The importance of brand case planning is self-evident. Brand case planning can be completed and implemented in different ways. For example, it is very good to strengthen communication with channel members, stimulate their interest and confidence, establish the willingness of strategic cooperation, improve the communication effect between brands and consumers, enhance brand awareness and influence, stimulate consumers' desire to buy, and cultivate the market consumption potential of enterprise products.
1, a simple and direct brand expression.
In the practice of brand planning, there are indeed some brands that need strong artistic expression, such as high-end brands such as automobiles, real estate and luxury goods. Because of the high value or added value of these commodities, brand planning experts must be original in the form of brand expression in order to effectively present brand value or added value. However, for some fast-moving consumer goods or durable consumer goods that people consume daily, the directness and interactivity of brand expression forms are still the first choice of brand planning experts.
2. Create a grounded brand culture
As far as brand planning in Guangzhou is concerned, in the process of brand planning service, planning jokes similar to' moaning without illness' often appear. In order to rely on a certain historical culture and historical celebrities, it is often far-fetched to create some so-called unrealistic cultures, euphemistically called' building brand culture'. Once put into market inspection, it is basically incompatible with the target consumer groups, and it is impossible to achieve good sales performance if the seemingly' out of touch' guy is excluded from the sight of the target consumer groups.
3. Clear brand knowledge structure
The construction direction of a brand's knowledge structure determines the success or failure of a brand. Prophet marketing brand experts advocate the simplification of brand knowledge structure and penetrate the soul. For example, this is the difference between a hammer mobile phone and a millet mobile phone. The former professional brand knowledge structure route is questioned in the fog, while the latter simple brand knowledge structure route of perceptual experience is easy to understand and recognize.
4. Infiltrate brand communication and gain insight into the essence of demand.
Of course, brand planning is inseparable from brand communication. Brand communication should be penetrating in content, communication channels and communication rhythm, and can deeply understand the essence of consumer demand, so that brand communication can achieve the goal of getting twice the result with half the effort.
The above is a concrete analysis of how food enterprises do a good job in brand planning. Yan Rui believes that in the process of brand planning, food enterprises must pay attention to the basic situation of customers and better meet the needs of users.
Since its establishment more than ten years ago, Yan Rui has accumulated a lot, provided brand planning services for hundreds of domestic enterprises, and established a long-term strategic partnership. Since the first day of its establishment, Yanrui people have been practicing their industry mission-"Let Yan Rui's successful customers spread all over China". Yan Rui brand planning is the first comprehensive service provider of "full value chain brand management" in China. Founded in 2002, it has won the titles of "Top Ten FMCG Integrated Marketing Communication Experts in China", "Top 50 Most Competitive Consulting Companies in China" and "Top 10 Planning Companies in Guangdong Province" for many years.
Yan Rui took the lead in putting forward the core operation concept of "leading brand by strategy" in China, and developed an all-round brand building system of "full value chain brand management" in actual combat, which found the brand development engine for enterprises in the ever-changing market environment-industrial opportunity grasp+strategic product portfolio+innovative brand operation+extreme consumption experience.