Mainly do brand promotion and enterprise marketing planning Oh. I believe that everyone is familiar with the word "brand", and we will have a preconceived notion that the quality of the product is better, the service is more in place, and of course, the price is also more expensive.
So, how to become a "brand"? The fastest way is of course to advertise .... Of course, today, if we are talking about such an unskilled and money-oriented approach, it is inevitable that there is a suspicion of cheating the writer's fee.
Often to become a brand, certainly can not escape the "brand planning", then the question comes, brand planning in the planning what? Or, in fact, brand planning contains what content?
Brand core competitiveness
What is core competitiveness? The common saying is that your project/product is the most awesome place, such as your technology, service, resources. There is no comparison, there is no harm, the key and "competition" two words.
If there is no comparison, it is difficult to say whether your competitiveness is the core or not, is not awesome. This is why we need to do market research before the brand planning, it can be said that there is no market research brand planning are rogue.
Brand positioning is what kind of image you want the product in the minds of consumers, the most X? The only? The first? Unfortunately, now the advertising law, the above words basically can not be used.
Finding the right positioning for your brand is a brain-burning task, because most of the time positioning is subtracting, you have to remove a lot of what you originally wanted, all in order to be more precise and easier to deepen the consumer's impression of the brand, that is, in Trout's book "Positioning," which is the capture of the mind.
In addition to brand positioning, for market segmentation, there are market positioning, crowd positioning. Simply put, it is the problem of who you sell your products to, for example, Apple cell phones, market positioning is the cell phone market of the middle and high-end people, brand-sensitive middle and high-end users.
This time someone may say, Apple has become an arcade, but also high-end what? So here must be very clear about one thing, the so-called market in the high-end positioning must be based on the entire market, the threshold of the new machine 5288 or more, in the cell phone has been considered an aristocrat.
Brand culture has always been a more conceptual thing, because it involves culture, so it must be a perceptual concept. Sensibility is for people, so the brand culture is in fact the brand wants to convey to the consumer's emotional appeal. Still take cell phones as an example, we all know that Lao Luo's Hammer cell phone is the main focus is sentiment, craftsmanship, which is a brand culture.
What are the benefits of planning such a brand culture? Of course, it is to cause consumer **** Ming, especially for the quality of the pursuit of consumers, because the spirit of craftsmanship so that we will naturally feel, well, so serious to do the phone, it should not be too bad.
Brand advertising slogan
Brand advertising slogan is called slogan, which is the brand slogan. In many cases, the brand slogan will also be used directly with the brand positioning, but the brand slogan will often be changed because of the scenario and the stage of the problem, the brand positioning is not randomly changed. Initially, the advertising slogan of Xiaomi's cell phone was "born for fever", and now Xiaomi 6 is "more beautiful to shoot people", we will not discuss the merits of the advertising slogan here, after all, the benevolent see benevolence.
So what's the trick to coming up with a tagline? None. It's simple, colloquial, second nature, and probably better if it's a little controversial. It's all about publicity, but of course it also depends on the product, for example, selling kitchen knives advertising slogan "white in red out" is better than "I'm not used to cut people". You still have to consider the consumer's feelings.
The brand story is actually a supplement to the brand culture, with a complete story to express the brand culture. Sometimes it's the story of the founder, sometimes it's the story of the product, sometimes it's the history of the development, it's a moot point.
But it can be said that the brand story is used to give the brand points, such as the story of Jack Ma's creation of Alibaba, I believe that many people have heard of, what the eighteen Luohan, what the forty thieves ...... This not only to Alibaba to enhance the brand image, enhance the cognition, but also become a lot of people's talk, from this point of view, the brand story is also a brand marketing.
Brand visual planning
Brand visual usually means LOGO, VI, SI, etc. LOGO is the brand identity, VI is the application standard of LOGO, usually divided into the application color of LOGO, the application of combinations, as well as LOGO in the office supplies and outdoor advertising on the application standard. If it is a product, and packaging design, which also needs to follow the VI standards.
SI is the physical store only need the part, that is, the decoration design standards, general chain stores will have a complete set of SI, to ensure that the image of the decoration is consistent.
Brand planning in addition to the above points, there are brand strength, brand honor, brand introduction, etc. ...... Spirit Wisdom
Specializes in helping companies, to create best-selling products!
For homogenized products, looking for outstanding strategic ideas
For differentiated products, to create and consumer **** Ming design program
Sales first is the ultimate goal of the product!
In the journey to build a great brand, the product is the protagonist, the best-selling is the king! Xinhe Zhiye for you: brand planning is simply to build a brand with the use of marketing tools to shape the brand image.
Branding is good, that is, brand image shaping excellence. Brand image does not exist in isolation, he is woven by many other images in marketing, such as the image of the product, the image of the price, etc., they are related to the construction of brand image. In the creation of the brand need to *** with to build, they are "quality image", "price image", "channel image", "advertising image They are "quality image", "price image", "channel image", "advertising image", "promotion image", "customer image" and "corporate image".
How to build quality image
Quality image is the foundation of brand image. Building a quality image is not simply a matter of improving the quality of your products, but of creating an impression of "good quality". It is very important to do this from the very beginning. A good first impression is half the battle. The image of quality should be "visible, touch and feel" improvement to meet the requirements of brand building.
How to establish the price image
We often use the retail price of products to describe the price image, that the high price is a good image, the price is low is a bad image, which is indeed unfair. It should be said that the price of high and low is relative.
How to establish the image of the channel
The complete sales channel is the intermediate marketing plus terminal marketing. Intermediate marketing refers to wholesale sales and terminal marketing refers to retail sales. The image of the channel must be built on the basis of the retailer, that is, the image of the retailer is the image of our channel.
How to establish the advertising image
To do the market, we need to do advertising, but advertising is not necessarily a good market. To sell products, we need to advertise, but advertising does not necessarily sell products. The reason for this embarrassing result is that many cases are caused by a bad advertising image.
How to establish a promotional image
Sales promotion is a very effective means of marketing. But it is also a two-edged sword, get it wrong will also hurt themselves. As brands are built to use a number of promotional techniques on a regular basis, brand managers must carefully consider which promotional methods have the potential to damage the brand's image.
How to build a customer image
If you want to preserve the interests of a few, put up price barriers. Price naturally separates groups of people. The customer's image also comes from his own level of expenditure.
The core points of brand planning organically combine the elements of planning to maximize brand equity. Brand recognition system, branding strategy and brand architecture is like a constitution, corporate marketing and communication activities like organizations and individuals daily political, economic and social activities, marketing strategy, advertising ideas, terminal displays and promotions as a brand strategy management work. Efficiently create a strong brand, the key is to do a good job around the following four main lines of strategic planning and management of the enterprise's brand.
Brand recognition system
The first task of brand planning is to be based on comprehensive scientific brand research and diagnosis, highly differentiated, clear, easy to perceive, inclusive, and can touch the core value of the brand of the inner world of the infected consumers; planning for the core value of the core value as the center of the brand recognition system, the basic recognition and expansion of the recognition of the core value of the concrete and vivid, so that the brand recognition and corporate marketing and communication.
Brand recognition system centered on core values, basic recognition and extended recognition is the materialization and vividization of core values, which makes the brand recognition and the docking of enterprise marketing communication activities operable.
Brand planning is a very important work is to plan a scientific and reasonable branding strategy and brand architecture. In the pattern of a single product, marketing communication activities are centered on enhancing the assets of the same brand, and the increase in product variety, it is faced with a lot of difficult questions, whether it is a brand extension of new products along with the original brand, or use a new brand? If the new product adopts a new brand, then how to coordinate the relationship between the original brand and the new brand, and how to coordinate the relationship between the total brand of the enterprise and each product brand? Branding strategy and brand architecture preferred strategy is to solve these problems.
Brand extension and expansion
The ultimate purpose of brand planning is to continue to obtain better sales and profits. As the reuse of intangible assets is cost-free, as long as there is a scientific attitude and superior wisdom to plan the brand extension strategy, you can make full use of brand resources through rational brand extension and expansion of intangible assets, to achieve the leapfrog development of enterprises.
One of the important contents of brand planning is to carry out scientific and forward-looking planning for all aspects of brand extension, and to refine the core value of the brand with inclusive power.
Management of brand assets
Brand planning is not to establish a brand image for the end of the work, the creation of a strong brand with distinctive core values and personality, rich brand associations, high brand awareness, high premium ability, high brand loyalty and high sense of value, the accumulation of rich brand assets. Enterprise marketing planning is an indispensable part of the development process, through a variety of planning activities, you can make the rapid increase in corporate visibility, which can help companies reduce the obstacles in the development process. But in the brand planning, companies need to understand the functions of brand planning, so that we know how to operate to achieve the best results. Here we come to understand the daily work of brand planning!
1, responsible for dealing with the daily work of the department, to ensure the realization of the overall objectives of the department High-quality completion of the objectives .
2, is responsible for the development of departmental management system, work procedures, work standards and to ensure their effective implementation of practical, effective, not a mere formality.
3, pay close attention to national policy and industry development trends, and organize and analyze, provide reference for decision-making Written to provide accurate, timely and comprehensive analysis of the material.
4, responsible for organizing the department staff and participate in the relevant departments to conduct pre-project market research, participate in project positioning, and provide feasibility analysis report The report has reference, reference value.
5, is responsible for the development of the company's project marketing plan, the specific marketing activities to organize and implement, evaluate the effectiveness of the activities, compared with the planned objectives, write a summary report of the activities for the follow-up work to provide experience and guidance Planning program is effective, the summary report is in line with the actual.
6, responsible for the preparation of the company's project sales plan, and in the subordinates in the middle of the target analysis and day-to-day management, assessment of the work of pragmatic, feasible.
7, the work of subordinates to check, supervise, assist subordinates to complete the work objectives patiently and carefully.
8, review the subordinate work report, the subordinate's work results of the assessment Just, fair and open, to ensure the realization of the goal.
9, responsible for organizing sales representatives for training and experience sharing, and constantly improve the marketing knowledge and skills of subordinates to improve long-term persistence.
10, according to the provisions of the report to the company and related information true, credible and accurate.
Enterprises in the brand planning, you can refer to these operational steps, which can make the planning activities quickly on track to reduce the emergence of a variety of problems in the course of the activities, which is very favorable to the shaping and development of the corporate brand, but also for the future development of the enterprise to lay a good foundation and reduce the obstacles.