恒美Volk wagen Advertising Analysis China.ppt

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1、VolkswagenAdvertising Analysis China,Prepared by DDB BeijingFebruary 2,2003,Content,Competitive Brand OverviewVolkswagen Brand OverviewVolkswagen Brand:Perception&ChallengesVolkswagen Brand:Strategic Goals,Solutions&Tactical Measures,Competitive Brand Overview,We look at the following brands in term

2、s of their brand message as well as their creative concepts:,AudiBMWBuickCitroen,HondaMercedesToyotaVolvo,Volkswagen-FAWVolkswagen-SVWVolkswagen,AUDI,Message:PREMIUM QUALITYSlogan:突破科技，启迪未来 Break-through technology,inspiring the futureSupport:Exquisitely made,attention to detail&beauty in designProm

3、ises:Status symbol,German origin,reliable&qualityTarget:Middle-Upper to Upper Income LevelSuccess:Clear positioning as precision driven,AUDI,AUDI,AUDI,BMW,Message:The Ultimate Choice in Luxury PerformanceSlogan:宝马本色 成功标志 The quality of BMW is the symbol of successSupport:Powerful and dynamic;charact

4、eristics that are impossible to imitatePromises:Confidence,status and the ultimate drive Target:Upper Income LevelSuccess:Delivery of globally accepted positioning based on delivering the ultimate in performance driving status,BMW,BMW,BUICK,Message:GENUINE QUALITYSlogan:当代精神,当代车 The car which embodi

5、es the spirit of our time Support:不容许有任何水分 High quality from manufacturing to delivery to after-sales service Promises:Comfortable&outstanding functions with a modern feeling from a US brandTarget:Middle to Middle-Upper Income LevelSuccess:American dream with world class quality,BUICK,BUICK,BUICK,BUICK,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,