Five Processes Of Brand Building
The brand building of enterprises is a systematic project, and it is not accomplished overnight. If you want to build a strong brand, you must know, understand and carefully standardize the operation of the brand in order to achieve the desired or desirable results.
Brand building usually involves several steps, such as research on brand related content, formulation of brand design plan, brand positioning design, promotion of brand and evaluation of brand effect.
(1) brand research
Brand research refers to the staff of brand building to understand the brand status of the enterprise. Or collect information about the brand related content set up by the enterprise plan. The status quo of the existing brand is mainly to understand the popularity, reputation and significance of the brand, and so on. Its significance lies in defining the expected state of the business and the state of the actual brand. Besides, it also needs to know the brand awareness and the understanding of the brand. For the brand established by the enterprise, we should understand the reputation of the enterprise, the quality and performance of the brand product or service, the status of the same industry, the attention of the target audience to the brand, and what factors have the most influence on the brand awareness of the target audience. In short, brand research is to find out the problems or influence factors of brand system and understand them comprehensively.
(two) develop brand design plan
Through brand research, a large number of intelligence materials have been mastered, and the problems and influencing factors in the brand system have been identified. The next step is to work out the brand design plan. The brand design plan has long-term strategic planning, annual work plan, and brand project design work plan. The formulation of brand design plan is mainly to determine the brand building goal, and the brand design plan is mainly determined the brand building goal. Design and create a plan. Establish design contents and evaluate budgets.
(three) brand positioning and design
Brand positioning and design is to establish the appropriate location for the brand according to the brand objective, and make specific design. Staff work according to the brand design plan, and design the brand after considering all the conditions of the enterprise, competitors and the public. The main contents of design brand should include brand shape design, brand CIS design, brand expectation target setting, etc. Brand design must follow scientific principles, adopt scientific methods, and combine factors such as short-term and long-term goals, corporate image and so on.
(four) brand promotion
Brand target establishment. After the brand design is finished, the brand must be promoted. Brand promotion refers to the comprehensive use of advertising, public relations, media, celebrities, mouths, marketers, brand quality and other elements, combined with the target market for comprehensive promotion and dissemination, in order to establish a brand image. Brand promotion is good at advertising, public relations and other propaganda means. It should also be good at using celebrities, events and other driving factors, to grasp brand quality and brand services, and to establish long-term development strategy.
(five) brand effectiveness evaluation
There are similarities between the two stages of brand evaluation and brand research. We should use market research to collect information and get information, and the two stages of work are connected. The main content of brand evaluation is to know whether the work of brand building is completed on schedule and quality, whether it has achieved the expected effect, whether it has entered the assessment work, the problems in the work, whether it needs to forge two times for the brand, whether to carry out the two stage project and so on.
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