北京XX品牌策略

,*,北京現代,Strategic,Brand Management,2003年 6月,Conference,Background,北京現代 Communication Review&Inspection,根据,SONATA Brand Line-Up,的,日后,Communication,方向协商,日后,Brand Management,的必要性,提高北京现代,Value Up/SONATA Brand Power,“,根据市场环境的变化,Marketing Trend,也将不同,.,假如昨天为止,作为我们的原,则,信赖不疑的对,Marketing,的,信念,如今成了,传统概念,那么树立,我们对于成功的信心的对于现在,和未来新的,Marketing,原则,将会,是什么,?,Traditional,Marketing,特点,Functional,Feature&Benefit,(F&B),Customers are,Rational,Decision-Maker,Methods are,Analytical,Quantitative,&Verbal,Narrow Definition of,Product Categories,&Competition,21C,新的3种,Marketing Trend,1.,情報技術 普遍化,2.Brand,覇權化,3.Communication,和,娛性 普遍化,Experiential Marketing,Features&Benefits,Traditional,Marketing,Experiential,Marketing,Sensory,Affective,Cognitive Experiences,Actions,Relations,versus,Marketing,Paradigm 變化,Experiential,Marketing 特徵,Experiential,Marketing,Customer Experience,Consumption as a Holistic Experience,Customers are Rational,&Emotional Animals,Methods are Eclectic,21C Marketing,的,話頭,BRAND!,Change the rules!,For Mass,By Maker,With 4P,Product,*4C(Consumer,Convenience,Cost,Communication),For Personal,By Consumer,With 4C,Image,Value,Brand is?,Differentiation,Image,Value,Consumer Sense,Relationship,通过与客户的特殊相遇,(Experience),的,Structure of Brand,B,rand,E,ssence,V,alue,B,enefit,A,ttribute,P,ersonality,Brand Identity,Brand Image,Point of Product,Extension,Association,Power Brand,Communication,Fixed Brand Image,Establish Brand Equity,Step Three,Step of Branding,Buildup Brand Image,Step Two,Build a Brand Identity,Making Brand Image,Step One,Power Brand,61%,17%,27%,17%,34%,54%,21%,48%,9%,(,Interbrand,2002),只有做到,Power Brand,才是从竞争中生存下去的唯一道路,随之也将解决,构筑与客户之间关系,这一问题,.,根据技术与客户变化的所有环境,将趋于,Branding.,目前对于,Marketing,关键在于如何,构筑战略性,Brand Management System,.,随后从传统,F&B,脱离,将形成日后构筑与客户关系时的,Brand Identity,Image,应该把重点放在强化上,.,之后就是实现为,Brand Equity,的,Experiential Marketing,时机.,北京現代,Brand,Composition,SONATA,Family Brand,北京現代,Corporation Brand,EF SONATA,SONATA,2.7GLS A/T,2.0GLS A/T,2.0GL A/T,2.0GL M/T,2.0GLS M/T,ELANTRA,Individual Brand,?,Individual Brand,?,Individual Brand,Brand Extension,We Have,Three Brand,Corporation Brand,(北京現代),Family Brand,(EF SONATA,SONATA),Individual Brand,(ELANTRA),Flagship,Brand,规定,Brand,之间相互关系,Corporation Brand,(北京現代),Family Brand,(EF SONATA,SONATA),Flagship Brand,Individual Brand,(ELANTRA),Image,Value,Credibility,Basic,Image Transfer,Credibility,=Halo Effect,Treat,(Competition,Social Environment),Entry Wall,(Price,Place),Easy Marketing,Performance,So,Corporation Brand,(北京現代),Family Brand,(EF SONATA,SONATA),Individual Brand,(ELANTRA),企業廣告,必要性,Communication,量集中,But,Corporation Brand,(北京現代),企業廣告,必要性,Launching,初期进入早期市场的必要性,High Marketing Cost,不完善的,Brand Line Up,時機尙早,日后的课题,Solution,Corporation Brand,(北京現代),Family Brand,(EF SONATA,SONATA),Flagship,Brand,形成,Identity(Image),Communication,形成通过,SONATA Communication,的,企业品牌,Identity,北京現代,Brand Communication,Strategy,Communication,Strategy Guideline,Corporation Brand,(北京現代),Family Brand,(EF SONATA,SONATA),Individual Brand,(ELANTRA),Relevance,Campaign,Communication Identity,Communication Identity,北京現代,的,Brand Communication,应该在,Brand Management,层次上展开,而它的重点则在品牌之间的,连贯性,(Relational Communication),和持续的,Campaign,上,.,What do you,think about?,Authority,Richness,Expensive,Strong Body,German,Middle-aged Gentleman,Good Car,形成差别化新的一个,Image!,北京現代=?,SONATA=?,形成,Brand Identity(Image),Communication Review,Brand,北京現代,SONATA,Launching1,(02/11/27-03/3/16),Launching2,(03/3/24-03/6/30),Follow,(03/7/1),追求卓越 公創幸福,Seeking Excellence,Finding Common Happiness,我有我的風格,中國新動力,?,效果如何,?,Relevance(?),Relevance(?),Corporation Brand Slogan,是否以现代这一资产作为铺垫开发的,?,Campaign,是否有个性,?,企业,Brand,和,Family Brand,之间的,Relevance?,SONATA Brand Identity,是什么,?,即,给消费者展示的是什么样的形象,?,向,190,个国家输出,(SONATA,在,112,个国家上市,荣获太平洋经济协议会,(PBEC),环境奖,金奖,(2002),荣获,J.D.POWER(,社,),CHAIRMAN,奖,北京現代,Brand Identity,北京現代,北京現代,Brand Identity,World Wide,(,世界化,),GLOBAL,Brand,現代,GLOBAL,技术,現代,GLOBAL,质量品质,現代,So,北京現代 Brand Identity,World Wide,SONATA Brand Identity,Individual Brand Identity,Transfer,为,(EF)SONATA,Brand Identity,的,准大型级别大小,新古典主义,STYLE,最尖端安全装置,尖端驾驶系统,准大型级别的高级配置,舒适的驾驶,最佳预防安全性,安静柔和的试驾感,卓越的,Driving Performance,有品位的形象,坚韧的,既有品位又精炼的,乘坐大型轿车般的自信,感觉像是走在别人前端的,驾驶的乐趣,柔和精炼,/,都市化,Intelligent/,有格调的,/,值得信赖的,代表性的,自信,差别化,B,rand,E,ssence,V,alue,B,enefit,A,ttribute,P,ersonality,Advance&Credible,世界,认可,的,技术,品质,(EF)SONATA Target,Intelligent,Rational,Reasonable,Passionate,Progressive,Challengeable,Free,Powerful,Active,Age:30,岁,40,岁初,收入,:,年收入,10,万元,(RMB),以上,特点,:,生于,60,年代的中国新动力,受教育程度高和追求上流文化,社会影响力高,引领中国社会,文化,经济的,新动力,(,力量,),(EF)SONATA,Brand Identity,Brand Essence,Target Essence,Advanced,&Credible,引领中国的新动力,Brand Identity,Luxury,Challenge,Superior,Pride,(EF)SONATA,Brand Identity,For Advanced Leader,Old Leader,Authoritative,Conservative,Passive,Stereotyped,Advanced Leader,Free,Flexible,VS,Passionate,Rational,Active,Traditional,追求进步,进取趋向的新,Leader-,我将乘坐,(EF)SONATA,Advanced Power,Safety,Comfortable,Driving Performance,And so,For Advanced Leader,(EF)SONATA,Brand Identity(Image),+,World Wide,北京現代,Brand Identity(Imag