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Hi s t or ybehi ndt hevehi cl es andt hei rt r ans f or mat i on. magei sdepi ct edby Br andI mage:I di f f er entGMvehi cl es .Mos tcar sar e bi ganddur abl e( i e.Cadi l l ac, Hummer ,Chevyt r ucks ,et c. )

t i onedf or Br andPos i t i on:Posi

var i ousvehi cl es .Eachvehi cl ehasan i ndi vi dualuni quequal i t yt hati t br i ngst ot heGMbr and. z es Br andPackagi ng:Shapesandsi

r angef r om s edans ,pas s enger vehi cl es ,pi ckupt r ucks ,et c.Pr i ce r angevar i esaswel l .

l encef oral l ”. Br andT agl i ne:“Excel d,and Compar i s on:Toyota,For

Hondabas edonpr i ceanddur abi l i t y

Br andPer s onal i t y:

n Br andPer s onal i t y:I

Ref i ni ngbr andt okeep conf i dencei ncons umer s .

pr oces sofr edef i ni ngbr and per s onal i t y .I twant st obe mor eofal uxur ybr andt hat ’ sf ocus i ngon r evampi ngpr oductr angebychangi ng t echnol ogywi t hi nt hecar s ’per s onal i t y , bui l d,l ook,mechani cs ,andpr i ce.

eandr el i abl e,t r us t Br andI mage:Saf

f or manceand Br andI mage:Per

conf i dent .

f or dabi l i t y Br andPos i t i on:Af

f or dabl ypr i ced. Br andPackagi ng:Af Er gonomi cal l yengi neer ed.Conveni ent andcomf or t abl e.

ypr i ced Br andPackagi ng:Reasonabl

,dr i veyour Br andT agl i ne:“Hyundai

dynami cs ,movi ngi nt ol ooki ngl i kea “l uxur ybr and”

carwi t hnew upcomi ngmodel sf ocus ed onr edef i ni ngt hebr ands i mage/per s onal i t y/t ot alout come. uedef i ni t i onof Br andT agl i ne:“Thetr Luxur y”.“Acur a”.“Pr eci s i oncr af t ed Per f or mance”.

wor t hy ,r es pect edgl obalpl ayer .

i ned,moder nand Br andPos i t i on:Ref

way”.“Al wayst her ef oryou”.“Dr i vi ngi s bel i evi ng”.

A. Compar i s on:Hyundaivs.KI

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ycar s Compar i s on:HondaandLuxur

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s i t uat i onanal ys i s BRANDAWARENESS Br andPer s onal i t y:

Super bbui l dqual i t y , engi neer i ngexcel l ence, cl as s l eadi ngdes i gn,and unpar al l el edper f or mance. oyal t y , Br andI mage:Strongbrandl andpr emi um l uxur ycar s .

t i onedf or Br andPos i t i on:Posi per f or manceduet oGer man engi neer i ng.Synonymousf or per f or manceandt hedr i vi ng exper i ence.

,har d Br andPackagi ng:Luxury

wheeldr i vi ng.Engi nedur abi l i t y . y . Cons umer el i abi l i t t i mat e Br andT agl i ne:“TheUl Dr i vi ngMachi ne”

Br andPer s onal i t y: TheFor df ami l y .

Br andI mage:Mostruggedtruckbrand, mos tf ami l yf r i endl y .

Br andPos i t i on:Tough,rugged,hard l i f es t yl e,f i tf ordi f f er entki nds .

ls hapes ,s i zes ,and Br andPackagi ng:Al

pr i ces .

l tf ort her oad Br andT agl i ne:“Bui

ahead”.“Qual i t yi sj obone”.“For d,f eel t hedi f f er ence”.

et ,and Compar i s on:Dodge,Chevrol

r uggedpi ckupt r ucksbas edondur abi l i t y .

Br andPer s onal i t y: Li ve,evol vi ng,dynami c andmul t i pur pos e, appeal i ngt obr oad audi ence.Eur opeans t yl el uxur ycar . mage. Br andI mage:Luxurybrandi et y ,per f or mance, Br andPos i t i on:Saf des i gn,andcomf or t ,pos i t i oneds oyou canhavei tal lwi t ht heAudivehi cl e.

ys mal ls por t s Br andPackagi ng:Mostl

car s .

Br andT agl i ne:“Progressthrough

t echnol ogy”.“Vor s pr ungdur chT echni k”.

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, Compar i s on:Mercedes,Audi

hi gherpr i ces ,ands amel uxur yl ook.

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T heGM&Ucampust ouri saguer i l l amar ket i ng t act i ct hatwi l lputGM&Ur epr es ent at i vesont he nat i on’ s20mos tpopul at edcol l egecampus es . T hecampust ourwi l li nt egr at et he,“Whatwoul d youdowi t h$5, 000?”campai gnandwi l lbe document edacr os sal lmedi achannel sast he t ourt r avel sf r om campust ocampus .T hecr eat i ve s t r at egyi st ohi r ecol l egeageds t udent sas“s t r eet t eam member s ”t ot r avelacr os st hecount r yi na t ourbusandhol ds pons or edevent s .T hebuswi l l hos tani nt er act i veboot honcampuswi t hgames andpr omot i onalgi veawayswhi l es uppor t i ngt he campai gncont es tandgener at i ngawar enes s . T heeventwi l ll ever agegi veawaysasani ncent i ve t or egi s t eront heGM&Uwebs i t e,geti nvol vedi n pr omot i onalcont es t s ,andas s oci at ewi t ht he br andper s onal i t y.Eacht ourdes t i nat i onwi l lal s o havet hes uppor tofl ocaldeal er s hi pst os chedul e t es tdr i vesands howcas evehi cl est ocr eat eacal l t oact i on.

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