How To Manage Brand Strategy

The key to building a strong brand with distinct personality, rich association, high prestige, high sense of value, high reputation and loyalty is long-term strategic management of the brand.

However, most enterprises in China are still very unfamiliar with brand management. Their knowledge of brand strategy management is still very poor. They do not know much about the specific work of brand management, or even know little about it. Even many top marketing executives who sell billions or billions of businesses can not clearly answer the key elements of creating a strong brand.

Those who are eager for quick success and instant benefits believe that selling products is a brand.

Therefore, for Chinese enterprises who aspire to create strong and big brands, we must first study clearly what brand strategy management is.

Many people in the industry believe that brand strategy planning and management is marketing planning, advertising creativity, advertising release, public relations activities and terminal promotions, which is of course misleading with a large number of books misled by brand strategy and brand planning.

Because a lot of books on brand strategy and brand planning have been opened, most of them are talking about how to plan and implement specific marketing advertising activities, such as market segmentation, target market positioning, product strategy, advertising demand theme positioning, TV advertising creativity, media selection, public relations activities, soft propaganda of news, terminal display and vividness.

If this is true, there should be no brand strategy management discipline. There is no need for enterprises to carry out brand strategy planning and management.

Brand strategy has its own research scope, and its brand strategy management has its unique responsibilities and contents.

This is like a country making a constitution, then individuals and organizations (government, enterprises, institutions, social organizations...).

Under the guidance of the Constitution and the spirit of the constitution, the daily political, economic and social activities are carried out, and on this basis, the country will move towards democracy, civilization, prosperity and prosperity.

What are the responsibilities and contents of brand strategy planning and management?

The responsibility and content of brand strategic planning is to develop a brand recognition system centred on the core value of the brand, then use the brand identification system to command and integrate all the value activities of the enterprise (displaying marketing communication activities in front of consumers), and at the same time optimize the brand strategy and brand structure effectively, constantly promote the value added of the brand assets and maximize the rational use of brand assets.

Brand recognition system, brand strategy and brand structure are just like the constitution. The marketing and communication activities of enterprises are like the daily political, economic and social activities of organizations and individuals. The marketing strategy, advertising creativity, terminal display and promotion are regarded as the work of brand strategy management, and so on.

Like the responsibilities of the National People's Congress, the responsibility of the enterprise's brand strategy management department is first the formulation of the brand constitution, followed by the law enforcement inspection, namely, the effective implementation of the brand constitution in every link of the brand marketing strategy, advertising, public relations promotion and other communication activities.

杰信多年從事品牌戰略咨詢和研究表明，要高效創建強勢大品牌，關鍵是圍繞以下四條主線作好企業的品牌戰略規劃與管理工作： 　　一、規劃以核心價值為中心的品牌識別系統，并以品牌識別統帥企業的營銷傳播活動 　　1、進行全面科學的品牌調研與診斷，充分研究市場環境、目標消費群與競爭者，為品牌戰略決策提供翔實、準確的信息導向； 　　2、在品牌調研與診斷的基礎上，提煉高度差異化、清晰明確、易感知、有包容性和能觸動感染消費者內心世界的品牌核心價值； 　　3、規劃以核心價值為中心的品牌識別系統，基本識別與擴展識別是核心價值的具體化、生動化，使品牌識別與企業營銷傳播活動的對接具有可操作性； 　　4、以品牌識別統帥企業的營銷傳播活動，使每一次營銷傳播活動都演繹傳達出品牌的核心價值、品牌的精

God and pursuit ensure that every marketing advertising input is added to the brand, which is to accumulate brand equity.

5, formulate the goal of brand building, that is, the target system of brand equity promotion.

It is very important to plan the brand strategy and brand structure of two brand strategy.

Under the structure of single product, marketing and communication activities are all about upgrading the assets of the same brand. After the increase of product category, there are many difficulties. Is it to carry out the brand extension new product with the original brand, or to adopt a new brand?

If a new product adopts a new brand, how can the relationship between the original brand and the new brand be coordinated, and how should the relationship between the total brand and the product brand be coordinated?

Brand strategy and brand structure optimization strategy is to solve these problems.

This is a very complicated theory and a difficult task in the actual operation.

At the same time, for large enterprises, a small decision on branding strategy and brand structure will be magnified in the form of multiplier effect in every link of the enterprise run by hundreds of millions or billions of enterprises, so as to produce an inestimable impact on enterprise efficiency.

The decision level of branding strategy and brand structure is high. It is very common for enterprises to earn tens of millions and billions of dollars. The low level of decision making leads to the loss of tens of millions and billions of enterprises.

The reliable brand can get the initial trust of consumers, and publicize the product personality with the brand of "Bao Lu, Mei Lu, Mei Ji" and save a lot of advertising fees. Nestle has vigorously promoted the independent brand of mineral water, "floating blue", but found that "floating blue" is very laborious and costly, and the mineral water list can be accepted by consumers of Nestle brand. So it resolutely cuts off the "floating blue". In the second half of 2001, there is no floating blue water in the market. If we do not scientifically analyze the market and continue to push the blue with consumers like Leng Qing Qing, maybe tens of millions or billions of dollars will be left in vain. Nestle, as Nestle flexibly applies the strategy of CO branding, has already made use of Nestle.

Many enterprises in China just because they did not scientifically grasp the branding strategy and brand structure, and failed to make decisions on the issue when developing new products, not only failed to open up new product markets, but also brought about the sale of old products.

Therefore, research on this topic is of great significance for helping the scale of national enterprises and the birth of China's aircraft carrier enterprises.

The brand strategy and brand structure of the company should be solved in the following aspects: on the basis of understanding the laws of various branding strategies, and deeply studying the actual situation of the financial resources, the scale and development stage, the characteristics of the products, the consumer psychology, the competition pattern and the brand promotion ability, etc., according to the low cost, it will help the enterprises to get better sales performance, profits and achieve the strategic goal of cultivating strong big brands, and select a scientific and efficient brand strategy mode.

That is to say, one or more of the following branding strategy modes are selected: the brand strategy (one brand multi product), the brand strategy (one brand or one product multi brand strategy), the brand strategy, the brand strategy, the brand strategy, the brand strategy, the brand strategy, the main and subsidiary brand strategy, and the relationship between the brand and the product brand, the relationship among the product brands, and the scientific brand structure.

Three, carry out rational brand extension and expansion, make full use of brand resources to gain greater profits. The ultimate goal of building a strong brand is to obtain better sales and profits continuously.

Because the repeated use of intangible assets is no cost, as long as we have a scientific attitude and superb wisdom to plan the brand extension strategy, we can make full use of the intangible assets of brand resources through rational brand extension and expansion, and realize the leaping development of enterprises.

And forward looking planning: extract the core value of the brand with tolerance, preembed the brand extension pipeline, how to seize the opportunity to expand the brand expansion, how to effectively avoid the risk of brand extension, how to extend the core value and major Lenovo of the brand, how to enhance the brand equity, how to successfully promote the new product, four, scientifically manage the brand assets, accumulate the rich brand equity, create a strong brand with distinct core values and personality, rich brand associations, high brand awareness, high premium capability, high brand loyalty and high value sense, and accumulate rich brand assets. Therefore, one of the important contents of brand strategy management is to carry out scientific research on the following aspects of brand extension.

First of all, to understand the integrity of brand equity, we need to have a thorough understanding of the connotations and relationships between brand equity indicators such as popularity, quality recognition, brand association, premium and brand loyalty.

On this basis, combined with the actual situation of enterprises, the brand equity goal of brand building is formulated, so that the brand building work of enterprises has a clear direction, targeted and unnecessary waste.

Secondly, under the principle of brand constitution, we should creatively plan the strategy of marketing communication with low cost to enhance brand equity.

At the same time, we must constantly check the completion of brand equity promotion goals, and adjust the next target and strategy of brand equity construction.

Therefore, brand strategy management is not simply marketing planning, advertising creativity, advertising release, public relations activities and terminal promotions, but not doing daily marketing advertising work can naturally create a high value brand.

Focusing on the above four main lines, strategic planning and strict daily management will enable the value activities of enterprises to keep up with the goal of brand building, and it is possible to create strong brands.