Four Main Lines Of Brand Strategy Planning

In order to achieve the strategic goal of establishing distinct and clear brand associations in the minds of consumers, the responsibilities and work contents of brand strategic planning and management are mainly as follows: establishing brand recognition system centred on the core value of the brand, then using the brand identification system to integrate and integrate all the value activities of the enterprise (displaying the marketing communication activities in front of consumers), and at the same time optimizing the efficient brand strategy and brand structure, constantly promoting the increment of the brand assets and maximizing the reasonable utilization of the brand assets.

Jie Xin has been engaged in brand strategy consulting and research for many years. The key to building a strong brand effectively is to make good brand strategic planning and management around the following four main lines:

First, plan the brand recognition system centred on core values and command all marketing communications with brand identification.

1, conduct comprehensive and scientific brand research and diagnosis, and fully study the market environment, target consumers and competitors.

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, plan the brand recognition system centred on core value. The basic recognition and extension identification is the concretion and vividness of the core value, so that the connection between brand identification and enterprise marketing communication activities is operable.

4, brand recognition commanding the enterprise's marketing and communication activities, so that every marketing communication activity can deduce the core value and brand spirit and pursuit of the brand, and ensure that every advertising input of the enterprise is added to the brand, and it accumulates for the promotion of brand equity.

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

Two. Optimize branding strategy and brand structure.

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 increasing the product category, they are faced with many difficulties. What is the problem of whether the brand extension new product will continue to use the original brand or adopt a new brand? If the new product adopts the 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 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.

Brand strategy and brand structure decision

A trusted brand can get the initial trust of consumers, and use the brand like "Bao Lu, Mei Lu, Mei Ji" to publicize the individuality of products 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 consumers continue to push the blue like the Leng Qing, maybe tens of millions or billions of dollars will be left in vain. Nestle flexibly applies the United brand strategy, which effectively utilizes Nestle.

Many domestic enterprises are not scientifically grasped.

The branding strategy and brand structure need to be addressed in detail.

On the basis of understanding the laws of various branding strategies and deeply studying the actual situation of enterprise's financial resources, enterprise's scale and development stage, product characteristics, consumer psychology, competition pattern and brand promotion ability, it is possible to select a scientific and efficient branding strategy based on low cost and favorable business performance, profits and the strategic goal of cultivating strong and big brands.

That is to say, one or more of the following branding strategies and brand structure models are selected:

1, integrated brand strategy (one brand multi product)

2, spin off brand strategy

3, main and subsidiary brand strategy

4, multi brand strategy

5, double brand strategy

6, guarantee brand strategy

7, stealth brand strategy

At the same time, we should plan the relationship between enterprise brand and product brand, and establish a scientific brand structure.

Multiple enterprise groups are more complex and need to plan the structural relationship between the four groups brand, enterprise brand, enterprise brand and product brand.

Three, carry out rational brand extension and make full use of brand resources to gain greater profits.

The ultimate goal of building a strong brand is to continue to get better sales and profits.

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.

Therefore, one of the important contents of brand strategy is to carry out scientific and forward-looking planning for the following aspects of brand extension:

1, refining the core value of inclusive brand and embedding the brand extension pipeline.

2, how to seize the opportunity to expand brand expansion

3, how to effectively avoid the risk of brand extension?

4, how to extend the product's core value and major Lenovo and enhance brand equity.

5, how to successfully promote new products in brand extension.

Four, scientifically manage brand assets and accumulate rich brand assets.

Create a strong brand with distinctive 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.

First of all, we should fully understand the composition of brand equity, and thoroughly understand the connotations and relationships between brand equity indicators such as popularity, quality recognition, brand association, premium capability and brand loyalty.

On this basis, combined with the actual situation of enterprises, the brand asset goal of brand building should be formulated, so that the brand building work of the enterprise 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 around the target of 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.