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1、VolkswagenAdvertising Analysis ChinaPrepared by DDB BeijingFebruary 2, 2003ContentCompetitive Brand OverviewVolkswagen Brand OverviewVolkswagen Brand : Perception & ChallengesVolkswagen Brand : Strategic Goals, Solutions & Tactical MeasuresCompetitive Brand OverviewWe look at the following brands in
2、 terms of their brand message as well as their creative concepts : AudiBMWBuickCitroen HondaMercedesToyotaVolvo Volkswagen - FAWVolkswagen - SVWVolkswagen AUDIMessage :PREMIUM QUALITYSlogan:突破科技，启迪未来突破科技，启迪未来 Break-through technology, inspiring the futureSupport: Exquisitely made, attention to detai
3、l & beauty in designPromises:Status symbol, German origin, reliable & qualityTarget : Middle-Upper to Upper Income LevelSuccess: Clear positioning as precision drivenAUDIAUDIAUDIBMWMessage: The Ultimate Choice in Luxury PerformanceSlogan: 宝马本色宝马本色 成功标志成功标志 The quality of BMW is the symbol of success
4、Support: Powerful and dynamic; characteristics that are impossible to imitatePromises: Confidence, status and the ultimate drive Target: Upper Income LevelSuccess:Delivery of globally accepted positioning based on delivering the ultimate in performance driving statusBMWBMWBUICKMessage: GENUINE QUALI
5、TYSlogan: 当代精神当代精神, , 当代车当代车 The car which embodies the spirit of our time Support: 不容许有任何水分不容许有任何水分 High quality from manufacturing to delivery to after-sales service Promises: Comfortable & outstanding functions with a modern feeling from a US brandTarget: Middle to Middle-Upper Income LevelSuccess: American dream with world class quality BUICKBUICKBUICKBUICK青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。
