北京現(xiàn)代品牌策略

1、北京現(xiàn)代Strategic Brand Management2003年 6月Conference Background北京現(xiàn)代 Communication Review & Inspection 根據(jù)SONATA Brand Line-Up的 日后 Communication 方向協(xié)商 日后 Brand Management的必要性提高北京現(xiàn)代 Value Up/SONATA Brand Power “根據(jù)市場(chǎng)環(huán)境的變化根據(jù)市場(chǎng)環(huán)境的變化 Marketing Trend 也將不同也將不同.假如昨天為止假如昨天為止,作為我們的原作為我們的原則則,信賴不疑的對(duì)信賴不疑的對(duì) Marketin

2、g的的 信念信念,如今成了如今成了 傳統(tǒng)概念傳統(tǒng)概念,那么樹立那么樹立我們對(duì)于成功的信心的對(duì)于現(xiàn)在我們對(duì)于成功的信心的對(duì)于現(xiàn)在和未來新的和未來新的Marketing原則原則將會(huì)將會(huì)是什么是什么?TraditionalMarketing 特點(diǎn)FunctionalFunctionalFeature & BenefitFeature & Benefit(F&B)(F&B)Customers areCustomers areRationalRationalDecision-MakerDecision-MakerMethods areMethods areAnalytic

3、al, QuantitativeAnalytical, Quantitative& Verbal& VerbalNarrow Definition ofNarrow Definition ofProduct CategoriesProduct Categories& Competition& Competition21C 新的3種Marketing Trend1. 情報(bào)技術(shù) 普遍化2. Brand 覇權(quán)化3. Communication和 娛性 普遍化Experiential MarketingFeatures & BenefitsFeatures &a

4、mp; BenefitsTraditionalMarketingExperientialMarketing Sensory Sensory Affective Affective Cognitive Experiences Cognitive Experiences Actions Actions Relations RelationsversusMarketing Paradigm 變化ExperientialMarketing 特徵ExperientialMarketingCustomer ExperienceConsumption as a Holistic ExperienceCust

5、omers are Rational & Emotional AnimalsMethods are Eclectic21C Marketing的 話頭BRAND!Change the rules!For MassBy MakerWith 4PProduct*4C(Consumer, Convenience, Cost, Communication) For PersonalFor PersonalBy ConsumerBy ConsumerWith 4CWith 4CImage,ValueImage,ValueBrand is?DifferentiationImage, ValueCo

6、nsumer SenseRelationship通過與客戶的特殊相遇(Experience)的Structure of BrandBrandEssenceValueBenefitAttributePersonalityBrand IdentityBrand Image Point of ProductExtensionAssociationPower BrandCommunicationFixed Brand ImageFixed Brand ImageEstablish Brand EquityEstablish Brand EquityStep ThreeStep ThreeStep of

7、 Branding Buildup Brand ImageBuildup Brand ImageStep TwoStep TwoBuild a Brand IdentityBuild a Brand IdentityMaking Brand Image Making Brand Image Step OneStep OnePower Brand 61%17%27%17%34%54%21%48%9%(Interbrand 2002)只有做到只有做到 Power Brand 才是從競(jìng)爭(zhēng)中生存下去的唯一道路才是從競(jìng)爭(zhēng)中生存下去的唯一道路, 隨之也將解決隨之也將解決構(gòu)筑與客戶之間關(guān)系構(gòu)筑與客戶之間關(guān)系

8、這一問題這一問題. 根據(jù)技術(shù)與客戶變化的所有環(huán)境根據(jù)技術(shù)與客戶變化的所有環(huán)境 將趨于將趨于Branding. 目前對(duì)于目前對(duì)于 Marketing 關(guān)鍵在于如何關(guān)鍵在于如何構(gòu)筑戰(zhàn)略性構(gòu)筑戰(zhàn)略性 Brand Management System. 隨后從傳統(tǒng)隨后從傳統(tǒng) F&B脫離脫離 將形成日后構(gòu)筑與客戶關(guān)系時(shí)的將形成日后構(gòu)筑與客戶關(guān)系時(shí)的 Brand Identity Image, 應(yīng)該把重點(diǎn)放在強(qiáng)化上應(yīng)該把重點(diǎn)放在強(qiáng)化上. 之后就是實(shí)現(xiàn)為之后就是實(shí)現(xiàn)為 Brand Equity的的 Experiential Marketing時(shí)機(jī)時(shí)機(jī).北京現(xiàn)代 Brand CompositionSON

9、ATAFamily Brand北京現(xiàn)代Corporation BrandEF SONATASONATA2.7GLS A/T2.0GLS A/T2.0GL A/T2.0GL M/T2.0GLS M/TELANTRAIndividual Brand?Individual Brand?Individual BrandBrand ExtensionWe Have Three BrandCorporation Brand(北京現(xiàn)代)Family Brand(EF SONATA, SONATA)Individual Brand(ELANTRA)FlagshipBrand規(guī)定規(guī)定Brand之間相互關(guān)系之間相

10、互關(guān)系Corporation Brand(北京現(xiàn)代)Family Brand(EF SONATA, SONATA)Flagship BrandIndividual Brand(ELANTRA)ImageValueCredibilityBasicImage TransferCredibility= Halo EffectTreat(Competition,Social Environment)Entry Wall(Price, Place)Easy Marketing PerformanceSoCorporation Brand(北京現(xiàn)代)Family Brand(EF SONATA, SONA

11、TA)Individual Brand(ELANTRA)企業(yè)廣告必要性Communication 量集中ButCorporation Brand(北京現(xiàn)代)企業(yè)廣告必要性Launching 初期進(jìn)入早期市場(chǎng)的必要性High Marketing Cost不完善的Brand Line Up時(shí)機(jī)尙早日后的課題SolutionCorporation Brand(北京現(xiàn)代)Family Brand(EF SONATA, SONATA)FlagshipBrand形成Identity(Image)Communication形成通過SONATA Communication的企業(yè)品牌 Identity 北京現(xiàn)代

12、Brand Communication StrategyCommunicationStrategy GuidelineCorporation Brand(北京現(xiàn)代)Family Brand(EF SONATA, SONATA)Individual Brand(ELANTRA)RelevanceCampaignCommunication IdentityCommunication Identity北京現(xiàn)代的 Brand Communication應(yīng)該在 Brand Management 層次上展開,而它的重點(diǎn)則在品牌之間的連貫性(Relational Communication)和持續(xù)的和持續(xù)的

13、Campaign上上.What do you think about?AuthorityRichnessExpensiveStrong BodyGermanMiddle-aged GentlemanGood Car形成差別化新的一個(gè)形成差別化新的一個(gè) Image !北京現(xiàn)代 = ?SONATA = ?形成形成Brand Identity(Image)Brand Identity(Image)Communication ReviewBrand北京現(xiàn)代北京現(xiàn)代SONATASONATALaunching1(02/11/27-03/3/16)Launching2(03/3/24-03/6/30)Fol

14、low(03/7/1)追求卓越 公創(chuàng)幸福 Seeking Excellence, Finding Common HappinessSeeking Excellence, Finding Common Happiness我有我的風(fēng)格中國新動(dòng)力?效果如何效果如何?Relevance(?)Relevance(?)Corporation Brand Slogan是否以現(xiàn)代這一資產(chǎn)作為鋪墊開發(fā)的?Campaign是否有個(gè)性?企業(yè) Brand和 Family Brand之間的 Relevance?SONATA Brand Identity是什么? 即,給消費(fèi)者展示的是什么樣的形象? 向190個(gè)國家輸出(S

15、ONATA 在112個(gè)國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)代 Brand Identity北京現(xiàn)代北京現(xiàn)代北京現(xiàn)代 Brand IdentityWorld Wide (世界化)GLOBAL Brand 現(xiàn)代GLOBAL 技術(shù) 現(xiàn)代GLOBAL 質(zhì)量品質(zhì) 現(xiàn)代So北京現(xiàn)代 Brand IdentityWorld Wide SONATA Brand IdentityIndividual Brand IdentityTransfer為為(EF)SONATABrand Identity的的 準(zhǔn)大型級(jí)別大小 新古典主義S

16、TYLE 最尖端安全裝置 尖端駕駛系統(tǒng) 準(zhǔn)大型級(jí)別的高級(jí)配置 舒適的駕駛 最佳預(yù)防安全性 安靜柔和的試駕感 卓越的 Driving Performance 有品位的形象 堅(jiān)韌的 既有品位又精煉的 乘坐大型轎車般的自信 感覺像是走在別人前端的 駕駛的樂趣 柔和精煉 /都市化 Intelligent/有格調(diào)的 /值得信賴的 代表性的 自信,差別化BrandEssenceValueBenefitAttributePersonalityAdvance & Credible世界認(rèn)可的技術(shù)品質(zhì)(EF)SONATA TargetIntelligentIntelligentRationalRation

17、alReasonableReasonablePassionatePassionateProgressiveProgressiveChallengeableChallengeableFreeFreePowerfulPowerfulActiveActive Age : 30歲 40歲初 收入: 年收入 10萬元(RMB)以上 特點(diǎn) :生于 60年代的中國新動(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)中國社會(huì),文化,經(jīng)濟(jì)的 新動(dòng)力(力量)(EF)SONATABrand IdentityBrand EssenceTarget EssenceAdvanced & Credible引領(lǐng)中國

18、的新動(dòng)力Brand IdentityLuxury Challenge SuperiorPride(EF)SONATABrand IdentityFor Advanced LeaderOld LeaderAuthoritativeConservativePassiveStereotypedAdvanced LeaderFreeFlexibleVSPassionateRationalActiveTraditional追求進(jìn)步,進(jìn)取趨向的新Leader-我將乘坐 (EF)SONATAAdvanced Power, Safety, Comfortable, Driving PerformanceAnd

19、 soFor Advanced Leader(EF)SONATA Brand Identity(Image)+World Wide北京現(xiàn)代Brand Identity(Image)Communication(開發(fā)Message)CampaignSummaryCorporation Brand(北京現(xiàn)代)Family Brand(EF SONATA, SONATA)Individual Brand(ELANTRA)日后企業(yè)PR的必要性通過SONATA形成 Identity Relational CommunicationCampaign, Advanced Leader + World Wide

20、Product Oriented Communication 形成Image Umbrella Effect/Image 轉(zhuǎn)移Communication Identity確立Brand Identity北京現(xiàn)代EF SONATACommunication StrategyFixed Brand ImageFixed Brand ImageEstablish Brand EquityEstablish Brand EquityStep ThreeStep ThreeBuildup Brand ImageBuildup Brand ImageStep TwoStep TwoBuild a Bran

21、d IdentityBuild a Brand IdentityMaking Brand Image Making Brand Image Step OneStep OneCommunication Strategy Guide 目前 Communication 目標(biāo)Communication Strategy Guide Product Oriented CommunicationTarget Oriented CommunicationCommunication Strategy Guide 北京現(xiàn)代 Identity : World Wide形成Image“世界世界 112個(gè)國家正在銷售個(gè)國家正在銷售EF SONATA把句子把句子(文案文案)插入于廣告內(nèi)插入于廣告內(nèi)Communication StrategyEF SONATA Brand IdentityFor Advanced Leader+World WideEF SONATA Brand Slogan中國新動(dòng)力持續(xù)的 Communication? ?EF SONATA Brand Catchphras