Enlarge The Brand Strategy Planning Service &Nbsp; &Nbsp; Win The Big Market.

I. Chinese Enterprises

The marketing advertisement of the enterprise has already achieved the first-class standard, such as the first-class integrated marketing communication strategy, the highly spread and infectious advertisement and the beautiful terminal display, but it is facing the embarrassing situation of "excessive reliance on advertising and promotion, low price competition, poor brand anti wind capability, amazing sales volume, but low profit". Why do we have many short-lived brand names? Why are prices always lower than foreign brands and still no one applauded? Why do the sales always go down when advertising stops? Why can an article and a small quality accident ruin a brand? Why did the profits of SONY's 500 thousand color TV exceeded the total profit of the 30 million of China's entire color TV industry? Quite a few of China

These phenomena show that it is far from enough to do routine marketing advertising. The first-class marketing communication of Chinese enterprises has not and can not build a strong brand.

Fortunately, many entrepreneurs have realized that

Two, brand strategy planning services mixed

The rapid growth of demand has made the brand strategic planning service a good thing.

Many advertising, public relations, CIS and other "non brand professionals" follow the trend and devote themselves to brand strategy planning. Most of them inevitably lack the strategic thinking and vision of brand management. They believe that brand strategy planning and management are marketing planning, advertising creativity, advertising release, public relations activities and terminal promotion.

This is related to a large number of books, such as brand strategy, brand planning and other books.

Because a lot of brand strategy and brand planning books are opened, most of the content is about how to plan and implement specific marketing advertising activities, such as market segmentation, target market positioning, product strategy, advertising appeal theme positioning, TV advertising creation globrand.com, media selection, public relations activities, soft propaganda of news, terminal display and vividness.

If this is true, there should be no brand strategy discipline, and there is no need for enterprises to carry out brand strategy planning and management. As long as Philip Kotler's marketing theory is adopted, daily marketing advertising can be done.

Three, how to do brand strategy planning well.

Jie Xin has been engaged in brand strategy consulting and research for many years. The key is to build a strong brand effectively, focusing on the following four main lines:

(1) planning a brand recognition system centred on core values and commanding all marketing communications with brand identification.

1. conduct comprehensive science.

2. on the basis of brand research and diagnosis, we should refine the brand core value of highly differentiated, clear and clear, easy to understand, inclusive and touches the inner world of consumers.

3. planning a brand recognition system centred on core values. The basic recognition and extension identification is the concretion and vividness of the core values, so that the docking between brand identification and enterprise marketing and communication activities is operable.

4., with brand identification, commanding the marketing communication activities of enterprises, each marketing communication activity can deduce the core value and brand spirit and pursuit of the brand, and ensure that every sub marketing advertising input is added to the brand, and the accumulation of brand equity is accumulated.

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

(two) optimize branding strategy and brand structure {page_break}

One of the most important tasks of brand strategic planning is to plan scientific and rational branding strategy and brand structure.

Under the single product structure, marketing and communication activities are all about upgrading the assets of the same brand. After the increase of product category, there are many problems. Whether it is brand extension or the adoption of a new brand? If the new product adopts a new brand, then how to coordinate the relationship between the original brand and the new brand, how to coordinate the relationship between the total brand and the product brand?

This is a very complex theory, and it has 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.

However, many domestic enterprises did not scientifically grasp the branding strategy and brand structure. When developing new products, they failed in making decisions on this issue, which not only failed to develop new product market, but also made the sales of old products implicate.