What is a brand case?

The brand case is to refer to the product as the basis for the brand as the core, market-oriented, strategic objectives, interactive marketing as the focus of a series of planning programs fully integrated large marketing program. The whole case is about the overall layout and planning of the market, the top-level design and structure of the brand, and even about what the enterprise to do throughout the year the specific initiatives and arrangements. The brand case is basically divided into three parts: pre-market program planning, mid-brand program planning and the final communication marketing strategy.

Enterprises do full case, first of all, to understand the product market, to determine the consumer population, to determine the brand's market subject. And do a lot of investigation and research work in the early stage; for example: product market analysis, consumer capacity analysis, target user analysis.

With appropriate marketing tools to shape a good brand image, that is, the brand program is the core part of the case, the brand program to do a good job, the equivalent of the case is half successful. Brand image is not a single isolated, is built up by many marketing activities presented in the image. For example, the shape of the product, the price, the degree of preferential treatment, etc., are related to the construction of the brand program.

3, the last part of the brand whole program is to do a good job of publicity, so that consumers quickly know and accept the brand. To be based on the type of audience for brand products to advertise, in the advertising image spokesman should also be based on consumer preferences to choose. Not every enterprise has the ability to do full case, generally do brand full case will find a professional agency, Wen Zheng culture team accurately control every detail of the construction of the full case, to ensure that the brand program design has the power of communication and infectious, so that consumers can easily remember and feel the brand of your business, play a unique role in conveying information.

For the enterprise, only the basic ideas to complete the construction, before you can go to do the specific work, so there is a good brand planning for the late development of the enterprise is very important. Here to share with you some dry goods, a brief introduction to how to carry out the work of brand planning.

How to do a good job of brand planning?

Market program:

The market program is front-loaded, which defines the body and carrier of the full case.

1, data research and market analysis

No matter what kind of full-case, the early stage is inseparable from a large number of data analysis and research work, such as industry analysis, market analysis, consumer analysis, terminal visits, user research, target user profiles, target user psychological insights and so on. Only the current situation of the industry, the development trend and pain points to achieve in-depth understanding, according to the results of the market research feedback analysis, to determine which segment of the market is the enterprise to enter, who are the target consumers, in order to establish the main market.

2, brand positioning and product positioning

After determining the market segments and target users, companies should position their brands and products. So that users can intuitively perceive the brand, brand positioning plays a guiding role for the entire marketing plan, and is therefore essential. Product planning includes existing products, new products, product planning, product groups, product selling points and so on. The overall marketing strategy and adjustment of this part of the enterprise involves the core value of the product is what, what is the competitive advantage, how the product pricing, through what channels for distribution and so on.

This is the most pre-market program strategy in the brand case. Simply put, it is the consumer and the product. Determine the core users and products, the next step is to do the brand program.

Brand program:

The brand program is the core of the full case. The brand helps the enterprise to accumulate the one-time communication and promotion into a sustainable asset, and turn the product into an IP with fans and content, so it can be said that the brand is the enterprise's largest private domain traffic. In the process of brand program planning, mainly from five aspects to start, respectively, brand positioning, brand proposition, core value, brand endorsement and brand image.

Brand positioning has been introduced above. Brand proposition and core value means, what kind of value can this brand bring to consumers, what is the brand promise, what is the main benefit point of the product, and what is the claim derived from it for communication, that is, what is the advertising slogan. Brand endorsement, which are the endorsements or influences that are supporting the brand and thus making it more trustworthy to consumers. Brand image, is the brand visual system, including brand logo, brand visual image system (VI), product packaging design and so on. How to design a distinctive, personalized brand image, as well as for the dissemination of the main visual image (video and print) this part is very important. I hope to be able to cause everyone in the attention.

Communication marketing strategy:

The market program, brand program belongs to the whole project in the top design part, more metaphysical, to the communication marketing strategy needs to have a landing, executable implementation of the initiative, as well as time and again the implementation of the guidelines.

Communication marketing strategy is basically divided into "what to say" and "where to say".

Companies want to disseminate what kind of content to the target consumers, to convey what kind of value proposition that is "what to say". This part of the work, you need to identify a central theme for the communication program, which can be consistent with the brand's proposition, or a different corresponding theme. There is also the question of what form of content will be used to deliver the product value proposition, be it print? Or video? Is it an article or an event? PR or interactive? And so on.

We need to find the right channel among the effective promotion methods, which is called "where to say". Now we do communication programs, the media can choose to include television advertising, the Internet, social media, e-commerce platforms, content platforms, video sites, communities, offline activities, event marketing, PR release, cross-border marketing, etc., the promotion of the placement of the pre-preparation of the creative, to do everything. If successfully detonated a channel, other channels need to speed up the speed of placement, to maintain the heat.

Brand full planning is very important to the enterprise, full case from the preliminary market research to program planning and then to the implementation of the late stage, is a complete process, full planning can to a certain extent to ensure that the success of the maximization of the marketing needs of enterprises, compared to the brand planning, it is best to choose full planning.

But want to do a good job of full planning is a certain degree of difficulty, the need for enterprises to have a certain strength, and the theoretical skills of the production team and practical experience has a very high demand, so that we can successfully do a good job of the brand's full planning work.

Of course, brand planning is only the beginning of success, the implementation is the key. If the enterprise can do a good job of the above brand planning work, and then unified thinking up and down to reach **** knowledge, cohesion into a rope, comprehensive promotion and implementation, you can really win the market.