发布时间：2023-02-11 02:52:14 稿源： 创意岭 阅读： 3251 问大家
In the process of brand planning, we need to do a good job of preparation, so as to stand out in the market competition. So how to do brand planning? Let's follow the editor together.
When we start brand planning, the first thing we need to do is to formulate a brand planning scheme. The formulation of brand planning scheme is the first step in the brand planning process, and also the foundation of the whole brand planning. It includes the objectives of brand planning, brand positioning, brand development strategy, brand marketing strategy, brand management structure and other aspects. The purpose of formulating brand planning scheme is to make brand planning more systematic and scientific, and to provide enterprises with a clear development direction.
Goal: the primary goal of brand planning scheme is to enable enterprise's brand to have better awareness and reputation in the market, and enable enterprise's products and services to be better accepted in the market.
Positioning: brand positioning is the foundation of brand planning, and also the core of brand planning. The brand positioning should first determine the target market and target customer of the brand, then determine the brand value proposition, and finally determine the brand image. Brand positioning is the foundation of brand planning. Brand positioning is not clear. Brand planning will go astray.
Strategy: brand planning strategy includes short-term strategy and long-term strategy. Short-term strategy refers to the specific actions taken for the target market and target customers of the brand, with the purpose of achieving the objectives of brand planning in the short term. Long-term strategy refers to the specific actions taken for the brand's development direction and development path, with the purpose of achieving the objectives of brand planning in the long term.
Management: brand planning management includes brand planning department's organizational structure, brand planning process, brand supervision mechanism, etc. Brand planning department's organizational structure usually includes director, manager, supervisor, assistant, etc. Brand planning process includes all aspects of brand planning, such as market research, scheme design, scheme implementation, scheme evaluation, etc. Brand supervision mechanism includes brand complaint mechanism, brand association supervision mechanism, market supervision mechanism, etc.