No matter in the streets or around the campus, we will find that there will be many small restaurants or restaurants. With the enhancement of consumers' brand awareness, we will find it difficult for small restaurants to develop into brands. As we all know, brand strategy, as the highest strategy of an enterprise, plays an inestimable role in its long-term development. Speaking of catering brand strategy, it is actually a series of enterprise management and marketing methods that can produce brand accumulation, mainly including: branding decision, brand user decision, brand name decision, brand strategy decision, brand repositioning decision, brand extension strategy and brand renewal. As a huge competitive group in China's market, brand strategic planning is indispensable for catering enterprises to stand out, so what should we pay attention to when making brand strategic planning? 1. Brand Positioning Brand positioning is based on the previous market research. Only when we have a correct understanding of the market, consumers and competitors can we know what direction we should take and put our catering brands in a correct position. Brand positioning of catering mainly includes market positioning, price positioning, image positioning, geographical positioning, crowd positioning and channel positioning. 2, brand naming When it comes to naming, I can't help but think of Confucius' sentence: "If the name is not correct, then the words are not smooth, then things can't be done", and according to an idiom extended from this classic: The name is justified! A good name is a kind of spiritual wealth owned by an enterprise and a product. A good name can always arouse people's beautiful associations and spur and encourage its owners. 3. Brand design is the tip of the iceberg, but it is very important! Brand design is based on the correct positioning of the enterprise itself and visual communication under the correct brand definition. It is an image entity that helps the enterprise to develop, not only helps the enterprise to correctly grasp the brand direction, but also enables people to correctly and quickly remember the corporate image effectively and deeply. 4, brand marketing, the era when the wine is not afraid of the deep alley has long been lost. No matter how good the brand is, no matter how good the product is, it needs to rely on shouting. Especially in such a harsh market environment and fierce competition, brand marketing of catering is the most important thing. Let's put aside the theoretical disputes between product school and marketing school for the time being. In any case, brand marketing of catering is a very important link to win the market.