What is brand planning? What does it include?

Brand planning guides the selection of target groups through the negation, difference, and distance of competitors on the brand. It is competition in the internal market (psychological market) that corresponds to the external market. Brand planning pays more attention to the form and psychological description of the number of ideas, that is, to plan, guide and stimulate the psychological market of consumers.

Brand planning itself is not a process of creating something out of nothing, but a process of clarifying people's vague understanding of the brand.

Brand planning includes the following aspects: 1. Consumers (education level, economic income, age stage, consumption habits, gender differences); 2. Team building; 3. Bizhou, product planning (product packaging, product **, channel positioning, hype concept); 4. Media publicity (TV advertising, newspaper advertising, industry magazine advertising, outdoor advertising, online advertising); 5. Word-of-mouth publicity; 6. Public promotion activities; 7. Market inflection point; 8. Hot topics of current affairs; 9. Public relations ideas; 10. Authoritative institutions; Ten.

First, service first.

1. Celebrity planning.

1. The symbiotic hero who uses the enterprise, the first is the founder of the enterprise; The second type is the entrepreneur who revitalizes it.

2. Take advantage of the corporate situation heroes.

3. Take advantage of celebrities.

2. Famous product planning.

Famous product planning, that is, to promote the corporate brand with fist products. Take a product as a breakthrough, focus on tackling key problems, improve quality, improve visibility, and then drive the brand image of the entire enterprise. A famous product can be a product or a service.

3. Famous places. Famous place, that is, to use the objective advantage of geography to promote the core competitiveness of the brand. Famous places include:

1. Natural geographical advantages;

2. Economic and geographical advantages;

3. Advantages of human geography.

Fourth, the famous family. Famous family, that is, to the overall success of the enterprise to drive the success of the brand, with this fine name enterprise, in the future they will produce other products are all "love house and black".

Brand planning is the process of clarifying people's vague understanding of the brand, and it also includes competition in the internal market (psychological market) corresponding to the external market. Brand planning focuses on ideology and psychological description, that is, planning, guiding and stimulating the psychological market of consumers. In today's era of integrated marketing as a hot trend, we need to understand what good brand planning includes.

What does brand planning include? In fact, brand planning mainly includes five links, namely industry and competitor analysis, market analysis, brand building, ideation communication methods and consumer analysis.

1) Industry and counterparty analysis.

Only by knowing oneself and knowing one's opponent can one win a hundred battles. "Before building a brand, companies must understand their competitors and analyze the performance of the entire industry in the market. For example, it is necessary to analyze the market size, analyze the market share of various large and similar competitors, and whether there is something worth learning from the content of their brand marketing.

Of course, the most important thing is to find out the biggest difference between yourself and your opponents, so as to lay a good foundation for the brand marketing of the enterprise.

Before building a brand, you need to analyze the performance of the entire industry in the market.

2. Banquet fiber) market analysis.

There may be slight overlap in the analysis of industry opponents in the content of "what is included in brand planning". The market analysis here is mainly based on the characteristics of the market to find the positioning of the brand, and on the basis of fully understanding the characteristics of the industry, the business environment, and the perception of consumers, we can extend the communication strategy and other information.

3) Brand building.

Enterprises need to complete the design content of brand name, brand description, brand slogan, brand pattern expression and brand story at the early stage of market development. These parts are indispensable and complementary, and the brand building of the enterprise is directly related to the final effect of the brand planning plan. This link can be completed by using the network operation on behalf of the network.

Brand building is done in the way of network operation.

4) Conceive the means of communication.

The main solution to the communication method of Fu Xiangyun is how to make people accept the brand of the enterprise and how to let people affirm the value of the brand. Enterprises will bring the core benefits of the brand to customers through the establishment of adaptive or marketing communication methods that can be presented by multiple terminals, and at the same time, customers can understand the values of the enterprise always taking the needs of customers as the core through brand marketing planning.

Brand marketing brings value to both businesses and consumers.

5) Conduct consumer analysis and make brand promises.

Enterprises hope that consumers will feel that consumers are interested in the emotional and functional interests of a certain missing product or service expectation of the enterprise, which is what every start-up small and medium-sized enterprise needs to explore, and it is also the point that E-Qixuan has been providing accurate services. Considering the problem from the customer's point of view, we can understand the psychological feelings of the audience of brand marketing, combine the brand and product users, and bring value to both enterprises and consumers.

The content of event planning includes: 1. Strategic analysis, insight into the needs of consumers and the needs that competitors cannot meet;2. Strategic selection, starting from the three directions of the primary stage, the mature stage and the final brand marketization;3. Value expression requires a core memory system to visualize user value4. Strategic planning, mainly including what to sell, to whom to sell and how to sell;5. Precise communication, according to different stages to choose the right one;6. Implement the strategy, regularly review the work, and improve the lack of hands.

Judgment is the key to the strategic selection stage, and the purpose of strategic selection is to determine the direction of user value, which mainly includes product efficacy, scenarios and values. If the category is in the initial stage, there are few competitors, and user awareness is low, the advantages of the category should be told from the direction of product efficacy. When the category enters the mature stage, the consumer demand has basically been met by competitors, and at this moment, the brand can propose targeted scenario solutions according to the consumption scenarioIf the brand on the market has solved it well in the scene, it needs to be solved in the form of values at this moment.

The three directions of strategic choice are not static, but should be based on the category and the stage of social development, and may also be the transition from values to product functions and scenarios, and must not be dogmatic.

Strategic planning consists of three main parts: what to sell, to whom and how. What to sell is mainly to determine the mental category and value proposition, the mental category is to determine the category of the brand in the consumer's mind, and the value proposition is to determine whether to sell the product, sell the scene or sell the values.

The group of people who sell the product to determines the group, which includes the mainstream group and the subcultural group, and the mainstream group includes potential users and non-potential users. How to sell mainly includes products, channels and three levels, this stage should realize product conceptualization and concept productization in terms of products, channels and ** level are too complex, and need to be answered after in-depth research.

The strategy implementation stage is a detailed work, and the work is reviewed regularly, on the one hand, the implementation can improve the accuracy of the strategy, and on the other hand, the strategy will be implemented in detail, and the brand planning will be implemented.