On the corporate brand planning _1536

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On the corporate brand planning

[color=#] This article published online in the vPro Management | [link widoczny dla zalogowanych] | 15 [/color]
corporate image is the public image of the enterprise's overall feel and cognition, is the outward manifestation of the actual state enterprises, is the public be based on its corporate values, business philosophy, brand personality, production technology, product quality, market reputation and other information, the image drawn on the company's overall general understanding and evaluation. Any business has its own image, this image is not a self-proclaimed, but to make the evaluation of the public. The formation of the public good in the overall perception, so that consumers from perceptual knowledge to rational knowledge, must import the corporate image planning.

corporate image planning, including corporate visual identity in the planning, business planning and corporate behavior recognition concept of recognition in the planning, is the business name, brand mark, organizational management, customer service, entrepreneurial spirit,[link widoczny dla zalogowanych], values, development and other aspects of system construction, is a systematic enterprise, personalization, visualization and dissemination of the concentrated, aims to improve the overall quality, and expand consumer awareness and enhance market competitiveness and promoting diversification of business, the Group of and international development. U.S. group decision-making early in 1988 decided to re-import the new image of the planning system, the implementation of the image of the re-engineering plan, after six months of international and domestic research, from the five icons in the image plan finalized Midea, the rotation of the circle and M light industry, Bo Tan Rui MBA brand management planning in the product line.

three practice of brand extension plan, expansion of the brand front

when the company expanded and diversified development of the implementation, while the production of a variety of products, are faced with two brand strategy choice: one is the single brand strategy, that is production and operation of several different products with a unified brand, the brand extension to the new development of new products onto the market, such as TCL TV, TCL washing machines, TCL mobile phones. The other is a variety of brand strategy, that is, production and operation of different products use different brands, even in the same class of products with different brands. Such as Procter & Gamble production of Head & Shoulders, Rejoice, Pantene shampoo, Tide, Ariel detergent, Olay skin care products, Safeguard soap.

as opposed to multi-brand strategy, a single brand strategy can reduce the many new products enter the market of advertising and promotion expenses, new products can help the old brand's market influence and credibility quickly enter the market. Therefore, many companies used or more on the adoption of a single brand strategy brand extension, but this extension is risky, so companies in practice to grasp aspects: first, to test the brand, brand extension check capacity. Check the brand positioning, brand positioning with the extension to determine; good brand equity assessment, convinced that the brand has extended strength. Such as Second, the brand extension product planning to ensure a unified brand image. Brands in the related industries, and related products category extension, that is, on the basis of the implementation of an extension of related diversification. For example, the brand extension from refrigerators to washing machines, but the motorcycle business would not be able to extend to the keyboard up. Third, to prevent the brand extension trap. America's 3 dollars in low-grade pen as a result, Parker has not only successfully break into the low-end pen market, but lost the part of the high-end pen market. Fourth, to strengthen the brand extension and brand extension communication management. Brand extension strategy is determined, we must follow the plan to promote all aspects of work to do, especially to strengthen the brand communication and brand extension of the system management.

Fourth, to develop brand rescue plan, extend brand life

injured in the face of extreme difficulties and a serious decline of the brand, how to do business? Is the last legs? Is to let it natural? Or discarded card aside to re-create? The face of troubled brands, enterprises must carefully analyze the reason for the decline of the brand, and then combine their ability to adopt appropriate rescue measures. According to the actual situation of companies and brands, you can transfer to brand licensing, product innovation, brand repositioning, transfer target market, the regional transfer and the industrial restructuring and other measures. Such as

In summary, brand planning, is a rich, involving a wide range of systems engineering, development and implementation of scientific and effective marketing, brand planning is the objective requirements of competition, the enterprise of great significance. Brand competition is competition in the market toward standardization is an important symbol, in a market economy, we must shorten the distance with a strong business is not an easy task, seize the opportunity is important, but more important is to lay the foundation, suitable machine into brand planning, co-ordination army tent in the morning stage, an early build brand, successfully market integration into the international marketing track.

References:

1, brand marketing