regional brand

Domestic brands

International brand

Manufacturer brand

Operator brand

private label

foreign brands

Grafting brand

capital goods brand

Daily necessities brand

luxury brands

Based on "Brand building is a chain"

Mainly includes brand creation or promotion management, brand operation management, brand maintenance management, brand asset management, etc.

corporate brand strategy

Brand positioning strategy

The specific content of brand communication

Specific implementation of brand communication plan

It is to think about the specific content of brand building from the perspective of corporate development strategy. It is the guiding ideology for companies to implement a series of business strategies to enhance brand competitiveness. Its core is to refine the brand's value concept (BCV) and systematically run through the series of corporate brand building. In business activities

Macro-level brand management strategy

Meso-level brand management strategies

Micro-level brand management execution

Identify and establish brand planning and master the core values ​​of the brand

Plan and execute brand marketing activities and clarify the main tasks of brand management

Assess and interpret brand performance, build and implement brand equity assessment systems

Enhance and maintain brand equity and maintain sustained growth of brand equity

brand extension strategy

brand maintenance strategy

Brand innovation strategy

Determine brand target market

Determine brand competitive advantages

Identify brand similarities and differences

Clearly communicate brand benefits that meet the needs of target groups

Comprehensively consider the characteristics of consumers and products themselves, the company's resource conditions and the differences among competitors to achieve an organic combination of brand differentiation and brand positioning

Correctly handle the relationship between brand positioning, brand commitment and integrated brand communication

Product function positioning strategy

Grade and price positioning strategy

consumer group positioning strategy

Emotional Positioning Strategy

The general principle is that naming should be flexible

Brand packaging is the overall packaging for the brand name based on the sales function of the packaging.

explicit

implicit

Explicit brand image management content is the premise and material basis of implicit brand image management content

Brand image arises from the marketer's concept of brand management. Brand image is a method of brand management.

Consumer image is the reflection and re-creation of the fusion of consumer social attributes and brand image, and is another important driving factor in brand image creation.

Brand communication management is the basis for the formation of brand intangible assets and an effective means for enterprises to meet consumer needs and cultivate consumer loyalty.

Identification elements of brand communication

Brand communication related information

mass brand communication

Niche brand communication

Interactive brand communication

Integrated brand communication

Brand recognition effect of communication of brand identification elements

Brand emotional effects of brand-related information dissemination

Consumer purchasing decision-making effects based on brand cognitive effects and emotional effects

Build a corporate brand crisis early warning system

Establish a brand information detection and diagnosis system

Improve corporate brand crisis response mechanism

Enhance corporate brand crisis transformation capabilities

step

Dimensions

Internal branding system

Brand external environment system

Investment in marketing activities

activity multiplier

customer mind

customer multiplier

Brand performance (profitability)

market multiplier

shareholder value

Obtain a unique brand identity

Carry out brand marketing activities

Continuous repetition helps brand recall

Enhance the intrinsic value of the brand

Optimize service experience

Build good social public relations

Improve customer satisfaction

Increase customer switching costs

Carry out full life cycle management

replacement cost method

direct assessment method

Market/Customer Impact Assessment Method

Intel brand evaluation method

Brand Equity Assessment Model

BRANDZ model

Aaker model

brand resonance model