Brand planning, in short, is the process of shaping the brand.

Under the background of globalization, the market competition is becoming increasingly fierce. Brand is a stepping stone for enterprises to knock on the market. For enterprises, the establishment of word-of-mouth brand is the capital that enterprises can stand on for a long time.

First, analyze the market and find the "pain points" of consumers.

2018165438+1October 14, the netizen "Mr. Hua lost his golden hoop" exposed the health chaos of many five-star hotels, involving many well-known corporate hotels such as Sheraton, Waldorf Astoria and Peninsula, and the hotel health and safety crisis was once set as the highest level.

But in fact, as early as 20 16, Hanting, the pioneer of budget hotels, has noticed the crisis of health trust that will occur two years later-the pain point of consumers staying in hotels is hotel hygiene.

Hanting, the first to realize this, immediately started a healthy upgrade to help consumers solve the pain points.

For a time, the slogan of "love cleanliness and live in Hanting" was deeply rooted in people's hearts and became a great opportunity for Hanting's turnover growth.

For enterprises, solving problems for consumers is an important link for brands to create value and become consumers' first choice brand. Under the current epidemic situation, consumers pay more attention to public safety, online education, telecommuting and other issues. Enterprises can start with brand correlation, actively innovate, link services/products with consumer demand, and create value for consumers.

Second, psychological orientation, to create a brand super symbol

20 15, Zhang Jingkang entered the white-hot industry-shoes and clothing 5000 yuan.

At that time, when Anta, Adidas, Xtep and other shoes and clothing brands were fighting, Zhang Jingkang, who went in with 5000 yuan, was not conspicuous.

Occupy the blank market and create a brand super symbol ... In just three years, the brand net worth founded by Zhang Jingkang soared to 4 billion, and the advertisement successfully boarded the CCTV golden file and became synonymous with the elderly shoe market.

Zhang Jingkang's success is based on brand differentiation. Entering the category of shoes for the elderly, Zhang Jingkang explored a "virgin land" that is still blank in the highly competitive shoes and clothing market with profound market insight, industry insight and consumer insight.

In terms of layout, Zhang Jingkang firmly grasped the spiritual orientation of "old people should wear old people's shoes" and launched a series of brand LOGO, brand advertising slogans and brand slogans. Implant "focus on shoes for the elderly" into the hearts of consumers. Under the dual support of theory and symbol system, Zulijian accelerated the research and development of patented products suitable for the elderly, and successfully earned more than 100 million yuan in 20 18 Double Eleven, becoming the number one seller of men's shoes.

For enterprises, brand positioning needs insight into industries, markets and consumer groups, and carries out value positioning, product positioning and industry positioning from the needs of consumers. In brand layout, brands should try to avoid the same positioning, start with market segments, and complete the occupation of brands and consumers' minds.

Third, borrow some marketing to fully promote the brand.

4. 1 day later, "lower than Luo Yonghao" became a new marketing buzzword.

JD.COM, What's Worth Buying, Pinduoduo and other platforms launched a number of products similar to those of Luo Yonghao when Tik Tok premiered on April1,and won the attention of consumers with the stunt of "lower than Luo Yonghao".

For enterprises, this is just one of countless marketing opportunities. On April 3rd, numerous marketing numbers began to analyze "Luckin Coffee forged transactions of 2.2 billion". For the traffic of "Luckin Coffee", countless brands flocked to start corresponding lending marketing.

For enterprises, taking advantage of marketing is an excellent opportunity for publicity and promotion. On the one hand, it saves the cost of advertising production, on the other hand, it can also flood in a lot of traffic to create momentum for the brand.

When there are no hot spots, brands also need to explore hot spots themselves and spread them in real time. For example, the hot spot of "fans who won tea in the lottery", Xicha personally made fun of it and once boarded a hot search, which brought free exposure and promotion to Xicha.

For enterprises, we should pay attention to the timeliness and relevance of hotspots and output hotspots with content. At the moment when COVID-19 casts a shadow on China and even the global economy, enterprises need to deliver positive energy when doing hot marketing, and create more valuable content for the society.

The above is "What does brand planning do?" In the whole content, Bian Xiao brings more aspects such as brand planning, visual design, network-wide promotion, film and television advertising, and new media operation.