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產品策略及品牌管理 |
资料大小：1.56 MB
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资料语言：简体中文
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资料类别：网络营销资源下载 / doc文档，PPT文档 / 营销资源
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运行环境：Win2003, WinXP, Win2000, NT, WinME
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添加时间：2007-10-11 12:15:06
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更新时间：2007-10-11 12:15:06
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资料添加：admin
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资料评级：
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会员级别：匿名用户
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| 下载统计：本日：1 本周：6 本月：6 总计：49 |
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资料简介：
1. Build image around group “A” (target), sell volume to group “B”.
2. Start with a very good product -- dare to compare.
3. Market the top-of-the-line product first.
4. Market the Brand Family of nameplates together around common benefits
and values. Lead with the new, hot products and include the older models.
5. Come up with “new to the world” ideas, so the press sells the brand for you.
6. Create “buzz” (positive word of mouth) directed at specific target
customers.
7. Be proud and aspirational. Use bold advertising that 1) gets noticed
2) makes the product a hero, and 3) connects emotionally.
8. Focus all marketing activities around the brand values and integrate all
marketing activities to achieve synergy, efficiency and consistency.
9. Ensure that dealers understand and build the brand. Develop facilities and
sales and service experiences which are consistent with Brand values.
10. Use individualized, relationship (2:1) marketing to develop deep, lasting
relationships with customers. Use the internet effectively to connect with
customers. |
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