The project name solves the problem of "what am I". problem
The project name of most projects is the category name of the category to which they belong. Some project names can directly reflect the interests of the project, while others cannot. There are also some imported products, most of which are directly transliterated. Therefore, when making a project brand, we should integrate the interests of the project into the project name as much as possible within the scope permitted by relevant laws and regulations, which is more acceptable to consumers.
2. Brand name.
The brand name solves the problem of "Where am I from? What is my last name? " problem
The brand name of the project should occupy a dominant position in brand packaging planning, and consumers should be allowed to condense their final feelings about the brand through the interests of the project. Only in this way, the hard-earned market will not be easily plundered by other competitors.
3. Project income.
The project income is "What income do I bring you?" problem
This information needs to be reflected by the combination of various elements. If the above-mentioned "name" and "brand name" cannot reflect the interests of the project, then the brand packaging planning of the project needs to be reflected by the text information on the front of the package, the pattern information on the package, the symbol information on the package, the color of the package and the font of the copy. For enterprises, it is a good choice to cooperate with some marketing consulting companies in order to do a good job in brand planning and packaging design. Because in the process of brand planning and packaging design, if you want to make your own brand stand out in the market and win the favor of many consumers, you need to do market research in advance to understand the needs of consumers and competitors, so that you can be more creative and more in line with consumers' psychology when designing. Let's take a look at where brand planning and packaging design can be carried out.
1, comprehensive and scientific brand research. Brand research? Investigate what? Now there are more than10 million social brands, and there are countless brands in the same industry. How to break through among many brands is very important. A comprehensive and scientific brand research needs to fully study and analyze the market environment, target consumer groups and competitors, and provide accurate information guidance for brand follow-up planning and decision-making.
2. Determine the core value of the brand. What is the brand? Brand is an objective impression that can directly affect people's consumption behavior. A brand represents a product and a feature. When consumers want to buy dandruff shampoo, they will think of Wang Ba and Head & Shoulders, which is the value of brand communication. After a comprehensive and scientific brand research, the core value of the brand is determined according to the needs and characteristics of consumers.
3. Visual brand design. Brand image design and brand core value complement each other. Brand image design includes brand logo, brand story and brand emotion. Through brand visual design, consumers can have a vivid understanding of the brand and a concrete and vivid impression of the brand LOGO. Packaging is a part of the product, which transforms the product thinking into the visual language of packaging.
In fact, the most important thing in brand planning and packaging design is creativity and characteristics. At present, there are too many fakes and homogenized products on the market, and it is very rare to have their own characteristics, so it is easier to attract consumers' attention and stand out among similar enterprises or products. Therefore, enterprises can start from these aspects, so that brand planning and packaging design will be more attractive. What does the brand packaging marketing plan include? What is brand packaging? What is marketing planning?
The so-called brand packaging is not only to put a beautiful coat on one's own products, but also to conduct market research in the early stage of brand establishment, grasp the product characteristics, shape and publicize the product characteristics with various carriers from the form and materials of product packaging to various promotional materials at the sales terminal, so that the products can be integrated into all occasions that consumers can touch, and affect consumers' psychology from the inside out. Brand packaging is a relatively broad concept. The packaging of the whole business culture based on brand concept, including a series of behaviors such as brand visual image system, brand culture communication and market environment design, constitutes a complete brand building system.
Brand marketing planning is an indispensable way in the development of various enterprises, including the planning of various promotional activities and the formulation of business plans. The main purpose of using planning in the process of brand marketing is to provide a practical and scientific guiding scheme for the brand marketing activities of enterprises, so as to improve the efficiency of brand marketing activities and successfully shape and spread the brand image.
For major enterprises, the era of "wine is not afraid of the depth of the alley" has passed. If enterprises want to develop better, they must carry out all-round and effective publicity; So how to plan and promote through brand packaging marketing?
Brand image positioning directly affects the direction of brand marketing planning and promotion in the later stage of marketing, so brand packaging can also be said to be the basis of subsequent marketing work. Brand image packaging, first of all, whether it is a new brand entering the market or an old brand in urgent need of upgrading, having a brand image with obvious style is an important factor in market competition when shaping a brand. Brand image building must be different from competing products, which can impress consumers and form rich brand associations; Secondly, brand image positioning should be based on product characteristics, subdivide the brand demand market and comprehensively examine the consumption characteristics of the audience. All brand marketing activities can only occupy a place in the industry if they cater to the needs of consumers.
Start-up brands cannot enter the market without marketing promotion. Through publicity and promotion, let the target consumers pay attention and gradually occupy the minds of consumers. In the Internet era, the direction of publicity is mostly online, not to say that offline promotion is not desirable. All marketing activities are based on the product characteristics of the company. The main methods are as follows: 1. Choose the publicity platform according to the products, including major search engines, mainstream integrated portals, B2B and B2C platforms, vertical industry websites, etc. Among them, major media platforms are also a mainstream channel for brand exposure, and now official website has become the face of an enterprise. Therefore, the overall style and interface of enterprise official website, including typesetting, need careful planning and design, and the premise of everything is to enhance the user experience; Secondly, advertising can be said to be an effective way to improve brand awareness and shape brands. The Internet has a huge number of channels and information support, and advertising in every corner has become the goal of enterprises. Therefore, most enterprises are inseparable from advertising channels. However, although the effect of advertising promotion is very good, it is also increasing the promotion cost, and comprehensive data analysis is needed to avoid invalid advertising investment.
Brand packaging marketing planning is a systematic operation process. Enterprises need professional marketing planning, copy editing, design interaction, front-end and back-end professionals to cooperate with each other, but for start-ups or small and medium-sized enterprises, increasing the allocation of these professionals is a kind of internal friction behavior to some extent, so most enterprises choose to cooperate with professional marketing planning service companies. Enterprises can devote all their energy to improving their products. Brand marketing planning companies have professional promotion planning teams to help enterprises shape their brand image and achieve development goals at different stages in order to achieve * * *. Brandplanning is a deep expression: brand planning is to form a personalized division between corporate image and product brand in consumers' minds, and to form a unified value between consumers and corporate brands and product brands, thus establishing their own brand voice.
Brand is an intangible asset, which can bring a premium to the owner and increase its value. Its carrier is a name, term, symbol, symbol, design or combination, which is used to distinguish it from other competitors' products or services. The source of value-added comes from the impression formed by its carrier in the hearts of consumers.
The deeper expression is: a brand that can be passed down from mouth to mouth can be called a brand.
Without a well-planned brand, it is difficult to highlight the tight encirclement and spread influence.
Henan Lexus has decades of experience in planning front-line design, hoping to help you.