Brand comes from strategy, brand leads strategy

Goal - Continue to grow sales, increase premiums, reduce marketing costs, and increase competitive advantage

The battleground – the consumer mind (offering consumers a specific set of features, benefits and services)

Positioning - advertising, public relations, promotion and other communication activities under the constraints of the Constitution

Means - Brand positioning runs through a series of marketing and communication activities

Start over Emphasis on process and results

Goal - Increase market sales (selling goods)

Battlefield - Consumer Behavior (Deeply explore the connotation of the product itself, meet consumer needs, and let consumers understand the product)

Positioning - Constitutional formulation and law enforcement inspection

Means - product packaging, advertising, promotion plans, investment and channel plans, etc.

Focus on process and results

Brand business focus—overlapping of brand work and marketing work

1. Brand positioning - define value

2. Brand expression - communication value

3. Fulfill promises – deliver value

Brand image in the minds of the audience

Brand——VI&Naming: positioning, characteristics, structure

Branding - brand communication

Branding is to continuously increase the value of Brand assets