The document discusses Ford Motor Company's brand marketing process and strategies. It emphasizes developing strong brands through emotional connections with target customers based on deep consumer insights. It also stresses integrating all marketing activities around core brand values to achieve synergy and consistency across touchpoints. The 10 rules of great brand marketing highlight tactics like focusing on aspirational advertising, bundling product lines, and using individualized marketing to build deep customer relationships.

2. Agenda Ford Motor Company Product Planning Process 工艺 Why brand marketing? Consumer Insight Integrate 整合 Brand Marketing Into Business Case Study – Product Planning Summary and Q&A

3. 议程 福特汽车公司产品计划流程 什么要进行品牌营销？ 消费者洞察 将品牌营销整合到业务 案例学习 – 产品策略 总结和提问

6. What Makes a Strong Brand? 是什么让一个品牌强壮 ~ ？

7. Revised 3/29 Contact: GSCOTT12 Brand Strategy Creates Differentiation and Synergies 协同作用 Among Our Brands Ingenious…Caring 巧妙的关怀 TRUST + LOVE + DELIGHT 情趣 Safety 安全 “ For Life” 为了生活 Trustworthy, Expert 专家 Convenient, Flexible 方便灵活 Innovative 创新 The Most 最 Exclusive 独家 Club 俱乐部 Stylish 时尚 Spirited 精神 Insightful 有见地 Reliable 可靠 ; Convenient 方便 Service 服务 Genuine 真正 Progressive 进步 Smart 智能 Innovative 创新 Expressive 表达的 Individualistic 个人主义的 American 美国 Luxury 豪华 Superior Global Service 一流的全球服务 Speed and Convenience 速度和方便 Competitive Prices 竞争力的价格 Premier Automotive Group 首席汽车集团 Elegant 优雅 Original 原 w/ 瓦特 Refined 精 Power 电源 Sensuous 感官的

9. Consumer Insight Provides Basis for Consistently Delighting 坚持取悦 Consumer Types of Needs Stated 声明 Real Unstated Delight 情趣 Secret 秘密 Example Consumer wants an inexpensive car 不贵的 Consumer wants a car whose operating cost 经营成本 , not its initial price, is low Consumer expects good service from the dealer 经销商 Consumer buys the car and receives a complimentary 免费的 U.S. road atlas 地图集 Consumer wants to be seen by friends as a value-oriented 价值导向 savvy 精明 consumer Source: Kotler, Philip; Marketing Management

12. Consumption Consumption 消费 Total reasonable market potential for the brand Adjacent 相邻 People who we will attract with elements of the brand, but not the focus of our “ delighting” efforts Adjacent Core Target Core Target The most “valuable” customers we want to delight with a total brand experience Targeting

17. Brand Positioning DNA TARGET CUSTOMER… the foundation for the brand positioning

19. Brand Marketing Process Analyzing and Diagnosing the Brand / Situational Analysis Measuring Progress Creating the Brand Positioning Developing Brand Plans Measuring Progress

20. 10/09/10 Human Resources Public Affairs 事务 Purchasing 采购 Marketing, Sales, & Service Product Development 产品发展 Finance 财经 Manufacturing 制造业 Dealers 经销商 / FRN From Company to Brand BRAND Design Suppliers / Agencies 供应商通讯社 Quality/ Process Leader- Ship

21. 10/09/10 From Brand to Customer… Every touchpoint with the customer must reinforce 加强 the brand BRAND People Advertising Pricing Brochures 手册 Sponsorship 赞助 Sales / Service Experience Website Auto Show Displays 显示 Product Design

22. Precise 精确 Customer Targeting 定位 Deep Consumer Insight 深化消费者认知 Strong Brands that Connect Emotionally 情感 and Rationally 理性 with our Target Customers Consumer Company With Cultural Intensity 强度 SVA P/E Ratio = Winning!!

25. 10 Rules of Great Brand Marketing Tactics 战术 1. Build image around group “A” (target), sell volume to group “B”. 2. Start with a very good product -- dare 敢于 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.

26. 1. Build image around group “A” (target), sell volume to group “B”. 面对 A 受众建立品牌形象，但是要把数量卖给 B 受众。 2. Start with a very good product -- dare 敢于 to compare. 要用一个非常优秀的产品来作为开始。要敢于对比（竞品）。 3. Market the top-of-the-line product first. 最初的时候就定位在顶级有 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.