Brand strategy is a necessary condition for enterprises to achieve rapid development. The definition of brand strategy highlights corporate culture in the synergy of brand strategy and strategic management, and grasps the identification of the relationship between the target audience and fully conveys its own products and brand culture. Enterprises that win strategically will ultimately have the possibility of continuous increment at the sales level; only at the market level will there be the possibility of accumulating brand assets; only at the enterprise level will there be the possibility of capital formation. What are the key points that need to be grasped during the formulation process of the trademark and brand strategic planning system for small and medium-sized enterprises. This will help companies quickly build their own brands. Corporate brand strategic planning must grasp the following three aspects:

1. Leading the direction of brand strategy construction

If a brand does not have clear goals and directions, it will just drift with the tide. Ping, it is easy to get lost in the fierce market competition. This article is online. Brand strategy describes the future blueprint and ultimate goals for the brand, preventing the brand from falling into a whirlpool due to lack of ambitious goals. At the same time, it can arouse the passion and fighting spirit of corporate employees, form an invincible spiritual force, and encourage employees to strive for the same ideals and goals.

2. Brand strategy must seize the minds of consumers

An important content of brand strategy is to refine the core value of the brand. The core value of the brand with distinctive personality, uniqueness and high differentiation can often ?A little red among all the greenery?, attract consumers' attention at low cost, seize consumers' minds, and open up their own living space in the fierce market competition.

3. Brand strategy should reduce the cost of brand building

Brand strategy requires enterprises to use the brand constitution with the core value of the brand as the core to govern all business activities of the enterprise, which ensures that the enterprise Product research and development, advertising, packaging design, public relations activities, news hype, soft article promotion, terminal construction and other marketing communication activities are all centered around the core value of the brand, so that every marketing communication expense of the company is deepening and strengthening consumers' understanding of the brand. The recognition and memory of the core value of the brand are adding to the brand equity, which naturally greatly reduces the cost of brand building and saves the cost of business activities.

Brand planning is a systematic project. It is not a completely theoretical thing. It is all qualitative content and several key points cannot be ignored. And it cannot be missing. One judgment: what brand is this one? Without knowing what brand this is, brand planning is impossible to discuss. This is an intuition for brand management.

Since governments and enterprises at all levels still have little understanding of brands, especially the structure of brands, there are still many factors that they take for granted, and they do not understand that there are so many things about brands. Categories, they just shape the brand based on their own needs or understanding, so they often make this fatal mistake. Get the brand relationship wrong and mess up the brand model.

Positioning is not only in the brand, but also in other aspects: business, work, society and life. If you don’t have a strategy, you will die tonight; if you don’t have a position, you will live a difficult life.

In brand planning, after clarifying the brand type, the first thing to do is positioning. It is necessary to clearly position the various relationships of the brand, straighten out the relationships, and implement them through organization. What is a relationship? A relationship is a systematic information processing such as order, position, grade, goal, belonging, etc.

Positioning is not a one-sided matter, but a matter of all aspects; positioning is not a separate matter, but a systematic matter. Positioning is not a sentence that people often understand. Yes, positioning requirements are simple, but it cannot be solved at one level. Instead, it is the intersection of multiple dimensions to form a complete positioning system.