福特汽车-品牌形象建立.pdf

Ford Lio Ho Brand Work FLH Primary Brand Strategy FLH Primary Brand Strategy Brand Vision Where we are today Where we want to be Confused Leading consumer Company positioning w/ low InternationalInternational CompanyCompany w/w/ social involvement local relevancy Reliable// A brand desired to own trustworthy but (Progressive/(Progressive/ Energetic)Energetic) old/ conservative NNo iinnovatiive product satisfies PROCESS FLOWS TARGET CUSTOMER TO COUNTRY STRATEGIES Define Build Build marketing, focused Build brand product advertising and targettarget strategystrategy communicationscommunications strategy customer strategies DDescriiptition: Differen- Ford global Product lineup Non-product tiated targget bullseye: evaluated vs. strategies customer Highlight highlightedhighlighted evaluatedevaluated vsvs. with points of bullseye highlighted aspirationalaspirational emphasis words; bullseye words; needs which appeal ididentifiifies fifit off ddevellop bbrandd to target current