福特汽车-品牌形象建立

1、从毒奶事件看起 2008年食品行业大事纪,年初全国各地陆续发现“肾结石宝宝”，质疑三 鹿奶粉品质，三鹿拒不承认。9月初，经媒体扩 大后，三鹿才被迫承认产品含三聚氰胺。后续发 现整个乳品行业都存在严重管理问题。乳品行业 的“不安心、不安全”造成消费者心理的巨大恐 慌。 康师傅矿物质水用自来水冒充“优质水源”，欺瞒 消费者。导致水行业的“诚信”问题遭到质疑。 王老吉为512地震灾区捐款1亿；“捐款就要捐一 亿，要喝就喝王老吉”一时风靡。,经过2008年的食品安全事故,在越来越多的食品健康安全问题面前，政 府、消费者对企业应当。

2、如何建立品牌形象策略体系,123456,品牌形象,管理形象,关系形象,公关形象,企业形象,产品形象,赠品,礼品,用品,奖品,品牌形象,管理形象,关系形象,公关形象,企业形象,产品形象,1.社会公关形象,以政府股民媒介为中心通过赠品奖品用品的载体建立社会公关识别,受众,1.社会公关形象,赠品,礼品,用品,奖品,企业礼品 企业礼品视觉识别格式企业用品 企业用品视觉识别格式企业奖品 企业奖品视觉识别格式企业赠品 企业赠品视觉识别格式,卖场形象,企业形象,服务形象,产品形象,品牌形象,管理形象,关系形象,公关形象,企业形象,产品形象,2.市场品牌形象,以目。

3、Ford Lio HoBrand Work,FLH Primary Brand StrategyMay 28, 2001,Brand Vision,Where we are todayConfused positioning w/ low social involvementReliable/ trustworthy but old/ conservativeNo innovative product satisfies customers,Where we want to beLeading consumer CompanyInternational Company w/ local relevancyA brand desired to own (Progressive/ Energetic),FLH Primary Brand Strategy,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Dif。

4、Ford Lio HoBrand Work,FLH Primary Brand StrategyMay 28, 2001,Brand Vision,Where we are todayConfused positioning w/ low social involvementReliable/ trustworthy but old/ conservativeNo innovative product satisfies customers,Where we want to beLeading consumer CompanyInternational Company w/ local relevancyA brand desired to own (Progressive/ Energetic),FLH Primary Brand Strategy,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Dif。

5、Ford Lio Ho Brand Work,FLH Primary Brand Strategy May 28, 2001,Brand Vision,Where we are today Confused positioning w/ low social involvement Reliable/ trustworthy but old/ conservative No innovative product satisfies customers,Where we want to be Leading consumer Company International Company w/ local relevancy A brand desired to own (Progressive/ Energetic),FLH Primary Brand Strategy,PROCESS FLOWS,Define focused target customer,Build brand strategy,Build product strategy,Description:,Diff。