For an enterprise, it is very important to do a good job in brand planning and positioning, but it needs to communicate and cooperate with a marketing consulting company, so that more effective plans and measures can be formulated, and it can also enable the enterprise to Stand out among many competitors. However, enterprises need to grasp the four major principles when carrying out brand planning and positioning, which will also have many benefits for the development of the enterprise.
1. Implement brand recognition. When a brand positioning is clear, the core value of the brand identity can be reflected and extended. The value proposition of brand identification is mainly used for brand positioning after integration, but in most cases, the connotation of the former (brand positioning) is significantly greater than the latter (brand identification).
2. Target the target consumers. Brand positioning must set a specific communication target, and these specific targets may be only a part of all the target targets of the brand.
3. Actively spread the brand image. Brand positioning can be seen as a bridge between general brand identity and brand image, and can also be seen as a tool to adjust the relationship between brand identity and brand image. It is mainly implemented through positioning, communication, strengthening, expansion, and image modification. accomplish.
4. Create brand differentiation advantages. Competitors are an important factor that affects a company's brand positioning. It can be said that if there is no competition, brand positioning will lose value. Therefore, brand positioning essentially requires that it must demonstrate its advantages over competitors. Specifically, by conveying differentiated information to consumers, the brand attracts consumers' attention and recognition, and then occupies a unique and valuable position in consumers' minds. To achieve the above goals, the main method is discovery and replacement.
Competition in any industry is very fierce now. If you want to get a head start among many competitors, you must understand the market and consumers so that you can appropriately adjust your business strategy. , but also need to carry out publicity and promotion to enhance the brand's popularity, so that the company can have broader development prospects. Traditional corporate brand marketing channels have become useless. Enterprises must open up more corporate brand promotion channels. With the development of the Internet, companies see hope. The huge market of the Internet makes it impossible for any company to ignore its existence. Internet brand strategy will become the main brand strategy of enterprises in the 21st century. In this regard, this issue of International Brand Network (br8.com) will briefly discuss how to plan and build corporate online brands.
Online Brand Strategy 1: Naming Strategy
Brand naming is the first step in brand building. Choosing an online brand name is crucial to competitive advantage. Some studies believe that a good brand name reflects the characteristics of the target market and creates a unique and memorable product image. It is important that the brand name is easy to understand, pronounce and spell, requiring consumer testing to be confident that the brand choice is appropriate. A brand name is a long-term investment, so the evaluation process for brand naming must also be quite rigorous.
Online Brand Strategy 2: Visual Image Strategy
An online brand must not only have a resounding brand name, but also have a bright visual image (brand logo), the brand’s vision Image plays an important role in corporate image and brand equity. Good logos depend on corporate goals; the best logos are those that are recognizable and meaningful, and create positive feelings. Highly recognizable logos are often unforgettable because they are unique in some way. This uniqueness results in consumers not only correctly identifying the logo, but also associating the logo with the brand or company. It is crucial that the logo generates positive feelings, as the emotion is expected to transfer from the logo to the brand or company.
Online brand strategy three: three-dimensional brand strategy
In traditional fields, the implementation of multi-brand strategy is an important means for modern enterprises to compete in the market. In the face of the changing needs of consumers, Enterprises have to try their best to diversify their product and service demands, and implementing a multi-brand strategy is an inevitable choice.
Internet Brand Strategy Four: Internet Brand Merger Strategy
This trend is caused by fierce competition on the Internet. In order to seize market share, conventional market expansion methods are undoubtedly slow and the most direct. The best way is to merge with other companies, directly bring the other party's market share into its own scope, and at the same time eliminate competitors.
Online brand strategy five: Internet brand change strategy
In the market, brands often change due to various reasons. The reasons for the change are roughly as follows.
① The brand is not managed well and cannot continue to survive, so it has to give up the original brand.
②Expand new business areas. The original brand is not suitable for future development due to image positioning reasons, and a new brand must be chosen.
③Changed due to corporate mergers and other reasons. When companies merge and the market is reorganized, the market value of the original brand also changes and is replaced by a new brand or the brand of the person who will be merged.
④In order to adapt to the changing needs of consumers, the image needs to be constantly updated. Original brands are often changed by operators. In most cases, the brand image is changed, such as the visual expression. However, when consumers have undergone major changes in behavior due to changes in the times, it is impossible to completely change the brand. Averted.
Science and technology are constantly advancing. The above five major online brand strategies shared by the International Brand Network (br8.com) are for reference only. The specific corporate brand building process is very complicated and long, and companies need to continuously improve their products. quality, optimize industrial institutions, and enhance the core competitiveness of enterprises. International Brand Network was founded in 2003 and is jointly invested and managed by Tianzhan Network and a number of senior enterprises. At present, it is jointly operated by Guangzhou Tianzhan Network Technology Co., Ltd. as one of the operating entities. International Brand Network has many years of high-quality resources, channels and powerful partners in various fields of the Internet. Because it is professional, it is excellent. According to the classification method of WBSA (World Business Planners Association), brand planning is divided into five major areas:
1. Strategic planning: formulating new long-term development plans for the enterprise. The strategic planning plan is an ideological system that includes market opportunities, fundamental purposes, main means, competitive means, and action steps. With the support of existing advantages, "market opportunities" enable enterprises to ensure victory in hand-to-hand battles and reflect new advantages: "competitive means" are tools to maintain established advantages until the goals are achieved. Unique resources, organizational culture, management Technology, patented technology, etc. are all typical means of competition: "Purpose" is the ultimate value of the organization, such as achieving social harmony: "Goal" is an indicator of the specific degree of realization of the "goal", such as achieving a well-off level: "Goal" and The "goal" is sometimes the same and sometimes different: "action steps" are the stages of progress toward the goal, which facilitates the identification of priorities and the understanding of the logical relationship of the strategy.
2. Ecological planning: It is to formulate a new plan for the organizational survival status under a specific time and environment. The ecological planning plan is the sum of the main relationships between the company's various businesses, between various partners, between various internal departments, between inputs and outputs, and between goals and objectives. Ecological planning aims to promote the organization to exist in harmony with the current environment. It is the guarantee for realizing the strategy and serves the corporate strategy. For example, industrial planning (design of diversification or specialization), design of business methods, etc. If strategic planning is to plan a "big river", then ecological planning is to plan "river sections" or even design "sections".
3. Financing planning: Formulate new plans for enterprises to obtain or use resources while delaying costs. Financing planning is an operating system that includes resource discovery, identification, development, utilization, and processing. Financing is generally carried out at three levels, namely capital, brand and product. Financing must use funds represented by capital, intangible assets represented by brands, and tangible assets represented by products. The resources incorporated are nothing more than capital, brand, and product resources.
Financing planning is the basic guarantee for scale expansion in the process of corporate strategy: Financing planning is the main aspect of the external realization of the ecological value of the organization. An ecology that cannot be integrated into resources is a bad ecology. On the contrary, there is no good integration of resources. , the corporate ecology is also difficult to optimize: financing planning also poses tasks for management planning.
4. Management planning: Develop new plans to coordinate non-human resources and human resources. The management planning plan is an operating system that includes organizational setup, job setup, job standards, business processes, guarantee mechanisms, etc. Planning and management are divided into two processes: decision-making and execution, but the management responsible for execution also has a problem of continuous innovation. The new plan generated by management planning is an important strategic means in the strategic planning plan, an important tool for adjusting the corporate ecology, and a process of digesting and transforming non-human resources into new corporate value.
5. Marketing planning: Develop new plans for realizing product, image and other organizational values ??in the market. The marketing planning plan is an operating system that includes product positioning, price positioning, channel positioning, market positioning, promotion methods, etc. It is one of the strategic means of the enterprise, the interface connecting the enterprise with the external environment, the purpose of enterprise financing, and the final test of the quality of management planning. At present, many planners mainly focus on the field of marketing planning.
In layman’s terms, strategic planning manages the process of the enterprise, ecological planning manages the current status and status of the enterprise, financing planning manages the nutrition the enterprise takes in, management planning manages the digestion and absorption of resources by the enterprise, and marketing planning manages the enterprise’s output transformed from nutrition. motivation.
In specific planning, there are generally no boundaries in the planning field. A comprehensive planning plan is likely to include or even all planning fields.
It can be seen that if you want to be a planner, you must be an all-rounder and generalist. However, for many people, mastering so much knowledge, skills, especially some valuable experience, and It cannot be achieved overnight. Therefore, planners must continue to learn and comprehend. In this way, we will continue to make progress through repeated learning.
Shopping malls are like battlefields. In a rapidly changing economic environment and facing a consumer market with different styles, management functions such as organization, coordination, control, and supervision have become increasingly difficult to adapt to the needs of market competition. The wise survive, and planning begins to enter the stage of management in the era of knowledge economy.