What does brand planning include? In fact, brand planning mainly includes five links, namely, industry and competitor analysis, market analysis, brand building, concept communication mode and consumer analysis.
(A) Industry and opponent analysis
"Know yourself and know yourself, and you will win every battle." Before establishing a brand, an enterprise must understand its competitors and analyze the performance of the whole industry in the market. For example, it is necessary to analyze the market scale, the market share of major and similar competitors, and whether there is anything worth learning from their brand marketing websites. Of course, the most important thing is to find out the biggest difference between yourself and your opponent, and lay a good foundation for the brand marketing of the enterprise.
Before establishing a brand, it is necessary to analyze the performance of the whole industry in the market.
(2) Market analysis
Market analysis may overlap with the analysis of industry competitors in the content of "what brand planning includes" The market analysis here is mainly to find the brand positioning according to the characteristics of the market, and then extend the information such as communication strategy on the basis of fully understanding the industry characteristics, business environment and consumer cognition.
(3) Brand building
Enterprises need to complete brand name, brand description, brand slogan, brand pattern expression, brand story and other design contents in the early stage of market development. These parts are indispensable and complement each other, and the brand building of an enterprise is directly related to the final effect of the brand planning scheme. This link can be completed through network operation.
Brand building is accomplished through network operation.
(D) Conception of communication methods
The communication mode mainly solves how to make people accept the brand of the enterprise and how to make people affirm the value of the brand. Enterprises will bring the core interests of the brand to customers by establishing an adaptive website that can be presented by multiple terminals or adopting video marketing, and at the same time, let customers know the values that the enterprise always takes customer needs as the core through brand marketing planning.
Brand marketing brings value to both enterprises and consumers.
(5) Conduct consumer analysis and make brand promise.
The feeling that the enterprise wants consumers to feel is the emotional and functional interest requirements of consumers for a product or service of the enterprise. This part is what every small and medium-sized startup needs to explore, and it is also the point that Yi Qixuan has been serving accurately. Only by considering the problem from the customer's point of view can we understand the psychological feelings of the brand marketing audience, combine the brand with the product users and bring value to both enterprises and consumers.