Santana %
Meets needs Better price/deal Most popular Appeals more Would recommend Higher opinion Better to drive Growing popular Better quality Want to be seen Setting trends Different More stylish (Base)
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
中国汽车品牌位置图
China - Cars
6
4
Mercedes
BMW
2
Voltage
0
-2
Jaguar
Mazda Chrysler
General Motors (GM)
Santana
VW ( Volkswagen) Ford
Toyota Audi
39 49 29 29 22 25 22 28 17 13 16 3 6 (175)
Santana v Category
Audi v Category
7
-7
34
-1
-1
-8
0
-9
-2
-2
-4
-4
-4
-5
1
-5
-7
-4
-8
-2
-7
-4
-7
-1
-12
0
(175)
Og(i1lv4y9)& Mather
? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown
奥美汽车品牌策划方案
林一凡2017
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
BRANDZ
THE WPP BRAND EQUITY STUDY
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather ? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown
Ogilvy & Mather
China - Cars
Chrysler Mercedes BMW Jaguar Ford Audi General Motors (GM) Red Flag Mazda Toyota VW ( Volkswagen)
Better quality
22
Want to be seen 20
Setting trends
21
Different
5
More stylish
11
(Base)
(219)
Santana v Category
Audi v Category
25
-3
4
-3
-2
-5
-4
-1
-7
-1
-7
-4
-3
-1
-11
-3
-11
-1
-10
1
-8
1
-13
2
(219)
(191)
Ogilvy & Mather ? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown
Cars - China
Cars - China Bonding
Santana - Brand Pyramid 9
Cars - China Red Flag - Brand
Pyramid
0
Advantage
44
16
Performance
55
36
Relevance
68
43
Presence (Base)
8766(398)(398)55
48
Relevance
68
51
Presence (Base)
87
78
(398)
(398)
Ogilvy & Mather
? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown
80
70
60
50 ¼Û ¸ñ µ¼ òÏ
40
ÂÖ »
30
Æ·ÅÆ ÖÒ µÊ
20
10
0
汽车
平均值
Ogilvy & Mather
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% ÖÐ ¹ú °Í Î÷ ·¨¹ú µÂ ¹ú ÈÕ ±¾ Ó¢ ¹ú ÃÀ ¹ú
Æ·ÅÆ ÖÒ ³Ï ÂÖ » ¼Û ¸ñ µ¼ Ïò
Ogilvy & Mather
Cars - China
Santana %
Better price/deal 51
Most popular
23
Appeals more
36
Would recommend 30
Higher opinion
30
Better to drive
28
Growing popular 30
Santana
Average
45 40 39 29 28 25 23 20 15 14 5 4 24
Ogilvy & Mather
Ogilvy & Mather
China - Cars Unaided
Santana % 74
Ever tried
11
Meets needs
44
Aware of promise 65
(Base)
(398)
Santana v Category 32
Audi v Category 23
6
2
22
5
24
15
(398)
Ogilvy (&39M8a)ther
? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown
Red Flag
-4
-50
-40
-30
-20
-10
0
10
20
30
40
Base (398)
Presence
Ogilvy & Mather
Cars - China Bonding Advantage
Santana - Brand Pyramid Audi - Brand Pyramid
9
2
44
37
Performance