The whole case consultation planning of brand management consultation

Brand awareness generally recognized in the industry is the four milestones of brand building, namely: brand awareness-brand recognition-brand association-brand loyalty. Brand awareness is an important part of brand assets and a standard to measure consumers' knowledge and understanding of brand connotation and value. Brand recognition is a reflection of the company's competitiveness, and sometimes it becomes a core competitiveness. Especially in the mass consumer goods market, the quality of products and services provided by competitors is not much different, so consumers will tend to decide their buying behavior according to their familiarity with the brand.

The basic elements of brand recognition:

(1) difference

(2) correlation

(3) Respect

(4) Consciousness

This theory provides a reproducible model for brand building, that is, a successful brand should first have a relatively high popularity, and then the audience has a full understanding of the brand's connotation and personality, and the emotion brought by this understanding is positive and positive. Finally, after using the product and recognizing its value, it will repeat the purchase and become a loyal consumer.

Usually we know the situation of a company and know the new brand image of the enterprise, which lies in the initial positioning of the enterprise! Therefore, group CI, which can interpret the connotation of group brand and take visual orientation as cognition, can ensure the optimization of group brand effect and good user experience. In terms of enhancing brand awareness, we believe that it will bring users a comprehensive and profound understanding mainly from the aspects of brand awareness, brand reputation, brand loyalty and brand association. CorporateCulture, that is, organizational culture, is a unique cultural image of an organization, which consists of its values, beliefs, rituals, symbols and ways of doing things. Individuals, the basic units of organizations and corporate culture can also be understood as a group of people with comrades' direction doing a meaningful thing together. For employees, corporate culture is the embodiment of their ideological unity. Corporate culture is a kind of ideological values, a long-term and stable cultural concept, historical tradition and unique business philosophy and style, including a company's unique guiding ideology, development strategy, business philosophy, values, ethics, customs and habits. There are many different understandings and expressions about the concept of corporate culture. Let me give you a brief introduction:

Corporate culture has the following characteristics:

(1) uniqueness

(2) Inheritance

(3) Compatibility

(4) People-oriented

(5) Integrity

(6) Innovation

We believe that in the process of website construction, corporate culture construction includes group history, group culture and talent strategy. Describing the history of the group is equivalent to describing the development process of the group. Today, a solid foundation has laid a brilliant foundation for the enterprise. Every step of the enterprise's progress is the same enterprise culture with enterprise characteristics! Therefore, the warrior of group culture is the most effective strategy to show the connotation of corporate culture to customers; Talent strategy reflects the technical strength of an enterprise from the side, which can help enhance consumers' trust in the enterprise; Concept of employing people: explain the values of enterprise talents to attract more talents to join the enterprise; Intuitive embodiment of corporate culture. Through publicity, deepening employees' sense of identity with the enterprise and enhancing the brand image is the first step for the enterprise to establish a brand image. Different websites have different functions in the visual presentation of brand information.

(1) official website, Group, stable communication, simple layout design, let the audience ignore the form of information bearing, and pay attention to the information itself instead, and guide the audience and the core concept of the enterprise to go deep into * * * and fully believe in the corporate brand.

(2) brand station is a UE that dynamically conveys and vividly interprets brand characteristics. It integrates and uses the most advanced multimedia technology, and combines perfect interaction and visual design to maximize brand value and bring users the best operating experience.

(3) Sub-stations, with the strongest pertinence, release corporate brand image from all directions and angles for accurate communication. Supported by service, diversification and personalization, we will steadily implement the brand extension strategy, give play to the "long tail" benefit, and spread and extend brand awareness stably and for a long time.

(4) The special station, which has high requirements on information release time, carries a large number of information consultation and rapid release, gathers the latest technological achievements, latest activity topics and dynamic information of enterprises, effectively introduces website traffic, and enhances brand value in a centralized and timely manner. These are all issues that we should consider when instigating brand information management consulting of group enterprises.