Palmer
Hargreaves
保时捷售后服务品牌形象定位与传播

保时捷售后服务品牌形象定位与传播

2016年,具有里程碑意义的时刻,庞瀚帮助保时捷建立了服务品牌形象&定位,并发展了完整的品牌传播内容。定义保时捷中心为车主主动、自然的选择。品牌定位旨在为所有售后相关的内外部沟通提供依据和方向,从而最终实现售后领域销售的最佳业绩。

在这之后,服务品牌传播经历了不同阶段,阶段1主要告诉内部和外部的受众保时捷服务品牌意味着什么,介绍保时捷服务品牌定义,建立客户认知,

传播调性侧重专业;阶段2将客户体验带入传播,传播调性更加温暖贴心。服务品牌广告语为“为超越,始终卓越”,这是基于这样的事实:保时捷售后服务是消费者已经了解和喜爱的保时捷母品牌的一部分,也就是说,保时捷售后服务的理念是保证每一辆保时捷在贯穿车辆生命周期内的100%纯正性。

服务品牌传播贯穿线上和线下渠道,涵盖了品牌视频、主视觉、主题网站、微信、 PoS。此外,为了保持品牌传播的声量, 提升客户对保时捷服务品牌理念和核心价值的认知和认同,建立客户的品牌忠诚度,经销商网络每年都会有线下客户体验活动。庞瀚已经在过去的4年里帮助品牌方发展了活动概念和活动形式。

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Palmer Hargreaves (Shanghai) Company Limited
Office 602, No.1 Building, 283 West Jianguo Road,
Xuhui District, Shanghai, 200031, P.R.China

Managing director of Palmer Hargreaves (Shanghai) company limited

Mark O'Flaherty

Contact
t: + 86 (0) 21 3175 1567
e: shanghai@palmerhargreaves.com

 

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