Brand planning is so big that it is beyond your imagination

As an important part of intangible assets, brands continue to create cash flow for enterprises, but they are not included in the asset responsibility form. Brand barriers have long been defined as the most important barriers. Brands are really simple, and brand factors can be accepted. I have always expressed doubts about the pillars of a great enterprise. Repeatedly, the reason is nothing more than that this obvious thing is too simple, but the deeper the understanding, the more it is discovered, in fact, it is as simple as that. Introduce the role of brand planning today.

First, the brand planning four songs 1. Prelude: insight into actual needs
Listening to the brand voice of consumers and understanding the actual needs of consumers. Listening to the voices of consumers is the primary task of implementing brand communication. Only by truly understanding the real ideas and needs behind consumer behavior can we “see what we say and see what we do”. "To clarify who should say something about the brand's voice and spread, so as to grasp the consumer's mental resources." The true meaning of the prophetic brand's introduction to consumer insight is to open up all superficial phenomena, to sort out the clues of human nature, to explore the behaviors and psychology hidden behind consumers, and to discover the real needs and preferences of consumers. Drive the "golden wire" that the target consumer tries or repeats.
2. Foreshadowing: Enhancing core competitiveness
Constructing the two-way communication origin of the enterprise and enhancing the core competitiveness of the enterprise. Consumer insight should serve the construction of the brand's "two-way" brand sound wave origin. The so-called "two-way" refers to brand information that can receive and integrate the brand information of consumers and at the same time combine with the internal characteristics of the company to generate attractive and influential brand information. This requires combining consumer insights from external links with the internal building of the company. The role of brand planning lies in the dual autonomy of enterprises after mastering the effective information of consumers. It is necessary to cater to the needs of consumers, and to actively shape the brand origin of the brand that can reflect the core competitiveness of the brand and guide the consumer demand. For the implementation of the last step, a strong foreshadowing is the basis for the spread of the entire brand.
3. Climax: Creating a brand of sound waves
The use of multi-dimensional communication means to create a lasting and strong brand. The brand of the sound wave zone is the outer layer of good interaction between enterprises and consumers. The origin of the brand sound is to react to consumers through the region and get positive feedback from consumers. After the energy is enhanced, the range of brand sound waves is expanded and the intensity is enhanced. It is mainly realized by multi-angle and multi-faceted cooperation with the platform through modern communication means such as buzzer communication, public relations communication, word-of-mouth communication, virtual community and so on.
4. End: Silent Worship
By building a profitable brand relationship and bringing value to both the business and the consumer, the company no longer regards the brand as a symbol-based separation and a means of profit-making that exceeds the average profit for the company. Use relationships as a way to achieve ultimate value. This relationship is no longer one-way, but two-way; it is no longer introverted, but extroverted. Extend the company's vision from the inside of the enterprise to the outside of the enterprise, that is, the consumer market.

Second, the importance of brand planning
1. Brand planning can help companies to make an accurate positioning of the market, such as the market demand for the amount of products produced by the company, and the development situation of similar products in this industry. Prophet brand marketing introduction This is of great help to the formal entry of the company into the market.
2. Brand planning can also prevent a lot of time and money invested by the company's own incorrect operation, which will bring great benefits to the company's correct development investment. Because if the company invests a lot of time and funds to sell and promote the products before the brand planning, it is very likely that the company will not achieve the expected business development goals in this process.
3. Brand planning can also help the company's brand to succeed after entering the market as a basic guarantee, so that enterprises can have their own development space in the market and get their own consumer groups. Prophet brand explanation and if the company does not pay attention to the brand planning of the enterprise in the early stage, then after entering the market formally, whether it can occupy the market and obtain the consumers is a difficult guarantee.

The role of brand planning 1. Brand loyalists provide long-term profit
Customers need to change their brands. They need to overcome the barriers of conversion. We only need to eliminate customer dissatisfaction and maintain customer satisfaction. Generally, we don't need special business methods and invest extra resources. We can continue to make profits from old customers. . At the same time, customers who like the brand and customers who are absolutely loyal to the brand will naturally help us attract new customers. Because of the brand, we can generate turnover with a small amount of power.
2. Brands increase marginal revenue
On the one hand, the same thing, with the brand can set high prices, Lenovo and Apple things together, tell you that the configuration is the same, the price is half. On the other hand, the brand has little dependence on promotion. Rolex has never cut prices, buys, and new apples. Everyone is willing to pay more than twice the original price.
3. Brand expansion
This is another treasury. Sunkist buys his brand with fruit candy. Diet Coke will get good returns without publicity.
4. Brand leverage
Products with high brand value are always surrounded by green channels, because this is the goods that the public needs to purchase. There is no place to buy the products without brand products, so the strong brand can enter the mall without adding the entrance fee, and it can also be placed in the eye-catching time during the promotion time. Location, some shopping malls to reduce the taste of shopping malls to reduce the rent of well-known businesses, which are invisible profits.
5. Lenovo barriers
As long as the brand is well positioned, once the brand association is established to form the dominant brand, other brands will no longer have the opportunity to enter the customer's mind. Since then, there is no third cola to appear. As long as the human mind is occupied, the competitor cannot attack. It can only occupy the legacy market from the side. (Author: John Reith; Source: Sales and Marketing)

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