1. Target market: Different target markets need different brand strategies. If the new product is positioned in the high-end consumer market, the brand strategy may be biased towards luxury high-end; If positioned in the mass market, brand strategy may pay more attention to practicality and price competitiveness.
2. Competitive environment: Before the new product goes on the market, it is necessary to analyze the competitive environment and formulate the corresponding brand strategy. If there are similar products on the market, we should consider how to highlight differentiation and increase brand value; If there are no similar products in the market, we can attract target consumers through innovation and characteristics.
3. Brand reputation: The reputation and word-of-mouth of a brand is one of the important considerations of brand strategy. If the brand has a good reputation, the brand influence can be expanded through brand extension or expansion. If the brand reputation is poor or there is a big gap between the new product and the original brand image, it is necessary to rebuild the brand image and brand positioning.
4. Resource status: brand strategy also needs to consider the enterprise's own resource status, including production capacity, sales channels, marketing budget, etc. If the company has sufficient funds and extensive channels, it can adopt multi-channel publicity and promotion activities to promote new products; If the company is weak, it needs to seek partners and choose a promotion model that focuses on a certain channel.