What is the relationship between brand strategy, cultural strategy, and marketing strategy

Among them, "brand strategy" compared with "cultural strategy":

The former focuses on external consumers to perceive them, occupy a favorable position in their hearts, improve their corporate image, and ultimately improve their competitiveness;

The latter focuses more on internal shaping, attracting talents, standardizing internal personnel behavior and corporate values, making the enterprise itself stronger and improving competitiveness;

The brand strategy and cultural strategy are the sub-items included in the marketing strategy;

The purpose of marketing strategy, whether it is to increase sales, gain more market share or increase profits, etc., the ultimate goal is to help enterprises obtain stronger "competitiveness" There is no need for marketing in the market without competition, so competition is the meaning of marketing.

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Brand strategy is an integral part of marketing strategy, cultural strategy is one of the key factors for the development of corporate culture and attracting talents, and a suitable cultural strategy helps enterprises to implement their marketing strategy and brand strategy to a certain extent.

Brand strategy and cultural strategy are part of the marketing strategy. Cultural strategy includes brand culture strategy, company culture strategy and other value positioning for the company and products within the company; The brand strategy focuses on how to make the outside recognize and agree with the company's internal value proposition of the product.

The order is marketing strategy, followed by brand strategy, and then cultural strategy.

Brand strategy is an integral part of the marketing strategy, cultural strategy is one of the key factors for the development of cultural sailors and attracting talents, and the appropriate cultural strategy will help enterprises to implement their marketing strategy and brand strategy to a certain extent.

There are three types of strategic co-splitting: corporate strategy, competitive strategy and internationalization strategy.

First, the company's strategy;

Stable development strategy: the company is satisfied with the achievements made in the past, and chooses not to carry out major renewal and reform in order to seek stability;

It could be a strategy to concentrate on a single product or service, such as Subway only making sandwiches and Coca-Cola focusing on cola.

It may be a vertical integration strategy, such as JD.com, in addition to e-commerce, has also developed the express delivery industry. It may be a diversification strategy, such as Procter & Gamble's multi-brand strategy in the shampoo market, the launch of "Head & Shoulders" focusing on dandruff, "Pantene" pursuing hair nutrition and health care, "Reosoftness and Wild Mountain" for smooth hair and making people more confident, and "Sassoon" for regulating moisture and nutrition. Of course, diversification strategies don't necessarily need to be so correlated, in addition to supporting football clubs, Evergrande also involves real estate, film and television, and even mineral water; In addition to cloud computing, **, sports, Ali also has offline stores Hema Xiansheng

2. Competitive Strategy:

Cost leadership strategy: leading at low cost;

Differentiation strategy: products and services that are clearly different from competitors;

Centralization strategy: Focus on serving a specific goal.

3. Internationalization Strategy:

Take the international route. For example, Carrefour, Wal-Mart and other large supermarkets, in Brazil (New Hamburg), the United States (Irvine, California) and Europe (Amsterdam, the Netherlands) set up a 361° sporting goods company

The so-called multi-brand strategy refers to the strategic plan of a well-known brand created by an enterprise to extend to the development of a number of well-known brands after an enterprise has developed to a certain extent, and multiple brands are independent of each other, and there is a certain relationship, rather than irrelevant and detached from each other. Advantages: First, different brands target different target markets.

For example, the difference between Rejoice, Pantene, and Head & Shoulders is that Reorouge emphasizes making "hair more fluttering and softer"; Pantene highlights "having health, of course, brightness"; Head & Shoulders is "dandruff gone, hair is more outstanding".

Second, the operation of the brand is relatively independent. Within P&G, Rejoice, Pantene and Head & Shoulders belong to different brand managers, and they are independent and competitive with each other. The implementation of multi-brand strategy can maximize the market share, the implementation of cross-coverage of hail consumers, and reduce the risk of business operation, even if a brand fails, it does not have much impact on other brands, such as defending the main brand in the first war, those secondary brands as a small force, the first war of competitors to quickly strike, help to put competitors to death, at the same time, the leadership of the main brand can be unscathed.

In fact, many consumers don't know that Tide, Bilang, and Skincare are the same company. Disadvantages: (1) High cost, need enough high-quality brand management talents;

2) There should be a sound cross-departmental management and coordination system;

3) There should be a certain scale of brand building resources. From this point of view, a multi-brand strategy is only suitable for those companies with a certain strength.

Brand strategy, like the formulation of business strategy, is a complete strategic management process, brand strategy requires a strategic management process from analysis, planning, implementation to evaluation and control. 1. Analysis and analysis of the internal and external factors affecting the brand The brand is the soul of the enterprise, the enterprise is the investor and shaper of the brand, and the brand ultimately belongs to the consumer, and it is the result of market competition, it is inseparable from the internal and external environment of its own survival and development, we are bound to conduct an in-depth analysis of the three major elements that affect the brand, namely the enterprise, the market and the consumer. 2. Planning brand building must cater to the interests of consumers, otherwise there is no way to touch the needs of consumersBrand strategic planning must match the enterprise to review the competitive environment, define their competitors, check the brand self, and clearly clarify the current position of the brand and the existing asset situation, and make brand decision-making, brand model selection, brand identity definition, brand extension planning, Brand management planning and brand vision establishment of brand strategic planning 3, implementation to evaluation In the specific implementation process, regularly check the brand status, evaluate the implementation effect of the brand strategy at any time, and make in-depth fine-tuning and revision of the brand strategy according to the implementation performance.

Hello, these two are different, they are two different concepts.

It takes a process for a brand to be well-known by consumers, and this process requires the existing brand strategy, and after the brand strategy is formulated, it is necessary to use various strategies to support the smooth implementation of the entire strategy, and finally the brand will make a premium ability, which is a truly successful brand.

For different brand strategies, brand marketing strategies are also different.

Some companies only want to make money, and they don't need a brand for dust, so the strategies they adopt are more radical and fast, but this can only make your brand die faster.

A real brand is to experience brand recognition, popularity, reputation, is to eventually generate premium ability, to have a group of loyal fans, in fact, the establishment of a brand is a long process, not overnight.