Brand strategy is a necessary condition for enterprises to achieve rapid development. The definition of brand strategy highlights corporate culture in the coordination of brand strategy and strategic management, and fully conveys the relationship between its products and brand culture by grasping the target audience. Enterprises that win strategically will eventually have the possibility of continuous increase in sales level; Only at the market level can brand equity be accumulated; Only at the enterprise level can capital be formed. What are the key points of the brand strategic planning system for small and medium-sized enterprises? And then promote enterprises to quickly establish their own brands. Enterprise brand strategy planning should grasp the following three aspects:

First, lead the direction of brand strategy construction.

If a brand does not have a clear goal and direction, it is like duckweed drifting with the tide, and it is easy to get lost in the fierce market competition. This article is online. Brand strategy describes the future blueprint and ultimate goal for the brand, and avoids the brand from falling into a whirlpool because of the lack of lofty goals. At the same time, it can stimulate the passion and fighting spirit of employees, form an invincible spiritual force, and motivate employees to fight for the same ideal and goal.

Second, brand strategy should grasp the minds of consumers.

An important part of brand strategy is to refine brand core value. Brand core values with distinctive personality and high differentiation often can? A little red in the evergreen tree? Attract consumers' eyes at low cost, grasp consumers' minds, and open up their own living space in the fierce market competition.

Third, brand strategy should reduce the cost of brand building.

Brand strategy requires enterprises to take brand composition with brand core value as the core to direct all business activities of enterprises, which ensures the marketing communication activities of enterprises, such as product research and development, advertising, packaging design, public relations activities, news hype, soft text propaganda, terminal construction and so on. , are carried out around the core value of the brand, so that every marketing communication cost of the enterprise is to deepen consumers' cognition and memory of the core value of the brand, increase brand assets, and naturally greatly reduce the cost of brand building and save money.

Brand planning is a systematic project, not a completely theoretical thing, but a qualitative content that hits the nail on the head, and several key points can not be ignored. And you can't be short of it. A judgment: What brand is this? Without knowing what brand this is, brand planning is impossible. This is an intuition of brand management.

Because governments and enterprises at all levels know little about brands, especially the structure of brands, there are still many factors to take for granted. They don't know that there are so many categories of brands, and they only shape brands according to their own needs or understanding, so they often make such fatal mistakes. Confused the brand relationship, confused the brand model.

Positioning is not only in the brand, but also in other aspects: business, work, society and life. If you have no strategy, you will die tonight. If you don't have a position, you will have a hard time.

In brand planning, after figuring out the brand type, the first thing to do is positioning. It is necessary to clearly position the various relationships of this brand, straighten out the relationships and implement them in the organization. What does it matter? Relationship is the systematic information processing of order, position, grade, goal and ownership.

Positioning is not a matter of one aspect, but of all aspects; Positioning is not a single thing, but a systematic thing. Positioning is not a sentence that people often understand. Yes, the positioning requirement is very simple, but it can't be solved by one level at all, but the intersection of multiple dimensions, thus forming a complete positioning system.