The five operational points of corporate brand strategic planning are as follows:

First, refine the core value of the brand. To refine the brand core value, it is necessary to conduct a comprehensive and scientific investigation, fully study the market environment, industry characteristics, target consumer groups, competitors and the enterprise itself, provide detailed and accurate information guidance for brand strategic decision-making, and find out the core value that is highly differentiated, clear, clear, easy to perceive, inclusive and can touch and infect consumers' hearts. Once the core value is determined, it must run through all the business activities of the whole enterprise.

second, standardize the brand recognition system. Centering on the brand core value, standardize the brand identification system, make the docking of brand identification and enterprise marketing communication activities operable, and make every marketing communication activity deduce and convey the brand core value, brand spirit and pursuit.

third, establish a brand model. Establishing brand model is an important part of brand strategic planning. Under the single product structure, marketing communication activities are all carried out around the promotion of the same brand, and after the product variety increases, it faces many problems. For enterprises, even small decisions in brand strategy will be reflected in every link of operation and amplified by multiplier effect. The level of branding strategy and branding decision-making will also produce different results.

fourth, carry out rational brand extension and expansion. Another important content of brand strategic planning is the forward-looking planning of brand extension. Brand influence is the intangible assets of enterprises, and the reuse of intangible assets will not lead to an increase in costs. Therefore, planning the brand extension strategy with a scientific attitude is more conducive to maximizing brand value.

5. Strengthen brand management to avoid "brand crisis". First, we should fully understand the composition of brand equity and thoroughly understand the indicators of brand equity, such as popularity, quality recognition, brand association, premium ability, brand loyalty and so on. Second, according to the reality of the enterprise, make the goals to be achieved in brand building, make clear the direction of work, and be targeted. Third, creatively plan the marketing communication strategy around the brand development goal, and track the completion of the goal at any time. Fourth, establish a brand early warning system. If the "brand crisis" really happens, it should be handled in time to minimize losses.

marketing strategy is one of the important strategies of enterprise management strategy. Focus on the marketing planning and marketing strategy implementation of the whole market process. From the market positioning, product positioning, channel selection, promotional activities, advertising, consumer interaction and other aspects to achieve market share and sales, to win the target consumer market. It also includes brand strategy. Compared with brand marketing strategy, the scope of marketing strategy is larger, on the one hand, it is planned and implemented from the perspective of enterprises themselves, on the other hand, it is also planned and implemented from the perspective of market consumer demand. The brand marketing strategy is mainly from the perspective of consumers, aiming at winning the overall brand awareness of the target consumer market and gaining reputation and loyalty. In short, brand marketing strategy is a bridge between brands and consumers, and marketing strategy is to win this ultimate bridge with overall layout. Brand strategy is the direct strategy of marketing strategy in front of consumers.