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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Marketing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ExperientialMarketingFeatures&BenefitsTraditionalMarketingExperientialMarketing•Sensory•Affective•CognitiveExperiences•Actions•RelationsversusMarketingParadigm變化ExperientialMarketing의特徵ExperientialMarketingCustomerExperienceConsumptionasaHolisticExperienceCustomersareRational&EmotionalAnimalsMethodsareEclectic21CMarketing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StructureofBrandBrandEssenceValueBenefitAttributePersonalityBrandWheelBrandIdentityBrandImagePointofProductExtensionAssociationPowerBrandCommunicationFixedBrandImageEstablishBrandEquityStepThreeStepofBrandingBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOnePowerBrand61%17%27%17%34%54%21%48%9%(Interbrand2002)•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CorporationBrandEFSONATASONATA2.7GLSA/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(EFSONATA,SONATA)FlagshipBrandIndividualBrand(ELANTRA…)ImageValueCredibilityBasicImageTransferCredibility==HaloEffectTreat(Competition,SocialEnvironment…)EntryWall(Price,Place…)EasyMarketingPerformanceSo…CorporationBrand(北京現代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)企業廣告必要性Communication力量集中But…CorporationBrand(北京現代)企業廣告必要性Launching初期进入早期市场的必要性HighMarketingCost不完善的BrandLineUp時機尙早日后的课题SolutionCorporationBrand(北京現代)FamilyBrand(EFSONATA,SONATA)FlagshipBrand形成Identity(Image)Communication形成通过SONATACommunication的企业品牌Identity北京現代BrandCommunicationStrategyCommunicationStrategyGuidelineCorporationBrand(北京現代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)RelevanceCampaignCommunicationIdentityCommunicationIdentity北京現代的BrandCommunication应该在BrandManagement层次上展开,而它的重点则在品牌之间的连贯性(RelationalCommunication)和持续的Campaign上.Whatdoyouthinkabout…?AuthorityRichnessExpensiveStrongBodyGermanMiddle-agedGentlemanGoodCar形成差别化新的一个Image!北京現代=?SONATA=?形成BrandIdentity(Image)CommunicationReviewBrand北京現代SONATALaunching1(02/11/27-03/3/16)Launching2(03/3/24-03/6/30)Follow(03/7/1~)追求卓越公創幸福SeekingExcellence,FindingCommonHappiness我有我的風格中國新動力?效果如何?Relevance(?)Relevance(?)CorporationBrandSlogan是否以现代这一资产作为铺垫开发的?Campaign是否有个性?企业Brand和FamilyBrand之间的Relevance?SONATABrandIdentity是什么?即,给消费者展示的是什么样的形象?•向190个国家输出(SONATA在112个国家上市•荣获太平洋经济协议会(PBEC)环境奖‘金奖'(2002)•荣获J.D.POWER(社)‘CHAIRMAN’奖北京現代BrandIdentity北京現代…北京現代BrandIdentityWorldWide(世界化)GLOBALBrand現代GLOBAL技术現代GLOBAL质量品质現代So…北京現代BrandIdentityWorldWideSONATABrandIdentityIndividualBrandIdentityTransfer为(EF)SONATABrandIdentity的…•准大型级别大小•新古典主义STYLE•最尖端安全装置•尖端驾驶系统•准大型级别的高级配置•舒适的驾驶•最佳预防安全性•安静柔和的试驾感•卓越的DrivingPerformance•有品位的形象•坚韧的•既有品位又精炼的•乘坐大型轿车般的自信•感觉像是走在别人前端的•驾驶的乐趣•柔和精炼/都市化•Intelligent/有格调的/值得信赖的•代表性的•自信,差别化BrandEssenceValueBenefitAttributePersonalityAdvance&Credible世界认可的技术品质(EF)SONATATargetIntelligentRationalReasonablePassionateProgressiveChallengeableFreePowerfulActive•Age:30岁~40岁初•收入:年收入10万元(RMB)以上•特点:生于60年代的中国新动力受教育程度高和追求上流文化社会影响力高引领中国社会,文化,经济的新动力(力量)(EF)SONATABrandIdentityBrandEssenceTargetEssenceAdvanced&Credible引领中国的新动力BrandIdentityLuxuryChallengeSuperiorPride(EF)SONATABrandIdentityForAdvancedLeaderOldLeaderAuthoritativeConservativePassiveStereotypedAdvancedLeaderFreeFlexibleVSPassionateRationalActiveTraditional追求进步,进取趋向的新Leader-我将乘坐(EF)SONATAAdvancedPower,Safety,Comfortable,DrivingPerformance…Andso…ForAdvancedLeader(EF)SONATABrandIdentity(Image)+WorldWide北京現代BrandIdentity(Image)Communication(开发Message)CampaignSummaryCorporationBrand(北京現代)FamilyBrand(EFSONATA,SONATA)IndividualBrand(ELANTRA…)日后企业PR的必要性通过SONATA形成Identity북경현대와의RelationalCommunicationCampaign,AdvancedLeader+WorldWideProductOrientedCommunication形成ImageUmbrellaEffect/Image转移CommunicationIdentity确立BrandIdentity北京現代EFSONATACommunicationStrategyFixedBrandImageEstablishBrandEquityStepThreeBuildupBrandImageStepTwoBuildaBrandIdentityMakingBrandImageStepOneCommunicationStrategyGuide①目前Communication目标CommunicationStrategyGuide②ProductOrientedCommunicationTargetOrientedCommunicationCommunicationStrategyGuide③北京現代Identity:Wo