福特汽车-品牌形象建立

1、Ford Lio HoBrand WorkFLH Primary Brand StrategyMay 28, 2001FLH Primary Brand StrategyBrand VisionWhere we are todayConfused positioning w/ low social involvementReliable/ trustworthy but old/ conservativeNo innovativeproduct satisfies customersWhere we want to beLeading consumerCompanyInternational

2、Company w/local relevancyA brand desired to own(Progressive/ Energetic)PROCESS FLOWSTARGET CUSTOMER TO COUNTRY STRATEGIESBuild marketing, advertising and communications strategiesBuild product strategyBuild brand strategyProduct lineup evaluated vs. highlighted bullseye words; identifies fit of curr

3、ent products and product gapsNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to buildFord global bullseye: Highlight points of emphasis which appeal to target customerthe brandDefine focused target customerDescription:Differen- tiated target custom

4、er with aspirational needsTarget CustomerNeeded Base SegmentationFacilitate 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 ac

5、hievement.Social Fun - Utilize vehicles to its full potential.Status - Demonstrate others their achievementIndependence - Attempt to have control over theirdestiny.Targeting at Social Fun SegDown-to-earth (Quality time with close people is more important than money“Balanced life” and “Enjoying life”

6、Outgoing, 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 anexperiencePROCESS FLOWSTARGET CUSTOMER TO COUNTRY STRATEGIESDefine focused target customerBuild marketing, advertisin

7、g and communications strategiesBuild product strategyDescription:Differen- tiated target customer with aspirational needsduct lineup luated vs. hlighted seyeds;Non-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to buildntifies fit ofent ducts and duct

8、 gapsthe brandBuild brand strategyFord globalProbullseye:evaHighlighthigpoints ofbullemphasisworwhich appealideto targetcurrcustomerpro proPositioning StatementIn, Ford wants to build cars for people whobelieve that life isnt just about career success,status, or wealth - its also about relationships

9、 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 global

10、 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 livesmore enjoyable, more fun, and better.Vision Focus活得精采“Huo-deJing-Tsai”PROCESS FLOWSTARGET CUSTOMER TO COUNTRY STRATE

11、GIESDefine focused target customerBuild marketing, advertising and communications strategiesBuild brandstrategyDescription:Differen- tiated target customer with aspirational needsn-product ategies aluated vs. ghlighted llseye words; velop brand ans andategies to buildFord global bullseye: Highlight

12、points of emphasis which appeal to target customere brandBuild product strategyProductNolineupstrevaluated vs.evhighlightedhibullseyebuwords;deidentifies fitplof currentstrproducts andthproduct gapsPROCESS FLOWSTARGET CUSTOMER TO COUNTRY STRATEGIESDefine focused target customerBuild product strategy

13、Build brand strategyDescription:Differen- tiated target customer with aspirational needsProduct lineup evaluated vs. highlighted bullseye words; identifies fit of current products and product gapsFord global bullseye: Highlight points of emphasis which appeal to target customerBuild marketing, adver

14、tising and communications strategiesNon-product strategies evaluated vs. highlighted bullseye words; develop brand plans and strategies to build the brandBrand Building ObjectiveRevitalize Fords image as a brand that providing a solution of enjoying fun and excitement of lifeRejuvenate Fords image b

15、y connecting younger generationeseReinforce Fords social involvement inApplications - aspectsPrimary Brand EMP actionsMedias favorInternal beliefA Zestful BrandSocial involvementProductSales behaviorShowroom decoPrimary Brand EMP actionsPassion Points InterestMusic: Local pop (Wu Bai, A-Mei)Sports:G

16、ym, golfing, hikingEntertainment:Family outingtogether, dinning out at trendyrestaurants, shopping togetherTechnology:Cell phone, PDA, DVDOther:Travel for pleasure, FinancialplanningSpike Strategy Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Bran

17、ds propositionOne major spike deployed right afternameplates media launch to extend the launch effectBottom-up StrategySpike Allocation20022001JanFebMar Apr May JunJul Aug Sep OctNov Dec JanFebMar AprMay JunMAVMetrostarFocusEscapeMAVMetrostarFocusEscapeIdeaPassion Points Brand VisionTheme ParkCasual

18、 ResortTrendy placesHidden attractionsYoung TalentFamily OutingFashion DiningFun placesColor LifeDiscover TWNColorful PeopleCommunication guidelinesNameplate Integration活得精采ActivaTierraMondeoPRZWindstarFocusEscapeIxionCommunication ActivityPrimary Brand TacticsMedia LogKick-off PressInternal Belief1. Announce the new brand vision/ slogan to