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FordLioHoBrandWorkBrandVisionPROCESSFLOWSFacilitatemylife-Vehicleisnecessityfortransportation.Brandarelessimportant.Relationship/Caring-Veryfamilyoriented.Concernedaboutthesafetyofthefamily.Facew/oimage-Considervehiclesasaninternalrewardforachievement.SocialFun-Utilizevehiclestoitsfullpotential.Status-DemonstrateotherstheirachievementIndependence-Attempttohavecontrolovertheirdestiny.TargetingatSocialFunSegPROCESSFLOWSPositioningStatementVisionFocusPROCESSFLOWSPROCESSFLOWSRevitalizeFord’simageasabrandthatprovidingasolutionofenjoyingfunandexcitementoflifeRejuvenateFord’simagebyconnectingyoungergenerationTaiwaneseReinforceFord’ssocialinvolvementinTaiwanApplications-aspectsPassionPointsInterestSpikeStrategy20012002CommunicationguidelinesActivaCommunicationActivityPrimaryBrandTacticsDesiredOutcomeafter18monthsNextStep
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