Brand strategy is a series of enterprise management and market elimination methods that can generate brand accumulation, including all elements including 4P and brand recognition. There are mainly brand decision, brand user decision, brand name decision, brand strategy decision, brand positioning decision and brand extension strategy.

1. whether there is a brand strategy [tobrandornottobrand]

generally speaking, modern enterprises have established their own brands and trademarks. Although this will increase the cost of enterprises. Many enterprises don't stipulate brand name and brand logo for their products, and they don't want to register, so they implement non-branding. This kind of product is called unlicensed product, which is an ordinary product with no brand, suggested packaging and low price sold in supermarkets. The main purpose of enterprises to launch unlicensed products is to save packaging, advertising and other expenses, reduce prices and expand sales. Generally speaking, unlicensed products use poor quality raw materials, and the cost of packaging, advertising and labeling is low.

2. Brand Responder

Use your own brand? Use the brand of middleman? Can the two brands be used together?

enterprises can decide to use their own brands, which are called enterprise brands, producer brands and national brands.

enterprises can also decide to sell their products to middlemen in large quantities, and middlemen will resell the goods with their own brands, which are called middlemen's brands and private brands. Enterprises can also decide that some products use their own brands and some products use middleman brands.

3. brand sharing strategy (ToCo-BrandorNot recalls Co-Brand)

if an enterprise decides to use its own brand for most or all of its products, it should further decide whether to use different brands or agree to use one or more brands. There are four strategies to choose from:

(1) individual brand

(2) unified brand

(3) classified brand

unified brand refers to the unified use of a brand name for all products of an enterprise.

Individual brands refer to the use of different brands for different products of enterprises.

classified brand refers to that all kinds of products of an enterprise are named separately, and a brand is used for one kind of products.

Although some enterprises produce or sell the same type of products, they often use different brand names to distinguish products with different quality levels.

4. brand extension strategy

brand extension strategy refers to the use of the voice of a truly successful brand to launch a modified product or new product, including the launch of new packaging specifications, flavors and styles.

5. Multi-branding strategy

Multi-branding strategy refers to two or more competing brands of an enterprise at the same time. This strategy was initiated by Procter & Gamble. Procter & Gamble believes that a single brand is not a panacea. Because, after a brand is established, it is easy to form a fixed impression among consumers, which is not conducive to the extension of products, especially for enterprises like Procter & Gamble, which span a variety of industries and have a variety of products.

the best result of multi-brand decision-making should be that the brands of enterprises gradually occupy the market share of competitors' brands, or the profit increased by multi-brand decision-making should be greater than the profit loss caused by mutual competition.

6. BrandRepositioning)

When a competitor's brand approaches, the uniqueness of the enterprise brand gradually disappears, or it turns to other brands, even if a brand is initially positioned well in the market, it must be repositioned over time.

when an enterprise formulates a brand repositioning strategy, it should comprehensively consider two factors. First, it should comprehensively consider whether it is necessary to transfer its brand from one market part to another. Generally speaking, the farther the repositioning distance is, the higher its success will be. On the other hand, we should also consider how much income we can get by setting our brand in a new position.

7. CorporateIdentitysystem strategy (CIS for short)

refers to the use of the overall communication system (especially visual communication design) to spread the business philosophy and spiritual culture of the enterprise to the relations or groups around the enterprise (including the internal enterprise and the public), and to generate consistent recognition and values for the enterprise. It is composed of the following three factors:

Mind Identity (MI)

business activity identification (BI)

overall visual identification (VI).