品牌战略规划（Brand strategy planning）Brand strategy is the enterprise management strategy that the company regards the brand as the core competitive power in order to gain the differential profit and value. Brand strategy is the product of competition in the market economy. The essence of strategy is to shape the core expertise of an enterprise. Strengthening the planning of brand strategy is conducive to obtaining broad market opportunities. If enterprises want to build a strong brand, they must carry out brand strategy management.Steps / methodsOnePlanning the core value of the brand recognition system, and brand recognition, command all marketing communications1, conduct comprehensive and scientific brand research and diagnosis, fully study the market environment, target consumer groups and competitors, and provide informative and accurate information guidance for brand strategy decisions;2, on the basis of brand research and diagnosis, refining highly differentiated, clear, easy to understand, inclusive and can touch the inner core of the consumer's brand core value;3, planning the core value of the brand recognition system, basic identification and expansion of identification is the core value of the specific and vivid, so that brand recognition and enterprise marketing communication activities docking,operability;4, the marketing activities and brand recognition of the company commander, so that every marketing communication activities to convey the spirit and interpretation of the pursuit of brand core value, brand, to ensure that the enterprise of each marketing advertising for the brand for addition, is to enhance brand equity accumulation.5, formulate the goal of brand building, that is, the target system of brand asset upgrading.TwoOptimizing brand strategy and brand structure, brand strategy planning is an important work to plan scientific and reasonable brand strategy and brand framework. In the pattern of a single product, marketing communication activities are focused on enhancing the asset with a brand of, and increase the product range, is faced with many problems, what is the brand extension brand new product follows the original, or the use of a new brand? If new products using new brand, then the relationship between the original brand and new brand how to coordinate, and how to harmonize the relationship between enterprise brand and product brand? Brand strategy and brand architecture optimization strategy is to solve these problems.ThreeBrand strategy and brand architecture, the specific problems to be solved are the following topics:To get a thorough understanding of the strategic mode in various brands of law, and further study on the enterprise resources, enterprise scale and development stage, product characteristics, consumer psychology, competition and brand promotion ability based on the actual situation, according to the low cost but also helps enterprises to obtain good sales performance, profit and achieve the strategic goal of cultivating strong brands, selected brand strategy scientific and efficient mode. One or more of the following branding strategies and brand architecture models:1, integrated brand strategy (one brand, many products)2, derivative brand strategy3, the main sub brand strategy4, multi brand strategy5, double brand strategy6, guarantee brand strategy7, stealth brand strategyFourRational brand extension, expansion, make full use of brand resources to obtain greater profitsThe ultimate goal of creating a strong brand is to continue to achieve better sales and profits. Because of the repeated use of intangible assets is not the cost, as long as there is a scientific attitude and wisdom to plan the brand extension strategy, can through rational brand extension and expansion to make full use of brand resources of the intangible assets, to achieve leapfrog development of enterprises. Therefore, one of the important contents of brand strategy is to make scientific and forward-looking planning for the following aspects of brand extension:1, refining the core value of the brand with inclusiveness, embedded brand extension pipeline2, how to seize the opportunity to carry out brand extension and expansion?3, how to effectively avoid the risk of brand extension?4, how to strengthen the product's core values and major associations, and enhance brand equity5, how to successfully promote new products in brand extensionFiveManage all brand assets scientifically and accumulate rich brand assetsCreate a brand with strong core value and personality, rich brand association, high brand awareness, high premium ability,high brand loyalty and high value sense, and accumulate rich brand equity.First of all, to fully understand the composition of brand assets, a thorough understanding of brand assets indicators, such as visibility, quality recognition, brand associations, premium capacity, brand loyalty connotation and the relationship between each other. On this basis, combined with the enterprise actual, make the brand construction to achieve the goal of brand equity, make the enterprise brand building work has a clear direction, be targeted and reduce unnecessary waste.Next, under the brand constitution principle, revolves the brand asset goal, creatively plans the low cost to enhance the brand asset the marketing dissemination strategy.SixBrand physical examination diagnosisThe brand of pulse examination, is to determine the brand strategy the first step to success. This step, like we wear clothes tied the first button, and if the first grain is wrong, then the back must also follow the wrong. Therefore, brand medical examination is a very rigorous and meticulous work, even if a small mistake, you will also make a wrong and lose the overall situation.Brand medical research content including: brand in the market environment, the brand and the consumer relationship, brandcompetition and brand relationship, brand equity and brand strategy, brand architecture, brand organization etc..Brand physical examination from the questionnaire design, quality control to statistical analysis, draw conclusions, for brand strategic planning behind a few steps to lay the foundation.SevenPlanning brand visionBrand vision is like a lighthouse in the fog, pointing out the direction for the ship.Simply put, brand vision is to inform consumers, shareholders and employees: what is the future direction of the brand? What will the brand achieve in the future?So, how to develop brand vision? We should think over these problems carefully:1, what market do we want to enter? What is the market environment?2, what are the effective resources that an enterprise can invest?3, what are the financial objectives of an enterprise? What role does the brand play in these goals?4, brand status now? What about the expected future goals?5, can brands now achieve their future goals?EightRefining brand core valueBrand core value is the soul and essence of the brand, and is the center of all marketing communication activities.The following principles shall be followed in refining the core value of a brand:1, brand core values should have a distinctive personality. The diversified demand of the society, no one brand can become all a-jack-of-all-trades, only the height difference, the core value of the brand to the distinctive green Congzhong is red ", attract the attention of consumers with low cost. 2, the core values of the brand should be able to touch the heartstrings of consumers. Refining brand core values, must try to figure out the consumer's values, aesthetics, preferences, desire, and so on, moved their hearts.3, the brand core value should be inclusive, for the future brand extension buried pipeline. If with the development of enterprises, brands need to extend the core values of the brand can not find the original inclusion of new products, to transform the injured in the sinews or bones, causing huge waste.NineBrand constitutionAfter the core value of the brand is determined, the brand constitution should be formulated around the core value of the brand so that it can be operational.The constitution is the commander of all the enterprise brand marketing activities of the law, it makes the enterprise all marketing activities according to the law, rule-based.Brand constitution consists of brand strategy structure and brand identification system.The brand strategy framework identifies the following issues:1, the enterprise is to adopt a single brand strategy, or multi brand strategy, security brand strategy, and so on;2, the enterprise brand and product brand relationship is how to deal with, "Procter & Gamble PANTENE", or like SMH, do not want consumers to know radar, Longines is SMH company's brand;3, enterprise development of new products, is a new brand, or brand extension with the old, or the use of sub brand to a Xianxin product personality;4, the number of new brands, sub brands are appropriate?;5, how to play the role of Deputy brand reaction to the mainbrand?;Wait......Brand strategy framework is a major event in the development of an enterprise. Whether the strategic framework is correct or not will lead to thousands of billions of assets, even the fate of the enterprise.Including the brand recognition system: product identification, the concept of brand recognition, visual recognition, behavior recognition, responsibility identification, character identification and so on, in the recognition system, standardize the specific definition of a brand corporate culture, values and mission, brand product quality, features, application, quality, brand products packaging, VI system, television advertising, posters, brand temperament, brand in the same industry position, brand of corporate social responsibility, brand enterprise behavior system, employee behavior system etc..TenBrand constitutionAfter the core value of the brand is determined, the brand constitution should be formulated around the core value of the brand so that it can be operational.The constitution is the commander of all the enterprise brand marketing activities of the law, it makes the enterprise allmarketing activities according to the law, rule-based.Brand constitution consists of brand strategy structure and brand identification system.The brand strategy framework identifies the following issues:1, the enterprise is to adopt a single brand strategy, or multi brand strategy, security brand strategy, and so on;2, the relationship between enterprise brand and product brand, how to deal with?3, enterprise development of new products, is a new brand, or brand extension with the old, or the use of sub brand to a Xianxin product personality;4, the number of new brands, sub brands are appropriate?;5, how to play the role of Deputy brand reaction to the main brand?;Wait......Brand strategy framework is a major event in the development of an enterprise. Whether the strategic framework is correct or not will lead to thousands of billions of assets, even the fate of the enterprise.Including the brand recognition system: product identification, the concept of brand recognition, visual recognition, behaviorrecognition, responsibility identification, character identification and so on, in the recognition system, standardize the specific definition of a brand corporate culture, values and mission, brand product quality, features, application, quality, brand products packaging, VI system, television advertising, posters, brand temperament, brand in the same industry position, brand of corporate social responsibility, brand enterprise behavior system, employee behavior system etc..ElevenBrand communication promotionOnce the brand strategy is determined, it should carry out all-round and multi angle brand communication and promotion, and make the brand deeply rooted in the hearts of the people.Brand communication and promotion is not immutable and frozen mode, naobaijin advertising bombing of Starbucks's advertising business talent shows itself, not as a country, enterprises should make the promotion and dissemination of the corresponding strategy according to their own situation.Brand communication and promotion should follow the following principles:1, reasonable layout, the use of advertising, public relations sponsorship, news speculation, market vivid, relationship marketing, sales promotion and other means. For example, Coca-Cola donated more than 50 hope primary school in China andmore than 100 hope libraries to make more than 60 thousand children to return to school. A single advertisement can only improve brand awareness, it is difficult to form a brand reputation, it is difficult to accumulate into brand culture.2, according to the target consumer group catalyst habits, select the appropriate media, determine media communication strategy. Media does not necessarily have to be CCTV, satellite TV, but it must be suitable for product stage and market stage.3, brand communication to comply with the principle of focus.4, brand communication should be sustained and sustained. Brand promotion is a systems engineering, need long-term investment and adhere to, "the rats warehouse" can only come to naught, give up halfway.TwelvePersevereA strong brand is not created by creativity, but by perseverance.The core value of the brand is established, all marketing activities of enterprises are supposed to persevere Constant dripping wears away a stone. anyone to maintain it, which has become the international first-class brand to create a century gold licensing secret.Horizontal adherence: during the same period, productpackaging, advertising, public relations and market visualization should all revolve around the same theme and image.Vertical adhere to: 1 years, 2 years, 10 years...... Different expressions of brand in different periods should focus on the core value of the same brand.All-powerful brand, is one of a few decades to stick to the brand promise to consumers. Coca-Cola's interpretation of "optimistic" hundred years has not changed, the interpretation of "man Geely choice" for over 100 years, Alex to convey the "moist noble" image for 70 years, the performance of "Marlboro masculine heroic" also has 50 years, diamond advertising slogan "a diamond is forever, forever" spread for 60 years......In contrast, many of our domestic brands (even well-known brands), the core value of brand positioning is not clear, advertising theme became Xintianyou, inconstant in policy, a leader, a "logo", change the advertising company, change the brand positioning, although brand building investment is huge, but the brand equity has not been effective upgrade.ThirteenRational brand extensionA brand development to a certain stage, the introduction of new products, is to use the original brand, or the introduction of new brands, at this time should be good brand extension of this card.In the increasingly fierce competition in the market, to create a completely new brand will consume huge manpower, material and financial resources, according to statistics, the new brand failure rate as high as 80%, the development of a new brand needs 3500 to $50 million in the United States, and the brand extension for $500 thousand, it is Easy Access a rapid occupation of the market "". Nestle after brand extension, product to coffee, baby milk powder, condensed milk, ice cream, lemon tea, the results of each product are selling well, robust brand extension before the sales of only 400 million yuan, less than 3 years after the extension reached nearly 2 billion yuan.However, the brand extension is a double-edged sword, it is the enterprise development accelerator, can also be the development of enterprises in Waterloo. Therefore, brand extension should be cautious decision-making, must follow the principle of brand extension, 1. new products should be consistent with the original product of the same brand core value. For example: Goldlion brand core value is "men's world", but once launched women's leather goods, the results have little effect; 2., new and old product attributes should be related. For example: 39 study had extended 39 beer results fiasco; 3.The extended new product must have a good market prospect. For example: Haier company follows the principle is that the extension of product development to a certain scale, we must be able to rank among the top three in similar products.。
