Five Steps To Implement Brand Strategy And Planning Direction For New Underwear Products

Nowadays, strategy Positioning and planning direction have become underwear. brand The necessary premise. Brand planning is the blueprint for brand creation, just like building a skyscraper, no matter how exciting the skyscrapers we describe, but if not, Design Drawings and structural analysis, the first brick stack can not be mentioned. Underwear brand positioning and planning, the same!

The process of brand planning includes the purpose (the brand structure involved in creating brand connotation), the process (making brand name, image presentation, brand description, brand slogan and brand story), and the result (ensuring that all the information about the brand is consistent with the brand's image and the expectations of the enterprise). Brand story gives the brand vitality, enhances the sense of humanization, and integrates the brand into the customer's life.

Target group of underwear brand planning

For future brand positioning, we must first understand the brand's status in the minds of the target customers.

First, the brand commitment is established, and the brand development cycle will enter the stage of brand planning. Brand commitment design provides a strong foundation for brand planning, including brand information and brand communication. Every component of brand planning must reflect the basic connotation of brand commitment.

In the process of designing brand commitment, enterprises can invite representatives of advertising companies and graphic design companies to participate. Creative expert advice is important for brand planning and achieving desired goals.

If management has a strong team of experts, there is no need to seek outside support, such as advertising, graphic design, etc. Usually, the market department should be responsible for brand planning and related communication and external support. It is recommended that the director of marketing be responsible for assembling the working groups of internal and external experts and planning the brand plan according to brand evaluation and written brand commitment.

The first step in the group work is to identify the core components of the brand identification and guide the creation process based on these core components. For women's underwear, the most important part of a brand is to give customers a sense of comfort and beauty. Therefore, the sense of comfort and elegance will become the minimum requirement to weigh any solution. The biggest challenge for the working group is to identify at least 10 such criteria (to distinguish the primary and secondary) to guide the brand planning process. Once the working group agreed on brand standards, the process of brand planning began. It must be explained here that it is not necessary to agree on brand standards before starting the work of brand planning. In the whole strategic process, this stage of work will be repeatedly involved.

Five steps to implement brand strategy

Step one: before brand creation, operators need to understand what the core value of brand products is. What value can it provide consumers? Which industry or field is the product in? What are their strengths and weaknesses? Understanding the location of the brand's product is the purpose of brand evaluation. Only in this way can enterprises provide a clear and correct direction for brand positioning and brand strategy implementation.

Brand evaluation should be carried out in the aspects of hardware, software resources, industry characteristics, business environment, competitors, consumer cognition, and communication strategy. It is unilateral and objective to evaluate only from the aspect of communication. Brand evaluation (how does the customer know about our brand now?) recognize the importance of creating a brand and learn how to think about it in a customer's position, investigate customers, and find out the status of the brand through the survey results.

Review the current research; complete the customer / market survey (survey company) to complete the written investigation report; report the results to the Executive Committee; draw conclusions on the current status of the brand.

The second step: brand commitment. Brand commitment is the banner and principle of brand building, that is, the guarantee of a brand to consumers. Brand commitment includes product commitment and product commitment. Customers' expectation of a certain product or service and the requirement of functional interest, that is, the feeling that enterprises want consumers. Brand commitment is based on the customer's point of view, defining the functional and emotional effects they want to enjoy after they enjoy the product and service.

In the product elements of marketing, the concept of a whole product includes three aspects: 1., the core product is the basic utility and benefit provided by the product for the buyer, that is, the use value. For example, the consumer buys the ladies underwear, mainly for the purpose of protecting the breasts; the 2. form products refer to the external performance of the products, such as appearance, quality inspection, weight, volume, vision, touch and packaging; 3., the extended product refers to the added value of the product, such as service, commitment, identity, honor and so on. The standard of a product in these three aspects is product commitment. For example, the appropriate underwear can reach the health care breast (core product commitment); the product design is very beautiful, small and light weight (formal product commitment); after sale service system is perfect, so that consumers can rest assured, etc. (additional product commitment). A brand product must make all product commitments. But these are not enough, and the brand has a more important commitment, that is, spiritual commitment.

It can be seen that the core of brand commitment is not only product commitment, but also a deeper spiritual commitment. The spiritual commitment is based on product commitment, and its main significance is to make the brand communicate with consumers continuously and in different ways and produce emotional resonance at different times, thus making the product more extensive. Make a brand commitment to assure customers that our brand will certainly benefit them, and the prospect is good; what kind of business does our brand use? What are the differences between our products and services compared with our competitors? What is the greatest value we offer to our customers?

The third step: brand planning. What does our brand look like? How can we get our brand to be accepted in the future? How do we spread it? After figured out what core benefits our brands will bring to customers, we can clearly inform each person of these benefits through proper written information and graphic signs.

The design completes the various components of the brand: brand name, brand description, brand slogan, brand design expression and brand story; the five components are independent but inseparable. As a whole, the five components need to achieve harmony and balance so as to get better customer recognition. The function of brand planning is to promote the spread and promotion of brand, including advertising, promotion, public relations and so on.

The plan for the design of the text and image spanmission of the brand (advertising or design company) is about the source and history of the product, and provides consumers with an understanding of the product's connotation. Products from design to packaging and related publicity are all centered around the concept of brand. For example, the establishment of a brand concept for a sports underwear can be defined as a contrast between power and beauty in a story telling, so that the design of the product will be carried out in a way that reflects the beauty and vitality of the young people. The packaging of the product will also become more avant-garde or fashionable, and at the same time, the promotion will also use young idols or sports to reflect.

The fourth step is to cultivate brand culture. How to use brand strategy flexibly in practice? It is necessary to set a guideline to make comprehensive plans and arrangements for the brand work in the coming year. Brand principle, brand asset goal, brand alliance, brand communication plan, brand culture cultivation plan, and written brand strategy.

The brand culture strategy refers to disseminate the core values of brands through various channels under the guidance of the brand core value system, and establish a brand culture, so as to cultivate customer loyalty and ultimately build a strong brand through the way of brand culture marketing.

Brand culture strategy can be divided into two categories: one is corporate brand culture, the other is product brand culture. Corporate brand culture is a brand culture formed on the basis of enterprise brand, and product brand culture is a brand culture formed on the basis of product brand.

The fifth step: brand advantage. How to use brand leverage? Use brand leverage to gain a solid brand competitive advantage. If feasible, develop the retailer's brand; give the brand's future positioning; establish a brand alliance when the conditions are suitable.