Cultural connotation of brand: In fact, the first two can belong to the category of brand culture, but in order to facilitate the distinction and understanding, the brand culture here only includes: brand responsibility, brand spirit and brand value; As mentioned earlier, word of mouth is the main premise of brand formation, and brand culture is the condition of word of mouth formation. Brand positioning: Brand positioning is very important according to different products and markets. If the brand positioning is not accurate, after all, the brand that the enterprise has devoted itself to building will be destroyed. A brand must be positioned at the low end, the terminal and the high end. Then carry out brand building and marketing according to our market positioning. For example, the Yangshengtang in Dongguan has a membership fee of 200,000, which is publicized to all women. I estimate that there is almost no chance of survival. But they are very clever, and their orientation is to establish aristocratic families and make a big fuss about women's vanity. Brand communication: When we talk about brand communication, people will immediately think of the brand slogan of a certain brand. Yes, advertising language is indeed an important part of brand communication. For example, many advertising languages that we are familiar with can be said to be memorable and household names. But it is not the whole of brand communication. Although it stimulates our feelings and cognition of a brand, it can't be expressed simply by a slogan, and it must be combined with the corresponding situational model. Otherwise, its effect will be greatly reduced. In its situational mode, its images, scenes, sounds and plots will stimulate our perception and understanding of advertising language. And all this is just a way of spreading our brand. Some people may ask why brand communication is a brand element, because in the early stage, we have the responsibility to share good things with everyone. In the medium term, it will affect the development of our brand; Later, he will be remembered by our brand.

Programme implementation and execution. People with some management experience actually know pdca management cycle. This is a model of any project management. Because our scheme has been transformed into a kind of project management after its formation.

First, according to the specific situation of enterprises, we should provide brand development suggestions for enterprises, and then carry out brand positioning according to the actual situation of enterprises;

Second, I feel that without a sincere and responsible attitude, things can't be done well; A good product is destined to require hard work and level. The construction and planning of graphic brand is a creative work that needs comprehensive quality very much, and it also needs the execution ability and level of Jedi. Some people describe it this way: the same chef, but the dishes made according to different raw materials are quite different.

Third, its own marketing level is also an important factor restricting the quality of brand planning.