上海大眾PASSATB5品牌構(gòu)建講義

1、Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherBRANDZTHE WPP BRAND EQUITY STUDYOgilvy & MatherOgilvy & MatherOgilvy & Mather0 010102020303040405050606070708080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 & Mather0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%中國中國 巴西巴西 法國法國 德國德國 日本日本 英國

2、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 & MatherOgilvy & MatherChina - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies ar

3、e the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)785148372Audi - Brand Pyramid(398)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevan

4、ce55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)664336160Cars - ChinaRed Flag - BrandPyramid(398)Ogilvy & MatherOgilvy & Mather24Average4Santana5VW ( Volkswagen)14Toyota15Mazda20Red Flag23General Motors (GM)25Audi28Ford29Jaguar39BMW40Mercedes45ChryslerChina - CarsOgil

5、vy & MatherOgilvy & Mather? 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)Ogilvy & MatherOgilvy & Mather? Thi

6、s 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

7、 %(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)Ogilvy & Mather? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More stylish3Different16Setting trends13Want to be seen17Better quality28Growing

8、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)Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & Mathe

9、rOgilvy & MatherOgilvy & 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)典型防守型防守型衰退型衰退型迷戀型迷戀型Ogilvy & MatherChina - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)Ogilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgilvy & MatherOgil