Teacher Li Yuhua believes that there are many theories of brand marketing. Any well-known planner can "write a book" and put forward his own "brand marketing theory" to establish his own "theoretical commanding heights" as a As a brand marketing planner and venture capitalist for more than ten years, Mr. Li prefers to turn the previous complicated theories into one sentence: straightforward and practical. The specific views are shared as follows: Brand marketing: refers to "the process of implanting your product or image in the minds of a clear target group". The brand is the specific impression and impression of this product or service in the minds of the target group. The association generated by this. For example, when we see the logo of Haier Brothers, we think of 'Haier', and when we think of Haier, we think of refrigerators and televisions; for example, when we mention Lei Jun, we think of 'Xiaomi', and when we hear "I'm fighting for a fever" "Sheng" reminds me of "Xiaomi" mobile phone; for another example, when I see the "JD" trademark, I think of "JD Mall", and I think of the "cheap, convenient, massive and fast" mall shopping experience. These are all the results of brand marketing. : That is, the brand is the specific impression of the product or service in the minds of the target group and the association generated by it. 1. How should brand marketing be done well? Specific practical content includes the following: 1. Brand positioning planning: refining of brand core values ??(original spirit): corporate communication points and ethnic tipping points; brand product naming planning: product brand planning; brand story interpretation planning; brand slogans and product advertising slogans Planning; refined packaging design of product value; 2. Brand value reflection design: brand LOGO design, brand system design, brand terminal performance design, brand communication design standardization. Summary: In order to better understand: brand planning and positioning + brand value expression, I specially found a picture. You can use it as a reference to learn and understand. These two tasks are the basic core of the previous question. If you want to achieve the above picture To implement the work, these two points must be done well. This is also the most basic service content of a professional planning company. 2. After completing the above two basic tasks, it is necessary to systematically formulate the brand marketing model: specifically as follows: 1. Refining the value proposition: What is the highest value that can be provided to customers? To extract a precise value proposition, it is necessary to study the following three parts: ethnic model research, what kind of people have strong needs, and what are the values ??or interests and hobbies they admire? How to help build social relationships among this group of people? Product model research, how can designed products quickly seize consumers' minds and market terminals? When researching the partnership model, which of our own resources and capabilities need to be utilized, which partners need to be integrated, and how to achieve the most win-win cooperation with these partners? 2. Plan value delivery: How and how are the products and value propositions they can be delivered to end customers? Let more people know and mobilize the power of the masses for word-of-mouth marketing? In the process of delivering value at low cost, the following three core issues need to be solved: First from the left: Mr. Li Yuhua, a famous brand marketing expert; Second from the left: Mr. Xu Yuande, a famous consulting expert; First from the right: Mr. Wang Haibing, a famous consulting expert. Channel model planning, where to choose For the origin market, which channel is the most convenient for transactions and has the most influential value in communication, and what model is used for market expansion? How to start the channel and how to lay it out? Communication model planning, what is the low-cost way to build word-of-mouth? What strategies can be used to continuously create topics, help customers continue to spread the word, and increase the exposure of products and brands? Customer model planning and only one-time transactions with customers have no future for the company. Big data of members will become the most recognized bargaining chip in the consumer market and capital market. Therefore, how to build a cumulative, sustainable, and sustainable relationship with customers? Loyal relationships that can grow and improve their reconstruction rate or referral rate are key topics to be studied after cooperation. 3. Value realization path, how does the company ultimately realize value? How to create a capital pool and use precipitated funds for market expansion? How to build core competitive barriers? The realization of corporate value will be completed from the following three parts: cost model design, cost composition and control, eliminating traditional cost inputs in the industry to innovate; revenue model design, designing revenue sources, revenue points, and revenue methods to build a good cash flow structure; barriers Pattern design, design competition barriers, and always maintain the brand's leading position. Summary: The brand marketing model system is the brand strategic direction and also the strategy implementation system, which is specifically reflected in: ethnic model, product model, partner model, channel model, communication model, customer model, cost model, revenue model, and barrier model.

I hope the above content can help you. I am grateful for every encounter in my life. Trust comes from attention, if you trust us, please follow us. Finally, Mr. Li, a well-known brand marketing expert who has served in the world's top consulting companies and is now the chief consultant of Shenzhen Sansanxing Management Consulting Co., Ltd., gave a 16-word motto of rapid closing method: adjust channels, cater to their preferences, understand needs, and deliver Give the antidote. These 16-character mottos are very important. Enlightenment is fate and the foundation. I hope you will go wider and farther on the road of targeted and precise marketing, and finally achieve fast and honest transactions.