丰田汽车在我心中一直是一个十分特别的汽车品牌。
品牌建设决定品牌的盈利能力与溢价,而品牌溢价反过来也不断的影响着品牌的形象与地位。
宾利就是比大众卖得贵,哪怕大众出了换壳宾利——辉腾,无论是面向客户的传播水准或者实际的售价与销售量。都完全无法与宾利相比。
宝马760与劳斯莱斯同理。
丰田确是我所知的世界上唯一一个全域汽车品牌。
也就是说丰田一个品牌形象,能直接覆盖10万到100万级的汽车市场。
不谈雷克萨斯与神龙见首不见尾的世纪。雅力士底价6w,陆巡价格可以上到100万。还不算埃尔法这种加价怪兽。
6万的车常见,100万的车也不罕有,但是这两种价格很难出现在一个品牌上。这个道理就像大众不是做不出来劳斯莱斯,但是做出来没人愿意买单,那么研发也就毫无意义。一个品牌只能支撑得起一个特定的价格段,在大众这个价格段大概是10-50万。
丰田是5-100万。这是何等跨区间的品牌号召力。
这里分享一份丰田汽车的Logo及VIS内容与诸位共享,学习一下这个可怕的汽车品牌在设计上的标准。
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