Standardized steps of the hottest brand strategic

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Standardization steps of brand strategic planning

some people call the brand an economic "atomic bomb", and 38million people eat at McDonald's every day; 1billion people use Gillette products every day; 150million Unilever products are sold every day

some people call the brand the "killer mace" to defeat the enemy. We have witnessed with our own eyes that Coca Cola, KFC and other international brands have overcome all obstacles in the Chinese market

Chinese enterprises have grasped the power of the brand and have taken up the sharp weapon of the brand. However, at present, many Chinese enterprises are good at marketing planning and advertising creativity, but they are negligent in brand strategy management, which also leads to the "flash in the pan" fate of many Chinese brands. The average life span of Chinese brands is only 7.5 years

if an enterprise wants to build a strong brand, it must carry out brand strategic management. So, how to plan the brand strategy? The author concludes that the following eight moves should be taken well:

first step, brand physical examination diagnosis

brand pulse check-up is the first step to determine the success of brand strategic planning. This step is just like the first button when we wear clothes. If the first button is wrong, the next one must be wrong. Therefore, brand physical examination is a very rigorous and meticulous work. Even if you make a small mistake, you will make a mistake and lose the overall situation

the contents of brand physical examination research include: the market environment where the brand is located, the relationship between the brand and consumers, the relationship between the brand and competitive brands, the brand assets, as well as the brand's strategic objectives, brand structure, brand organization, etc

brand physical examination lays the foundation for the next few steps of brand strategic planning from questionnaire design, quality control to statistical analysis and conclusion

for example, after seven years of obscurity, the red canned beverage Wanglaoji, after careful market research by Chengmei company, found that consumers especially want to prevent getting angry when eating. However, cola, tea drinks, mineral water, fruit juice, etc. in the current market obviously do not have this function, so they identified the brand appeal point of "preventing getting angry", which made Wanglaoji stand out from 1. Equipment running for a long time and quickly became popular

on the contrary, Coca Cola has also fallen into the trap of brand research. In 1982, Coca Cola spent two years and millions of dollars to conduct market research, which resulted in wrong conclusions and changed the traditional formula with a history of 100 years. In the eyes of consumers, giving up the traditional formula is tantamount to giving up the American spirit. As a result, it was strongly resisted and had to use the original formula again

step 2: plan the brand vision

the brand vision is like a beacon in the fog, pointing out the direction for the ship

in short, the brand vision is to tell consumers, shareholders and employees: what is the future development direction of the brand? What will the brand achieve in the future

for example, Samsung's brand vision is to "become a leader in the digital integration revolution"; Sony's brand vision is "to entertain all mankind - to become the leading brand of entertainment electronic consumer goods in the world"; Hisense's brand vision is "Sony of China". These brand visions clearly convey the future direction and objectives of the brand

so, how to develop the brand vision? We should seriously consider these questions:

1. What market do we want to enter? How about the market environment

2. What are the effective resources that enterprises can invest

3. What are the financial objectives of the enterprise? What role does the brand play in these goals

4. What is the current status of the brand? What are the expected future goals

5. Can the current brand achieve its future goals

step 3: refine the core value of the brand

the core value of the brand is the soul and essence of the brand and the center of all marketing and communication activities of the enterprise

the following principles should be followed in refining the core value of the brand: 1. The core value of the brand should have distinct personality. In today's society with diversified demands, no brand can become a "panacea" for all. Only highly differentiated and distinctive brand core values can be "a little red in the green" and attract consumers' attention at a low cost. For example, Coca Cola's "optimism" and Haier's "sincerity". 2. The core value of the brand should be able to stir the heartstrings of consumers. To refine the core values of the brand, we must figure out the values, aesthetics, preferences, aspirations, etc. of consumers and move their hearts. 3. The core value of the brand should be inclusive, and the embedded pipeline should be extended for the future brand. If, with the development of the enterprise, the brand needs to be extended, and the original core value of the brand can not contain new products, then it will cause huge waste

step 4: formulate the brand constitution

after the core value of the brand is determined, the brand constitution should be formulated around the core value of the brand to make it operable after the suspension of trading for more than 3 months due to major asset restructuring

brand constitution is the law governing all marketing communication activities of an enterprise. It makes all marketing communication activities of an enterprise have laws and rules to follow

brand constitution is composed of brand strategic framework and brand identification system

brand strategy framework mainly determines the following issues:

1. Whether the enterprise adopts single brand strategy or multi brand strategy, guarantee brand strategy, etc

2. How to deal with the relationship between enterprise brand and product brand, whether to adopt "P & G Pantene" or just like SMH, we don't want consumers to know radar at all. Longines is the brand of SMH

3. When developing new products, the enterprise should use new brands, or use old brands to extend, or use sub brands to show the personality of new products

4. The number of new brands and sub brands is appropriate

5. How to give full play to the counter effect of the sub brand on the main brand

and so on...

brand strategic architecture is a major event related to the development of enterprises. Whether the strategic architecture decision is correct or not will lead to the gains and losses of hundreds of billions of assets of enterprises, and even the fate of enterprises. For example, Nestle Company once launched "floating blue" mineral water, but the investment was huge, with little effect. In 2001, Nestle changed to "Nestle" as the brand of mineral water. As a result, it did not make a lot of advertising investment, and the product quickly occupied the market. If Nestle fails to take timely and decisive measures, hundreds of millions of expenses will be wasted

brand identification system includes: brand product identification, concept identification, visual identification, temperament identification, behavior identification, identification, etc. in these identification systems, the enterprise concept culture, values and mission of a brand, brand product quality, characteristics, uses, grades, brand product packaging, VI system, film and television advertising, posters, brand temperament characteristics The status of the brand in the same industry, the corporate social sense of the brand, the corporate behavior system of the brand, the employee behavior system, etc

these brand identification systems specifically define the standards and directions of enterprise marketing communication activities, making the abstract concept of brand core value operable for effective docking with the daily activities of enterprises. Break down the literal things of brand strategy into product R & D, production, quality, features, channels, advertising, promotion, services, and even the behavior of each employee

for example, McDonald's hamburger has very particular ingredients, which must be mixed with 83% shoulder meat and 17% streaky meat, reflecting its product characteristics; The price of Parker pen at 1000 yuan reflects its product grade identification; The romantic and elegant plot of Changyu dry red advertising film reflects its temperament recognition and so on

step 5: set up brand organizations

at present, many Chinese enterprises attach great importance to brand management, but the organizational structure of brand management is not scientific. Many enterprise brand managers are set up in the marketing department, which is equivalent to the general advertising manager. Their role is only advertising, visual design, etc., and they have not yet played a role in the brand strategy management

in a real brand management company like P & G, the brand manager is almost the "small general manager" of a brand. They are responsible for solving all problems related to the brand, mobilizing all the company's resources through communication and persuasion, and serving the brand building. This positioning makes them the real owners of the brand

of course, there is no one size fits all rule for the establishment of brand management organization, and it is not advisable to copy "P & G" mechanically. Enterprises should combine their own conditions

for enterprises with strong strength and many brands, we can learn from the experience of P & G. for example, Shanghai Jiahua has achieved success in implementing the brand manager system

for most other enterprises with brand as their core competitiveness, it is suggested to establish a brand management organization headed by the vice president of the company who is proficient in brand, mainly in the charge of the marketing department or the public relations and planning department, with the participation of other departments, so as to effectively organize and mobilize the resources of all departments of the company and serve the brand building. Brand management organizations should have the right to develop and manufacture products, control market expenses, and set product prices, so as to grasp the general direction of brand development

step 6: brand communication and promotion once the brand strategy is determined, it should carry out all-round and multi angle brand communication and promotion to make the brand deeply rooted in the hearts of the people

there is no unchanging model for brand communication and promotion. The advertising bombing of melatonin stands out, and the non advertising operation of Starbucks is still outstanding. Enterprises should formulate corresponding communication and promotion strategies in combination with their own conditions

brand communication and promotion should follow the following principles:

1. Reasonable layout and use of advertising, public relations sponsorship, hype, market vividness, relationship marketing, sales promotion and other means. For example, Coca Cola donated more than 50 hope primary schools and more than 100 hope libraries in China, bringing more than 60000 children back to school. A single advertisement can only improve brand awareness, which is difficult to form a brand reputation, and even more difficult to accumulate a brand culture

2. Select appropriate media and determine media communication strategies according to the catalyst habits of target consumer groups. The media does not have to be CCTV or satellite TV, but it must be suitable for the product stage and the market stage

3. Brand communication should follow the focus principle. Do not blindly throw limited resources like pepper, but make reasonable planning and focus to "concentrate forces to fight the war of annihilation" in a regional market. For example, when the brain white King Kong came out, Shi Yuzhu borrowed 500000 yuan from his friends and invested 100000 yuan to advertise in Jiangyin, a small county in Wuxi, which soon produced a market effect in the local area and made a good first step for him to enter the national market

4. Brand communication should be sustained. Brand promotion is a systematic project, which requires long-term investment and persistence. The result of "rat gnawing at the warehouse" can only be that all previous efforts are wasted and half done

step 7: persistently adhere to

a strong brand is not created by creativity, but by "persistence"

once the core value of the brand is determined, all marketing and communication activities of the enterprise should persist in maintaining it with the determination of dripping water through the stone, which has become the secret of creating a century old golden brand of world-class brands

horizontal adherence: in the same period, the packaging, advertising, public relations and market vividness of products should be surrounded

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