Brand Strategy Brand is the crystallization of the target consumers and the public's psychological, physiological and comprehensive positive feelings and evaluations about a specific thing. People and scenery, artists, companies, products, trademarks, etc., can all be developed into brand counterparts. The brand we talk about in marketing refers to a commercial brand in a narrow sense, which is the crystallization of the public's comprehensive feelings and evaluations of a specific business figure, including products, trademarks, entrepreneurs, and companies. . The so-called brand strategy is a business strategy in which a company uses brand as its core competitiveness to obtain differentiated profits and value. Brand strategy is the product of competition in the market economy. In recent years, some forward-thinking companies have used the tool of brand strategy to gain competitive advantages and gradually grow and develop. The essence of strategy is to shape the core expertise of an enterprise to ensure its long-term development. Today, with highly developed science and technology and rapid dissemination of information, products, technologies, and management know-how are easily imitated by competitors and difficult to become core expertise. However, once a brand is established, it is not only valuable but also inimitable, because the brand is a kind of consumer recognition. , is a psychological feeling, and this kind of cognition and feeling cannot be easily imitated. The content of brand strategy: The so-called brand strategy includes six aspects: branding decision-making, brand model selection, brand identity definition, brand extension planning, brand management planning and brand vision establishment. Branding decision-making solves the problem of brand attributes. Whether to choose a manufacturer brand or a dealer brand, a self-created brand or a franchised brand, this issue must be resolved before the brand is established. Different brand management strategies herald different paths and destinies for enterprises, such as choosing "IKEA" style integration of production, supply and marketing, or embarking on a "McDonalds" (McDonalds) franchise journey. In short, different categories of brands have specific adaptability in different industries and at different stages of the enterprise. The choice of brand model solves the problem of brand structure. Whether to choose a comprehensive single brand or a diversified multi-brand, a joint brand or a main and sub-brand? Although the brand model is not good or bad, it has certain industry applicability and timeliness. For example, when Japan's Toyota Motor entered the high-end car market in the United States, it did not continue to use "TOYOTA". Instead, it established a completely new independent brand "Lexus". The purpose of this was to avoid the negative impact that "TOYOTA" would have on "Lexus". The low-end impression makes it a high-end car brand comparable to "BMW" and "Mercedes-Benz". Brand identity definition establishes the connotation of the brand, which is the brand image that the company hopes consumers will recognize. It is the focus of the brand strategy. It standardizes the internal and external meanings of the brand from the three aspects of brand concept identification, behavioral identification and symbol identification, including core identification centered on the core value of the brand and composed of elements such as brand commitment and brand personality. basic identification. For example, Hisense's brand strategic plan in 2000 not only clarified Hisense's brand core value of "innovative technology, trustworthy for centuries", but also put forward the brand concept of "innovation is life", determined to create a "new century that challenges the peak of science and technology, and is committed to improving people's The brand image of "Technology Pioneer for Living Standards" has also introduced a new VI visual identity system. Through a series of marketing communications guided by the brand's core values, it has changed the vague and confusing brand image in the past, and has become the leading "technology flow" brand in the home appliance industry with clear brand identification. Brand extension planning is a clear definition of the future development areas of the brand. It is clear in which fields and industries the future brand is suitable for development and extension, and on the premise of reducing extension risks and avoiding brand dilution, in order to maximize brand value. For example, Haier's home appliances all use the "Haier" brand, which is a successful example of brand extension. Brand management planning is to safeguard brand building from the organizational structure and management mechanism. Based on the above planning, it sets a vision for the development of the brand and clarifies the goals and measurement indicators for each stage of brand development. Making an enterprise bigger and stronger depends on strategy. "If you don't have long-term worries, you must have immediate worries." Solving strategic problems is the basic condition for brand development.

L'Oréal Paris can only be considered a mid-range brand in the field of cosmetics. It is obviously inappropriate for it to be endorsed on high-end products such as Lanc?me. Therefore, in this case, the merchants adopt the strategy of downplaying the overall brand and let these High-end brands establish their own image and create their own territory with a superior and good image. Through such a strategy, the overall competitive strength has been improved and different levels of consumer groups have been catered for. Things that companies should pay attention to when creating their own brands: 1. Brand positioning. "Good brand positioning is half the success of the brand." Brand positioning is to allow consumers to clearly identify and remember the characteristics of the brand and the core value of the brand. Product development, packaging design, advertising design and other aspects must be centered around brand positioning. For example, the brand positioning of Safeguard is "bacteria removal". Over the years, Safeguard's advertisements have always been "bacteria removal". By deepening consumers' memories time and time again, it finally achieves the goal of choosing Safeguard if they want to "bacteria remove". 2. strategic planning. Enterprises should enhance their brand image through brand planning and strategic planning, increase consumers' awareness and loyalty of products, and establish a good brand image of the enterprise. First of all, quality strategy is the key and core of implementing brand strategy. Quality is the life of products. Strict quality management is the primary condition for developing, maintaining and developing famous brands. Secondly, market strategy is the basis for implementing famous brand strategy. To implement market strategy, we must establish a market-oriented concept. From product development to marketing, we must firmly adhere to the theme of market changes and meet customer needs to the greatest extent. 3. Promote it vigorously. For small and medium-sized enterprises, it is important to let consumers recognize their brand in a short period of time through publicity. During the publicity process, it is necessary to highlight the brand's positioning and core values, identify the emotional intersection between the product and consumers, and let consumers The users have a sense of awareness of the product in a very short period of time. In short, in the process of choosing a brand strategy, an enterprise must fully consider its own advantages and characteristics and choose the one that is most suitable for the development of the enterprise. Only in this way can it embark on the road to successful brand management