奥美为上海大众PASSAT做的策划案PPT学习教案

会计学1奥美为上海大众奥美为上海大众PASSAT做的策划案做的策划案第1页/共45页第2页/共45页BRANDZTHE WPP BRAND EQUITY STUDY第3页/共45页第4页/共45页第5页/共45页0 010102020303040405050606070708080价格导向价格导向轮换轮换品牌忠实品牌忠实第6页/共45页0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%中国中国 巴西巴西 法国法国 德国德国 日本日本 英国英国 美国美国品牌忠诚品牌忠诚轮换轮换价格导向价格导向第7页/共45页第8页/共45页第9页/共45页China - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)第10页/共45页? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)785148372Audi - Brand Pyramid(398)第11页/共45页? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)664336160Cars - ChinaRed Flag - BrandPyramid(398)第12页/共45页第13页/共45页24Average4Santana5VW ( Volkswagen)14Toyota15Mazda20Red Flag23General Motors (GM)25Audi28Ford29Jaguar39BMW40Mercedes45ChryslerChina - Cars第14页/共45页第15页/共45页? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 65Aware of promise44Meets needs11Ever tried74UnaidedChina - CarsSantana %(Base)(398)2422632Santana v Category(398)155223Audi v Category(398)第16页/共45页第17页/共45页? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would recommend36Appeals more23Most popular51Better price/dealCars - ChinaSantana %(Base)(219)-13-8-10-11-11-3-7-7-4-2425Santana v Category(219)211-1-3-1-4-1-1-5-3-3Audi v Category(191)第18页/共45页? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More stylish3Different16Setting trends13Want to be seen17Better quality28Growing popular22Better to drive25Higher opinion22Would recommend29Appeals more29Most popular49Better price/deal39Meets needsCars - ChinaSantana %(Base)(175)-12-7-7-8-71-4-4-20-1347Santana v Category(175)0-1-4-2-4-5-5-4-2-9-8-1-7Audi v Category(149)第19页/共45页第20页/共45页第21页/共45页第22页/共45页第23页/共45页空白型小老虎型奥林匹克型抱负型经典型防守型衰退型迷恋型第24页/共45页第25页/共45页China - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)第26页/共45页第27页/共45页第28页/共45页第29页/共45页第30页/共45页第31页/共45页第32页/共45页第33页/共45页第34页/共45页 第35页/共45页第36页/共45页第37页/共45页第38页/共45页第39页/共45页第40页/共45页第41页/共45页第42页/共45页第43页/共45页第44页/共45页