What criteria does a good brand marketing planning company meet?

With good marketing services, product quality, performance, efficacy, cultural image, and unique publicity to obtain and win consumers' recognition and trust of products and brands.

For the strategic planning or planning of enterprise marketing, it can be divided into marketing withering and planning, marketing planning, which pays more attention to the implementation of strategy and tactics, and pays more attention to marketing results. The brand is the impression and cognition of your product or service in the minds of consumers, the most important thing for the brand is trust, and the one who gets trust is a good brand, otherwise it is a failed brand. The shortcomings that Newmaid brand planning pays more attention to are the concept, height, responsibility and image of the brand. Lack of argument.

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".

When enterprises carry out product marketing, they will unconsciously involve the issue of brand marketing planning. What are the differences between brand planning and marketing planning in product marketing? What kind of impact will these two have on the company's product marketing?

Let's talk about the differences between brand planning and marketing planning of enterprises?

1. The meaning between brand planning and marketing planning.

Brand planning refers to the process of conceiving, designing and making planning plans for decision-making and planning with the help of certain scientific methods and art. The in-depth expression is that brand planning is to make the corporate brand or product brand form a personalized distinction in the minds of consumers, and to form a unified value between consumers and corporate brands or product brands, so as to establish their own brand reputation.

Marketing planning refers to the design and planning of the behavioral guidelines, objectives, strategies, implementation plans and specific measures of corporate marketing activities within a certain period of time on the basis of accurate analysis of the enterprise content environment and effective use of business resources. The essence of marketing planning is to achieve psychological communication with consumers through various forms and media platforms to achieve the purpose of sales.

2. The difference between brand planning and marketing planning.

The main body of brand planning is brand, and the main body of marketing planning is marketing. The purpose of brand planning is to increase the brand's popularity, reputation and loyalty, while the goal of marketing planning is to sell in the market, which is the so-called selling goods, and the starting point of the two is the main reason for the essential difference.

3. The order between brand planning and marketing planning.

When enterprises carry out product and word-of-mouth marketing, they will first think of brand planning, and then the way of marketing planning. Therefore, the sequence of brand planning and marketing planning is from brand planning, then marketing, and then marketing planning.

4. The relationship between brand planning and marketing planning.

Branding is the foundation of marketing. The process of marketing is a process of hand-to-hand interaction with the consumer's mind and senses. Through publicity, refinement, quasi-delivery, public relations events, news infiltration, inducement, etc., consumers can feel that the company's brand has a higher credibility than other brands, so as to ensure safe transactions.

Marketing planning and brand planning are inseparable, in any case, marketing planning and brand planning are interrelated, if marketing planning is not done well, the enterprise will have no profit and sales, and about the establishment of corporate brand image, all need to use marketing performance to speak.

It is best to find a brand company that has a complete supporting system from brand planning, design to landing and communication. Under the premise of limited budget, if it is a corporate brand, it is recommended that you can do brand stool positioning, brand vision and brand mission first, which can quickly help you establish in the minds of customers.

Distinct impression, showing the company's unique competitive advantages and development goals. If it is a product brand, it is recommended to do product naming, product slogan and product selling point refinement first, which can help the product quickly open the market, provide words for front-end sales, and establish brand differentiation. Dongdao is the largest builder of China's comprehensive brand system, with a complete supporting system from brand strategy, design, landing and communication.

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.

One. Brand supply marketing.

Different from the relationship between communication and marketing that we have said in the past, the most fundamental part of marketing brought by the brand is supply, there is no concept of marketing without the brand, the concept is always just the concept, no matter how good the marketing strategy is planned, if there is no brand to do the supply, do you want to sell the idea? Generally speaking, Huawei is a brand, and marketing is to sell the products under this brand, so this most basic supply relationship is easy to understand.

Two. Brand is better than marketing, and marketing feedback is to the brand.

Why is the brand superior to marketing, when we look at the Hunger Brigade to a certain brand to do publicity, the brand must already exist, and this publicity is a brand marketing strategy, so how is the brand formed? In fact, it also comes down to communication and marketing, in other words, if a brand does not have good marketing data, then the brand image will also collapse, for example, Nokia was almost the leader in the mobile phone industry ten years ago, its brand value, brand image, and market share have almost reached the level of monopoly, but then due to the wrong direction of development, its marketing data has declined, and eventually the brand has been almost forgotten by the world. How many people can you still see using Nokia phones today? This is a case where marketing fails to feed back to the brand and causes the brand to collapse.

Three. The difference between marketing and branding in terms of strategy.

Marketing strategy is very direct, the purpose is to sell more disadvantages, high sales, so as to generate high profits, get income, usually marketing strategy is through the analysis of consumers, research out a series of ways and means to sell specially, the earliest marketing strategy such as "jumping price sale", etc., are the originator of marketing strategy operation methods, now the marketing strategy is going to be more graded, hunger marketing, word-of-mouth marketing, all kinds of marketing methods emerge in endlessly, but the result is to make the product have high sales performance.

The brand strategy is a process of accumulation, not a one-time program planning to achieve the goal, the brand strategy is a bit similar to the brand to establish the direction, a process of shaping the personality, take the Dove brand as an example, as a well-known brand in the chocolate industry, Dove's brand strategy is to take the direction of the couple's chocolate, Valentine's Day, girlfriend's birthday, Tanabata and other days, are Dove chocolate hot sale of the live rental limb spine day, this is Dove's brand strategy, can also be called the brand characteristics, which is clearly distinguished from marketing strategy, is a strategy that plays a long-term role.

The difference between brand and marketing is a bit like the relationship between CPU and GPU, both of which cannot exist independently, both are mutually supplied and demanded, but they also have their own functions, so when talking about brand and marketing, the two must be combined to analyze.

1. Brand building.

This is the content prepared by the enterprise in the early stage, including brand slogan, brand model, brand name and brand profile and brand story, etc., the more formal, the larger the scale of the enterprise, the more perfect the content, friends who have time can go to see the corporate profile module of the official website of well-known domestic enterprises, you can clearly feel the difference.

2. Brand promotion.

Brand promotion is the most important means of publicizing enterprises, a good brand to promote brother Ranguang can effectively tap out the potential customers of the market, but many enterprises promote the brand information are unacceptable, the main reason is that the market customers do not agree, the brand value positioning of the enterprise is not accurate, the real professional brand design company will make a full range of investigation and research on the market, from multiple terminals for accurate customer publicity brand information, so that the publicity effect is very considerable, It can make customers fully understand the brand value of the enterprise, which is very helpful to maintain customer stability.

Third, brand reputation.

The company's brand reputation is very important to expand the market scope and attract new customers, a good reputation is not easy to create a good reputation, and it is not simple to maintain a good reputation, it is necessary to start from the customer's point of view, constantly improve the service level of the enterprise, and provide customers with high-quality products, then the company will naturally win and have a good reputation for a long time.

Fourth, market analysis.

Brand positioning is the most important premise of promoting the brand, establishing and returning the image of the dust, many companies know how important the brand positioning is, but do not know how to achieve accurate brand positioning, the simplest link is to do a good job of market analysis, clearly know what are the competitors of the company, what is the biggest selling point of the product and the grade positioning of different products, and then decide to launch the product after making these preparations, so that consumers will better understand the company's brand and products. This is essential for the long-term development of the business.