北京现代集团品牌管理策略

Step Two
Step One Communication
Power Brand
Step Three
Power Brand
61% 27% 9%
48% 17%
17%
21%
54% 34%
(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.
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
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
Traditional Marketing 特点
Functional Feature & Benefit
(F&B)
Narrow Definition of Product Categories
& Competition
Customers are Rational
Decision-Maker
Methods are Analytical, Quantitative
& Verbal
21C 新的3种 Marketing Trend
1. Байду номын сангаас報技術의 普遍化 2. Brand의 覇權化 3. Communication和 娛樂性 普遍化
Experiential Marketing
versus
Marketing Paradigm 變化
Features & Benefits
(ELANTRA…)
规定Brand之间相互关系
Treat
Corporation Brand (北京現代)
(Competition,Social Environment…)
Entry Wall
(Price, Place…)
Image
Basic
Value
Credibility
Image Transfer Credibility
Family Brand
(EF SONATA, SONATA)
Individual Brand
(ELANTRA…)
But… 時機尙早
企業廣告 必要性
==> 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
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
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
Customer Experience Consumption as a Holistic Experience Customers are Rational
& Emotional Animals
Methods are Eclectic
21C Marketing的 話頭…
BRAND!
Change the rules!
Relationship
Consumer Sense Differentiation Image, Value
Structure of Brand
<Brand Wheel>
Attribute Benefit Value
Personality Brand Essence
Point of Product
• 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.
For Mass
For Personal
By Maker
By Consumer
With 4P
With 4C
*4C(Consumer, Convenience, Cost, Communication)
Product
Image,Value
Brand is…?
通过与客户的特殊相遇(Experience)的
Extension
Brand Identity
Association
Brand Image
Step of Branding
Fixed Brand Image Establish Brand Equity
Buildup Brand Image
Build a Brand Identity Making Brand Image
Traditional Marketing
Experiential
Marketing
• Sensory • Affective • Cognitive Experiences • Actions • Relations
Experiential Marketing의 特徵
Experiential Marketing