First, the connotation of kindergarten brand

Kindergarten brand is a fashionable concept that has been frequently used in the industry at present. According to the famous American marketing scholar Philip? According to kotler's statement, kindergarten brand refers to the name, environment, image and word of mouth of a kindergarten to distinguish it from other competitive kindergartens. Outstanding kindergarten brands provide excellent quality assurance. For example, with the help of a brand kindergarten? Provincial first-class kindergarten? Brand, make the image deeply rooted in the hearts of the people.

second, the reasons for kindergarten to implement brand strategy

the homogenization of kindergarten curriculum services. With the improvement of industry intensification, a large number of homogeneous courses and services appear in kindergartens, which makes it difficult for kindergartens to find unique demands. The homogeneous market drives kindergartens to use price competition as a means, but the price can't be lowered indefinitely. In the end, kindergartens can only compete through differentiated means, which has given birth to the implementation of brand strategy in kindergartens.

Third, the brand marketing strategy analysis of kindergartens

1. Establish brand strategic management awareness. The competition in the kindergarten market is becoming increasingly fierce, and the end of the competition must be the competition of brands. Parents will gradually become rational in the process of consumption and pay attention to the choice of brands. For kindergartens, a strong brand means assets.

2. Always pay attention to communication with parents. The consumption of kindergartens is regional, one-off and posterior, so the establishment of kindergarten brands is a long process. Kindergartens must focus on the core values of the brand, implement the brand management strategy, and spread the connotation, personality and characteristics of the brand to parents in various ways.

iv. goals and strategies of kindergarten brand marketing

brand communication runs through the whole process of brand creation, which realizes communication between kindergartens and parents and optimally increases brand assets.

1. initial selection stage. The brand information of kindergartens can only play a role when parents start to lock the selection objects in several kindergartens in a certain area. At this stage, brand kindergartens will convey all kinds of information reflecting the quality service characteristics of the park to parents, and will use some tools with a wide range of communication to let more parents know about kindergartens. Generally, newspapers, magazines, television, radio, posters and interactive media will be selected for publicity.

2. Value transformation stage. By comparing information from newspapers and magazines, parents will be interested in a kindergarten. At this time, brand kindergartens will convey value information to parents, so that parents can accept and believe that the quality of kindergarten courses and services is in line with their children's lifestyle and parental status, thus forming a preference for kindergartens. ?