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MindMap Gallery Brand management
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Brand management
The mind map of brand management, such as brand positioning, which is the starting point of brand marketing, is to occupy a unique position in the brains of target customers, that is, to form a valuable phenomenon compared with other brands.
Edited at 2023-07-17 17:12:30
- Valentine's Day marketing campaign
This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
- 30 Creative Ideas for Valentine's Day
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
- Milano Cortina 2026 Ice Hockey Schedule
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
Brand management
- Valentine's Day marketing campaign
This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
- 30 Creative Ideas for Valentine's Day
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
- Milano Cortina 2026 Ice Hockey Schedule
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
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- Outline
brand
Chapter 1 Introduction to Brand
Section 2 Expansion of brand extension
Tangible product brand
Refers to brands of tangible products, such as L'Oreal and Wahaha
service brand
It refers to the brand using intangible services as the carrier
FedEx, Citibank
organizational brand
Refers to the brand taking the organization as the carrier
Procter
personal brand
Refers to the brand using individuals as its carrier
event branding
Liby laundry detergent named "The Voice of China"
geographical brand
Wuyishan Dahongpao
Chapter 2 Brand Positioning
Section 1 Overview of Brand Positioning
The connotation of brand positioning
positioning theory
Brand positioning is the starting point of brand marketing. It is to occupy a unique position in the brains of target customers, that is, to form a valuable phenomenon compared with other brands.
describe
Target customers
Refers to the potential customers that the brand selected through market segmentation wants to satisfy.
customer request
Refers to identifying or creating customer needs to clarify which needs the brand wants to meet.
brand benefits
Refers to the unique value that a brand can provide to customers, which can effectively attract customers
reason
Refers to persuasive evidence provided for the brand’s unique positioning, such as unique packaging, etc.
competitive framework
Refers to the category of the product and its competitors
Brand characteristics
Refers to the unique personality of a brand
Principles of brand positioning
Based on customer needs
Highlight differentiation from competitors
concise and to the point
consistent
Section 2 Brand Positioning Decision-making Steps
Consumer demand analysis
Brand competitor analysis
Enterprise resource advantage analysis
Determine brand positioning
Communication and monitoring of brand positioning
Chapter 3 Brand Design
Section 1 Brand Name Design
concept
Brand name is the part of brand identity that can be expressed in words and communicated in language, also called "product name"
significance
Brand names can provide brand associations
The brand name can interpret the core value of the brand from different aspects and become the best carrier for brand communication.
When a new brand enters the market, the brand name has the greatest impact on consumers.
A successful brand name can strengthen the professionalism of its brand's core values and thus generate huge influence.
in principle
legal aspect
have legal validity
Brand naming should be protective
marketing level
The brand name should be easy to remember
The brand name should take into account the perception of target consumers.
The brand name should vividly reflect the brand positioning
Brand naming should keep pace with the times and highlight the characteristics of the times
Establish uniqueness among the competition
language level
The language is easy to read and catchy.
Clear introduction
Unique idea
The semantics should be able to inspire positive associations
type
Regional naming
Character naming
Target customer naming
Image naming
Enterprise naming
Interest value naming
Number naming
Naming program
propose alternatives
Evaluation options
Quiz analysis
Adjust decisions
Confirm naming
Name update
Reasons for brand update
Keep pace with the times and keep the brand from falling behind
Brand positioning adjustment
Corporate mergers and acquisitions and other situations
Issues to note when updating
Do preliminary research work
Standard updates cannot deviate from the core values of the brand
Demonstrate and publicize extensively
Chapter 4 Brand Image
Section 3: Building Brand Image
Company image building
Corporate image
corporate philosophy image
corporate behavioral image
corporate visual image
Entrepreneur image
front desk image
employee image
external image
inner image
Product image building
product function image
product experience image
product symbol image
User image building
membership club form
conceptual group form
Chapter 6 Brand Communication
Section 1 Brand Communication Model
Definition of brand communication
Communication process model
Brand message sender
Consumer demand information
Information about the product itself
Brand message recipient
Brand information
brand communication media
Brand information encoding
Decoding brand information
reaction
feedback
noise
Communication audience response model
traditional response hierarchy model
AIDA model
effect hierarchy model
innovation diffusion model
information processing model
New reactive hierarchy model
standard learning model
Dissonance/Attribution Model
Low Involvement Response Hierarchy Model
Section 3 Brand Communication Strategy
advertise
News report
public relations communication
event propagation
implanted communication
Film and television placement
Literary work placement
Online game implantation
experiential communication
Entrepreneurial Communication
Steve Jobs speech, Dong Mingzhu
social network communication
SNS is a social network, which is an Internet service created by people based on the six degrees of separation theory to face social networks.
Chapter 7 Brand Crisis Management
Section 1 Overview of Brand Crisis
concept
Brand crisis refers to the unexpected damage to the brand image and the reduction of brand value due to unexpected reasons within and outside the organization, and the resulting situation that puts the organization into difficulty and danger.
Characteristics of brand crisis
Sudden
destructive
Diffusion
Attention
passivity
Classification of brand crisis
Sudden brand crisis
Progressive brand crisis
Causes of brand crisis
elements within the organization
brand deception
Brand aging
Excessive price war
brand culture conflict
factors outside the organization
Factors from competitors
Factors from the media
factors from other aspects
force majeure
social force majeure
natural force majeure
Section 2 Brand Crisis Management
concept
Brand crisis management refers to a series of measures taken by enterprises to prevent, get rid of, and transform crises in order to maintain the normal operation of enterprise production and operations. It is a positive and proactive way for enterprises to get rid of difficulties and turn crises into opportunities, thereby promoting the development of enterprises. business management process
Brand crisis prevention
Establish a sense of group brand crisis within the enterprise
Strictly monitor all aspects of corporate operations
Establish a crisis early warning system within the enterprise
Establish information monitoring system
Establish a brand crisis public relations team
Develop coping strategies
Brand crisis management
Crisis management principles
Quick response principle
Principle of sincerity
proactive principle
Pay attention to the principle of customer interests
The principle of unified caliber
Principle of full participation
General measures for crisis management
Immediately set up a crisis management team to fully control the spread of brand crisis
Implement appropriate crisis management measures quickly
Do a good job in crisis communication
Crisis communication for victims
Crisis communication for the media
Crisis communication for internal employees
Crisis communication for superior departments
Crisis communications for other stakeholders
Brand crisis follow-up management
Handling legacy issues
Internal measures
external measures
Handling hysteresis effects
Chapter 8 Brand System Strategy
Section 1 Single Brand Strategy
Single brand strategy definition
It refers to the unified use of one brand name for several different products produced and operated by an enterprise.
Types of strategies
Product line brand strategy
All products on a production line use one brand
scope brand strategy
Enterprises use a unified brand for different products of the same quality or grade
Same thing, different style
Disadvantages: Not enough distinctive personality
umbrella brand strategy
All products produced by the company use one brand
advantage
It is helpful for enterprises to establish a unified brand image and improve corporate visibility.
It is helpful for enterprises to concentrate resources, save promotion costs, and achieve brand scale benefits.
Conducive to new products entering the market and shortening the investment period
shortcoming
Single positioning, unable to seize various market segments
Businesses take high risks
Integration is difficult and brand image is difficult to clearly define
Application conditions
Carry out accurate brand positioning and define the scope of brand use, so that the positioning covers the present and the future at once
The new products launched by the enterprise should have considerable strength among similar products.
When a company launches a new product, it must consider the correlation between the new product and the company's existing successful brand.
Section 2 Multi-brand strategy
Enterprises use different brand marketing strategies for their products according to different target markets.
Advantages of a multi-brand strategy
Be flexible
Ability to fully adapt to market differences
Helps increase product market share
Can increase the enterprise's ability to resist risks
shortcoming
Difficult to manage
Increased cost
May cause competition among brands of the same company
Application conditions
consumer perception
Enterprise's own capabilities
competitive situation
Industry characteristics
Section 4 Co-branding strategy
connotation
advantage
Complementary advantages and resource sharing can be achieved in joint brands
Co-branding can reduce brand operating costs
Co-branding can increase the value of brand equity
Brand equity is the value that is closely linked to a specific brand and is reflected by providing additional benefits to consumers and businesses beyond the benefits of the goods or services themselves.
shortcoming
When products, brands and corporate images are inconsistent, not only is it not conducive for the company to form a unified operating strategy, present a consistent brand image to consumers, and create new competitive advantages, but it will also damage the rights and interests of the respective brands.
Among two or more companies that cooperate with each other, if any one of them is in crisis, it will have a linkage effect and affect the joint brand.
Undermining strategic coordination
How to co-brand
Industrial integrated joint brand
vertically integrated co-branding
Refers to two or more brands participating in more than two consecutive stages of the industry chain
Horizontally integrated co-branding
Enterprises focus on a certain link in the industrial chain, such as controlling the manufacturing of key components, and entrust other companies to complete other links.
Technology-driven co-branding
Refers to a joint brand formed by grafting and combining technology brands and corporate brands.
Market-driven co-branding
Refers to the process of creating a joint brand between two or more corporate brands. . . . .
Chapter 9 Brand Extension
Section 1 Overview of Brand Extension
definition
Companies use already successful brands to launch new or improved products
Reasons for brand extension
Halo effect is the consumer psychological basis of brand extension
Brand extension is the result of the comprehensive strength of the enterprise
Brand extension is the need for long-lasting brand
Brand extension is the need to avoid business risks
Brand extension is the need to find new profit points
advantage
Brand extension can speed up consumer acceptance of new products
Brand extension helps reduce market risk for new products
Brand extension helps strengthen brand effect
Brand extension helps broaden consumers' horizons and enhance their purchasing desire
shortcoming
Damage the original brand image
Contrary to consumer psychology
It is easy to form a seesaw phenomenon of one ebb and flow.
produce linkage effect
Dilute the core value of the brand
Section 3 Brand Extension Strategy
Industrial extension
Industrial chain brand extension
A brand strategy that uses the same brand name as much as possible for an existing industrial chain
Relevant brand extension
Highly relevant brand extension
A brand extension in which the products under the extended brand have a high correlation with the original brand in terms of core technologies.
low relevance brand extension
Irrelevant brand extension
Extended brands cover different types of products in different industries to meet a variety of needs
Product line extension
extend upward
Add high-end product production lines to the product line to enable products to enter the high-end market
extend downward
Two-way extension
Chapter 10 Brand System Management Organization
Section 3 Emerging Brand Management Organizations
New organizational form of brand management
Category brand manager system
Function
Coordinate relationships with brands in other categories
Ensure that there is no excessive competition among brands of similar products
Reduce competition among internal brands
product brand manager system
Procter & Gamble
Corporate brand manager system
cause
Marketing environment changes
Market competition pressure increases
Creating and maintaining a brand is expensive
Decentralized brand management will weaken brand competitiveness
The flaws of the product brand manager system are becoming more and more obvious
Purpose
Strengthen the association between a good corporate brand and quality products
Integrate brand systems through corporate brand manager system
Responsibilities
many
significance
More P165
Ways to achieve brand management needs
Establish a strong brand management organization that coordinates operations
Establish a brand system with clear context and organic connections
corporate brand or banner brand
Auxiliary brand
Market segment brand
Brand system construction
Actively cultivate flag brands
Rebirth of old brands
Provide star product brands
Create a new brand
Focus on building corporate brands
Rationally cultivate auxiliary brands and market segment brands
Carry out long-term, consistent and comprehensive brand management
Chapter 13 Online Brand
Section 1 Overview of Internet Brands
An online brand is a brand that takes the Internet as its living space and Internet business as its core
type
Providing online sales-focused brands for online sales
Dangdang.com
The brand of an Internet company that mainly provides online information services
Sina
The brand of an Internet company that provides mainly online social networking
Renren
connotation
Online brands must have a certain form of expression
Online brands require certain means of information transmission
Transformation of online brand value
constitute
brand name
Brand pattern
Brand affiliation
Features
The virtuality of online brands
The international nature of online brands
Instant interactivity of consumer-brand relationship
Chapter 14 Brand Globalization
Section 2: Model Selection of Brand Globalization
Basic model of brand globalization
Standard globalization
Among all marketing mix elements, except for necessary tactical adjustments, the remaining elements are unified and standardized.
simulate globalization
In addition to the global unification of important marketing elements such as brand image and brand positioning, other elements must be adjusted according to the specific conditions of the local market to improve the brand's adaptability to the market.
Standard localization
institutionally determined
Factors influencing model selection
Characteristics of the industry in which the company operates
The business tradition of the country where the company is located
The degree of difference in the market environment between the home country and the target market country
The company’s own brand management capabilities
Section 3 Brand Globalization Strategy and Tactics
Brand Globalization Strategy Choice
Brand globalization entry path strategy
Enter developed countries first
Enter developing countries first
Enter less developed countries first
Brand globalization entry strategy
Brands are exported to the international market along with products or services
Acquisition and merger of existing brands in the host country
co-branding
Brand license
Obtain brand income through the franchise use of the brand, that is, signing a product license contract, etc.
direct investment
Brand Globalization Measurement
brand naming strategy
brand communication strategy
advertising communication
event propagation
cultural penetration
Chapter 15 Brand Origin Image
Section 1 Overview of the Image of Origin
concept
Origin classification
manufacturing origin
Brand origin
Design origin and assembly origin
Origin of key components
Image connotation of place of origin
Refers to the overall perception and overall image of the origin of a product or service among consumers in the target market.
significance
Economic globalization and the formation of global markets
Influence consumers' perception of international products
Particularly important for developing countries
subtopic
Section 2 Origin Effect
concept
The country of origin effect refers to consumers’ general perception of a country or region. This perception will affect people’s evaluation of products and brands of that country or region.
Mechanism of action
halo effect
When consumers know little about the products of a country or region, the image of the country of origin will directly affect consumers’ attitudes.
summary effect
When consumers are very familiar with the products or brands of a certain country or region, they will abstract the image of the country's origin from the products of the origin, thereby affecting consumers' attitudes towards the products and brands.
primacy effect
elastic model
independent attribute hypothesis
Fit model of origin effect and product characteristics
favorable fit
unfavorable fit
Advantages and disadvantages
unfavorable incompatibility
Influencing factors
Origin’s own factors
natural factors
cultural factors
Technology and management level
The level of economic development
Industry brand concentration
target market factors
Consumer familiarity with the product
Knowledge available to consumers
Consumer cultural tendencies
Ethnocentrism of target market consumers
If the level of economic development of the country is similar or the same as that of foreign countries, consumers may give a higher evaluation to the country.
Target market hostility towards country of origin
Refers to the hostility of consumers in a certain country or region in the international market towards other specific countries or regions due to historical or current military, political or economic events.
Product own characteristics
product type
The brand image of the product itself
importance of product
Product complexity
Section 3 Origin Image Strategy
Establish a good image of the country of origin
geographical assets
Humanistic background
technology level
places of interest
lifestyle
Folk Customs
Strategies to counteract negative image of origin
Strong brand strategy
Product and packaging strategy
Disguise the country of origin
Fuzzy country of origin
Promotional strategy
Channel strategy
Price Strategy
OEM production
Off-site production
compensation trade
The impact of country of origin effect on marketing strategy
Matching marketing strategy and image of origin
The potential threat of low-cost strategy to good origin image
Origin marketing strategy and product life cycle
The impact of market conditions on the image of origin
Changes in the image of origin
Chapter 16 Brand Relationship Management
Section 1 Overview of Brand Relationships
meaning
Narrow sense: The narrow sense of brand relationship focuses on consumers and brands as the main body, reflecting the psychological distance between consumers and brands.
Broadly speaking:
Brand relationship refers to the state of association between the two subjects, the brand and the consumer, and reflects the psychological distance between the consumer and the brand.
feature
Humanize
exclusivity
circularity
stage
Initial stage
growing phase
maintenance phase
descending stage
fracture stage
renewal stage
The significance of brand relationship management
Enhance brand value
Reduce customer churn
Improve corporate competitiveness
Brand relationship management helps personalize sales
Brand relationship management gives brands the advantage of exclusivity
Brand relationships help enhance corporate bargaining power