Brand strategy is an important part of an enterprise's decision-making process for operating its own products (including services). It refers to the strategy for an enterprise to use its brand trademarks in the most reasonable and effective manner based on its own situation and market conditions. Brand strategies usually include the following: 1. Unified brand strategy Unified brand strategy refers to the strategy in which an enterprise uses the same brand for all series of products it operates. Using the same strategy will help establish a "corporate identification system." This strategy can reduce the cost of promoting new products and save a lot of advertising costs. If the company has a good reputation, new product sales will be strong, and using a unified brand is the easiest way to launch new products. Companies adopting this strategy must strictly control the quality of all products to maintain brand reputation. 2. Individual brand strategy Individual brand strategy refers to the company using different brands for various products. The advantage of this strategy is that it can separate the success or failure of individual products from the reputation of the company, so that the poor reputation of individual products will not affect other products and will not cause adverse consequences to the overall image of the company. However, to implement this strategy, companies will spend a lot of money on advertising. It is best to build a strong corporate brand first and use the corporate brand to drive individual brands. 3. Expanded brand strategy Expanded brand strategy means that companies use brands that already have a certain reputation in the market to launch improved products or new products. Using this strategy can not only save promotion costs, but also quickly open up product sales. There is a premise for the implementation of this strategy, that is, the expanded brand has a high reputation in the market, and the expanded products must also be high-quality products suitable for it. Otherwise, it will affect product sales or reduce the reputation of the existing brand. 4. Brand innovation strategy Brand innovation strategy refers to the strategy for enterprises to improve or merge original brands and establish new brands. There are two ways of brand innovation: one is gradual change, which makes the new brand look similar to the old brand, and gradually changes the brand with the development of the market to adapt to the psychological changes of consumers. This method costs very little and can maintain the original goodwill. The second is mutation, abandoning the original brand and adopting a new brand with the latest design. This method can arouse consumer interest, but requires a large amount of advertising expenses to support the promotion of the new brand. Brand communication strategy

It is the strategy of an enterprise in the internal and external communication of the brand, and constitutes one of the three major components of the brand strategy (brand building strategy, brand management strategy).

1. The origin of brand strategy and communication

First of all, we need to define the concept of communication. What we are studying is a concept of large-scale communication, not a news release, hype news or a simple advertising placement. The connotation reflected in the concept of big communication as we understand it is: the information that a company or a brand conveys to all consumer groups through its words, deeds, and actions. We call this process communication.

Second, we believe that in the process of the entire enterprise participating in market competition, a planned, systematic and strategic brand communication represents the highest level of competitive efficiency, which can bring benefits to the enterprise. What comes is a better effect of enhancing competitiveness.

Third, brand competition or brand strategy communication must be the product of when the social economy, market environment and marketing environment have developed to a certain stage. The Chinese economy realized this after going through the era of shortage economy that negated individual brand competition, the pain in the early stage of reform and opening up when overseas top brands conquered cities and territories with high brand value and overall advantages, and domestic enterprises’ tortuous exploration and practice of core competitiveness for more than ten years. This explains why brands compete in the world.

We simply divide China's brand practice into the following three stages:

The first stage, before the 1980s, was the era of shortage economy that negated individual brand competition and only produced regional brand.

Typical performance: button trademark.

In the era of shortage economy, almost all commodities are in short supply. For consumers, it is good to be able to buy and use a certain product, and they do not care much about the brand of the product. The brand phenomenon that emerged at that time was regional brands. For example, in Shanghai, the light industry was relatively developed and developed earlier. People generally believed that Shanghai products were better.

As long as the products produced by companies in this area are generally considered to be good brands, they are higher-level brands.

The "button trademark" was a typical manifestation of the brand awareness of that era. For example, the sales environment at that time did not have supermarkets or open-shelf sales. We could only see the products placed on the shelves from a distance. Corporate brand planning with consumers at the counter is a method that many companies now adopt. , in this way, a direction can be set for the future development of the brand, and then appropriate publicity and promotion can be carried out to increase consumers' favorability of the brand, which can make the brand quickly popular in the market. So what are the communication methods for corporate brand planning?

1. Dynamic media communication method. Use dynamic and modern audio-visual media such as television, movies and radio to conduct brand marketing activities. TV is a media that attracts more attention. TV is rich and vivid in expression, and can integrate sound, picture, and meaning. TV is used to carry out brand communication activities. Its advantages are: wide spread, fast spread, and information transmission. Accurate, expressive and impactful. But it also has its unavoidable shortcomings, that is, no matter how brilliant the TV pictures are, they can never give people a sense of reality. They are also costly, have poor interactivity, lack pertinence, and cannot exist.

2. Static media communication method. Using static media such as newspapers, magazines, posters, and emails to carry out brand marketing activities, its main advantages are low price, storability, wide dissemination, and the ability to achieve targeted dissemination. Its shortcomings are also obvious, namely, slow transmission speed, easy distortion of information, dull expression, poor interactivity, and low influence.

3. The communication method of personal media. Let marketers directly spread the brand. The advantages of using marketers to spread the brand directly are: highly targeted, perceptive, interactive, flexible, vivid and specific, and easy to get orders immediately. The disadvantages are: high cost and slow dissemination speed. , The scope of communication is not wide and the effect of communication is greatly affected by the individual qualities of marketers.

4. The communication method of online media. In the emerging information media era, using computer networks to communicate brands has become a brand new way of brand communication in recent years. The advantages of online media are: fast transmission speed, fast information update, accurate information transmission and rich expressiveness, diverse forms, strong interactivity, low cost, and _storability. The disadvantages are: it is affected by the popularity of computers and the popularity of network knowledge. It has a large impact on rate, small spread area, and poor pertinence.

5. The application of comprehensive communication methods. Comprehensive use of several communication methods to promote the brand in an all-round way. The advantage is that it can fully avoid the inherent shortcomings of using a single method, and it can make people feel the strength of the enterprise, thus shaping the image of the enterprise's brand from another aspect. It is necessary to scientifically and rationally select and combine communication methods based on various factors such as the requirements for successfully shaping the brand's target image, target market conditions, and its own comprehensive conditions. The selected and combined communication methods must be comprehensive, accurate, and intuitive. To express the target image characteristics of the brand, we must also fully consider the company's own economic conditions, pay attention to the research on input and output benefits, and try to spend less money to achieve greater results.

Nowadays, the communication methods of brand planning are becoming more and more diverse, and each communication method has its advantages and disadvantages. Enterprises can mainly focus on the communication methods with wider influence, and then several other communication methods are Supplementary and combined with each other, the effect of brand planning may be better, and it can also allow more consumers to receive brand information and generate more trust.