PASSAT品牌建设-奥美课件.pptx

1、BRANDZTHE WPP BRAND EQUITY STUDY0 010102020303040405050606070708080价格导向价格导向轮换轮换品牌忠实品牌忠实0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%中国中国 巴西巴西 法国法国 德国德国 日本日本 英国英国 美国美国品牌忠诚品牌忠诚轮换轮换价格导向价格导向China-CarsBase(398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW(V

2、olkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors(GM)?This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars-ChinaSantana-Brand Pyramid(Base)(398)785148372Audi-Brand Pyramid(398)?This Brand

3、 Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars-ChinaSantana-Brand Pyramid(Base)(398)664336160Cars-ChinaRed Flag-BrandPyramid(398)24Average4Santana5VW(Volkswagen)14Toyota15Mazda20Red Flag23General Motors

4、(GM)25Audi28Ford29Jaguar39BMW40Mercedes45ChryslerChina-Cars?This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 65Aware of promise44Meets needs11Ever tried74UnaidedChina-CarsSantana%(Base)(398)2422632Santana v Category(398)155223Audi v Category(398)?This

5、Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would recommend36Appeals more23Most popular51Better price/dealCars-ChinaSantana%(Ba

6、se)(219)-13-8-10-11-11-3-7-7-4-2425Santana v Category(219)211-1-3-1-4-1-1-5-3-3Audi v Category(191)?This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More stylish3Different16Setting trends13Want to be seen17Better quality28Growing popular22Better to dr

7、ive25Higher opinion22Would recommend29Appeals more29Most popular49Better price/deal39Meets needsCars-ChinaSantana%(Base)(175)-12-7-7-8-71-4-4-20-1347Santana v Category(175)0-1-4-2-4-5-5-4-2-9-8-1-7Audi v Category(149)空白型空白型小老虎型小老虎型奥林匹克型奥林匹克型抱负型抱负型经典型经典型防守型防守型衰退型衰退型迷恋型迷恋型China-CarsBase(398)PresenceVo

8、ltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW(Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors(GM)2.98升V型4冲程6缸发动机2.3升4缸16气门VTEC发动机1.8升4缸5气门发动机麦克弗逊式独立前悬挂新型五连杆双叉后悬挂系统全新四连杆前悬挂系统三连杆独立后悬挂系统4T65E四档电控自动变速器全电子直控式自动变速箱四档自动变速箱/手动SFI电子顺序多点燃油喷射系统程序控制燃油喷射系统风阻系数0.32风阻系数0.27定速巡航系统ABS（

9、防抱死制动系统）ABS（防抱死制动系统）ABS（防抱死制动系统）布/皮座椅，前排6向电动调节斗式座椅真皮座椅，驾驶座椅八方向电动调节真皮座椅双安全气囊，前排可调式安全带双安全气囊，车侧碰撞防护杆双安全气囊，预锁安全带折叠式电控外后视镜，电动程控中央门锁电动玻璃天窗/后视镜，遥控中央门锁 防夹手电动天/车窗，多功能中控锁广阔后视镜，附除霜加热器高位刹车灯，前后雾灯多点反射一体式卤素前大灯，前后雾灯大灯灯光可随车身角度变化自动节无氟空调，后排热风口，空气过滤器大功率自动调节式空调电子恒温空调高级6喇叭立体声音响，CD，收放机高级6喇叭立体声音响，CD，收放机0.473m3的行李箱415升的行李箱后排座椅可翻下，提高行李载重