Brand planning is the process of clarifying people's ambiguous understanding of the brand, and also includes competition in the internal market (psychological market) corresponding to the external market. Brand planning focuses on ideology and psychological description, i.e. planning, guiding and stimulating the psychological market of consumers. Today, with integrated marketing as a hot trend, we need to find out what good brand planning includes.

What does brand planning include? Brand planning actually consists of five main components, namely, industry and rivalry analysis, market analysis, brand building, conceptualization of communication methods and consumer analysis.

(a) industry and rivalry analysis

"Know your enemy and know yourself, so you can win a hundred battles." Enterprises in the establishment of the brand must understand their own business competitors before, and to analyze the performance of the entire industry in the market. For example, to analyze the size of the market, analyze the market share of each large and similar competitors, whether there is something to learn from the content in their brand marketing website. Of course, the most important thing is to find out the biggest difference between themselves and their rivals, so as to lay a good foundation for the brand marketing of the enterprise.

Before establishing a brand, you need to analyze the performance of the entire industry in the market

(2) market analysis

Market analysis in the content of the "branding plan includes which" industry rivals analysis may have a slight overlap. The market analysis here is mainly from the characteristics of the market to find the positioning of the brand, in a full understanding of the characteristics of the industry, the business environment, consumer awareness on the basis of the dissemination of information to extend the strategy and other aspects.

(3) brand building

Enterprises need to develop the market at the beginning of the completion of the brand name, brand description, brand slogan, brand pattern expression and brand story design content. These parts are indispensable and complementary, the enterprise brand building is directly related to the final effect of the brand planning program. This can be accomplished through the use of network operations.

Brand building to use the network to operate the way to complete

(D) conceptualization of the communication mode

The main solution to the communication mode is how to make people accept the brand and how to get people to give the value of the brand to the problem of affirmation. By establishing an adaptive website that can be presented on multiple terminals or by utilizing video marketing, companies can bring the core benefits of their brand to their customers, and at the same time make their customers understand that the company's values are always based on the needs of its customers through brand marketing planning.

Brand marketing brings value to both companies and consumers

(E) Consumer analysis, brand promise

Companies want consumers to feel the emotional and functional benefits that consumers expect from a product or service. Standing in the customer's point of view to consider the problem, you can understand the brand marketing audience's psychological feelings, the brand and product users combined, for enterprises and consumers to bring value to both.