Date post: | 20-Jan-2015 |
Category: |
Automotive |
Upload: | kelly-automotive |
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Ford Lincoln Mercury
SYNC
WHAT DO BRANDS STAND FOR?WHAT DO BRANDS STAND FOR?
Apple
Price premiumPrice premium
User SatisfactionUser Satisfaction
/Loyalty/Loyalty
Perceived QualityPerceived Quality
Perceived valuePerceived value
LeadershipLeadership
PersonalityPersonality
OrganizationOrganizationBrand AwarenessBrand Awareness
Market ShareMarket Share
Price & DistributionPrice & Distribution
IndicesIndices
Creating A BrandCreating A Brand
Create a relationship of understanding and trust.Create a relationship of understanding and trust.
Trust is established through a symbolic embodiment of all theTrust is established through a symbolic embodiment of all theinformation connected to the company, product or service.information connected to the company, product or service.
Accomplished via:Accomplished via:
•• A collection of images and ideasA collection of images and ideas
•• Conveying the essence of the company, product or serviceConveying the essence of the company, product or service
•• Created by the Created by the accumulation of experiences, associations andaccumulation of experiences, associations andexpectationsexpectations among products among products
•• Explicit logo, fonts, color schemes, symbols and sound whichExplicit logo, fonts, color schemes, symbols and sound whichmay be developed to may be developed to represent implicit values, ideas, and evenrepresent implicit values, ideas, and evenpersonalitypersonality
Branding Has ChangedBranding Has Changed
•• The definition of experiences, associationsThe definition of experiences, associationsand expectations is different in digitaland expectations is different in digital
•• Representation of implicit values, ideas andRepresentation of implicit values, ideas andeven personality also changed with theeven personality also changed with thedigital revolution.digital revolution.
•• Re-evaluation of logo, fonts, color schemes,Re-evaluation of logo, fonts, color schemes,symbols and sounds must occur to connectsymbols and sounds must occur to connectthe experiences and the associations withthe experiences and the associations withthe digital values and personality.the digital values and personality.
Now more than ever the brand,Now more than ever the brand,
"branding" and brand equity have"branding" and brand equity have
become increasingly importantbecome increasingly important
components of culture and thecomponents of culture and the
economy, now being described aseconomy, now being described as
"cultural accessories and personal"cultural accessories and personal
philosophies". [1]philosophies". [1]
The New Way to Gain theThe New Way to Gain the
Consumer OnlineConsumer Online
•• First to own versus first to shareFirst to own versus first to share
•• Provide information canProvide information can’’t gett get
anywhereanywhere
•• Keep me up to date wherever I amKeep me up to date wherever I am
•• Fame in Fame in ““knowingknowing””
•• Fame in Fame in ““coolcool””
Most Critical, MeasurementMost Critical, MeasurementItIt’’s changed too!s changed too!
•• Observed click stream behaviorObserved click stream behavior
•• Key Key ““activitiesactivities”” on advertisements, on advertisements,
content and websitescontent and websites
•• Search activitySearch activity
•• Blogosphere trendingBlogosphere trending
•• Surveyed qualitative behaviorSurveyed qualitative behavior
•• SalesSales
Alex HultgrenAlex Hultgren““Digital ManagerDigital Manager””
SYNCSYNC
SyncSync
The In-car Technology MarketThe In-car Technology MarketAwareness and buzz were key to the success of SYNC
Plan ObjectivesPlan ObjectivesEstablish Brand Awareness &
Unique Product Value
Increase Favorable Opinon, Consideration
and Purchase Intention
StrategiesEngagement
&
Personalization
Target AudiencesThe Magic of Digital
Laser Targeted
Mass Reach
Pre LaunchEarly Messaging
Pre LaunchEarly Messaging
LaunchMass Awareness
Product Differentiation
LaunchMeasuring Success
SustainmentBlend of Mass Awareness & Targeted Personalization
SustainmentPersonalization! Optimization!
Target AudienceXX
Return…Analytic Goal Driven Standards
Success Built from Pillar Strength
Target AudienceXX
Positive Response…Building Momentum
Experience it for yourself!
Drive One!