Five Misconceptions In Brand Planning

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Brand building is a matter of being cautious and prudent. It is a process of finding problems and solving problems.

I remember a company that made a new type of board found us and wanted to make a design of the exhibition hall.

After our research, we found that the main purpose of the enterprise is to do well in brand building, and in accordance with current needs, we want to expand through exhibitions.

First of all, we found that the target group of the downstream target is wrong or vague. After demonstration and investigation, we first adjusted the strategic positioning of the product. After positioning the target population of the brand clearly, we used the means to locate the brand, and the brand image was poor, the concept was vague, and so on, adjusting the brand image of the enterprise.

And focus on a series of planning work for the exhibition.

After the operation of the system, the enterprise has achieved unexpected good results in its subsequent exhibitions. The establishment of snowflake orders has predicted that its annual output value will turn over 10 more than last year.

Misunderstanding two, make brand first sign

Many business owners wonder that making brands is a sign, many of which are misled by pure design companies.

Brand, we know that the meaning of English plation is stigma, also can be interpreted as "branding on the horse's butt".

The core of brand image is brand logo, and it is also an important memory element in brand promotion.

And what is brand? Brand is the general name of social reputation. Brand is an asset, which not only needs to be nurtured, but also can be pferred and traded. Nowadays, the brand has become a commodity that carries social reputation.

So in this sense, brand is not only simple as brand logo.

The sale of a brand logo can be hundreds of millions of times, but the sale is not just a sign of this province.

Then, does the brand building of the system start with the logo? We say yes, but not absolutely.

The best brand building is not from VI, but from brand survey.

The successful cases of any brand building start with brand investigation and market research.

Hangzhou dragon crown advertising agency believes that brand building should be built on the basis of brand survey, which includes brand core, brand core value, brand vision system, brand tonality, brand totem, etc.

Combining the marketing of brand products and the rational use of the basic points of the brand model, we can promote the interactive development of brand building and brand marketing reasonably and effectively.

A group company

Myth three, brand planning is relatively low.

Due to the existence of misunderstanding one or two, and the vague concept of many enterprises, vague concepts such as brand planning, marketing planning and enterprise management planning have led to lower brand planning than marketing planning and enterprise management planning.

Brand planning and marketing planning are also market-oriented, while brand planning includes marketing planning, and marketing planning is independent of brand planning.

Brand planning takes brand as the means, establishes brand strategy, creates brand image, creates brand influence, builds brand reputation, so as to enable enterprises to get the premium of brand. Its work content not only needs to consider the overall situation of enterprise brand building and the marketing status of enterprises, but also considers the market situation, sales status, and even part of the contents of enterprise management.

Marketing planning is for enterprise marketing, aiming at many problems in enterprise marketing, with brand planning as the basis and guidance, combined with the actual situation of marketing, making plans to solve the details such as channels, sales, product development, and so on, prompting enterprises to make progress in marketing actual combat.

And enterprise management involves enterprise finance, logistics, culture, HR and so on.

In modern enterprise management, many enterprises have gradually introduced corporate culture management. The so-called corporate culture management is to guide the enterprise vision and MI, BI into the management standard of the enterprise. The management of employees join the management of vision in the financial and institutional levers to promote the centripetal force and cohesion of the enterprise.

Similarly, modern enterprise management and brand planning are also closely related. In order to achieve the brand strategic objectives of enterprises, the brand management of enterprises must make more efforts in importing the behavior recognition of enterprises.

Therefore, we say that brand planning, marketing planning and enterprise management planning are independent and closely linked, and the enterprises implementing brand strategy must take account of the three factors.

Like Hangzhou dragon crown advertising planning, such a comprehensive grasp of the essence and details of brand planning, and the implementation of effective marketing strategy of advertising planning enterprises are rare.

Misunderstanding four, advertising is making brand.

Advertising is indeed brand behavior, but advertising is only part of brand behavior.

Brand behavior can be divided into: brand building, brand cultivation, brand promotion, brand maintenance.

Advertising is one of the behaviors of brand promotion.

Advertising, broadly speaking, is widely advertised. Narrowly speaking, many businesses believe that advertising is the promotion through the media platform.

The earliest advertisements are difficult to define, and they have existed since ancient times.

The concept of the company is only in modern times. For example, East India Company and so on, a company refers to an organization established generally for the purpose of profit and engaged in business activities or certain purposes.

The earliest advertising agency is said to have originated in the United States. There is a young man in the United States who started with the agency of the media, and lobbied the enterprise to popularize it through his platform.

Therefore, we can see that the concept of advertising and brand can not be confused.

Many Chinese brand planning companies have been involved in this industry because of their early start and the development of brand building and development in China.

Take Hangzhou dragon crown advertising planning, its main business is engaged in brand planning and marketing planning, the advantage lies in brand system building and brand cultivation, as well as brand marketing promotion, is also an old brand design company, and serves customers' demand for brand picture album, packaging, special sale, film and television shooting and planning.

It is also an advertising company, some do outdoor advertising, some are newspapers, radio and film media, others are professional exhibitions, some are inkjet printing and printing.

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Misunderstanding five, brand consultation instead of brand planning

Many entrepreneurs find a planner, blindly believe that through the golden idea and so on, can promote the overall brand development of enterprises.

The past brand development may have such opportunities, and now with the gradual improvement of brand development, brand work is not only personal behavior can be promoted, many aspects of the link needs such as Hangzhou dragon and crown advertising planning such a professional company to operate.

Team cooperation refers not only to the external brain, but also to business owners and related functional personnel or functional departments.

But in the past, a good brand consultation can set up the right brand concept for the enterprise, clarify the brand concept, and lead the brand building to move forward in a healthy, orderly and straight road.

Once encountered a company, the manager of brand management as a project manager, but on the basis of the characteristics of the manager, we found that the theory is more than the reality, the viewpoint has not experienced the market test, does not find the brand commonality and individual emphasis on brand personality, and so on, it is easy to slow down the progress of the brand building. Even the four times of the enterprise owners change the brand management director can not make the brand construction to be substantially promoted.

Brand building means brand development stays in the first stage. Brand building can be carried out in stages or in stages.