Is The Brand Planned?

In the way of analogy, the brand is like a person, born at the same time, giving birth to many innate factors, such as family background, growth environment, life class and social circle, etc. the civilian population is not, of course, a "brand" in the strict sense. Only a few dignitaries, rich businessmen and celebrities can be regarded as "regional brands" (brand names). Then there are outstanding figures who have great achievements, outstanding contributions, and immemorial for a long time to truly be regarded as "brands". In fact, the meaning of brand life in simple sense is such that Lu Xun is a classic brand in the modern literary field, and emperors of the feudal dynasties are also called brands, regardless of their abilities. Brand is a economics in strict sense.

Destiny is destined to be a aristocratic brand once born.

The modern economic significance of the brand is deeper. The brand is the advantage, the hegemony, the influence. What is the brand?

In fact, the definition of the problem is of little significance and value. Then we will discuss the issue of brand growth, how the brand grows and how to grow up healthily.

Is Coca-Cola using a scientific way of planning to grow into a leading brand?

The name of Wong Lo Kat is very ordinary. Its naming does not accord with the characteristics of beverage, nor is it pleasant to hear. Why is it a strong beverage brand in the Pearl River Delta region?

"Chow Tai Fu" jewelry and "Xu Fu Ji" candy names are very common, but each has become the leading brand in the industry. We must know that the first step in brand planning is to give the brand a beautiful name first.

其實，企業是靠一步步穩健得經營才逐步長大的，品牌規劃充其量是一種戰略層面的思考，一種企業發展的潤滑劑而已，片面強調規劃，大有顧此失彼之嫌，但可以肯定，規劃一定是有點作用的，畢竟這是一個專業性很強的行業，但對于廣大的中小企業而言，千萬不要為品牌規劃所累，就算沒錢請策劃大師們規劃自己的品牌，也無關緊要，只要知道堅持以市場為導向，以消費者需求為核心，以產品為載體，以全新的觀念看待市場，按照一定的規范經營、管理企業，就能將企業逐步做大，當企業發展到自己難以駕馭的時候，此時才是借助“外腦“的時候，請”大師“指點一下，會茅塞頓開，迅速提高自身的管理水平或請專業的職業經理人為自己達理事務，這樣你的企業就會在穩健的軌道上一直走下去！

In China's local enterprises, if they want to become famous by virtue of "planning", it is not advisable to run a shortcut. Planning is not necessarily "icing on the cake". Sometimes, most real enterprises need to provide timely help. In the Western business community, there is a saying that enterprises do not have miracles. Indeed, gamblers and market opportunists will have problems sooner or later.

In many years' experience, the author finds that the brand management concepts of some enterprises (including some brand management service providers) are "letting a hundred flowers bloom and a hundred schools of thought contend", which can be roughly divided into several levels: the first level of "the first": "visual breakthrough". The typical characteristics of this type are: paying attention to appearances, but ignoring internal, it is "see through the world of flowers and flowers, but flower heads only so".

Such as: to regard brand management as "think of a few beautiful slogans", "do a set of VI (visual identity system), or fully import CI (enterprise identity system)", "print several albums", "do a few ads", "do a few activities", "set up a few light boxes", "a few road signs", "catch up a few social hot spots"...

Then, "the financial giants are thick and the big ones win."

The second level: "integrated communication" type, can be called "classic pursuit" type, the typical characteristics of this type are: brand supremacy, and at a loss, remind "long brand road, comrades must strive".

Such as: "our logo (brand logo) design must be distinctive, personalized, International (or national flavor), concise, atmospheric, modern (or classical), smooth lines, beautiful shape, full of fashionable breath (or historical thickness)..."

"Brand promotion should not only have popularity, but also pay attention to reputation", "terminal image should be unified", "media application emphasizes combination strategy", "the key is positioning, positioning and solving, and others are easy to handle".

In short, "Zhou Zhou is coming and going."

The third level: the "brand strategy" type is called "narcissistic" type. This type is good at handling a lot of popular theories, but it does not understand and isolate the problems. It will be one-sided in the whole. The typical characteristics are: the lotus tongue, the top of the hat, the way and the way are simple to the naive, and the "hold the highest law and uphold the universal truth".

Such as: "4P has improved to 4C, not what we can do, but what consumers need" (if it is a topic of brand vision performance, he will take the design draft to find a number of so-called target consumer group to see, get the so-called "people" meaning, regardless of good and bad, where the "first eye feeling"); again, "brand combination, positioning, segmentation, interaction" (in fact, a lot of brand management work of "so-called experts", when doing this kind of work, do not consider the impact of the competition brand.

I even met a highly branded brand expert who talked about brand interaction, that is, "the upmarket part of the brand promotes low-end sales."

In short, "Zhou Yu hits Huang Gai, and some people are willing to fight."

Is there really no need for planning for brands?

Of course not. The usual planning may be to design a beautiful vision. Effective planning is the strategic blueprint for the development of an enterprise. Planning is necessary at both strategic and tactical levels, but the core of the plan is effectiveness and execution.

In the same way, people need to plan their lives. When they are born, they may be given the expectation of their parents, such as famous universities, large enterprises, professional managers, business owners and celebrities. This is planning, but with "planning", can they be realized?

This is the problem of effectiveness and execution.

Zhao Benshan, a famous artist, said: "I never thought that today's achievements would be achieved."

No plan is successful!

Yes, who is going to succeed step by step in accordance with the plan?

There is a saying: "the plan has not changed quickly". In the fast changing era, whose plan is so comprehensive and predictable?

Unless he has foresight, it can only be a myth.

The function of the plan is to reduce the risk of decision making, increase the safety factor, and avoid the risk. It is the truth that scientific planning is a sufficient and necessary condition for ensuring success. Planning is not everything, but no planning is absolutely impossible.

Some people say that "all roads lead to Rome and find out the latest one is planning". I believe that planning is sometimes not a "unique" or "most" concept, but rather a result of relative adaptation. If there is an insurmountable gap in the straight road to Rome, how can we achieve the shortest?

If other paths in the state may not be the shortest, but they can achieve the goal, which is suitable, the best is the right one, the ideal result can only be realized in the hypothesis, however, we are the group living in the real world.

The enterprise is the economic entity in the real society, and the product is the carrier of the interest of the enterprise. The brand is the soul of the product and the bridge to realize consumption. The growth of the enterprise is gradual, its survival is based on the product, and the market is created by the product. Without the market, there is no survival of the enterprise. To achieve the maximum goal of efficiency, we must create a brand with high added value. The brand is the superstructure of the enterprise, the market is the economic foundation of the enterprise, the economic foundation determines the superstructure, the superstructure reacts on the economic foundation, and the planning of the brand is a compulsory course for the enterprise to develop to a certain stage. It is the main tool for the enterprise to improve its quality and enhance its competitiveness, and is the expressway for the healthy growth of the enterprise. Xie