北京現(xiàn)代品牌策略

北京現(xiàn)代StrategicBrandManagementConferenceBackground北京現(xiàn)代CommunicationReview&Inspection根據(jù)SONATABrandLine-Up的

日后Communication方向協(xié)商

日后BrandManagement的必要性提高北京現(xiàn)代ValueUp/SONATABrandPower“根據(jù)市場(chǎng)環(huán)境的變化

MarketingTrend

也將不同.假如昨天為止,作為我們的原則,信賴(lài)不疑的對(duì)

Marketing的

信念,如今成了

傳統(tǒng)概念,那么樹(shù)立我們對(duì)于成功的信心的對(duì)于現(xiàn)在和未來(lái)新的Marketing原則將會(huì)是什么?"TraditionalMarketing特點(diǎn)FunctionalFeature&Benefit(F&B)CustomersareRationalDecision-MakerMethodsareAnalytical,Quantitative&VerbalNarrowDefinitionofProductCategories&Competition21C新的3種MarketingTrend1.情報(bào)技術(shù)?普遍化2.Brand?覇權(quán)化3.Communication和娛樂(lè)性普遍化ExperientialMarketingFeatures&BenefitsTraditionalMarketingExperientialMarketingSensoryAffectiveCognitiveExperiencesActionsRelationsversusMarketingParadigm變化ExperientialMarketing?特徵ExperientialMarketingCustomerExperienceConsumptionasaHolisticExperienceCustomersareRational&EmotionalAnimalsMethodsareEclectic21CMarketing的

話(huà)頭…BRAND!Changetherules!ForMassByMakerWith4PProduct*4C(Consumer,Convenience,Cost,Communication)ForPersonalByConsumerWith4CImage,ValueBrandis…?DifferentiationImage,ValueConsumerSenseRelationship通過(guò)與客戶(hù)的特殊相遇(Experience)的StructureofBrandBrandEssenceValueBenefitAttributePersonality<BrandWheel>BrandIdentityBrandImagePointofProductExtensionAssociationPowerBrandCommunicationFixedBrandImageEstablishBrandEquityStepThreeStepofBrandingBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOnePowerBrand61%17%27%17%34%54%21%48%9%(Interbrand2002)只有有做做到到PowerBrand才是是從從競(jìng)競(jìng)爭(zhēng)爭(zhēng)中中生生存存下下去去的的唯唯一一道道路路,隨之之也也將將解解決決構(gòu)筑筑與與客客戶(hù)戶(hù)之之間間關(guān)關(guān)系系這一一問(wèn)問(wèn)題題.根據(jù)據(jù)技技術(shù)術(shù)與與客客戶(hù)戶(hù)變變化化的的所所有有環(huán)環(huán)境境將趨趨于于Branding.目前前對(duì)對(duì)于于Marketing關(guān)鍵鍵在在于于如如何何構(gòu)筑筑戰(zhàn)戰(zhàn)略略性性BrandManagementSystem.隨后后從從傳傳統(tǒng)統(tǒng)F&B脫離離將形形成成日日后后構(gòu)構(gòu)筑筑與與客客戶(hù)戶(hù)關(guān)關(guān)系系時(shí)時(shí)的的BrandIdentity??Image,應(yīng)該該把把重重點(diǎn)點(diǎn)放放在在強(qiáng)強(qiáng)化化上上.之后后就就是是實(shí)實(shí)現(xiàn)現(xiàn)為為BrandEquity的ExperientialMarketing時(shí)機(jī)機(jī).北京京現(xiàn)現(xiàn)代代BrandCompositionSONATAFamilyBrand北京現(xiàn)代CorporationBrandEFSONATASONATA2.7GLSA/T2.0GLSA/T2.0GLA/T2.0GLM/T2.0GLSM/TELANTRAIndividualBrand?IndividualBrand?IndividualBrandBrandExtensionWeHaveThreeBrandCorporationBrand(北北京京現(xiàn)現(xiàn)代代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA……)FlagshipBrand規(guī)定Brand之間相相互關(guān)關(guān)系CorporationBrand(北京京現(xiàn)代代)FamilyBrand(EFSONATA,SONATA)FlagshipBrandIndividualBrand(ELANTRA……)ImageValueCredibilityBasicImageTransferCredibility==>HaloEffectTreat(Competition,SocialEnvironment…)EntryWall(Price,Place…)EasyMarketingPerformanceSo……CorporationBrand(北京京現(xiàn)代代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA……)企業(yè)廣廣告必要性性Communication力量集集中But…CorporationBrand(北京京現(xiàn)代代)企業(yè)廣廣告必要性性L(fǎng)aunching初期進(jìn)進(jìn)入早早期市市場(chǎng)的的必要要性HighMarketingCost不完善善的BrandLineUp時(shí)機(jī)尙早日后的課題SolutionCorporationBrand(北京現(xiàn)代)FamilyBrand(EFSONATA,SONATA)FlagshipBrand形成Identity(Image)Communication形成通過(guò)SONATACommunication的企業(yè)品牌Identity北京現(xiàn)現(xiàn)代BrandCommunicationStrategyCommunicationStrategyGuidelineCorporationBrand(北京京現(xiàn)代代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA……)RelevanceCampaignCommunicationIdentityCommunicationIdentity北京現(xiàn)現(xiàn)代的BrandCommunication應(yīng)該在在BrandManagement層次上上展開(kāi)開(kāi),而它它的重重點(diǎn)則則在品品牌之之間的的連貫性性(RelationalCommunication)和持續(xù)續(xù)的Campaign上.Whatdoyouthinkabout…?AuthorityRichnessExpensiveStrongBodyGermanMiddle-agedGentlemanGoodCar形成差別化新的一個(gè)Image!北京現(xiàn)代=?SONATA=?形成BrandIdentity(Image)CommunicationReviewBrand北京現(xiàn)現(xiàn)代SONATALaunching1(02/11/27-03/3/16)Launching2(03/3/24-03/6/30)Follow(03/7/1~)追求卓卓越公公創(chuàng)創(chuàng)幸福福SeekingExcellence,FindingCommonHappiness我有我我的風(fēng)風(fēng)格中國(guó)新新動(dòng)力力?效果如如何?Relevance(?)Relevance(?)CorporationBrandSlogan是否以以現(xiàn)代代這一一資產(chǎn)產(chǎn)作為為鋪墊墊開(kāi)發(fā)發(fā)的?Campaign是否有有個(gè)性性?企業(yè)Brand和FamilyBrand之間的的Relevance?SONATABrandIdentity是什么么?即,給消費(fèi)費(fèi)者展展示的的是什什么樣樣的形形象?

向190個(gè)國(guó)家輸出(SONATA在112個(gè)國(guó)家上市榮獲太平洋經(jīng)濟(jì)協(xié)議會(huì)(PBEC)環(huán)境獎(jiǎng)‘金獎(jiǎng)'(2002)榮獲J.D.POWER(社)‘CHAIRMAN’獎(jiǎng)北京現(xiàn)現(xiàn)代BrandIdentity北京現(xiàn)現(xiàn)代…北京現(xiàn)現(xiàn)代BrandIdentityWorldWide(世界化化)GLOBALBrand現(xiàn)現(xiàn)代GLOBAL技術(shù)現(xiàn)代GLOBAL質(zhì)量品品質(zhì)現(xiàn)代So……北京現(xiàn)現(xiàn)代BrandIdentity"WorldWide"SONATABrandIdentityIndividualBrandIdentityTransfer為(EF)SONATABrandIdentity的…準(zhǔn)大大型型級(jí)級(jí)別別大大小小新古古典典主主義義STYLE最尖尖端端安安全全裝裝置置尖端端駕駕駛駛系系統(tǒng)統(tǒng)準(zhǔn)大大型型級(jí)級(jí)別別的的高高級(jí)級(jí)配配置置舒適適的的駕駕駛駛最佳佳預(yù)預(yù)防防安安全全性性安靜靜柔柔和和的的試試駕駕感感卓越越的的DrivingPerformance有品品位位的的形形象象堅(jiān)韌韌的的既有有品品位位又又精精煉煉的的乘坐坐大大型型轎轎車(chē)車(chē)般般的的自自信信感覺(jué)覺(jué)像像是是走走在在別別人人前前端端的的駕駛駛的的樂(lè)樂(lè)趣趣柔和精精煉/都市化化Intelligent/有格調(diào)調(diào)的/值得信信賴(lài)的的代表性性的自信,差別化化BrandEssenceValueBenefitAttributePersonalityAdvance&Credible世界認(rèn)可的技術(shù)品質(zhì)(EF)SONATATargetIntelligentRationalReasonablePassionateProgressiveChallengeableFreePowerfulActiveAge:30歲~40歲初

收入:年收入10萬(wàn)元(RMB)以上

特點(diǎn):生于60年代的中國(guó)新動(dòng)力

受教育程度高和追求上流文化

社會(huì)影響力高

引領(lǐng)中國(guó)社會(huì),文化,經(jīng)濟(jì)的

新動(dòng)力(力量)(EF)SONATABrandIdentityBrandEssenceTargetEssenceAdvanced&Credible引領(lǐng)中中國(guó)的的新動(dòng)動(dòng)力BrandIdentityLuxuryChallengeSuperiorPride(EF)SONATABrandIdentityForAdvancedLeaderOldLeaderAuthoritativeConservativePassiveStereotypedAdvancedLeaderFreeFlexibleVSPassionateRationalActiveTraditional追求進(jìn)步,進(jìn)取趨向的新Leader-我將乘坐(EF)SONATAAdvancedPower,Safety,Comfortable,DrivingPerformance…Andso……ForAdvancedLeader(EF)SONATABrandIdentity(Image)+WorldWide北京現(xiàn)現(xiàn)代BrandIdentity(Image)Communication(開(kāi)發(fā)Message)CampaignSummaryCorporationBrand(北京京現(xiàn)代代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA……)日后企企業(yè)PR的必要要性通過(guò)SONATA形成Identity????????RelationalCommunicationCampaign,AdvancedLeader+WorldWideProductOrientedCommunication形成ImageUmbrellaEffect/Image轉(zhuǎn)移CommunicationIdentity確立BrandIdentity北京現(xiàn)現(xiàn)代EFSONATACommunicationStrategyFixedBrandImageEstablishBrandEquityStepThreeBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOneCommunicationStrategyGuide①①目前Communication目標(biāo)CommunicationStrategyGuide②②ProductOrientedCommunicationTargetOrientedCommunicationCommunicationStrategyGuide③③北京現(xiàn)代代Identity:WorldWide形成Image“世界112個(gè)國(guó)家正在銷(xiāo)售EFSONATA"把句子(文案)插入于廣告內(nèi)CommunicationStrategyEFSONATABrandIdentityForAdvancedLeader+WorldWideEFSONATABrandSlogan中國(guó)新動(dòng)力持續(xù)的Communication?EFSONATABrandCatchphraseADConceptADConceptAlt-1“開(kāi)啟世界界的人群群"中國(guó)新動(dòng)力EFSONATA“世界112個(gè)國(guó)家正在銷(xiāo)售EFSONATA"不管在何種環(huán)境何種條件都將不會(huì)動(dòng)搖.用進(jìn)取精神領(lǐng)先一步開(kāi)啟世界的新中心??,EFSONATA就是希望.

“道路不同同人生也也將不同同"ADConceptAlt-2“世界112個(gè)國(guó)家正在銷(xiāo)售EFSONATA"中國(guó)新動(dòng)力EFSONATA引領(lǐng)世界的Leader的路也將與眾不同.

用特別的熱情與挑戰(zhàn),世界認(rèn)可的技術(shù)與性能開(kāi)啟世界的AdvancedLeader-EFSONATA與Leader通行的閣下的人生斷然也將會(huì)是Leader.

“美麗的你你"ADConceptAlt-3“世界112個(gè)國(guó)家正在銷(xiāo)售EFSONATA"中國(guó)新動(dòng)力EFSONATA為了飛得更高

為了看得更遠(yuǎn)

行動(dòng)也將加速.走在前端的品質(zhì)及性能代表時(shí)代而行動(dòng)的Leader,EFSONATA是您真正美麗的Leader."IamEFSONATA"ADConceptAlt-4“世界112個(gè)國(guó)家正在銷(xiāo)售EFSONATA"中國(guó)新動(dòng)力EFSONATA它的名字前無(wú)須其他修飾語(yǔ)(前言)

自信的

頭等席,EFSONATAToolsofcampaign①①<VWSharon><GMBUICKRegalSeries>DesignPolicy視覺(jué)IdentityToolsofcampaign①①-1視覺(jué)IdentityColorPolicy以北京現(xiàn)代CI為鋪墊選擇Color(需要Manual化)Toolsofcampaign②②使之聯(lián)想到品牌的偉大的樂(lè)譜(豆牙)9、靜夜夜四無(wú)無(wú)鄰，，荒居居舊業(yè)業(yè)貧。。。12月月-2212月月-22Wednesday,December21,202210、雨中中黃葉葉樹(shù)，，燈下下白頭頭人。。。00:38:1300:38:1300:3812/21/202212:38:13AM11、以我獨(dú)獨(dú)沈久，，愧君相相見(jiàn)頻。。。12月-2200:38:1300:38Dec-2221-Dec-2212、故人江江海別，，幾度隔隔山川。。。00:38:1300:38:1300:38Wednesday,December21,202213、乍見(jiàn)翻疑夢(mèng)夢(mèng)，相悲各問(wèn)問(wèn)年。。12月-2212月-2200:38:1300:38:13December21,202214、他鄉(xiāng)生白發(fā)發(fā)，舊國(guó)見(jiàn)青青山。。21十二月月202212:38:13上午午00:38:1312月-2215、比不了得就就不比，得不不到的就不要要。。。十二月2212:38上上午12月-2200:38December21,202216、行動(dòng)出成成果，工作作出財(cái)富。。。2022/12/210:38:1300:38:1321December202217、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線(xiàn)向前前。。12:38:13上上午12:38上午00:38:1312月-229、沒(méi)有失敗敗，只有暫暫時(shí)停止成成功！。12月-2212月-22Wednesday,December21,202210、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒(méi)沒(méi)有有。。。。00:38:1300:38:1300:3812/21/202212:38:13AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。12月月-2200:38:1300:38Dec-2221-Dec-2212、世世間間成成事事，，不不求求其其絕絕對(duì)對(duì)圓圓滿(mǎn)滿(mǎn)，，留留一一份份不不足足，，可可得得無(wú)無(wú)限限完完美美。。。。00:38:1300:38:1300:38Wednesday,December21,202213、不知香積積寺，數(shù)里里入云峰。。。12月-2212月-2200:38:1300:38:13December21,202214、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。21十十二月202212:38:14上上午00:38:1412月-2215、楚塞三湘接接，荊門(mén)九派派通。。。十二月2212:38上上午12月-2200:38December21,202216、少年十五二二十時(shí)，步行行奪得胡馬騎騎。。2022/12/210:38:1400:38:1421December202217、空山新雨