Now many companies have very much recognized the brand planning company and other consulting firms outside the brain work, but there are also many companies for various reasons are not accustomed to the use of outside the brain. Regardless of the use of the brain, brand planning functions and work for the healthy development of enterprises is essential, in this case, then for the company does not look for brand planning, how to carry out the brand planning the following main from about 3 steps, for a revelation.

The first step: the first brand brand diagnosis (this step is very critical)

Prevailing analytical methods are the following classic kinds: such as: SWOT (strengths and weaknesses) analysis of the play method, the four-quadrant analysis, the product life cycle analysis; Boston product analysis; Porter's five forces of competition analysis, etc., (the above method, please Baidu) But these methods of analysis, is only a theoretical analysis, but also a theoretical analysis. Analysis methods, but also just the level of theoretical analysis, as a local planning industry more than 15 years of experience in the old bird, I think these methods must know, must be analyzed side by side, if the analysis of ****, must be the focus of attention. But the real effective diagnosis is not analyzed, but examined, to focus on the consumer interviews, to gain insight into the changes in consumer attitudes towards the brand, the expectations of the brand, the attitude of competitors and the difference in our attitude, and really find the reasons. In addition, we must be good at finding changes in trends, which is extremely important, any brand dynamics, embodied in the consumer is the consumer trend of attachment, to be able to predict in advance and find the basis in the consumer on the big half of the success.

The second step: strategy priority. Now the market environment must be a competitive environment, either direct competition or potential competition, especially potential competition is very threatening. Therefore, in the process of brand planning must be the first "brand development strategy or brand competition strategy" planning.

The third step: the product before the brand. First product planning in the brand optimization. Seven points of product planning:

The trend: do not do anti-trend products, anti-trend products in general, it is difficult to become a consumer-friendly products. For example, a product like monosodium glutamate (MSG), unless it is no longer called MSG. For example, called vegetables fresh.

The right thing: must not let consumers think, let consumers think of the product are not good products. The clearer the needs of consumers, the better, the clearer the better. To meet the needs of the more clear the better, the more accurate the better. For example: send elders gold wine. Hungry to be hungry.

The right person: talent is the final transformation stage of the product, no one to use the product are not good products. To the right person to provide the right product, it is natural. If you continue to be obsessed with "selling combs to monks", it may be a laughing stock.

Price: All positioning, in fact, is a positioning - "price positioning". Do not understand the price positioning of the product are bullshit. Price has nothing to do with the development of social consumption level, in any stage of social development, price is the most typical label of the product, price positioning from the demand.

Contrast: there is no harm without contrast, do not understand contrast products, do not understand the market. All Chinese people have only one pain point, that is, comparison. How to win in comparison is the only standard for good products.

The right eye: the right product starts from the face value. The new generation of consumers are visual animals, anything with a face value can attract the attention of consumers. If you can't get the attention of the new generation of consumers at first glance, you can't call it the right product even if it has more substance.

The right way: where to sell, decide to sell what sales model determines the product form. For example, takeaway hot pot.

The new generation of consumers for the "eat" always love, especially hot pot, but takeaway hot pot, if still in the form of traditional hot pot, it is difficult to realize the takeaway. So takeaway hot pot appeared, the product form presents "disposable hot pot". The sales model determines the form of the product.

The right product, the above seven points are indispensable.

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