*4C(Consumer,Convenience,Cost,Communication)ForPersonalByConsumerWith4CImage,ValueBrandis…?DifferentiationImage,ValueConsumerSenseRelationship通過與客戶的特殊相遇(Experience)的StructureofBrandBrandEssenceValueBenefitAttributePersonality<BrandWheel>BrandIdentityBrandImagePointofProductExtensionAssociationPowerBrandCommunicationFixedBrandImageEstablishBrandEquityStepThreeStepofBrandingBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOnePowerBrand61%17%27%17%34%54%21%48%9%(Interbrand2002)只有做到

PowerBrand

才是從競爭中生存下去的唯一道路,

隨之也將解決構筑與客戶之間關系這一問題.

根據(jù)技術與客戶變化的所有環(huán)境

將趨于Branding.

目前對于

Marketing

關鍵在于如何構筑戰(zhàn)略性

BrandManagementSystem.

隨后從傳統(tǒng)

F&B脫離

將形成日后構筑與客戶關系時的

BrandIdentity?Image,

應該把重點放在強化上.

之后就是實現(xiàn)為

BrandEquity的

ExperientialMarketing時機.北京現(xiàn)代

BrandCompositionSONATAFamilyBrand北京現(xiàn)代CorporationBrandEFSONATASONATA2.7GLSA/T2.0GLSA/T2.0GLA/T2.0GLM/T2.0GLSM/TELANTRAIndividualBrand?IndividualBrand?IndividualBrandBrandExtensionWeHaveThreeBrandCorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)FlagshipBrand規(guī)定Brand之間相互關系CorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)FlagshipBrandIndividualBrand(ELANTRA…)ImageValueCredibilityBasicImageTransferCredibility==>HaloEffectTreat(Competition,SocialEnvironment…)EntryWall(Price,Place…)EasyMarketingPerformanceSo…CorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)企業(yè)廣告必要性Communication力量集中But…CorporationBrand(北京現(xiàn)代)企業(yè)廣告必要性Launching初期進入早期市場的必要性HighMarketingCost不完善的BrandLineUp時機尙早日后的課題SolutionCorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)FlagshipBrand形成Identity(Image)Communication形成通過SONATACommunication的企業(yè)品牌

Identity北京現(xiàn)代BrandCommunicationStrategyCommunicationStrategyGuidelineCorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)RelevanceCampaignCommunicationIdentityCommunicationIdentity北京現(xiàn)代的

BrandCommunication應該在

BrandManagement層次上展開,而它的重點則在品牌之間的連貫性(RelationalCommunication)和持續(xù)的Campaign上.Whatdoyouthinkabout…?AuthorityRichnessExpensiveStrongBodyGermanMiddle-agedGentlemanGoodCar形成差別化新的一個

Image!北京現(xiàn)代=?SONATA=?形成BrandIdentity(Image)CommunicationReviewBrand北京現(xiàn)代SONATALaunching1(02/11/27-03/3/16)Launching2(03/3/24-03/6/30)Follow(03/7/1~)追求卓越公創(chuàng)幸福

SeekingExcellence,FindingCommonHappiness我有我的風格中國新動力?效果如何?Relevance(?)Relevance(?)CorporationBrandSlogan是否以現(xiàn)代這一資產(chǎn)作為鋪墊開發(fā)的?Campaign是否有個性?企業(yè)

Brand和

FamilyBrand之間的

Relevance?SONATABrandIdentity是什么?即,給消費者展示的是什么樣的形象?

向190個國家輸出(SONATA在112個國家上市榮獲太平洋經(jīng)濟協(xié)議會(PBEC)環(huán)境獎

‘金獎'(2002)榮獲J.D.POWER(社)

‘CHAIRMAN’獎北京現(xiàn)代BrandIdentity北京現(xiàn)代…北京現(xiàn)代BrandIdentityWorldWide

(世界化)GLOBALBrand現(xiàn)代GLOBAL技術現(xiàn)代GLOBAL

質量品質現(xiàn)代So…北京現(xiàn)代BrandIdentity"WorldWide"SONATABrandIdentityIndividualBrandIdentityTransfer為(EF)SONATABrandIdentity的…

準大型級別大小

新古典主義STYLE

最尖端安全裝置

尖端駕駛系統(tǒng)

準大型級別的高級配置

舒適的駕駛

最佳預防安全性

安靜柔和的試駕感

卓越的

DrivingPerformance

有品位的形象

堅韌的

既有品位又精煉的

乘坐大型轎車般的自信

感覺像是走在別人前端的

駕駛的樂趣

柔和精煉

/都市化

Intelligent/有格調的

/值得信賴的

代表性的

自信,差別化BrandEssenceValueBenefitAttributePersonalityAdvance&Credible世界認可的技術品質(EF)SONATATargetIntelligentRationalReasonablePassionateProgressiveChallengeableFreePowerfulActiveAge:30歲

~40歲初

收入:年收入

10萬元(RMB)以上

特點

:生于

60年代的中國新動力

受教育程度高和追求上流文化

社會影響力高

引領中國社會,文化,經(jīng)濟的

新動力(力量)(EF)SONATABrandIdentityBrandEssenceTargetEssenceAdvanced&Credible引領中國的新動力BrandIdentityLuxuryChallengeSuperiorPride(EF)SONATABrandIdentityForAdvancedLeaderOldLeaderAuthoritativeConservativePassiveStereotypedAdvancedLeaderFreeFlexibleVSPassionateRationalActiveTraditional追求進步,進取趨向的新Leader-我將乘坐

(EF)SONATAAdvancedPower,Safety,Comfortable,DrivingPerformance…Andso…ForAdvancedLeader(EF)SONATABrandIdentity(Image)+WorldWide北京現(xiàn)代BrandIdentity(Image)Communication(開發(fā)Message)CampaignSummaryCorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)日后企業(yè)PR的必要性通過SONATA形成

Identity??????RelationalCommunicationCampaign,AdvancedLeader+WorldWideProductOrientedCommunication形成ImageUmbrellaEffect/Image轉移CommunicationIdentity確立BrandIdentity北京現(xiàn)代EFSONATACommunicationStrategyFixedBrandImageEstablishBrandEquityStepThreeBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOneCommunicationStrategyGuide①目前

Communication目標CommunicationStrategyGuide②ProductOrientedCommunicationTargetOrientedCommunicationCommunicationStrategyGuide③北京現(xiàn)代Identity:WorldWide形成Image“世界

112個國家正在銷售EFSONATA"把句子(文案)插入于廣告內CommunicationStrategyEFSONATABrandIdentityForAdvancedLeader+WorldWideEFSONATABrandSlogan中國新動力持續(xù)的

Communication?EFSONATABrandCatchphraseADConceptADConceptAlt-1“開啟世界的人群"中國新動力EFSONATA“世界

112個國家正在銷售EFSONATA"不管在何種環(huán)境何種條件都將不會動搖.用進取精神領先一步開啟