ABCD市场计划项目MP02.品牌定位和传播计划ABCD市场计划咨询项目第三阶段报告2002年6月30日第2页共22页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共22页一、范围和目标...................................................................................................................4二、业务益处.......................................................................................................................41、解决问题.........................................................................................................................42、不可预期的益处..............................................................................................................43、现实益处.........................................................................................................................4三、实现途径.......................................................................................................................51实现方法论述....................................................................................................................52品牌整合...........................................................................................................................52.1现有品牌架构..........................................................................................................62.2现有品牌分析..........................................................................................................72.2.1全球通..........................................................................................................72.2.2神州行..........................................................................................................72.2.3老津门通.......................................................................................................82.2.4时尚卡..........................................................................................................82.2.5轻松卡..........................................................................................................82.2.62008卡.........................................................................................................92.2.7新秀卡、知音卡、校园卡、公务卡等本地品牌.............................................92.3现有品牌梳理..........................................................................................................92.3.1继续保留老津门通品牌.................................................................................92.3.2抛弃老津门通品牌......................................................................................102.3.3数据品牌.....................................................................................................102.3.4服务品牌.....................................................................................................113品牌定位.........................................................................................................................124品牌传播.........................................................................................................................134.1品牌传播建议........................................................................................................144.2品牌传播目标.........................................................................................................
