After establishing the brand, the next problem is brand management planning. We must manage the brand consciously and strategically in order to maintain the brand image formed in people's minds. In brand management planning, we should pay attention to several aspects:
First, brand value. Determine the brand value. A brand, just like a person, is determined by value, which determines the brand's personality, behavior and style. Core value is the core value of a brand, which is unchangeable under any circumstances and must not be destroyed. For example,? Quality? And then what? Is it safe? This is an important core value of pharmaceutical and petrochemical products.
Second, the characteristics/personality of the brand. The characteristics or personality of a brand are the essence of a brand. It represents the brand and its value, and can be described in the language that describes people. For example, if the core values of a brand are quality, integrity, safety and user-friendliness, can it be used? Trustworthy and people-oriented to describe its characteristics.
Third, brand positioning. Brand positioning reflects how a brand positions itself in the market.
Fourth, brand promise. Brand promise (or concept slogan) is closely related to positioning. That is, the actual benefits that customers can get from using and connecting brands.
Verb (abbreviation of verb) brand image. Brand image is how the whole market and consumers feel about the brand. It depends on how to translate brand positioning into action and how consumers feel about the brand at many different levels, in different occasions and through different channels.
Sixth, brand management. It is necessary to successfully manage the brand in a period of time, seize the development opportunity and deal with competition, demand or other challenges.
Enterprises often fall into misunderstandings and weak links when planning brand management. So how to avoid weak food? The following are eleven weak links in brand management planning:
1, lack of strategic awareness
Lack of strategic awareness, manifested in quick success and instant benefit, only considering making money, without the awareness of establishing a long-term brand. This concept will inevitably lead to the lack of standardization of brand operation from infrastructure construction to system promotion.
2. Lack of systematicness
Brand management is a systematic project, and brand operation without strategic awareness will not be systematic. You can follow
Wen Tao? 8B？ Brand planning management mode, namely, target market positioning, brand attribute positioning, big selling point refining, brand core value concept definition, brand architecture planning, brand identification system planning, brand communication planning, brand image testing, etc. Bring all enterprise market behaviors into the standard operation of brand management system.
3. Lack of brand architecture planning.
Lack of brand structure planning is the most easily overlooked problem for small and medium-sized enterprises. Brand architecture management comes from the business strategy direction of the enterprise and the category combination and product combination based on the business strategy. Therefore, brand management should start from the product, from the dynamic monitoring of the market and the continuous discovery of new machines.
4, brand attribute positioning confusion
Brand attribute positioning is one of the basic premises of brand management. The ambiguity of attribute positioning comes from the unorganized extension of the brand by the enterprise, which leads to the collapse of the brand and the dilution of the brand attribute. Wahaha, for example, was famous for children's drinks at first, but later it was known that it was a beverage manufacturer. Now? It has gradually begun to blur and lose its personality, and as we will talk about below, a brand without personality cannot last long.
5. The concept of core value is vague.
Brands have their own ideological values just like people. If the brand attribute is defined as that the brand has found its place in the industry, then the concept of brand core (value) is defined as that the brand has found its place in the consumer's ideology. Our brand often lacks the consciousness of core values, and more stays in the level of advertising language and advertising language to consider the problem. This often leads to catchy but empty slogans.
6. Lack of brand differentiation
The brand has no strong selling point support, and the marketing operation process from product development to terminal sales is mediocre and undifferentiated. This is a common problem in brand marketing of domestic enterprises.
7. Lack of brand personalization.
Brands that lack differentiation fall into mediocrity, let alone individuality. A brand without personality will not last long. Brand personality comes from personalized market demand. So we must shape the brand's personality.
8. The brand extension is chaotic.
Brand extension does not consider the psychological feelings of consumers, does not consider the carrying capacity of brands, and only considers the optimization of production and channel resources, which is also a common misunderstanding in our enterprises.
9, poor brand expression
The poor brand expression is mainly reflected in the lack of core creative points and chaotic expression forms in advertisements. The basic steps of advertising creativity are: determining the expression content, finding the core expression and deductive expression.
10, randomness of brand communication
Doing what you want, without planning, lacking systematicness and standardization, is a common problem of many enterprises.
1 1, lack of sales identification system planning.
It is also a misunderstanding for many enterprises to directly promote the enterprise identification system as a sales identification system. For some large service enterprises, corporate image communication is the main thing, but for many consumer goods enterprises, corporate image is supplemented by specific market operation, and sales identification system should be the main thing. On the one hand, the standardized operation of sales identification system should be based on the description of the overall brand characteristics to reflect the unity of the overall image in visual communication, on the other hand, it should consider the identification requirements of different sales environments.
Paying attention to the weak links in the above brand management norms can help us avoid detours as little as possible and avoid going into misunderstandings. Make our enterprise develop rapidly and steadily.
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