Brand image planning final review materials

Dear, hello, I am glad to answer for you, the goal of the brand image communication strategy can be set from the perspective of which to write is the goal of brand image communication has two points: 1One of the purposes of brand communication is to let the relevant information of the brand enter the psychology of the market, so that they can recognize the brand in their hearts.

No matter what type of product, if you want to constitute the power of the brand, you must achieve it in the communication, in the process of brand communication, you need to stand in the perspective of consumers, if the products you produce lack of brand communication, then it is difficult for consumers to understand the utility and quality of the brand, and they will be at a disadvantage in the market competition. 2.Brand in the communication to understand the brand's competition and feedback information, brand respect and talk about communication is a cyclical process, not overnight, it is composed of communicators and communication content, as well as audience and media, so in this cycle of process, full of a variety of competition and feedback, only to understand these feedback information, in order to adjust the characteristics of their products, to achieve the purpose of meeting with market demand.

Corporate brand planning, fundamentally speaking, is to make the corporate image and product brand form a personalized impression in the minds of consumers, and to form a unified value between consumers and corporate products and product brands. When enterprises carry out brand planning, they pay more attention to ideology and psychological description, that is, to plan, guide and stimulate the psychology of consumers. To build a brand, the key point is to shape the brand image, generally speaking, the construction of the brand image can be specific to the following image construction.

1. The construction of quality image.

As the foundation of brand image, the core requirement of quality image is to establish a good quality impression among consumers. A good impression is half the success of the brand, in addition, in the continuous improvement of the product, not only the applicability, but also the coexistence of practicality and aesthetics, so that consumers can feel the quality image of the brand at first glance.

2. The construction of the first image.

In daily life, everyone will only judge the product by its high and low, but this is not a complete **image. **Image is produced in the comparison of similar products, and everything is in the balance of combustion. If the product can't make consumers feel good at a glance, too high will damage the brand image, because consumers will feel that the goods are not worth the price;On the contrary, if the quality image of the product has been established, but the ** is too low, it will also damage the brand image, and consumers are likely to feel that there is a problem in a certain aspect of the product.

Therefore, the establishment of the valence image must be based on the quality image.

3. The construction of the image of the channel.

In fact, the channel image is also a subjective impression of the product by consumers. Channel refers to the sales channel, which generally includes intermediate marketing and terminal marketing, and the channel image is built on the terminal retailer. For example, if a product is placed in a general retail store and a high-end department store, the impression given to consumers is different, and the channel image established is also different.

4. Construction of advertising image.

Advertising is a common way for companies to increase their visibility, but advertising does not necessarily lead to a good market and sell products. If you want to better sell products and strive for benefits for the enterprise, you must make a good advertising image. The establishment of an advertising image requires enterprises to choose large, large-scale investment, and produce creative high-level advertising, so as to build an excellent advertising image and promote the development of the brand.

5. The construction of the first image.

**As a very effective means of marketing, it has been widely valued by various enterprises. However, the means should be transferred to the market environment at the time, and most of the time, excessive discount sales or similar "fire sales" are harmful to the brand image. The establishment of the best image must be based on the premise of maintaining the brand image, so as to take further measures to promote the promotion of brand awareness and consumer attention.

Therefore, in the process of corporate brand planning, in order to establish a good brand image, it is necessary to improve the establishment of the above five specific images, so as to explore more potential consumers and improve purchasing power.

This was proposed by David Ogilvy in the 60s of the 20th century. Brand image strategy is an important school in the theory of advertising creative strategy, and under the influence of this strategy, a large number of excellent and successful advertisements have appeared. Ogilvy believes that for those products that are very different from each other (such as cigarettes, beer, etc.), it is difficult to adopt the USP rule in advertising strategy, and other advertising strategies based on product differences, which has a performance conversion problem on advertising performance strategy, how to convert, Ogilvy believes that by transforming the performance of product differences into the performance of brand image, this conversion problem can be well solved.

This gives rise to a brand image strategy. The adoption of this strategy is to establish a brand image, cultivate product prestige, so that consumers can maintain long-term recognition and goodwill towards the brand, so that the advertising product can establish a superior position among many competing brands.

1. Serving the brand is the main goal of advertising. Advertising is all about trying to make a brand have and maintain a high-profile brand image.

2. Any advertisement is a long-term investment in the brand. From a long-term point of view, advertising must strive to maintain a good brand image, at the expense of the pursuit of short-term benefits.

3. As the difference of similar products decreases and the homogeneity between brands increases, the less rationality consumers use when choosing brands, so it is more important to depict the image of the brand than to emphasize the specific functional characteristics of the product.

4. What consumers are pursuing when buying is substantive interests + psychological interests, and for some consumer groups, advertising should pay special attention to the use of images to meet their psychological needs.

Marketing planning is the behavior of an enterprise according to its own marketing objectives, and then design and plan enterprise products, services, ideas, channels, and so on, so as to realize the exchange process of individuals and organizations. To meet the needs and desires of consumers as the core, but what is the main content of a complete brand marketing plan?

1. Analysis and evaluation.

1. Manage marketing information and measure market demand

1) Marketing intelligence and research;

2) Overview and demand measurement.

2. Evaluate the marketing environment.

1) Analyze the needs and trends of the macro environment;

2) Identification and response to major macro-environmental factors (including human statistical environment, economic environment, natural environment, technological environment, political and legal environment, and social and cultural environment.

3. Analyze the consumer market and purchasing behavior.

1) Consumer purchase behavior patterns;

2) The main factors influencing the purchase behavior of consumers (including cultural factors, social factors, personal factors, psychological factors, etc.);

3) The purchase process (including the roles involved in the purchase, the purchase behavior, and the stages of the purchase decision.

4. Analyze the market and the purchase behavior (including the comparison between the market and the consumer market, the participants in the purchase process, the institution and the market.

5. Analyze the industry and competitors.

1) Identify the company's competitors (industry competition with the concept of market competition);

2) Strategies to identify competitors;

3) Determine the target of the competitor;

4) Evaluate the strengths and weaknesses of competitors;

5) Evaluate the response patterns of competitors;

6) Choose competitors to attack and avoid;

7) Balance between customer orientation and competitor orientation.

6. Determine the market segment and select the target market.

1) Determine the level, mode, procedure, basis of market segmentation, basis of segmentation of consumer market, basis of segmentation of business market, and requirements for effective segmentation;

2) Selection of the target market, evaluation of market segments, and selection of market segments.

What are the aspects of brand planning?

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.

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 opponent analysis.

Only by knowing oneself and knowing one's opponent can one win a hundred battles. "Before building a brand, companies need to 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.

2. 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 cognition 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.

4. Conceive communication methods.

The main solution to the communication method is how to make people accept the company's brand and how to make people affirm the value of the brand. Enterprises through the establishment of multi-terminal can be presented adaptive or the use of marketing and other communication methods, will bring the core interests of the brand to customers, but also through brand marketing planning to let customers understand the enterprise has always been based on the needs of customers as the core of the values.

5. Conduct consumer analysis and make brand promises.

Enterprises hope that consumers will feel that consumers are expected to have emotional and functional interest requirements for a certain product or service 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 preparing for precise 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 brand marketing planning process includes multiple-choice questions, and there are also judgment questions, Hengdou and Cong grinding, necessary pen answers, which can examine people's abilities, so the brand marketing planning process includes multiple-choice questions.

Does the brand marketing planning process include multiple-choice questions? The brand marketing planning process includes multiple-choice questions.

Include. In fact, brand planning mainly includes five links, namely industry and opponent analysis, market slag analysis, product letter answer card construction, conceptual communication methods and consumer analysis.

First of all, analyze and evaluate the current situation of the enterprise to determine whether the brand is clear and clear, whether the significance is positive, whether the consumer's positioning is accurate, whether the consumer's perception and impression of the brand are consistent with the original intention, and whether the company hopes to achieve the effect and the current state.

<> "Hello, brand image strategy plays a very important role in advertising planning, which can help enterprises establish and maintain a unique, gravitational brand image in the highly competitive market, and improve consumer awareness and loyalty to the brand. Here are a few important roles of brand image strategy in advertising planning: 1

Help shape the brand image: The brand image referential strategy can guide the company to present its brand image in advertising, including the brand's values, characteristics, personality, style, etc. Through well-designed advertising, companies can convey their unique brand image to consumers and attract more potential customers.

2.Enhance brand awareness: Brand image strategy can convey brand information to a wider audience through advertising and enhance brand awareness.

Through the guidance of brand image strategy, enterprises can emphasize their brand value and advantages in advertising, so that consumers can have a good impression and trust in their brand, thereby increasing brand loyalty. This is very important for the long-term growth of the business, as loyal customers can lead to more sales and word-of-mouth referrals. 4.

Establish brand differentiation: Brand differentiation is very important in a competitive market. With the guidance of a brand image strategy, businesses can highlight their uniqueness in their advertising campaigns and differentiate themselves from other competitors.

This makes it easier for consumers to remember their brand and choose to buy their own products or services. In conclusion, brand image strategy plays a very important role in advertising planning, which can help enterprises establish and maintain a unique and attractive brand image in the market, and increase consumer awareness and loyalty to the brand. <>