Today's competitive era is an era of extreme oversupply of commodities, competing brands in various industries are numerous, and the products available on the market are really dazzling, in the face of a variety of products and brands wantonly sensationalism and temptation, consumers usually choose to use more rational thinking and behavior to confront and choose.

In the era of rational consumption, how can an enterprise plan a vivid brand with rich connotation in a relatively short period of time, from brand value to the establishment of a powerful visual image, which can effectively capture the eyeballs of the target consumer groups; and how to quickly bring a new brand to the market, from the brand communication to the triggering of the market, so that the consumers can accept and actively purchase it?

We are here from March 06 Lito planning team to accept the commission of a jewelry company in Shenzhen, for their new brand for the overall planning of a series of marketing services to carry out some of the links to the detailed analysis.

Based on consumer psychology and demand, the brand can be divided into three categories

Market competition is becoming increasingly fierce, the brand gradually tends to homogenization, how to stand out from the dazzling multitude of brands is the most important concern of each industry. Lito team found that: to achieve strong competitiveness must first shape the brand value of the effective alignment. According to the consumer psychological feeling and demand, the brand can be divided into three categories: one belongs to the admiration of the brand, can also be called yearning for the brand, which represents the pursuit of the consumer's lifestyle, a better vision of the future, although the consumer can not afford to consume these brands, but have it is the consumer's dream, as many women want to have LV's new handbags, or to wear Cartier's jewelry; men aspire to drive the Ferrari sports car, wearing a Hobart, and the brand value of the brand is the most important concern of every industry. Ferrari's sports car, wearing HugoBoss suits; the second category belongs to overlooking the brand, can also be called self-respect embodiment of the brand, in front of a certain type of brand consumers will suddenly find that their own life and many people compared to the original is still quite good, so that there will be a subtle feeling of honor, like a regular purchase of magnolia oil women on the mainland production of inexpensive products of the brand feeling; the third category belongs to the self-worth of the corresponding brand, each of them can not afford to consume these brands, but owning it is the consumer's dream. Belonging to the self-worth of the corresponding brand, everyone has a different view of the world of life and moral values, and some of the connotation of the brand as well as the brand advocates the values and philosophy of life, advertising language just match the consumer's inner thoughts, if coupled with the characteristics of their products and the quality of the consumer is exactly what consumers need, so that the consumer will not hesitate to turn into a loyal supporter of the brand, because it is the embodiment of the consumer itself, and the brand is the most popular. Because it is the incarnation of the consumer itself. Such as a lot of petty women like to go to Haagen-Dazs to eat ice cream, like to use Chanel perfume and cosmetics. It should be noted that these three types of brands in everyone's mind will continue to change with the environment, age, income, status and literacy and other series of factors.

Establishing a clear brand positioning is easier said than done, but it takes a lot of work to put it in place. After accepting the task, the Lito project team launched a large number of targeted industry research, looking at the current brand positioning in the jewelry industry, basically in the "noble", "elegant", "luxury", "fashion", "charming", "personality" and other concepts on the article, there is not much innovative thinking, Lito project team in the creative new brand positioning also encountered such a One day, a member of the project team, Mr. Johan, was in the process of developing a new brand positioning. One day, when watching TV at home, JOHNSON, a member of the project team, suddenly saw the introduction of the recent hot topic of the history of the Olympic Games, and saw that every Olympic flame was lit from the birthplace of Europe, Greece, which triggered his thoughts: can we combine the ancient and long-lasting culture of Greece with the cultural connotation of jewelry? When he shared this idea with other project team members at the creative meeting, it was immediately approved by all of them, and they took action immediately. Everyone went to a large number of Greek history, human culture, geography, national customs and other information, and then went to analyze the combination of jewelry and Greek culture, etc.

After a few days of intense analysis of information and research, we feel that Greece is really a country with too many topics and stories: it is the birthplace of European civilization, and there is a brilliant ancient culture, whether it is in music, mathematics, philosophy, Literature, or in architecture, sculpture and other aspects, the Greeks have made great achievements: the immortal Homeric epics, many cultural greats, such as the comedy writer Aristophanes, tragedy writer Aeschylus, Euripides, philosopher Socrates, Plato, mathematician Pythagoras, Euclid, sculptor Phidias, etc.; Greece is the birthplace of the Olympic Games, the countless places of interest is the bright human landscape. Greece is also the birthplace of the Olympic Games, and its countless monuments are its bright human landscape, including the Acropolis, the Temple of the Sun at Delphi, the ruins of the ancient stadium at Olympia, and the labyrinth of the island of Crete, etc. These beauties make people linger on and forget, as if they were in the world of myths and back to the Homeric era; Greece has three treasures: sunshine, sea water and stones. Here in the four seasons of abundant sunshine, known as "Europe's balcony", the Mediterranean long coastline outlined the most beautiful Aegean Sea, the Aegean Sea is scattered with many beautiful islands, is a lot of celebrities and ordinary travelers love the vacation place, Greece was also rated by the U.S. National Geographic magazine as a lifetime of the must go to one of the 50 places, like a paradise on earth. It is like a paradise on earth. The Aegean Sea has more than 2,000 islands, of which as many as 170 are inhabited, and those bathed in the warmth of the sunshine of the island's different styles.

Shaping the brand value should effectively correspond to the target group

Aiming at such a rich cultural connotation, we should find out what to combine with the jewelry brand? We feel that the starting point of all brand value shaping comes from the psychological needs of consumers. After meticulous investigation and analysis, we found that modern urban women, especially women of taste, are eager to show their noble temperament, mysterious connotation and romantic style in front of others. Finally, after the refinement of many concepts, we played the Greek ancient culture of mystery and romance of this card, that is, the core brand connotation: from the mysterious Greek Mediterranean coast romantic style! The overall marketing strategy is gradually spread around this main line, the project team began a difficult but exciting creative.

First of all, naming is one of the keys to brand planning

Brand name is the first point of impression between product information and consumer's mind, and one of the most important factors for the smooth introduction of a new brand into the market is to give the brand a good name. We hope to start from the Aegean Sea scattered thousands of beautiful scenery of the island name, so that the brand name can emanate a rich European romantic flavor, so a full of classical and mysterious brand name after a long time of brewing thinking was finally born: Costamed, that is, the Mediterranean coast of the meaning of the letters of the elegant atmosphere, recognizable strong. Costa that is the coast (Latin), Med (abbreviated) Costa is the coast (Latin), Med (abbreviation) is Mediterranean Mediterranean (from Latin, the original meaning is the center of the earth). The Chinese name is called Gushimai, which is profound, culturally inclusive, easy to recognize and convenient to promote.

Secondly, the ship information must have a visual shock impact, or equal to waste paper.

The graphic designer of the project team, LAN, chose an imposing blue color to highlight the internationalization of the brand. Taking into account the need for visually stunning communication posters, albums, brochures, etc., so in the plane shooting we hired a well-known European models with elegant classical temperament, choose the most beautiful waterfront in Shenzhen for location shooting and scenarios of creativity, and the final production effect so that consumers who come into contact with the communication materials can feel the romantic Mediterranean coast at the first time, and of course the models are also a full demonstration of the mysterious, noble and beautiful women's temperament, and the final production effect so that the contact with the communication materials of the consumer can feel in the first time.

To consumers close to the ear to tell the product communication strategy

Leeto team to consider the brand competitiveness to build the three core aspects of the product clear selling points, distribution channels to control the power as well as accurate communication. How to accurately communicate, is to find a shortcut into the hearts of the target consumer groups, fully attract the eyes and interests of consumers, and subconsciously sensitize consumers.

There are two key factors in fashion brand communication: one is the integration of niche media; the other is the organization of large-scale PR activities. As the first phase of the target market is mainly concentrated in Shanghai, Hangzhou, Suzhou, Nanjing, Ningbo, Wenzhou city, so the choice of media is mainly based on the local women's high-end magazines as the main point of contact; because the brand belongs to the introductory period, so the PR activity organization focuses on the history of the brand of the Gushimai and the culture of the full dissemination of the main line, we follow this, in three months, planning a few classical Activities: In Wenzhou Jiangxin Xiyuan Seaview Hotel, Gushimai staged an unparalleled jewelry appreciation called "luxury feast": with the help of the "diamond culture tour", the diamond culture maze, art in the form of a reality show, image reproduced the formation of diamonds, and the fascinating legend of diamonds. The "Diamond Cultural Journey" was used to visualize the formation of diamonds and the fascinating legend of diamonds. Two models coated with gold powder, respectively, in the guise of the male and female protagonists in Greek mythology, interpretation of a beautiful, dreamy, eternal love story such as diamonds, unique performances and touching stories y impressed the target audience; Hangzhou fashion industry's top event - 2007 Gushimai fashion industry summit forum and 2008 fashion Trend Release Award Ceremony, the grand Greek ancient culture, the Mediterranean romantic style and Gushimai jewelry products by 18 beautiful Greek goddess-like model interpretation, causing industry insiders to marvel at; through sponsorship and alliances, to enhance the influence in the hearts of the target group and brand value. Sponsored the "Hyatt 2007 Midsummer Charity Gala" dinner, with D&G donated limited edition handbags, the Grand Hyatt Hong Kong seaview suite accommodations and other items of the auction

Finally, we need to be a new brand of high-speed planning and promotional summary

Leftovers team through years of experience in combat Summarize that a brand new brand wants to quickly gain a competitive advantage in addition to the unique VISDT strategy, there are two important killer apps: one is fast speed. In the era of competition where fast fish eat slow fish, speed is usually the key to success or failure, with three months to fully plan a brand with half a year to do is a completely different business concept; two is the ability to sell. The brand is not only the pursuit of aesthetics, so that consumers have a fashionable association with the carrier, it must also produce sales results, no sales power of the brand is never long, and will not become the industry's leading brand.