现代汽车全球品牌战略.ppt

Y. I. Kim;Contents;■ BRAND;1. What Is A Brand?;2. Why? Brand;3. Brand, What for?;4. Brand Perception?;5. Brand Building;Sales Performance Global Production and RD Network Product Competitiveness Outside Evaluations; Global Insight, Mar., 2006; 2005 Global sales ranking ;2. Global Production and RD Network;Industry Average;Non-luxury Average;4. Outside Evaluations (from Media);Global Power Brands (2005) Long-term Brand Vision Hyundai’s Global BI Strategy Implementation of Brand Strategy Product and Design Identity Communication Strategy;III. Hyundai’s Brand Scheme;1-1. Global Power Brand (2006);Current Status;Refined Modern;● Sleek Design ● Intelligent Ergonomic Engineering ● Excellent Service ● Safe and Reliable ● Top-tier Quality ;;Brand Identity is . . . Our aspiration for the brand — what we want our constituencies to experience and, in turn, think and feel about our company;Since brand beliefs are formed at various touch-points, what a company says and does at every constituency need to be aligned, so that the aspired brand perception can be created in consumers’ minds.; The ultimate goal of the HYUNDAI communications strategy is to help move HYUNDAI closer to its aspirational Brand Identity of “Refined Confident”. ; Integrated Marketing Communication;Sports Marketing;4-1. Past Hyundai Design;4-2. Product Line - up;4-3. Outside Evaluations (from Research Institutions);4-4. What is the Hyundai product and design?;Sleek and Refined Style;5-2. Product Identity (Example);;5-4. Familiarity;6-1. Glocal Brand Product Strategy;Let’s think about following….;“Thank you”