福特汽車產品策略及品牌管理英文(ppt 23頁)

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

Why Brand Marketing?
Proliferation of product choices in the market
Increasing number of products with similar quality
and performance
Product-based competitive advantages are short-
lived
Consumers are looking for ways to simplify choices
Globalization and Powerful Global Brands
Why are we placing such emphasis on brand, and on brand marketing?
(go through the list)

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