Detailed explanation of corporate brand strategic planning

Introduction: When enterprises formulate brand strategic planning, sometimes there are misunderstandings due to various reasons. The following is a detailed explanation of corporate brand strategic planning that I bring to you. I hope it will be helpful to you.

Brand planning is to establish a corporate strategy with the core of building a strong brand, and to elevate brand building to the level of corporate business strategy. Its core is to establish a distinctive brand identity and set goals and directions for brand building. , principles and guiding strategies are formulated for future specific brand building tactics and behaviors as the soul of the enterprise and run through all business activities of the entire enterprise.

Brand planning

To refine the core value of a brand, it is necessary to conduct comprehensive and scientific brand research and diagnosis, and fully study the market environment, industry characteristics, target consumer groups, competitors and enterprises. itself, provide detailed and accurate information guidance for brand strategic decision-making, and on this basis, refine the brand core that is highly differentiated, clear, unambiguous, easy to perceive, inclusive, and can touch and infect the inner world of consumers. Value, once the core value is determined, it should be integrated into all business activities of the entire enterprise during the communication process. For example, the core brand value of Baisha Group is "Flying", and the advertising slogan is "Crane dances on the white sand, my heart flies", which gives people a beautiful yearning. It connects the company's ideals, culture, products and the realm pursued by consumers, and can easily get the resonance of people's hearts. In brand communication and marketing activities, Baisha Group actively builds brand personality, using the flying white crane as the symbolic bird, combined with sports events, and using the new sports star Liu Xiang as the image spokesperson to vividly express the concept of the brand's core value "Flying". In order to achieve the purpose of enhancing brand value. 2. Standardize the brand identification system

And implement the elements of brand identification into all marketing communication activities of the enterprise

Focus on the core value of the brand, standardize the brand identification system, and make the brand The connection between identification and corporate marketing communication activities is operable; the brand identification elements can be implemented into all marketing communication activities of the enterprise, so that every marketing communication activity can interpret and convey the core value of the brand, the spirit and pursuit of the brand, ensuring Every investment in marketing and advertising by an enterprise adds to the brand, thereby accumulating brand equity

and the core value of the brand

. At the same time, a set of target systems for brand equity improvement must be formulated as a basis for brand equity accumulation. For example, we see McDonald's M-shaped logo everywhere. It is particularly eye-catching. You will be attracted by its M-shaped logo. When you walk into a McDonald's restaurant, the M-shaped logo is everywhere, as small as paper towels. , cups, as large as signboards and wall posters, they give you visual memory invisibly; at the same time, when they carry out interactive promotion activities, you also feel the existence of the "M" shape, which can be seen everywhere. Of course, the brand identity system contains many elements and is not a simple repetition of the LOGO; McDonald's is not only a typical representative of the implementation of the brand identity system, but also an example for us to learn from. 3. Establish a branding model

Optimize the branding strategy; realize the improvement of brand value by integrating all resources. Establishing a branding model is an important task in brand strategic planning. It not only plans the brand's

brand planning

attributes, structure, model, content and brand vision, but also provides forward-looking, instructive, and strategic guidance in marketing strategy decisions. Scientific and operational basis

Planning a scientific and reasonable branding strategy, and considering and optimizing the branding strategy are important links in brand strategic planning. In a single product structure, marketing communication activities are all focused on improving the assets of the same brand. However, when product types increase, they face many problems. For large companies, every small decision regarding branding strategy and branding decision-making will be reflected in every aspect of business operations and amplified by a multiplier effect; the level of branding strategy and branding decision-making will determine There will be different results; if the decision-making level is high, it is common for the company to make tens of millions or hundreds of millions of yuan more; if the decision-making level is low, it will result in the company making tens of millions or hundreds of millions of yuan more. losses will also occur.

4. Carry out rational brand extension and expansion

Avoid the phenomenon of "brand dilution" and pursue the maximization of brand value

One of the other important contents of brand strategic planning is brand extension Carry out scientific and forward-looking planning. Because the ultimate purpose of creating a strong brand is to continue to obtain better sales and profits, so that the enterprise can develop sustainably and healthily; in order to achieve leap-forward development of the enterprise, it is necessary to make full use of the intangible asset of brand resources. Due to the intangible assets Reuse is cost-free. As long as you have a scientific attitude and superb wisdom to plan your brand extension strategy, you can maximize your brand value. 5. Strengthen brand management

Avoid the occurrence of "brand crisis" events and accumulate rich brand assets

If you want to create a strong brand and accumulate rich brand assets, you must strengthen the brand Daily management and maintenance, try to avoid the occurrence of "brand crisis" incidents.

First of all, we must fully understand the composition of brand equity, and thoroughly understand the connotations and relationships between various indicators of brand equity such as popularity, quality recognition, brand association, premium capabilities, and brand loyalty.

Secondly, on this basis, combined with the actual situation of the enterprise, formulate the brand equity goals to be achieved in brand building, so that the enterprise's brand creation work has a clear direction, is targeted, and reduces unnecessary waste. .

Third, around the brand equity goal, creatively plan marketing communication strategies with low cost to enhance brand equity, and constantly check the completion of the brand equity improvement goal, and adjust the next step of brand equity construction goals and Strategy.

Fourth, establish a "brand early warning system" to avoid the occurrence of "brand crisis" events; if a "brand crisis" event does occur, it must be dealt with in a timely manner and speak with one voice to minimize the risk of brand crisis. Loss

The first step of the brand strategic planning process, brand diagnosis and positioning

Diagnosing and positioning the brand is the first step in determining the success of the brand strategic planning, and the brand Diagnosis and

Brand management

Positioning is also a very rigorous and meticulous work.

The content of brand diagnostic research includes: the market environment where the brand is located, the relationship between the brand and consumers, the relationship between the brand and competitive brands, the brand's assets, the brand's strategic goals, brand architecture, brand organization, etc. .

Step 2, plan the brand vision and goals

The brand vision is like a beacon in the fog, pointing the way forward for the ship.

Brand vision is to tell consumers, shareholders and employees: the brand’s future development direction and the brand’s future goals. Step 3: Refining the core value of the brand

The core value of the brand is the soul and essence of the brand, and is the center around which all marketing and communication activities of the company revolve. Principles that should be followed when refining the core value of a brand

1. The core value of the brand should have a distinctive personality. In today's society with diversified needs, no brand can be a one-size-fits-all brand. Only highly differentiated and distinctive brand core values ??can attract consumers' attention at a low cost. For example, Coca-Cola’s “Optimism”, Haier’s “Sincerity”, etc.

2. The core value of the brand must be able to tug at the heartstrings of consumers. To refine the core value of a brand, we must understand consumers' values, aesthetics, preferences, desires, etc., and impress their hearts. 3. The core value of the brand must be inclusive and lay a pipeline for future brand extension. If as the enterprise develops, the brand needs to be extended, and it is discovered that the original core value of the brand cannot accommodate new products, and then it is difficult to transform it, it will cause huge waste.

Step 4, formulate the brand’s mid- to long-term strategy

After the core value of the brand is determined, the brand strategy should be formulated around the core value of the brand and make it as operational as possible.

Brand strategy is the law that governs all marketing and communication activities of an enterprise. It makes all marketing and communication activities of an enterprise have laws and regulations to follow.

Brand strategy consists of brand strategy architecture and brand identity system.

The main issues to be determined in the brand strategy architecture

1. Should the company adopt a single brand strategy, a multi-brand strategy, a guaranteed brand strategy, etc.; 2. How to deal with the relationship between the corporate brand and the product brand, and should it be adopted? Procter & Gamble ?Pantene?, or like SMH, which simply does not want consumers to know that ?Radar? and ?Longines? are SMH company brands;

3. When companies develop new products, should they use new brands or use new brands? Use old brands to extend, or use sub-brands to highlight the personality of new products;

4. The number of new brands and sub-brands is appropriate;

5. How to use sub-brands to react on the main product The role of brand. Brand identification system

Brand identification system includes: brand product identification, concept identification, visual identification, temperament identification, behavior identification, responsibility identification, etc. In these identification systems, the specific definition and standardization of a brand Corporate philosophy and culture, values ??and mission, the brand's product quality, features, uses, grades, the brand's product packaging, VI system, film and television advertisements, posters, the brand's temperament and characteristics, the brand's position in the same industry, the brand's corporate social responsibility , brand's corporate behavior system, employee behavior system, etc.

These brand identification systems specifically define the standards and directions of corporate marketing communication activities, making the abstract concept of brand core value effectively and operationally connected with corporate daily activities. Break down the literal aspects of brand strategy into product research and development, production, quality, features, channels, advertising, promotion, service, etc., and even the behavior of each employee. Step 5, allocate brand institutions and talents

At present, many companies in our country attach great importance to brand management, but the organizational structure of brand management is not scientific. Many corporate brand managers are set up in the marketing department, which is equivalent to a general advertising manager. Their role is only advertising, visual design, etc., and they have not yet played a role in brand strategic management. .

For companies with strong strength and many brands, they can learn from P&G’s experience. For example, Shanghai Jahwa has achieved success in implementing the brand manager system.

For most other companies with brand as their core competitiveness, it is recommended to establish a brand management organization headed by a company vice president who is proficient in branding, with the marketing department or public relations planning department mainly responsible, and other departments participating, so as to effectively Organize and mobilize resources from various departments of the company to serve brand building. Brand management organizations should have product development and manufacturing rights, market cost control rights, product price setting rights, etc., so as to grasp the general direction of brand development. Step 6, brand communication and promotion

Once the brand strategy is determined, all-round and multi-angle brand communication and promotion should be carried out to make the brand deeply rooted in the hearts of the people. There is no static model for brand communication and promotion. Melatonin's advertising bombing stands out, while Starbucks' advertising-free operation is still outstanding. Enterprises should formulate corresponding communication and promotion strategies based on their own conditions.

Principles that should be grasped in brand communication and promotion

1. Reasonable layout and use of advertising, public relations sponsorship, news hype, market vividness, relationship marketing, sales promotion and other means. For example, Coca-Cola has donated and built more than 50 Hope Primary Schools and more than 100 Hope Book Banks in China, enabling more than 60,000 children to return to school. A single advertisement can often only increase brand awareness, but it is difficult to form brand reputation and even harder to accumulate into brand culture.

2. Select appropriate media according to the media habits of the target consumer group and determine the media communication strategy. The media does not necessarily have to be CCTV or satellite TV, but it must be suitable for the product stage and market stage. 3. Brand communication must abide by the focus principle. You must not throw limited resources blindly like pepper noodles. Instead, you should carry out reasonable planning and focus, and concentrate your forces on a certain regional market to fight a war of annihilation. For example, when Albumin King came out, Shi Yuzhu borrowed 500,000 yuan from a friend and invested 100,000 yuan in advertising in Jiangyin, a small county in Wuxi. It soon produced a market effect in the local area and made it the first step to enter the national market. One step

4. Brand communication must be long-lasting and continuous. Brand improvement is a systematic project that requires long-term investment and persistence. The result of "rats chewing the warehouse" can only be wasted and abandoned halfway.

Step 7, maintain brand consistency

A strong brand is not built by creativity, but by perseverance. Once the core value of the brand is determined, all marketing and communication activities of the company should be based on determination and perseverance to maintain it. This has become the secret of creating a century-old golden license plate for a first-class international brand.

Horizontal persistence: During the same period, product packaging, advertising, public relations, market vividness, etc. should all focus on the same theme and image.

Vertical persistence: 1 year, 2 years, 10 years? Different expression themes of the brand in different periods should focus on the same brand core value. All powerful and powerful brands have consistently adhered to their brand promises to consumers for decades. Coca-Cola's interpretation of "Optimism" has not changed for a hundred years, Geely's interpretation of "Men's Choice" has lasted 100 years, Lux has conveyed the image of "nourishing and noble" for 70 years, Marlboro has expressed "masculine and heroic" for 50 years, and the diamond advertising slogan "Diamonds are forever" Far, far away, a heart will last forever. It has been circulating for 60 years. However, many domestic brands (even well-known brands) have unclear core value positioning and advertising themes. They have become Xintianyou. "Change leaders, change logos", "change others". Advertising companies, change their brand positioning? Despite huge investment in brand building, brand equity has not been effectively improved.

Step 8, carefully plan brand extension

When a brand develops to a certain stage and launches new products, whether to use the original brand or launch a new brand, brand extension should be planned at this time This card.

In an increasingly competitive market, completely building a new brand will consume huge amounts of manpower, material and financial resources. According to statistics, the failure rate of new brands is as high as 80%. Developing a new brand in the United States It requires 35 to 50 million US dollars, but brand extension only costs 500,000 US dollars, which can be regarded as a "green channel" to quickly occupy the market. After the brand extension, Nestlé expanded its products to coffee, baby milk powder, condensed milk, ice cream, lemon tea, etc. As a result, each product sold well. Robust's sales before the brand extension were only more than 400 million yuan, and after the extension, it was less than 3 It reached nearly 2 billion yuan per year.

However, brand extension is a double-edged sword. It can be an accelerator for corporate development, or it can be a Waterloo for corporate development. Therefore, brand extension should be carefully decided and the principles of brand extension must be followed:

1. The new extended product should conform to the same brand core value as the original product. For example: The core value of the Goldlion brand is "Men's World", but it once launched women's leather goods, with little success; 2. The product attributes of new and old products should be relevant. For example: Sanjiu Weitai once extended Sanjiu Beer, but failed miserably;

3. The extended new product must have good market prospects. For example: Haier follows the principle that after its extended products develop to a certain scale, they must be among the top three in similar products. Edit this paragraph: Four "chips" in brand planning

Does the brand belong to the enterprise or to the consumer? The debate on this issue seems to have been inconclusive. But no matter what, the brand needs high recognition from consumers and should be able to resonate with target consumers without any controversy. From this perspective, it is not very important what the brand is. What is important is what consumers think the brand is and what consumers think of the brand. The so-called brand identity refers to the recognition and attribution that companies hope consumers will have towards the brand. Since the essence of competition is reflected in the fight for consumers, competition is a battle for consumer awareness, so the competitiveness of a brand comes from brand identity. If pharmaceutical companies want consumers to have breadth and depth of brand recognition for their products, they must plan in four aspects: company, product, culture, and personality. Although they are four completely different concepts, they have the same purpose, which is to help companies take into account the different aspects of the brand more completely, and use these different aspects to make the brand identity clearer and richer. , more different. On the whole, these four aspects are interrelated, mutually supportive, and mutually unified. Enterprises and products are the material basis of the brand and a tangible attribute; while culture and personality give the brand spiritual connotation and can sublimate the brand value.

1 The comprehensive competitiveness of an enterprise determines its brand image

Corporate brand is a systematic project with enterprise development as the basic goal, covering enterprise purpose, philosophy, overall strength, innovation ability, technology, management, R&D, production, marketing, etc. The overall scope reflects the comprehensive competitiveness of the enterprise. Brand competition is actually a contest of comprehensive strength of enterprises. It is a competition at the leading level in terms of talent strategy, technology strategy, product strategy, marketing strategy, speed efficiency strategy, price cost strategy, service strategy, information quality strategy, etc. under the corporate brand strategy. . The most basic manifestation of consumers' recognition of corporate brands is their intuitive impression of the company's business scope. Xi'an Janssen, SmithKline, Harbin Pharmaceutical, CSPC, Xinhua, Lukang, Tongrentang, Hongjitang, etc. directly give people the recognition of the pharmaceutical industry. When Sanzhu Company entered the liquor industry, many consumers regarded Sanzhu Liquor's products as medicinal wine and health-care wine. In fact, Sanzhu Liquor's Ge

Laogong Liquor is 100% drinking liquor. Consumers' awareness of corporate brands has caused great obstacles to Sanzhu Liquor's marketing. Shenzhen Taitai Pharmaceutical itself started with women's health products such as Taitai Oral Liquid and Jingxin Oral Liquid. It gives people an intuitive impression that Taitai Pharmaceutical is engaged in the women's health industry; later Taitai Pharmaceutical acquired Eagle Brand, Joy, and Livzon Later, there was a certain confusion in the company's brand image in the market, so "Mrs." decisively changed its name to "Healthy Yuan". Establishing awareness of high-tech enterprises and rich historical and cultural heritage among target consumers is very important for cultivating the core competitiveness of enterprises in the market. For consumers, a company and product with strong technological capabilities and a long history are more reassuring, especially in the traditional Chinese medicine industry. Companies pay attention to product quality and effectively convey this concept to target customers, which is extremely beneficial to improving the company's integrity image.

Because when consumers have a high-quality perception of a company, they will also have related associations with the products under this brand. Actively participate in public welfare undertakings and commercially promote the social image of enterprises and products through public welfare activities such as sponsorship and donations. Their publicity is easily accepted by the public, so the effect is better than direct advertising. Currently, establishing corporate and product brands and promoting sales through charity marketing is a common model used by many pharmaceutical companies. For example, Shanghai Johnson & Johnson, Xi'an Janssen and the Red Cross Society of China jointly launched the "Stretch out your arms and create a miracle of life" hematopoietic stem cell donation activity to support the expansion of my country's hematopoietic stem cell database and achieved good results. Jinan Hongjitang Pharmaceutical Group enthusiastically sponsored the beauty treatment of the abandoned mother Wang and shouldered all the medical expenses, which reflected the company's sense of social responsibility and aroused a great response. 2 Products There are five major associations that influence brands. Concepts related to product characteristics and attributes play an important role in the process of establishing brand identity. Because these features and attributes have the most direct impact on consumer satisfaction and whether to purchase the product. Generally speaking, there are five aspects of correlation between products and brands? Combination of brand and product category

One of the basic elements of brand identity is often the type of product. In other words, when we mention a brand to consumers, they first think of what kind of product it is. For example, when you mention Huiren, you will first think of Shenbao Mixture; when you mention Dong'a, you will think of donkey-hide gelatin. However, the purpose of closely linking a brand and a product is not to make consumers associate the product represented by the brand. For example, when consumers think of golden throat, they think of throat medicine. This is not what the company or brand wants. The important thing is that We want consumers to think of a golden throat when they have a sore throat. Combination of brand and product attributes

The product attributes of a brand are often an important condition for stimulating consumers' willingness to purchase and use, and these product attributes can usually bring substantial help to consumers. Let consumers have feelings for this product, and make consumers feel that they are buying not just the product, but the unique benefits of the product. At that time, the King of Hearts occupied the leading position in the blood-supplementing market with the advantage of "quickly replenishing blood". Later, Xueer established a firm foothold in the urban market with the appeal of "long-lasting effect". Combination of brand and product value

When a certain attribute of a product is particularly prominent, this attribute is also the basic factor forming quality. For example: Tylenol, Hutong, and Baifu Ning represent three different product attributes in cold medicines.

Combination of brand and product use When consumers need a certain type of product, they will directly associate it with a familiar brand. For example, when consumers think of protecting their throats, they will quickly think of Golden Throat; when their eyes have symptoms of visual fatigue such as soreness, astringency, and itching, many people will directly think of Runjie Eye Drops. Combining Brands with Product Users

Another way to build a strong brand identity is to combine the brand with product users. The most famous one is Taitai Oral Liquid. From the product name to the company name (the predecessor of Joincare Pharmaceutical is Taitai Pharmaceutical), they all directly refer to the product users, which not only strongly differentiates them from similar brands, but also highlights the professional characteristics of the product. .

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