Introduction: Sometimes, due to various reasons, enterprises will have misunderstandings when formulating brand strategic planning. The following is a detailed explanation of the corporate brand strategic planning I brought to you, hoping to help you.
Brand planning is to establish an enterprise strategy with building a strong brand as the core, and to raise brand building to the height of business strategy. Its core lies in establishing a distinctive brand identity, formulating the goals, directions, principles and guiding strategies of brand building, and formulating specific brand building tactics and behaviors in the future. As the soul of an enterprise, it runs through all business activities of the whole enterprise.
brand planning
To refine the core value of a brand, it is necessary to conduct comprehensive and scientific brand research and diagnosis, 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 on this basis, refine the core value of a brand that is highly differentiated, clear, easy to perceive, inclusive and can touch and infect consumers' inner world. Once the core value is determined, in the process of communication, for example, what is the brand core value of Baisha Group? Flying? What is the advertising slogan? Crane dancing on the white sand beach, my heart flies? Give people a beautiful yearning. It connects the enterprise's ideal, culture, products and the realm pursued by consumers, and it is easy to win people's hearts. In brand communication and marketing activities, Baisha Group actively builds brand personality, taking flying white cranes as symbolic birds, combining sports events, taking sports star Liu Xiang as image spokesperson, and taking brand core values? Flying? The concept, the performance of incisively and vividly, so as to achieve the purpose of enhancing brand value. Second, standardize the brand recognition system.
And implement the elements of brand recognition into all marketing communication activities of enterprises.
Standardize the brand identification system centered on brand core value, so that the docking of brand identification and enterprise marketing communication activities is operable; Make brand identification elements be implemented in all marketing communication activities of the enterprise, make every marketing communication activity deduce and convey the core value, spirit and pursuit of the brand, and ensure that every marketing advertisement investment of the enterprise adds color to the brand, thus making it tired of brand assets.
The core value of the brand
Products. At the same time, it is necessary to formulate the target system of brand equity promotion as the basis of brand equity accumulation. Like McDonald's. m？ The shape signs we can see everywhere are particularly eye-catching. Will you be affected by it? m？ Attracted by words, when you walk into McDonald's restaurant, m? Everywhere, from paper towels and cups to signboards and wall newspapers, it gives you visual memory invisibly; At the same time, do you feel the same way when they carry out interactive promotion activities? m？ Shapes can be seen everywhere. Of course, the brand identification system contains many elements, not a simple repetition of LOGO; McDonald's Company is not only a typical representative of implementing brand identification system, but also an example for us to learn. Third, establish a brand model
Optimize brand strategy; It is an important work in brand strategic planning to integrate all resources, build brand model and realize the promotion of brand value. It not only plans the brand.
brand planning
Attribute, structure, mode, content and brand vision, and provide forward-looking, guiding, scientific and operational basis in marketing strategic decision.
Planning a scientific and reasonable brand strategy, considering and optimizing brand strategy is an important link in brand strategy planning. Under the single product structure, marketing communication activities are all carried out around upgrading the assets of the same brand. After the product variety increases, it faces many problems. For large enterprises, a small decision in brand strategy and brand decision will be reflected in every link of enterprise management and amplified by multiplier effect; Brand strategy and brand decision-making will have different results; If the decision-making level is high, it is common for enterprises to earn tens of millions and hundreds of millions more.
Things; If the decision-making level is low, losses of tens of millions and hundreds of millions of yuan will also occur. Fourth, carry out reasonable brand extension and expansion.
Avoid? Brand dilution? Phenomenon, the pursuit of brand value maximization.
Another important content of brand strategic planning is to plan brand extension scientifically and prospectively. Because the ultimate goal of building a strong brand is to continuously obtain better sales and profits, so that enterprises can develop continuously and healthily; To realize the leap-forward development of enterprises, we must make full use of brand resources, an intangible asset. Because the reuse of intangible assets has no cost, as long as we have a scientific attitude and superb wisdom to plan the brand extension strategy, we can maximize the brand value. V. Strengthening brand management
Avoid? Brand crisis? Events, thus accumulating rich brand assets.
If you want to build a strong brand and accumulate rich brand assets, you must strengthen the daily management and maintenance of the brand and try to avoid it? Brand crisis? The occurrence of events.
First of all, we should fully understand the composition of brand equity, and deeply understand the connotation and relationship of various indicators of brand equity, such as popularity, quality awareness, brand association, premium ability, brand loyalty and so on.
Secondly, on this basis, combined with the actual situation of the enterprise, the brand equity goal to be achieved in brand building is formulated, so that the brand creation work of the enterprise has a clear direction, so as to be targeted and reduce unnecessary waste.
Thirdly, creatively plan the marketing communication strategy of low-cost brand equity promotion around the brand equity goal, constantly check the completion of the brand equity promotion goal, and adjust the next brand equity construction goal and strategy.
Fourth, establish? Brand warning system? , avoid? Brand crisis? The occurrence of events; What if? Brand crisis? The incident really happened, so we should deal with it in time, speak with one voice and minimize the loss of brand name.
The process of brand strategic planning, brand diagnosis and positioning in step 1.
Brand diagnosis and positioning is the first step to determine the success of brand strategic planning, and brand diagnosis and
brand management
Positioning is also a very rigorous and meticulous work.
The contents of brand diagnosis research include: the market environment in which the brand is located, the relationship between the brand and consumers, the relationship between the brand and competitive brands, the brand assets, the brand strategic objectives, the brand structure and the brand organization.
Step 2: Plan the brand vision and goals.
Brand vision is like a lighthouse in the fog, pointing out the direction for ships.
Brand vision is to tell consumers, shareholders and employees: the future development direction and future goals of the brand. Step 3: Refine the core value of the brand.
Brand core value is the soul and essence of the brand, and it is the center around which all marketing communication activities of enterprises revolve. Principles to be followed in refining brand core value
1. Brand core value should have distinct personality. In today's society with diversified needs, no brand can become a winner? Tiger balm? Only highly differentiated and distinctive brand core values can be realized? A little red in the evergreen tree? Attract consumers' attention at low cost. Like Coca-Cola? Optimism? Haier's Sincerity? Wait a minute.
2. The core value of the brand should be able to resonate with consumers. To refine the core value of the brand, we must try our best to understand the values, aesthetics, preferences and desires of consumers. Touch their hearts. 3. The core value of the brand should be inclusive, and it should be embedded into the pipeline for the future brand extension. If with the development of the enterprise, the brand needs to be extended, and it is found that the original brand core value can no longer accommodate new products, it will be a huge waste to transform it.
The fourth step is to formulate a medium-and long-term brand strategy.
After the brand core value is determined, we should formulate the brand strategy around the brand core value and make it as operable as possible.
Brand strategy is the rule that guides all marketing communication activities of enterprises, so that all marketing communication activities of enterprises have laws to follow.
There are rules to follow.
Brand strategy consists of brand strategy framework and brand identification system. Main problems found in the framework of brand strategy
1. Does the enterprise adopt single brand strategy, multi-brand strategy and guaranteed brand strategy, etc. ; 2. How to deal with the relationship between enterprise brand and product brand? P&G？ Pan Ting? Or, like SMH, don't want consumers to know at all? Radar? 、? Longines? It is the brand of SMH company;
3. Whether an enterprise develops a new product with a new brand, an extension of an old brand, or a sub-brand to show the personality of a new product;
4. How many new brands and sub-brands are appropriate;
5. How to exert the reaction of sub-brands to main brands? Brand identification system
Brand identification system includes: brand product identification, mental identification, visual identification, temperament identification, behavior identification, responsibility identification and so on. In these identification systems, a brand's corporate philosophy and culture, values and mission, brand product quality, characteristics, uses, grades, brand product packaging, VI system, film and television advertisements, posters, brand temperament characteristics, brand status in the same industry and brand quality are all defined and standardized.
These brand identification systems specifically define the standards and direction of enterprise marketing communication activities, so that the abstract concept of brand core value can effectively connect with the daily activities of enterprises. Decompose the literal things of brand strategy into product research and development, production, quality, characteristics, channels, advertising, promotion, service, and even the behavior of each employee. Step 5: Configure brand organizations and talents.
At present, many enterprises in China attach great importance to brand management, but the organizational structure of brand management is not scientific. Many corporate brand managers are located in the marketing department, which is equivalent to the general advertising manager. Their role is only advertising, visual design and so on. And they haven't played a role in brand strategy management. .
For enterprises with strong strength and many brands, we can learn from P&G's experience. For example, shanghai jahwa has achieved success in implementing the brand manager system.
For most other enterprises with brand as their core competitiveness, it is suggested to set up a brand management organization headed by the company's vice president who is proficient in brand, with the marketing department or public relations planning department as the main responsibility and other departments participating, so as to effectively organize and mobilize the resources of all departments of the company and serve brand building. Brand management institutions should have the right to develop and manufacture products, the right to control market expenses and the right to set product prices, so as to grasp the general direction of brand development. The sixth step is brand communication and promotion.
Once the brand strategy is determined, it must be spread and promoted from all directions and angles to make the brand deeply rooted in the hearts of the people. There is no fixed model for brand communication and promotion, and the advertising bombing of melatonin stands out, and Starbucks' advertising-free operation still stands out. Enterprises should formulate corresponding communication and promotion strategies according to their own conditions.
Principles to be grasped in brand communication and promotion
1. Reasonable layout and use of advertising, public relations sponsorship, news hype, market vividness, relationship marketing, promotion and other means. For example, Coca-Cola donated more than 50 Hope primary schools and more than 65,438+000 Hope stacks in China, enabling more than 60,000 children to return to school. A single advertisement can only improve brand awareness, but it is difficult to form brand reputation, and it is even more difficult to accumulate brand culture.
2. According to the catalyst habit of the target consumer group, choose the appropriate media and determine the media communication strategy. The media does not have to be CCTV or satellite TV, but it must be suitable for the product stage and the market stage. 3. Brand communication should follow the principle of focusing. Never put limited resources? Sprinkle pepper noodles? Blind and indiscriminate, but should be rationally planned and focus on a certain regional market? Concentrate on the war of annihilation? . For example, when melatonin first came out, Shi Yuzhu borrowed 500,000 yuan from a friend and invested 654.38 million yuan in advertising in Jiangyin, a small county in Wuxi, which soon produced a local market effect and took the first step to enter the national market.
4. Brand communication should be lasting and continuous. Brand promotion is a systematic project that needs long-term investment and persistence. Rats gnawing at warehouses? The result can only be to give up all previous efforts and give up halfway. Step 7: Maintain brand consistency.
A strong brand is not created by creativity, but by? Perseverance? It's built. Once the core value of the brand is confirmed
It is decided that all marketing communication activities of an enterprise should be sustained and maintained with the determination of dripping water and piercing stones, which has also become the secret of building a century-old golden signboard of a world-class brand.
Horizontal persistence: In the same period, product packaging, advertising, public relations and market vividness should all revolve around the same theme and image.
Vertical persistence: 1 year, 2 years, 10 year? Brand expression with different themes in different periods should focus on the same brand core value. All-round brand has been insisting on the brand's commitment to consumers for decades. Coca-cola interpretation? Optimism? It will remain unchanged for a hundred years, Geely explained? Man's choice? Up to 100 years, communicated by Lux? Moist and noble? The image has been 70 years. How is Marlboro performing? Masculine and heroic? It is also 50 years. Diamond slogan? Diamonds last forever, and one lasts forever? Has it been circulating for 60 years? However, many domestic brands (even well-known brands) with unclear core value positioning and ever-changing advertising appeal themes have become individual customers. Different leaders, different symbols? ,? Change advertising companies, change brand positioning? Despite the huge investment in brand building, brand equity has not been effectively improved.
Step 8: Carefully plan brand extension.
When a brand develops to a certain stage to launch a new product, whether to use the original brand or launch a new brand, then it is necessary to play the brand extension card.
In the increasingly competitive market, it takes a lot of manpower, material resources and financial resources to completely establish a new brand. According to statistics, the failure rate of new brands is as high as 80%, and it costs 3500 yuan to develop a new brand in the United States. $50 million, while brand extension only needs $500,000. Is it a quick occupation of the market? Green channel? . After the brand extension, Nestle's products expanded to coffee, baby milk powder, condensed milk, ice cream, lemon tea and so on. As a result, every product sells well. The sales of Robust brand before its extension was only 400 million yuan, and it reached nearly 2 billion yuan in less than three years.
However, brand extension is a double-edged sword, which can be the accelerator of enterprise development or the waterloo of enterprise development. Therefore, brand extension should be carefully decided, and the principles of brand extension must follow:
The new product extended by 1. shall conform to the core value of the same brand as the original product. For example, what is the core value of Goldlion brand? A man's world? However, once women's leather goods are introduced, the results have little effect; 2. The product attributes of new and old products should be related. For example, Sanjiu Weitai once extended Sanjiu Beer, and the result was a fiasco;
3. The new products to be promoted must have a good market prospect. For example, Haier follows the principle that after the extended product develops to a certain scale, it must be among the top three similar products. Edit four brands in this paragraph? Potato chips?
Does the brand belong to enterprises or consumers? The debate on this issue seems to be fruitless. But in any case, the brand needs a high degree of recognition from consumers, and it should be able to make the target consumers have a scolding voice, but there is no dispute. From this perspective, what is a brand is not very important. What matters is how consumers look at the brand and how consumers look at it. The so-called brand identity means that enterprises want consumers to know and belong to this brand. Because the essence of competition is embodied in the struggle for consumers, competition is the battle of consumers' cognition, so the competitiveness of brands comes from brand identity. If pharmaceutical companies want consumers to have a broad and profound brand recognition of their products, they must plan from four aspects: enterprise, product, culture and personality. Although they are four completely different concepts, they have a common purpose, which is to help enterprises consider different aspects of the brand more completely and make use of these different aspects to make the brand logo clearer, richer and different. Generally speaking, these four aspects are interrelated, mutually supportive and unified. Enterprises and products are the material basis of brands and a tangible attribute; Culture and personality endow brand spirit with connotation, which can sublimate brand value. 1 The comprehensive competitiveness of an enterprise determines the brand image.
Enterprise brand is a systematic project with enterprise development as the basic goal, which covers the general categories of enterprise purpose, concept, comprehensive strength, innovation ability, technology, management, research and development, production and marketing, and embodies the comprehensive competitiveness of enterprises. Brand competition is actually a contest of comprehensive strength of enterprises, and it is the leading level competition of talent strategy, technology strategy, product strategy, marketing strategy, speed and efficiency strategy, price and cost strategy, service strategy and information quality strategy under the brand strategy of enterprises. Consumers' recognition of corporate brands is basically manifested in their intuitive impression of business scope. Xi An Yangsen, Sino-American SmithKline, Harbin Pharmaceutical Co., Ltd., Shi Yao, Xinhua, Lu Kang, Tongrentang, Hongjitang, etc. directly give people the knowledge of the pharmaceutical industry. When the three companies entered the wine industry, many consumers regarded the products of the three wine industries as medicinal liquor and health wine. In fact, all three wine industries are unique.
Laogong Liquor is 100% drinkable liquor, and consumers' awareness of corporate brands has greatly hindered the marketing of the three major liquor industries. Shenzhen Taitai Pharmaceutical Co., Ltd. started with Taitai Oral Liquid, Jingxin Oral Liquid and other female health care products, giving the intuitive impression that Taitai Pharmaceutical is engaged in the female health industry. Later, after Taitai Pharmaceutical acquired Eagle, Joy and Livzon, the brand image of the enterprise was in a certain state of confusion in the market. So? Ma' am Just decisively renamed? Health yuan? . It is very important to establish the cognition of high-tech enterprises and the cognition rich in historical and cultural accumulation among target consumers for cultivating the core competitiveness of enterprises in the market. For consumers, an enterprise and product with strong scientific and technological strength and a long history is relatively reassuring, especially in the Chinese medicine industry. Enterprises pay attention to product quality and effectively convey this concept to target customers, which is extremely beneficial to enhance the integrity image of enterprises.
Because when consumers have a good understanding of the enterprise, they will also have related associations with the products under this brand. Actively participate in public welfare undertakings, and enhance the social image of enterprises and products through public welfare activities such as sponsorship and donation. Its publicity is easily accepted by the public, so the effect is better than direct advertising. At present, it is a common mode for many pharmaceutical companies to establish enterprise and product brands and promote sales through public welfare marketing. For example, Johnson & Johnson Company in Shanghai, Janssen Company in Xi and the China Red Cross jointly launched? Stretch out your arm and create a miracle of life? Hematopoietic stem cell donation activities have supported the expansion of China's hematopoietic stem cell database and achieved good results. Jinan Hongjitang Pharmaceutical Group enthusiastically supports Wang Meimei, the abandoned baby mother, and bears all the medical expenses, which reflects the sense of social responsibility of the enterprise and causes great repercussions. There are five related concepts of product influencing brand, which play an important role in the process of establishing brand recognition. Because these characteristics and attributes have the most direct impact on consumer satisfaction and whether to buy the product. Generally speaking, products and brands are related in five aspects? Combination of brand and product category
One of the basic elements of brand recognition is usually the type of product. In other words, when we mention a brand to consumers, they will first think of what kind of product it is. For example, when you mention Huiren, you will first think of Shenbao mixture; When you mention Dong 'e, you will think of Ejiao. However, making the brand closely connected with the product does not remind consumers of the product represented by this brand. For example, when consumers mention golden voice, they think of throat medicine, which is not what enterprises or brands want. It is important to let consumers think of golden voice when they have a sore throat. Combination of brand and product attributes
The product attributes of a brand are often an important condition to stimulate consumers' willingness to buy and use, and these product attributes can usually bring substantial help to consumers, and at the same time let consumers have feelings for this product, so that consumers can feel that they are not only buying products, but also the unique benefits of products. What was the K of Hearts in those days? Is it quick to replenish blood? Interest points occupy the leading position in the blood supply market, and then blood supply? Lasting effect? Our demand has gained a firm foothold in the urban market. Combination of brand and product value
When a certain attribute of a product is particularly prominent, this attribute is also the basic factor to form quality. For example, Tylenol, Hutong and Baifuning respectively represent three different product attributes in cold medicine. The combination of brand and product use When consumers need a certain kind of product, they will directly associate it with the familiar brands in their minds. For example, when consumers think of protecting their voice, they will soon think of the golden voice and throat treasure; When the eyes are sore, astringent, itchy and other symptoms of visual fatigue, many people will directly think of Runjie eye drops. The combination of brand and product users
Another way to build a strong brand identity is to combine the brand with the product users. The most famous is Taitai Oral Liquid, which is aimed at product users from product name to enterprise name (Health Yuan Pharmaceutical was formerly Taitai Pharmaceutical). It is not only very different from similar brands, but also highlights the professional characteristics of the products.
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