First, refine the core value of the brand. To refine the brand core value, we need to conduct a comprehensive and scientific investigation, fully study the market environment, industry characteristics, target consumer groups, competitors and enterprises themselves, provide detailed and accurate information guidance for brand strategic decision-making, and find out the core value that is differentiated, clear, easy to perceive, inclusive and can touch and infect consumers' hearts. Once the core value is determined, it must run through all the business activities of the whole enterprise.
Second, standardize the brand recognition system. Taking the brand core value as the core, standardize the brand identification system, make the docking of brand identification and enterprise marketing communication activities operable, and make every marketing communication activity deduce and convey the brand core value, brand spirit and pursuit.
Third, establish a brand model. Establishing brand model is an important part of brand strategic planning. Under the single product structure, marketing communication activities are all carried out around the promotion of the same brand. After the product variety increases, it faces many problems. For enterprises, even small decisions on brand strategy will be reflected in every link of operation and amplified by multiplier effect. The level of brand strategy and brand decision-making will also produce different results.
Fourth, rational brand extension and expansion. Another important content of brand strategic planning is the forward-looking planning of brand extension. Brand influence is the intangible assets of enterprises, and the reuse of intangible assets will not lead to the increase of costs. Therefore, planning brand extension strategy with a scientific attitude is more conducive to maximizing brand value.
Fifth, strengthen brand management and avoid "brand crisis" events. First of all, we should fully understand the composition of brand equity and thoroughly understand the indicators of brand equity, such as popularity, quality awareness, brand association, premium ability, brand loyalty and so on. Second, according to the actual situation of the enterprise, formulate the goals to be achieved in brand building, clarify the direction of work, and be targeted. Third, creatively plan the marketing communication strategy around the brand development goal and track the completion of the goal at any time. Fourth, establish a brand early warning system. If the "brand crisis" really happens, it should be dealt with in time to minimize the loss.
Marketing strategy belongs to one of the important strategies of enterprise management strategy. Focus on the marketing planning and marketing strategy implementation of the whole market process. Achieve market share and sales from market positioning, product positioning, channel selection, promotion activities, advertising, consumer interaction and other aspects to win the target consumer market. It also includes brand strategy. Compared with brand marketing strategy, marketing strategy has a wider scope, on the one hand, it is planned and implemented from the perspective of enterprises themselves, on the other hand, it is also planned and implemented from the perspective of market consumer demand. Brand marketing strategy is mainly from the consumer's point of view, aiming to win the overall brand awareness of the target consumer market and gain word of mouth and loyalty. In short, brand marketing strategy is a bridge between brands and consumers, and marketing strategy is to win this ultimate bridge with overall layout. Brand strategy is the direct strategy of marketing strategy in front of consumers.