Brand planning is a way to help enterprise products and brands form a unique position in the minds of consumers. Let's introduce you to the five steps of brand planning: 1. Brand design: it is the design expression of brand positioning, and the focus of design is to let customers clearly see the value and interest; Including brand logo design, brand advertising language design and channel image design. 2. Brand marketing: let customers know and be able to buy brand products or services. Let customers feel that they need such products or services; When he wants to buy it, he knows where to buy it and can buy it. 3 brand launch: the brand's products or services are given to customers for the second time. Customers try to achieve sales and establish a relationship with the brand, which is good and can be maintained. 4. Brand formation: refers to the real formation of a brand when customers buy and use products and repeatedly buy or recommend them to others. It will be more effective to do large-scale advertising at this time. 5. Brand management: It is necessary to adjust and manage brands according to customers' impressions, such as brand public relations, improving brand degree and reputation, or adjusting brand positioning and brand design, so that brands are constantly selected by customers. The importance of brand planning is reflected in the fact that corporate brands can speed up capital turnover and obtain high profits because of their high reputation, large sales volume and high added value. Therefore, enterprise brand strategy should be incorporated into the overall strategy of the enterprise, and as a part of enterprise strategy, enterprise brand strategy can only exert the overall effect if it is organically combined with the overall strategy of the enterprise, otherwise, it would be a pity. The value of brand planning can enable enterprises to make a correct judgment on market demand before entering the market, and effectively prevent enterprises from causing huge economic losses due to incorrect operation investment. Provide basic guarantee for the brand to successfully enter the market. The core point of brand planning is to organically combine all the elements of planning in order to enhance brand equity to a greater extent. Brand identification system, brand strategy and brand structure are like the constitution, and the marketing communication activities of enterprises are like the daily political, economic and social activities of organizations and individuals. Taking marketing strategy, advertising creativity, terminal display and promotion as the work of brand strategy management is equivalent to taking citizens' daily social activities such as medical treatment, love and marriage as the formulation and implementation of the constitution. Therefore, the key to building a strong brand efficiently is to do a good job in brand strategic planning and management around the following four main lines.