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1、Ford Lio HoBrand WorkFLH Primary Brand StrategyMay 28,2001第一页，共二十三页。Brand VisionWhere we are todayConfused positioning w/low social involvementReliable/trustworthy but old/conservativeNo innovative product satisfies customersWhere we want to beLeading consumer CompanyInternational Company w/local re
2、levancyA brand desired to own(Progressive/Energetic)FLH Primary Brand Strategy第二页，共二十三页。PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing,advertising and communications strategiesFor
3、d global bullseye:Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gapsNon-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brand
4、TARGET CUSTOMER TO COUNTRY STRATEGIES第三页，共二十三页。Facilitate my life-Vehicle is necessity for transportation.Brand are less important.Relationship/Caring-Very family oriented.Concerned about the safety of the family.Face w/o image-Consider vehicles as an internal reward for achievement.Social Fun-Utili
5、ze vehicles to its full potential.Status-Demonstrate others their achievementIndependence-Attempt to have control over their destiny.Needed Base Segmentation Target Customer第四页，共二十三页。Targeting at Social Fun SegDown-to-earth(Quality time with close people is more important than money“Balanced life an
6、d“Enjoying lifeOutgoing,adventurous,more of a risk-takers than all other groupsWorldly,open to new things aroundEmotional about vehicles;more of a car enthusiast,driving not a necessity,its an experience第五页，共二十三页。PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDe
7、scription:Differen-tiated target customer with aspirational needsBuild marketing,advertising and communications strategiesFord global bullseye:Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs.highlighted bullseye words;identifies fit of current products and pro
8、duct gapsNon-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES第六页，共二十三页。Positioning StatementIn Taiwan,Ford wants to build cars for people who believe that life isnt just about career success,status,o
9、r wealth-its also about relationships experiences,and happiness.For people who are(therefore)committed to making there lives better-more fulfilling more exciting and more fun,a life with time for their friends and family-and who strive to improve in what they do.For people who appreciate a Car Compa
10、ny that uses all of its global resources and local expertise to introduce innovative-but thoughtful product with ingenious and practical features.A Car Company that provides world-class ways of making their lives more enjoyable,more fun,and better.第七页，共二十三页。Vision Focus“Huo-de Jing-Tsai活得精采活得精采(jn c
11、i)第八页，共二十三页。PROCESS FLOWSDefine focused target customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing,advertising and communications strategiesFord global bullseye:Highlight points of emphasis which appeal to target custom
12、erProduct lineup evaluated vs.highlighted bullseye words;identifies fit of current products and product gapsNon-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES第九页，共二十三页。PROCESS FLOWSDefine focused t
13、arget customerBuild brand strategyBuild product strategyDescription:Differen-tiated target customer with aspirational needsBuild marketing,advertising and communications strategiesFord global bullseye:Highlight points of emphasis which appeal to target customerProduct lineup evaluated vs.highlighted
14、 bullseye words;identifies fit of current products and product gapsNon-product strategies evaluated vs.highlighted bullseye words;develop brand plans and strategies to build the brandTARGET CUSTOMER TO COUNTRY STRATEGIES第十页，共二十三页。Revitalize Fords image as a brand that providing a solution of enjoyin
15、g fun and excitement of lifeRejuvenate Fords image by connecting younger generation TaiwaneseReinforce Fords social involvement in TaiwanBrand Building Objective第十一页，共二十三页。Applications-aspectsA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroomdecoMedias favorInternal beliefSocial
16、involvement第十二页，共二十三页。Primary Brand EMP actions第十三页，共二十三页。Passion Points InterestMusic:Local pop(Wu Bai,A-Mei)Sports:Gym,golfing,hiking Entertainment:Family outing together,dinning out at trendy restaurants,shopping togetherTechnology:Cell phone,PDA,DVDOther:Travel for pleasure,Financial planning第十四
17、页，共二十三页。Spike Strategy Each spike will be designed to meet the unique attribute of each nameplate and also convey Primary Brands proposition One major spike deployed right after nameplates media launch to extend the launch effect第十五页，共二十三页。20012002 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
18、 Feb Mar Apr May JunMAVMetrostarFocusEscape Theme Park Casual Resort Trendy places Hidden attractions Young Talent IdeaPassion PointsBrand VisionFamily Outing Fashion Dining Fun places Discover TWN Colorful PeopleColor Life MAV Metrostar Focus EscapeBottom-up StrategySpike Allocation第十六页，共二十三页。Commu
19、nication guidelines第十七页，共二十三页。Communication Activity第十九页，共二十三页。Primary Brand TacticsKick-off PressInternal Belief1.Convey the new brand vision 2.Employees involvement 3.Get consensus1.Announce the new brand vision/slogan to outside pressMedia Log1.Reinforce the new brand vision/new life attitude amo
20、ng general public through various media support第二十页，共二十三页。Desired Outcome after 18 monthsZestful people(young,famous,exciting and healthy)driving Fords zestful vehicles to introduce zestful place,people,activities in regular interval media channels(TV log.)“Wow,they drive a Ford to do cool stuff“For
21、d is a young,active,and zestful brand 第二十一页，共二十三页。Next StepA Zestful Brand Primary Brand EMP actionsProductSales behaviorShowroomdecoMedias favorInternal beliefSocial involvement第二十二页，共二十三页。内容(nirng)总结Ford Lio HoBrand Work。“Huo-de Jing-Tsai。Social involvement。Bottom-up StrategySpike Allocation。2.Employees involvement第二十三页，共二十三页。