【广告策划汽车】福特汽车品牌形象建立.ppt
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1、Ford Lio HoBrand Work,FLH Primary Brand StrategyMay 28,2001,Brand Vision,Where we are todayConfused positioning w/low social involvementReliable/trustworthy but old/conservativeNo innovative product satisfies customers,Where we want to beLeading consumer CompanyInternational Company w/local relevanc
2、yA brand desired to own(Progressive/Energetic),FLH Primary Brand Strategy,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford globa
3、l bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gaps,Non-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARG
4、ET CUSTOMER TO COUNTRY STRATEGIES,Facilitate 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 t
5、o its full potential.Status-Demonstrate others their achievementIndependence-Attempt to have control over their destiny.,Needed Base Segmentation,Target Customer,Targeting at Social Fun Seg,Down-to-earth(Quality time with close people is more important than money“Balanced life”and“Enjoying life”Outg
6、oing,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 experience,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Differen-tiat
7、ed target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford global bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gaps,Non-produc
8、t strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,Positioning Statement,In Taiwan,Ford wants to build cars for people who believe that life isnt just about career success,status,or wealth-its also about re
9、lationships 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 all of its gl
10、obal 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 Life,PROCESS FLOWS,Define focus
11、ed target customer,Build brand strategy,Build product strategy,Description:,Differen-tiated target customer with aspirational needs,Build marketing,advertising and communications strategies,Ford global bullseye:Highlight points of emphasis which appeal to target customer,Product lineup evaluated vs.
12、highlighted bullseye words;identifies fit of current products and product gaps,Non-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand,TARGET CUSTOMER TO COUNTRY STRATEGIES,PROCESS FLOWS,Define focused target customer,Build brand strategy,
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- 广告策划汽车 广告 策划 汽车 福特 汽车品牌 形象 建立
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