example: Zhiqiang brand strategy (including all aspects of Zhiqiang brand planning, operation and management)

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Some extracts:

Part II Brand Strategic Management Planning

1. Responsibilities of brand strategic management

1. Necessity of establishing brand strategic management department

We have not created a strong brand with distinctive personality, rich associations, high prestige, high sense of value, high reputation and loyalty. The reason behind all this is that Zhiqiang is still very unfamiliar with brand management, and his knowledge of brand strategy management is still very poor, and he doesn't know much about what brand management should do, or he doesn't know much about it.

The above phenomena and problems urgently require that Zhiqiang should quickly establish a professional corporate brand strategy management team to make overall plans, summarize and solve many scattered and intractable problems. The establishment of the brand strategy management department first guarantees the intellectual and scientific brand management from the mechanism, and its position in the enterprise can not be ignored.

the establishment of a Zhiqiang brand strategy management department is the basis for the smooth implementation of Zhiqiang brand strategy planning. The establishment of this department will fundamentally guarantee Zhiqiang's brand road in the future.

2. The primary responsibility of the brand strategy management department

The brand strategy management of an enterprise has its unique job responsibilities and contents. The first duty of Zhiqiang brand strategy management department is to formulate Zhiqiang brand constitution, and then to carry out law enforcement inspection, that is, to check whether every link of brand marketing strategy, advertising, public relations and promotion effectively reflects the brand constitution. Just as a country wants to formulate a constitution, then individuals and organizations carry out their daily activities under the constraints of the constitution and the guidance of the constitutional spirit, and promote the development of the country on this basis.

Zhiqiang brand constitution should include: brand identification system, branding strategy and brand structure.

3. Main line of brand management of Zhiqiang

The key for Zhiqiang to create a powerful brand efficiently is to do a good job in brand strategic planning and management of the enterprise around the following four main lines:

(1) Plan Zhiqiang's brand identification system with core values as the center, and use the brand identification system as the commander-in-chief of Zhiqiang's marketing communication activities.

(2) Optimize the brand strategy and brand structure of Zhiqiang.

(3) Carry out rational brand extension and expansion, and make full use of Zhiqiang brand resources to obtain greater profits.

(4) Manage brand assets scientifically and accumulate rich brand assets of Zhiqiang.

2. Brand strategic planning process

1. Brand strategic planning flow chart

2. Description of the relationship of brand strategic management process

The responsibility and content of Zhiqiang brand strategic planning management is to formulate Zhiqiang brand identification system centered on Zhiqiang brand core value, and then use the brand identification system to command and integrate all value activities of the enterprise (marketing communication activities are displayed in front of consumers), and at the same time optimize Zhiqiang brand strategy and brand structure.

Brand identity system, branding strategy and brand structure are brand constitutions, and the relationship between marketing strategy, advertising creativity, terminal display, promotion and publicity is the formulation and implementation of brand constitutions.

iii. planning of Zhiqiang brand strategy management department

1. construction goal of Zhiqiang brand strategy management department

before the establishment of Zhiqiang brand strategy management department, its construction goal should be positioned first. According to the brand status and development direction of Zhiqiang Group, the construction goal of this department should be "building a brand management expert with wisdom and strength". The name of the department can be marketing strategy department, marketing strategy department, brand strategy department and so on, but the ultimate goal is unchanged. With the construction goal, the specific work of the department can be carried out orderly and effectively under the guidance of the general direction, so that the brand road of Zhiqiang can start from a high starting point.

2. description of organizational structure of Zhiqiang brand strategy management department

Zhiqiang brand strategy management department (temporarily named as "marketing strategy department") should belong to the category of marketing center and be directly responsible and accountable to the manager of marketing center. Its position in the whole marketing center is relatively independent and plays a strategic guiding role. As shown in the figure:

(Note: Product Manager: Walnut Powder Manager, Soy Milk Powder Manager)

3. Responsibilities of Zhiqiang Marketing Strategy Department

It should be an important job of Zhiqiang Marketing Strategy Department to keep the brand in dynamic diagnosis and prosecution to prevent brand aging. The marketing strategy department should have the functions of planning, management and monitoring services at the same time. As shown in the figure:

planning function management function monitoring, Service function

brand diagnosis, marketing strategy management, sales manager's strategic management ability evaluation

brand planning, marketing strategy management, marketing personnel's tactical execution ability evaluation

brand communication, new product listing, promotion strategy management, marketing company's tactical execution ability evaluation

brand maintenance, regional marketing strategy management office's tactical execution ability evaluation

formulation of marketing advertising strategy, preparation of advertising budget, competitive product market strategy evaluation

monthly, quarterly, Annual promotion planning terminal product display/display management advertisement release, implementation, activity effect evaluation

assessment, evaluation advertising cooperation company

4. Job description of Zhiqiang Marketing Strategy Department

(1) Job description of Marketing Strategy Department Manager (concurrently product manager): lead and organize department members * * * to formulate the company's medium and long-term and annual marketing objectives and overall marketing plan; Comprehensively plan and arrange the company's annual, quarterly and monthly special marketing planning, and specifically deploy the work of the department; Formulate annual marketing strategy; 4P strategy-product, price, channel and promotion. Competitive strategy, service strategy, regional market, operational strategy, adjustment and improvement of marketing strategy, formulate and supervise the implementation of new product listing plan and budget; Strategic planning of brand building; Organize the members of the department to diagnose the brand regularly and make a long-term brand building plan, and supervise the implementation. With the assistance of the advertising director, formulate the brand communication plan and the promotion plan for final review and submission; Guide the implementation of all work in this department, check the weekly, monthly, quarterly and annual planning and implementation of the department, and control the progress of the work; Formulate the work norms, codes of conduct and reward and punishment system of the department; Cooperate with R&D and sales departments to make a reasonable and forward-looking new product development plan in combination with market conditions; Co-ordinate the affairs of the product manager of the institute.

(2) job description of advertising and promotion supervisor: according to the overall planning of the company, carry out annual, quarterly, monthly and holiday advertising and public relations sales promotion planning; Prepare the annual advertising budget, supervise and control the expenses and know how to use them; Responsible for the implementation and evaluation of all public relations, advertising and sales promotion planning of enterprise marketing operation; Provide pr, advertising and sales promotion proposals to the marketing manager regularly and irregularly; Preliminary examination and delivery of promotion plan; Responsible for cooperation agreements with professional advertising companies, assist and monitor advertising companies to design and implement media operation plans, guide, support and supervise the formulation and implementation of regional marketing promotion plans, and formulate detailed reporting rules and approval procedures for marketing promotion funds; Timely evaluation of advertising, public relations and sales promotion effect; Responsible for the production and distribution management of public relations and promotional products; Assist the marketing strategy manager in brand planning and management.

(3) Job description of product manager: determine product development goals and strategies, and be responsible for making product marketing plans, especially annual product marketing plans; Collect and deal with all aspects of the products in charge in time, and provide basis for decision-making by myself and my superiors; Determine the product price together with the company's leadership, and put forward suggestions and plans to adjust the price in time according to market changes; Formulate the promotion objectives and plans in each period, determine the promotion expenses, and evaluate the promotion results; Conduct regular market visits to seek the support of employees and middlemen of regional companies for this product and obtain the latest market information; Participate in all kinds of meetings related to the products in charge, and seek solutions to the problems; Dealing with various crises of the product in time is to maintain the product image; Effectively manage the team, and promote the implementation of the annual product marketing plan; Participate in the development of new products in R&D department, and be responsible for the marketing and promotion of new products; Make market forecast and assist production planning, and coordinate the relationship between marketing, sales, production, R&D and other departments as the person in charge of products.

Part III Brand Core Value Planning

I. Principles of refining brand core value

1. Complete understanding of brand core value

The responsibilities and contents of brand strategic planning management are centered on brand core value. The core value of a brand is the combination of functional benefits, emotional benefits and self-expression benefits that a brand brings to consumers. These three interests are the foundation of brand core value. With the progress of science and technology, the homogenization of products is becoming more and more serious, and modern enterprises rely more on the brand core value of emotional and self-expressive interests to form differences with competitors.

functional interests are skin and emotional interests are hair, which is the core value of the brand? This should mainly be based on the principle that the brand core value has the greatest appeal to the target consumer group and forms a sharp difference with competitors.

the final brand core value is not determined by the enterprise itself, but determined by consumers' feelings about the brand based on their experience.

2. Flow chart of brand core value refining

3. Four principles of brand core value refining

(1) Highly differentiated and distinctive personality

Modern consumer demand is becoming more and more personalized, and no brand can appeal to all consumers. It is difficult to attract public attention if the core value of Zhiqiang brand is not obviously different from that of competitive brands. However, the core value of a brand that lacks individuality has no sales power, and it can't bring added value to the brand, or it can't create sales miracles. Differentiated brand core value is an effective strategy to avoid direct competition and low-cost marketing.

(2) Touching consumers' inner world

Zhiqiang brand has the core value of touching consumers' inner world, which can arouse consumers' buzz, and make consumers agree with and like the brand with less advertising expenses.

(3) Strong inclusiveness and expansibility

Forward-looking and inclusiveness should be fully considered when refining the core value of Zhiqiang brand, and the pipeline for brand extension should be embedded. Core value should be inclusive, which means that core value is one of the characteristics of all products under Zhiqiang brand, rather than the functional benefits and attributes of a specific product.

(4) The premium ability that is conducive to obtaining a high premium

refers to the fact that the same or similar Zhiqiang products can sell at a higher price than competitive brands. Brand core value has a direct and significant impact on the premium ability of Zhiqiang brand. The core value of a brand with high premium ability should have obvious advantages over competitors in its functional interests, and its emotional and self-expressive interests should highlight the characteristics of "luxury, classics, fashion, elegance and vitality".

II. Relocation of Zhiqiang Brand Core Value

1. Reasons for Relocation of Zhiqiang Brand Core Value

Zhiqiang's original brand core value is contrary to the principle of refining core value, and there are many irrationalities. The expression of core value is obscure and unclear, almost all of them are expressions of functional interests, and at the same time it embodies the value of "walnut" in a concentrated way. It has left consumers with a profound brand positioning and association of "Zhiqiang is walnut powder", which is not conducive to the effective extension of Zhiqiang brand in the future. And as far as the implementation of core values is concerned, it is obscure because it has not been implemented, and the requirements for product quality remain on the surface.

Zhiqiang should take creating deeper communication, making consumers truly experience core values and seizing consumers' hearts as the top priority of brand building. Therefore, it is not too late to reposition the core value of Zhiqiang brand.

2. Relocate the core value of Zhiqiang brand

According to a large number of qualitative and quantitative investigations on Zhiqiang brand in the early stage, we found that food and beverage should impress consumers more by conveying emotional interests; Health care products and medicines often emphasize technology and efficacy. Health care products are often used as gifts, and medicines can often reflect the care between family members. Therefore, the core value of Zhiqiang brand should be mainly the expression of emotional interests, and at the same time, it has super tolerance for differences, which will extend the pipeline for future brands. Zhiqiang's brand core value should not only reflect the enterprise's concept, but also do a good job in every detail according to the quality of the enterprise's products, and provide a real basis for the rational and perceptual mining of the core value in the performance of product strength.

Therefore, Zhiqiang's brand core value should be repositioned as:

"Quality makes a healthy tomorrow"

3. Brand connotation of Zhiqiang's new brand core value

Zhiqiang's brand connotation is derived from consumers' real experience of its brand core value, and Zhiqiang must do every step carefully to contribute to the established brand connotation goal, so as to create opportunities for the construction of connotation.

under the guidance of the core value of "quality makes a healthy tomorrow", the brand connotation of Zhiqiang should be innovatively brought into play, and the core value of the brand should always be maintained with constant efforts.

(1) Product connotation

With modern production technology and R&D technology, we always provide consumers with excellent, pure and healthy nutritious food.

(2) service connotation

earnest, caring, stable quality, novel taste

(3) cultural connotation

passion and self-confidence, advocating health, endless life

(4) temperament connotation

vigorous, compatible, realistic and innovative

4. A brand with strong core values.

To refine the personality of Zhiqiang brand, we should first personalize Zhiqiang brand and regard it as a person with flesh and blood and feelings. She has special cultural connotation and spiritual temperament, and she also has personality.

Zhiqiang's brand core value is the foundation of brand personality, and its brand personality can be described through its core value "Quality makes a healthy tomorrow":

Zhiqiang's brand personality: trustworthy, caring and enterprising

Personality sources: Zhiqiang's outstanding project, warm family commercials

CCTV audience activities, "keeping fit and energetic"

(2) packaging; (3) price;

(4) advertising style; (5) user image; (6) symbols;

(7) history; (8) birthplace; (9) public relations; (11) Company leaders.

Special attention should be paid to the influence of brand behavior on Zhiqiang's brand personality (see the table below)

Association of brand behavior personality

Careless, changeable and schizophrenic, such as changing positioning, product form, advertising temperament and symbolic meaning

Frequent price reduction, large-scale giving of cheap and deceptive advertisements

Tough and explosive advertisements

. Understanding

the packaging of multiple products is related, and the advertisements have the habit of continuation, which is easy to accept

the brand endorsers who are often reported by the media are leading and extroverted

.