品牌战略规划（Brand strategy planning）.docVIP

品牌战略规划（Brand strategy planning） Brand strategy is the enterprise management strategy that the company regards the brand as the core competitive power in order to gain the differential profit and value. Brand strategy is the product of competition in the market economy. The essence of strategy is to shape the core expertise of an enterprise. Strengthening the planning of brand strategy is conducive to obtaining broad market opportunities. If enterprises want to build a strong brand, they must carry out brand strategy management. Steps / methods One Planning the core value of the brand recognition system, and brand recognition, command all marketing communications 1, conduct comprehensive and scientific brand research and diagnosis, fully study the market environment, target consumer groups and competitors, and provide informative and accurate information guidance for brand strategy decisions; 2, on the basis of brand research and diagnosis, refining highly differentiated, clear, easy to understand, inclusive and can touch the inner core of the consumers brand core value; 3, planning the core value of the brand recognition system, basic identification and expansion of identification is the core value of the specific and vivid, so that brand recognition and enterprise marketing communication activities docking, operability; 4, the marketing activities and brand recognition of the company commander, so that every marketing communication activities to convey the spirit and interpretation of the pursuit of brand core value, brand, to ensure that the enterprise of each marketing advertising for the brand for addition, is to enhance brand equity accumulation. 5, formulate the goal of brand building, that is, the target system of brand asset upgrading. Two Optimizing brand strategy and brand structure, brand strategy planning is an important work to plan scientific and reasonable brand strategy and brand framework. In the pattern of a single product, marketing communication