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:
Differen-
tiated target
customer
with
aspirational
needs
Build marketing,
advertising and
communications
strategies
Ford global
bullseye:
Highlight
points of
emphasis
which appeal
to target
customer
Product lineup
evaluated vs.
highlighted
bullseye
words;
identifies fit of
current
products and
product gaps
Non-product
strategies
evaluated vs.
highlighted
bullseye words;
develop brand
plans and
strategies to build
the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
Facilitate my life - Vehicle is necessity for
transportation. Brand are less important.
Relationship/ Caring - Very family oriented.
Concerned about the safety of the family.
Face w/o image - Consider vehicles as an internal
reward for achievement.
Social Fun - Utilize vehicles to its full potential.
Status - Demonstrate others their achievement
Independence - Attempt to have control over their
destiny.
Needed Base Segmentation
Target Customer
Targeting at Social Fun Seg
Down-to-earth (Quality time with close
people is more important than money
“Balanced life” and “Enjoying life”
Outgoing, adventurous, more of a risk-
takers than all other groups
Worldly,open to new things around
Emotional about vehicles; more of a car
enthusiast, driving not a necessity, it’s an
experience
PROCESS FLOWS
Define
focused
target
customer
Build
brand
strategy
Build
product
strategy
Description:
Differen-
tiated target
customer
with
aspirational
needs
Build marketing,
advertising and
communications
strategies
Ford global
bullseye:
Highlight
points of
emphasis
which appeal
to target
customer
Product lineup
evaluated vs.
highlighted
bullseye
words;
identifies fit of
current
products and
product gaps
Non-product
strategies
evaluated vs.
highlighted
bullseye words;
develop brand
plans and
strategies to build
the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
Positioning Statement
In Taiwan, Ford wants to build cars for people who
believe that life isn’t just about career success,
status, or wealth - it’s also about relationships
experiences, and happiness. For people who are
(therefore) committed to making there lives better -
more fulfilling more exciting and more fun, a life
with time for their friends and family - and who
strive to improve in what they do.
For people who appreciate a Car Company that
uses all of its global resources and local expertise
to introduce innovative - but thoughtful product with
ingenious and practical features. A Car Company
that provides world-class ways of making their lives
more enjoyable, more fun, and better.
Vision Focus
“Huo-de Jing-Tsai”
活得精采
PROCESS FLOWS
Define
focused
target
customer
Build brand
strategy
Build
product
strategy
Description:
Differen-
tiated target
customer
with
aspirational
needs
Build marketing,
advertising and
communications
strategies
Ford global
bullseye:
Highlight
points of
emphasis
which appeal
to target
customer
Product
lineup
evaluated vs.
highlighted
bullseye
words;
identifies fit
of current
products and
product gaps
Non-product
strategies
evaluated vs.
highlighted
bullseye words;
develop brand
plans and
strategies to build
the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
PROCESS FLOWS
Define
focused
target
customer
Build brand
strategy
Build
product
strategy
Description:
Differen-
tiated target
customer
with
aspirational
needs
Build
marketing,
advertising and
communications
strategies
Ford global
bullseye:
Highlight
points of
emphasis
which appeal
to target
customer
Product lineup
evaluated vs.
highlighted
bullseye
words;
identifies fit of
current
products and
product gaps
Non-product
strategies
evaluated vs.
highlighted
bullseye words;
develop brand
plans and
strategies to
build the brand
TARGET CUSTOMER TO COUNTRY STRATEGIES
Revitalize Ford’s image as a brand
that providing a solution of enjoying
fun and excitement of life
Rejuvenate Ford’s image by
connecting younger generation
Taiwanese
Reinforce Ford’s social involvement
in Taiwan
Brand Building Objective
Applications - aspects
A Zestful
Brand
Primary
Brand EMP
actions
Product
Sales
behavior
Showroom
deco
Media’s
favorInternal
belief
Social
involvement
Primary Brand EMP
actions
Passion Points Interest
Music: Local pop (Wu Bai, A-Mei)
Sports: Gym, golfing, hiking
Entertainment: Family outing
together, dinning out at trendy
restaurants, shopping together
Technology: Cell phone, PDA, DVD
Other: Travel for pleasure, Financial
planning
Spike Strategy
Each spike will be designed to meet the
unique attribute of each nameplate and also
convey Primary Brand’s proposition
One major spike deployed right after
nameplate’s media launch to extend the launch
effect
2001 2002
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
MAV
Metrostar
Focus
Escape
Theme Park Casual Resort Trendy places Hidden attractions Young Talent Idea
Passion Points
Brand Vision
Family Outing Fashion Dining Fun places Discover TWN Colorful People
Color Life
MAV Metrostar Focus Escape
Bottom-up Strategy
Spike Allocation
Communication guidelines
Communication Activity
Primary Brand Tactics
Kick-off PressInternal Belief
1. Convey the new
brand vision
2. Employee’s
involvement
3. Get consensus
1. Announce the
new brand vision/
slogan to outside
press
Media Log
1. Reinforce the
new brand vision/
new life attitude
among general
public through
various media
support
Desired Outcome after 18 months
Zestful people (young, famous, exciting and
healthy) driving Ford’s zestful vehicles to
introduce zestful place, people, activities in
regular interval media channels (TV log...)
“Wow, they drive a Ford to do cool stuff”
“Ford is a young, active, and zestful brand”
Next Step
A Zestful
Brand
Primary
Brand EMP
actions
Product
Sales
behavior
Showroom
deco
Media’s
favorInternal
belief
Social
involvement
