北京现代品牌策略(ppt 49页)

Individual Brand
(ELANTRA…)
Relevance
Campaign
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.
So…
wk.baidu.com
北京現代 Brand Identity
"World Wide"
Transfer SONATA Brand Identity
Individual Brand Identity
为(EF)SONATA Brand Identity的…
Attribute
Benefit
Value
Personality
日后的课题
Solution
Corporation Brand (北京現代)
形成Identity(Image)
Communication
Flagship Brand
Family Brand
(EF SONATA, SONATA)
形成通过SONATA Communication的 企业品牌 Identity
Traditional Marketing 特点
Functional Feature & Benefit
(F&B)
Narrow Definition of Product Categories
& Competition
Customers are Rational
Decision-Maker
Methods are Analytical, Quantitative
北京現代 Brand Identity
北京現代
• 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
World Wide
(世界化)
GLOBAL Brand 現代 GLOBAL 技术 現代 GLOBAL 质量品质 現代
Brand Essence
• 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
Communication Review 效果如何?
Brand
Launching1 (02/11/27-03/3/16)
Launching2 (03/3/24-03/6/30)
Follow (03/7/1~)
北京現代
追求卓越 公創幸福
Seeking Excellence, Finding Common Happiness
•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 Identity와 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.
Intelligent Rational Reasonable
Passionate Progressive Challengeable
Free
Powerful Active
(EF)SONATA Brand Identity
Brand Essence
Advanced & Credible
Target Essence
SONATA
2.0GL A/T 2.0GL M/T 2.0GLS M/T
Brand Extension
We Have Three Brand
Corporation Brand (北京現代)
Flagship Brand
Family Brand
(EF SONATA, SONATA)
Individual Brand
& Emotional Animals
Methods are Eclectic
21C Marketing的 話頭…
BRAND!
Change the rules!
For Mass
For Personal
By Maker
By Consumer
With 4P
With 4C
*4C(Consumer, Convenience, Cost, Communication)
& Verbal
21C 新的3种 Marketing Trend
1. 情報技術의 普遍化 2. Brand의 覇權化 3. Communication和 娛樂性 普遍化
Experiential Marketing
Marketing Paradigm 變化
Features & Benefits
Traditional Marketing
Family Brand
(EF SONATA, SONATA)
Individual Brand
(ELANTRA…)
But… 時機尙早
企業廣告 必要性
Corporation Brand (北京現代)
Launching 初期进入早期市场的必要性 High Marketing Cost 不完善的Brand Line Up
引领中国的新动力
Brand Identity
(EF)SONATA Brand Identity
For Advanced Leader
Luxury Challenge Superior
Pride
Advanced Leader
Free Flexible Passionate Rational Active
Product
Image,Value
Brand is…?
通过与客户的特殊相遇(Experience)的
Relationship
Consumer Sense Differentiation Image, Value
Structure of Brand
<Brand Wheel>
Attribute Benefit Value
北京現代
Strategic Brand Management
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?"
北京現代
Brand Communication Strategy
Communication Strategy Guideline
Corporation Brand (北京現代)
Communication Identity
Family Brand
(EF SONATA, SONATA)
Communication Identity
Relevance(?)
SONATA 我有我的風格
中國新動力
?
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?
Personality Brand Essence
Point of Product
Extension
Brand Identity
Association
Brand Image
Step of Branding
Fixed Brand Image Establish Brand Equity
Buildup Brand Image
日后企业PR的必要性 通过SONATA形成 Identity
Family Brand
(EF SONATA, SONATA)
形成Image
确立Brand Identity
(ELANTRA…)
规定Brand之间相互关系
Treat
Corporation Brand (北京現代)
(Competition,Social Environment…)
Entry Wall
(Price, Place…)
Basic
Image
Value
Credibility
Image Transfer Credibility
What do you think about…?
Good Car
Authority
Richness
Expensive
Middle-aged Gentleman
Strong Body German
形成差别化新的一个 Image !
北京現代 = ? SONATA = ?
形成Brand Identity(Image)
北京現代 Brand Composition
北京現代
Corporation Brand
SONATA
Family Brand
ELANTRA
?
?
Individual Brand Individual Brand Individual Brand
EF SONATA
2.7GLS A/T 2.0GLS A/T
Experiential
Marketing
• Sensory • Affective • Cognitive Experiences • Actions • Relations
versus
Experiential Marketing의 特徵
Experiential Marketing
Customer Experience Consumption as a Holistic Experience Customers are Rational
Step Three
Build a Brand Identity Making Brand Image
Step Two
Step One Communication
Power Brand
Power Brand
61% 27% 9%
48% 17%
17%
21%
54% 34%
(Interbrand 2002)
世界 认可 的 技术 品质
Advance & Credible
(EF)SONATA Target
• 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)
And so…
(EF)SONATA Brand Identity(Image)
For Advanced Leader
北京現代
+
Brand Identity(Image)
World Wide
Communication (开发Message)
Campaign
Summary
Corporation Brand (北京現代)
VS
Old Leader
Authoritative Conservative Passive Stereotyped Traditional
追求进步,进取趋向的新Leader-我将乘坐 (EF)SONATA
Advanced Power, Safety, Comfortable, Driving Performance…
==> Halo Effect
Family Brand
(EF SONATA, SONATA)
Flagship Brand
Individual Brand
(ELANTRA…)
Easy Marketing Performance
So…
企業廣告 必要性
Corporation Brand (北京現代)
Communication 力量集中