The role of brand planning is to enhance the visibility of enterprises in the market, product reputation and consumer loyalty. Enterprise integrated brand is promoted by media, and corporate image is conveyed to consumers, thus promoting terminal sales. Shanghai Bai Di Network has a strong team, good reputation and numerous customer cases in brand planning and brand promotion, which can help your brand shine.
Question 2: The deeper expression of what brand planning does is: a brand that can be passed down from mouth to mouth can be called a brand. Definition of planning: It refers to the process of people conceiving, designing, making decisions and planning schemes to achieve a specific goal with the help of certain scientific methods and arts. The definition of brand planning is competition in the internal market (psychological market) corresponding to the external market, and the choice of target groups is guided by the negation, difference and distance of competitors in the brand. Brand planning pays more attention to ideological and psychological description, that is, planning, guiding and stimulating consumers' psychological market. Brand planning itself is not a process out of nothing, but a process of clarifying people's vague understanding of brands. Lan Xiaohua's "Brand Strategy" describes brand planning in depth: brand planning is to form a personalized division between corporate brands or product brands in consumers' minds, and to form a unified value between consumers and corporate brands or product brands, thus establishing their own brand voice. Weng Xiangdong, a famous brand strategy expert in brand identification system, believes that the primary task of brand planning is to extract the brand core values that are highly differentiated, clear, easy to perceive, inclusive and can touch the inner world of consumers on the basis of comprehensive and scientific brand research and diagnosis; Planning a brand identification system with core values as the core, basic identification and extended identification are the concretization and vividness of core values, which makes the docking of brand identification and enterprise marketing communication activities operable; Second, the brand structure A very important task of brand planning is to plan a scientific and reasonable brand strategy and brand structure. Under the single product structure, marketing communication activities are all carried out around upgrading the assets of the same brand. After the product variety increases, it will face many problems. Is it to extend the brand, keep the original brand or adopt a new brand? If a new product adopts a new brand, how to coordinate the relationship between the original brand and the new brand, and how to coordinate the relationship between the overall brand of the enterprise and each product brand? Brand strategy and brand structure optimization strategy are to solve these problems. Third, brand extension and expansion The ultimate goal of brand planning is to continuously obtain better sales and profits. Because the reuse of intangible assets is cost-free, as long as we plan the brand extension strategy with a scientific attitude and superb wisdom, we can make full use of the intangible assets of brand resources and realize the leap-forward development of enterprises through reasonable brand extension and expansion. Therefore, one of the important contents of brand planning is to carry out scientific and forward-looking planning on the following aspects of brand extension: 4. Brand planning of managing brand assets does not end with building brand image, but creates a strong brand with distinct core values and personality, rich brand association, high brand awareness, high premium ability, high brand loyalty and high sense of value, and accumulates rich brand assets. First of all, we should fully understand the composition of brand equity, and deeply understand the connotation and relationship of various indicators of brand equity, such as popularity, quality awareness, brand association, premium ability, brand loyalty and so on. On this basis, combined with the actual situation of the enterprise, the brand equity goal to be achieved in brand building is formulated, so that the brand creation work of the enterprise has a clear direction, be targeted and reduce unnecessary waste. Secondly, under the principle of brand composition, around the goal of brand equity, creatively plan the marketing communication strategy of improving brand equity at low cost. At the same time, we should constantly check the completion of brand equity promotion goals and adjust the next brand equity construction goals and strategies.
Question 3: What is brand planning? So how to ensure it depends on the depth of enterprise planning. First, the scope of enterprise planning: We need to know the scope of enterprise planning. First of all, we should have a cognition and understanding of the nature and phenomena of enterprises. There is a simple reason. Whether it is an enterprise or an individual, everything must have a clear purpose, especially an enterprise. If you don't know what kind of enterprise your enterprise is, how can you accurately ensure that all your enterprise planning work supports and serves enterprises? Although there is little difference in the general modes and methods of enterprise planning, there are differences in scale, strength, business, market and customers among different enterprises. Even if all the elements mentioned above are the same, they may be different because of the cultural differences of enterprises and the personality of the person in charge of enterprises. Therefore, the scope of enterprise planning work will inevitably be different according to the differences of enterprises themselves. However, in the face of various differences between enterprises, the general categories of enterprise planning work are as follows: 1, marketing planning: product planning, brand planning, packaging planning, advertising planning, channel planning, new market breakthrough planning and so on. , all based on corporate marketing issues; 2. Business planning: news planning, event planning, promotion planning, event planning, conference planning, exhibition planning, etc. These plans usually help and support the marketing activities of enterprises; 3. Business planning: business model planning, business strategy planning, business process reengineering, corporate culture construction, etc. The core purpose of these tasks is to support enterprises to achieve business goals or optimize management. Second, the degree of enterprise planning and management: according to the phenomenon of some enterprises I know, the enterprise planning work of many enterprises actually did not bring the value and benefits that the enterprise planning work should bring to the boss. What's more, the enterprise planning work of the enterprise not only did not create benefits, but also made the boss spend money without losing money. Where is the reason: 1, the level of planning talents themselves; 2. The management level of the enterprise itself; 3. The boss's strategic direction is misleading. Many planners do not make correct plans by themselves, but reluctantly implement the boss's wrong plans. Some business planners recruited by enterprises are not planners, but planners or copywriters, who just write out the boss or his ideas and spread them out. In other cases, some enterprises have good planning ideas, but project planners only know planning and will not move management, so good planning is not well implemented. So in the face of this reality, I think there is no reason for the whole planning community not to pay attention to the specific benefits brought by enterprise planning. So how do we solve this problem, that is, the results will be verified and the process will be reviewed. But how do we use verification and evaluation? What is our basis? We should set up various indicators for enterprise planning. 1, the height of enterprise planning management: the high evaluation of enterprise planning work is mainly used for peer comparison, homogeneity comparison and similarity comparison. For example, we sell beer with one enterprise, and all enterprises need to do a promotion. So how can we make our promotion more valuable and meaningful than other people's activities? Then we need our promotion to be more ingenious and effective than other people's activities. If we compare others, we will be tall, and if others compare us, we will leave. The main significance of attaching importance to enterprise planning lies in solving the problem of homogeneous competition. Because the game pretends to be influenced by various objective conditions, the result value is also variable. For example, the competition between Panasonic and Hitachi, and the competition between Panasonic and an unknown small household appliance in China. One margin is 1 and the other is 8. But this 8 may contain much less gold than 1. The reason that affects the whole result is the depth and breadth of enterprise planning. 2. The depth of enterprise planning management: even the best planning, if not implemented, is a piece of waste paper and meaningless. So how to ensure it depends on the depth of enterprise planning. Specific indicators include: the enterprise planning ability of project funds, the maximum value that the project can achieve, the consideration of process implementation, and the rationality of project funds utilization. 3. The strength of enterprise planning: The strength of enterprise planning is actually planning: accuracy, sensitivity and breakthrough ability. According to different enterprises, the intensity of the above planning work is often different. For example, some enterprises' brand planning may need rigorous data demonstration, some enterprises may be the result of the boss slapping his head, and some enterprises may start doing it without knowing what the essence of the brand is. And one company may find a special think tank to solve it. In enterprise planning, we should >>
Question 4: What is the difference between brand planning and marketing planning? Brand planning is to make the corporate image and product brand form a personalized division in the minds of consumers, and form a unified value between consumers, corporate brands and product brands, thus establishing their own brand voice. Brand is an intangible asset, which can bring a premium to the owner and increase its value. Its carrier is a name, term, symbol, symbol, design or combination, which is used to distinguish it from other competitors' products or services. The source of value-added comes from the impression formed by its carrier in the hearts of consumers. The deeper expression is: a brand that can be passed down from mouth to mouth can be called a brand.
Marketing planning is an act of designing and planning products, services, ideas, prices, channels and promotions according to the marketing objectives of enterprises, so as to realize the communication process between individuals and organizations. Focus on meeting the needs and desires of consumers,
Question 5: What is the core of brand planning? Brand is the top priority of enterprise development. Brand planning must pay attention to several principles, focusing on the formation of personalized differences between corporate image and product brand in consumers' minds, and the formation of unified value between consumers, corporate brands and product brands, thus establishing their own brand voice. Shanghai Bai Di Network has a strong team, good reputation and numerous customer cases in brand planning and brand promotion, which can help your brand shine.
Question 6: What is the basis of brand planning? 10: It is necessary to have a deep understanding of brand knowledge, master brand management, brand marketing and other aspects of knowledge, and of course planning ability is also necessary.
Question 7: What is brand planning? What is brand design? What is the difference between the two? Planning can be said to be an exchange of ideas. Design is the execution of actual operation. Only the ultimate planning can get high-end design. Gao Rui did a really good job in this area.
Question 8: What does brand planning and design include? Brand planning includes five major contents:
1. Market survey (including internal survey, consumer and competitor survey)
2. Brand strategic planning (brand positioning, brand naming, brand culture, brand attraction, brand core value, brand story, brand extension and brand personality)
3, brand creativity (logo design, brand packaging design, posters, picture books, DM graphic design, film and television advertising creative shooting)
4. Brand marketing planning (4P strategy)
5. Integrated Marketing Communication (IMC)
I hope I can help you!
Question 9: What is the work content of brand planning? 10: First of all, we should correctly understand the meaning of "brand planning". It contains a series of contents such as brand strategy, brand image and brand promotion. Specifically, a brand planning case should start from the brand research part of brand strategy, including not only some parts of market research, but also a better understanding of the health of brand development. According to the data of brand growth and internal strategic planning obtained from brand research, brand analysis and strategy formulation are carried out. Then according to the guidance of brand strategy, establish brand image. Brand image also contains many contents, such as brand identification, VI, WVI, SI and a series of brand visual and text image contents. Finally, according to the brand demand, brand promotion activities are carried out under the guidance of brand strategy. Brand planning is a series of complex, professional and rigorous work, and the most crucial point lies in the overall unity and enforceability of each link.
Question 10: What is the company's brand planning? Hello, Tang Long Brand Marketing Planning Company will answer your questions.
Brand planning refers to the process of people conceiving, designing, making decisions and planning schemes to achieve a specific goal with the help of certain scientific methods and arts.
Deep expression: Brand planning is to make corporate brands or product brands form a personalized division in the minds of consumers, and form a unified value between consumers and corporate brands or product brands, thus establishing their own brand voice.