奧美上海大眾PASSAT B5 品牌構(gòu)建

1、ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather brandz the wpp brand equity study ogilvy & mather ogilvy & mather ogilvy & mather 0 0 1010 2020 3030 4040 5050 6060 7070 8080 價格導(dǎo)向價格導(dǎo)向 輪換輪換 品牌忠實(shí)品牌忠實(shí) ogilvy & mather 0%0% 10%10% 20%20% 30%30% 40%40% 50%50% 60%60% 70%70% 80%80% 90%90% 100

2、%100% 中國中國 巴西巴西 法國法國 德國德國 日本日本 英國英國 美國美國 品牌忠誠品牌忠誠 輪換輪換 價格導(dǎo)向價格導(dǎo)向 ogilvy & mather ogilvy & mather china - cars base (398) presence voltage -50-40-30-20-10010203040 -4 -2 0 2 4 6 mercedes chrysler santana vw ( volkswagen) toyota audi mazda red flag bmw jaguar ford general motors (gm) ogilvy & mather ?

3、this brand dynamics pyramid and the underlying methodologies are the copyright of millward brown 87presence 68relevance 55performance 44advantage 9bonding cars - china santana - brand pyramid (base)(398) 78 51 48 37 2 audi - brand pyramid (398) ogilvy & mather ? this brand dynamics pyramid and the u

4、nderlying methodologies are the copyright of millward brown 87presence 68relevance 55performance 44advantage 9bonding cars - china santana - brand pyramid (base)(398) 66 43 36 16 0 cars - china red flag - brand pyramid (398) ogilvy & mather ogilvy & mather 24average 4santana 5vw ( volkswagen) 14toyo

5、ta 15mazda 20red flag 23general motors (gm) 25audi 28ford 29jaguar 39bmw 40mercedes 45chrysler china - cars ogilvy & mather ogilvy & mather ? this brand dynamics pyramid and the underlying methodologies are the copyright of millward brown 65aware of promise 44meets needs 11ever tried 74unaided china

6、 - cars santana % (base)(398) 24 22 6 32 santana v category (398) 15 5 2 23 audi v category (398) ogilvy & mather ogilvy & mather ? this brand dynamics pyramid and the underlying methodologies are the copyright of millward brown 11more stylish 5different 21setting trends 20want to be seen 22better q

7、uality 30growing popular 28better to drive 30higher opinion 30would recommend 36appeals more 23most popular 51better price/deal cars - china santana % (base)(219) -13 -8 -10 -11 -11 -3 -7 -7 -4 -2 4 25 santana v category (219) 2 1 1 -1 -3 -1 -4 -1 -1 -5 -3 -3 audi v category (191) ogilvy & mather ?

8、this brand dynamics pyramid and the underlying methodologies are the copyright of millward brown 6more stylish 3different 16setting trends 13want to be seen 17better quality 28growing popular 22better to drive 25higher opinion 22would recommend 29appeals more 29most popular 49better price/deal 39mee

9、ts needs cars - china santana % (base)(175) -12 -7 -7 -8 -7 1 -4 -4 -2 0 -1 34 7 santana v category (175) 0 -1 -4 -2 -4 -5 -5 -4 -2 -9 -8 -1 -7 audi v category (149) ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather 空白型空白型 小老虎型小老虎型 奧林匹克型奧林匹克型 抱負(fù)型抱負(fù)型 經(jīng)典型經(jīng)

10、典型 防守型防守型 衰退型衰退型 迷戀型迷戀型 ogilvy & mather china - cars base (398) presence voltage -50-40-30-20-10010203040 -4 -2 0 2 4 6 mercedes chrysler santana vw ( volkswagen) toyota audi mazda red flag bmw jaguar ford general motors (gm) ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & m

11、ather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather ogilvy & mather 2.98升v型4沖程6缸發(fā)動機(jī)2.3升4缸16氣門vtec發(fā)動機(jī)1.8升4缸5氣門發(fā)動機(jī) 麥克弗遜式獨(dú)立前懸掛新型五連桿雙叉后懸掛系統(tǒng)全新四連桿前懸掛系統(tǒng) 三連桿獨(dú)立后懸掛系統(tǒng) 4t65e四檔電控自動變速器全電子直控式自動變速箱四檔自動變速箱/手動 sfi電子順序多點(diǎn)燃油噴射系統(tǒng)程序控制燃油噴射系統(tǒng) 風(fēng)阻系數(shù)0.32風(fēng)阻系數(shù)0.27 定速巡航系統(tǒng) abs（防抱死制動系統(tǒng)）abs（防抱死制動系統(tǒng)）abs（防抱死制動系統(tǒng)） 布/皮座椅，前排6向電動調(diào)節(jié)斗式座椅真皮座椅，駕駛座椅八方向電動調(diào)節(jié)真皮座椅 雙安全氣囊，前排可調(diào)式安全帶雙安全氣囊，車側(cè)碰撞防護(hù)桿雙安全氣囊，預(yù)鎖安全帶 折疊式電控外后視鏡，電動程控中央門鎖電動玻璃天窗/后視鏡，遙控中央門鎖 防夾手電動天/車窗，多功能中控鎖 廣闊后視鏡，附除霜加熱器 高位剎車燈，前后霧燈多點(diǎn)反射一體式鹵素前大燈，前后霧燈大燈燈光可隨車身角度變化自動