北京現代品牌管理方案分析.pptx

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1、北京現代StrategicBrandManagement2003年6月ConferenceBackground北京現代CommunicationReview&Inspection根据SONATABrandLine-Up的日后Communication方向协商日后BrandManagement的必要性提高北京现代ValueUp/SONATABrandPower“根据市场环境的变化MarketingTrend也将不同.假如昨天为止,作为我们的原则,信赖不疑的对Marketing的信念,如今成了传统概念,那么树立我们对于成功的信心的对于现在和未来新的Mar

2、keting原则将会是什么?"TraditionalMarketing特点FunctionalFeature&Benefit(F&B)CustomersareRationalDecision-MakerMethodsareAnalytical,Quantitative&VerbalNarrowDefinitionofProductCategories&Competition21C新的3种MarketingTrend1.情報技術의普遍化2.Brand의覇權化3.Communication和娛樂性普遍化ExperientialMarketingFeatu

3、res&BenefitsTraditionalMarketingExperientialMarketingSensoryAffectiveCognitiveExperiencesActionsRelationsversusMarketingParadigm變化ExperientialMarketing의特徵ExperientialMarketingCustomerExperienceConsumptionasaHolisticExperienceCustomersareRational&EmotionalAnimalsMethodsareEclect

4、ic21CMarketing的話頭…BRAND!Changetherules!ForMassByMakerWith4PProduct*4C(Consumer,Convenience,Cost,Communication)ForPersonalByConsumerWith4CImage,ValueBrandis…?DifferentiationImage,ValueConsumerSenseRelationship通过与客户的特殊相遇(Experience)的StructureofBrandBrandEssenceValueBenefitAttribu

5、tePersonalityBrandIdentityBrandImagePointofProductExtensionAssociationPowerBrandCommunicationFixedBrandImageEstablishBrandEquityStepThreeStepofBrandingBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOnePowerBrand61%17%27%17%34%54%21%48%9%(Interbrand20

6、02)只有做到PowerBrand才是从竞争中生存下去的唯一道路,随之也将解决构筑与客户之间关系这一问题.根据技术与客户变化的所有环境将趋于Branding.目前对于Marketing关键在于如何构筑战略性BrandManagementSystem.随后从传统F&B脱离将形成日后构筑与客户关系时的BrandIdentity와Image,应该把重点放在强化上.之后就是实现为BrandEquity的ExperientialMarketing时机.北京現代BrandCompositionSONATAFamilyBrand北京現代CorporationBra

7、ndEFSONATASONATA2.7GLSA/T2.0GLSA/T2.0GLA/T2.0GLM/T2.0GLSM/TELANTRAIndividualBrand?IndividualBrand?IndividualBrandBrandExtensionWeHaveThreeBrandCorporationBrand(北京現代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)FlagshipBrand规定Brand之间相互关系CorporationBrand(北京現代)FamilyBrand(

8、EFSONATA,SONATA)FlagshipBrandIndividualBrand(ELANTRA…)