Brand planning scheme

In order to ensure the smooth development of things or work, it is often necessary to make a plan in advance, which is a written plan arranged from the aspects of purpose, requirements, methods, methods and progress. How to write a plan to play a better role? The following are six brand planning schemes I have compiled for your reference, hoping to help friends in need.

Brand planning scheme 1 1. Present situation of coating industry:

Competition for coatings has intensified. Nippon and Dulux, who entered China in the early days, have great influence in the whole country and are in the forefront of the coating industry, posing a threat to domestic manufacturers in terms of market investment, marketing planning, management and technological innovation. In recent years, China Resources, Carpoly, Dabao, Maydos, Xiupo, Chen Zhan and Zhonghua Paint have all made great development plans, and some of them have already started to put them into action. For example, China Resources proposed "catching up with the country in five years" and invited Ogilvy and Mather to engage in brand integration and image promotion. Dabao wants to build "the largest paint production base in China", with annual sales of 654.38+0 billion yuan; Gabrielle invested heavily in advertising on CCTV and launched a powerful public relations offensive of "challenging foreign brands", thus becoming an "opinion leader" in the industry. Maydos made the second undertaking oath of "overtaking China Resources within three years". In order to surpass it, Maydos frequently contacted international and domestic 4a advertising companies. Xiupo wants to build "China Floor Paint Kingdom", and promises many preferential conditions to attract a large number of high-tech talents; Hongchang and Guan Xing are playing the technical cards of "postdoctoral mobile station" and "nanotechnology R&D center" ... In the next 1-3 years, the competition of China coating enterprises will be more intense.

Through the analysis of the main brands in the current architectural coatings market, coatings have truly entered a culture-oriented era, and the target group positioning method based solely on price will be tested and upgraded, and an upgraded version based on price positioning method-cultural and consumption concept positioning method will be ushered in, and the target consumer groups and brand positioning of products will be formulated according to different consumers' consumption habits, living culture and personal personality.

Homogeneous and isomorphic market competition has become the most common phenomenon in coatings industry. How to make its own unique characteristics in the homogeneous market competition, distinguish it from other brands and products, and form a differentiated positioning strategy? It is also the key to this plan.

As a brand-new brand, how can Tianyu Shengbang Paint quickly establish a marketing network and create a brand-new brand image? This plan will plan the brand positioning of Tianyu Shengbang Coatings through comprehensive and meticulous market analysis and according to the company's own actual situation.

Second, Tianyu Shengbang coating brand image analysis

Who Are We?

With the continuous improvement of people's living standards, people are no longer satisfied with the basic use requirements of paint products, and even pay attention to brand culture and brand experience on the basis of product functions.

Coatings are not only satisfied with simple material function, but also can embody identity, realize taste and improve the fun of human living. Therefore, when the brand image is well shaped, the brand's personality and charm will naturally appear, which will be easily distinguished from other brands and recognized by customers. Judging from the current situation, Tianyu Shengbang Coatings has not yet formed a real brand, but it is not difficult to create its own coating brand, because Tianyu Shengbang Coatings has rich enterprise resources and existing relationship network, which is conducive to brand communication and product marketing.

What is Tianyu Sheng Bang?

● Heaven [Respect]. Top. King]

Heaven represents the master of all things, the supreme position and authority, extraordinary dignity, the temperament of a king and invincible magical power. The courage to surpass everything, the persistence of quality, and the unremitting dream of success and victory. Shining with the light of freedom, dignity, identity, status and self-realization, I feel and convey my unique attitude towards life and luxury concept. "Harmony between man and nature" is the ideal and pursuit of harmonious relationship between man and nature and between people since ancient times.

● In the world. Tolerance. Nature. Technology. Harmony]

Yu: profound and eternal, the whole universe is inclusive, the universe is vast and the mountains and rivers are magnificent.

The inner height determines the tolerance of farsightedness.

Unique taste and attitude, unique vision and outstanding;

A different way of life, a concept of pursuing freedom, a sense of superiority and dignity!

● Sacred [noble. Lofty Wisdom. Beauty. Field]

Saint, top class, lofty, noble, smart, beautiful, beautiful, fresh and refined.

It is the pursuit of life, the embodiment of identity, the witness of success and the enjoyment of spirit!

● State

State, country. The formation factors of the country and the existence of the family are eternal and fundamental, just like a big river with flowing water at its source, which is vast and endless. ...

It is our dream and pursuit to build a harmonious society and realize harmonious development. It entrusts the lofty ideals of people all over the world to create a beautiful home, stay with the United States, share the fruits of civilization and work together to create the future; Modern people yearn for freedom and optimism, life is full of passion and creativity, love life, enjoy the gift of life and look forward to the future. It profoundly embodies the three core concepts of Tianyu Sheng Bang brand "green, science and technology, humanity", and embodies the harmonious values it contains.

Brand definition:

Tianyu Shengbang Paint, a brand name that seems to be honor and wealth, actually has far-reaching meaning. Such a profound and popular concept, as the core competitiveness of the brand, is injected into a paint brand.

In this way, when consumers buy Tianyu Sheng Bang paint, they get the support of emotion, recognition, glory and sense of belonging. That is the result of Tianyu Shengbang lacquer management and philosophical management.

Tianyu Sheng Bang is not only a brand of architectural decoration, but also a symbol of pursuing freedom, experiencing innovation and fun and enjoying value in the eyes of consumers. It is also the pursuit of life and the embodiment of identity; It is a witness of success and a spiritual enjoyment!

Tianyu Sheng Bang is not only an architectural decoration brand, but also a kind of taste and attitude, a sense of superiority and dignity; It is a unique contemporary cultural concept and an irreplaceable identity glory. ...

As a result, we upgraded Tianyu Sheng Bang brand from the material level to the spiritual level, and achieved a higher level of sublimation.

Three, Tianyu Shengbang paint brand photos:

1. Background picture: a classic brand from Europe.

Tianyu Shengbang Lacquer was born in a noble family in Europe. It has an innate noble quality and cultural heritage, and an innate sense of taste and charm. It is a modern spiritual totem full of primitive life tension and dreams, with king temperament and invincible magical power.

Tianyu Shengbang lacquer is full of passion for life and courage to surpass everything. His life legend is only related to success, and the whole meaning of his existence lies in his unremitting dream and pursuit of success and victory.

Fourth, brand elements (image endorsement),

Today, with the serious homogenization of products, it is an important direction of brand innovation to add cultural elements on the basis of product innovation.

People's requirements for almost all items go beyond their physical attributes, but incorporate cultural connotations and ideological requirements. Living is not only a simple continuation of life, but also the quality of life. The inner quality of life shines with the light of freedom, dignity, identity, status and self-realization. Externally, this quality is also reflected in all aspects of consumer life.

Tianyu Shengbang Paint uses the organic combination of crown, shield, Swiss Alps, five-pointed star pattern and English letters written by Tianyu Shengbang to make the whole brand logo, highlighting the dignity and extraordinary of Tianyu Shengbang, making the whole brand show its international taste, thus strengthening the memory of the audience.

Verb (abbreviation for verb) refines the core concept:

On the communication level, the brand of paint embodies the superiority of the brand from selling "decoration materials" to selling "color", and now selling "environmental protection" and "technology" to selling "brand and culture". At the same time, at other levels of competition, price wars, channel wars and promotion wars are one after another, and the competitive environment is becoming more and more fierce. How does the brand break through? Establish the competitiveness of sustainable development? It is the key for paint enterprises to become bigger and stronger.

Chapter 2 of brand planning scheme: On-site lottery according to the questionnaire filled by participants. The "questionnaire" can be distributed to consultants at the information desk or on-site of each cooperative member. Three winners will be awarded each time.

Activity 3: Theme: Jia Zhuang knowledge training

Objective: To let consumers know more about home improvement knowledge through free training, and to show that he is a disseminator of home improvement knowledge and a professional consultant in consumer guide.

Brand Planning Scheme Chapter III Three Elements of Home Brand Planning

The essence of competition is to be half a step faster than others. "To break through this crisis,' home customization' is a good way! On the one hand, we must be "fast", on the one hand, we must meet the "individual requirements" of consumers, and on the other hand, we must be able to provide complete services.

1. "Quick"

At present, the trend of home-related manufacturers selling home products in the form of direct sales is increasingly significant. It shortens the distance between manufacturers and end consumers, on the one hand, it can reduce the channel cost, on the other hand, it can strengthen the communication and contact between manufacturers and consumers.

2. "Personality DIY"

In the network era of information explosion, consumers can basically "know the world without going out". Especially in large and medium-sized cities, consumers have more opportunities to stay indoors, which is growing. Therefore, in order to meet consumers' requirements for indoor environment, the "DIY" project of home decoration is put forward in the consumer market, and home decoration can be formulated according to consumers' specific requirements, which can attract consumers' attention.

Step 3 "finish"

Home customization can be divided into many categories, from decoration style and quality to the purchase of home appliances and furniture. The renovation of new houses can be described as a hassle. On the one hand, consumers hope to decorate their new houses in the shortest time, on the other hand, they hope that the decoration can meet their own requirements, but in fact it often backfires. If all categories can be integrated and presented to consumers, it can be said that the concept of home customization has been brought to the extreme.

Let's imagine how beautiful and convenient it is for some consumers who just bought a new house to walk into a specific store and turn their imaginary "dream new house" into reality during the process of marching between the import and export of the store. Take IKEA as an example. At present, some manufacturers have provided DIY services to consumers. No matter the style and style of furniture, or the specific size and color of furniture, manufacturers can basically meet their needs. But this is not the so-called "integrity". Or, we can find this feeling at IKEA.

Display of home brand planning scheme

The IKEA brand has always been committed to improving people's quality of life, and adheres to the business purpose of "providing as many customers as possible with household items with reasonable prices, excellent design, complete functions and low prices". At the entrance of each IKEA store, there is a unique IKEA style display unit, and professional interior designers are provided for consumers. On the premise that the style has been decided, the wallpaper, floor, sofa and headrest provided by the store should be in the area, so as to provide one-stop service to consumers.

Of course, IKEA only belongs to a relatively simple DIY, and its product attributes are relatively fixed, all of which are based on "excellent design, complete functions and low price", but the manufacturers failed to get the demand and feedback from consumers, and there was no zero-distance communication between manufacturers and end consumers. Nevertheless, IKEA has made a good start for the "complete" furniture customization model.

It will be a trend to integrate all household categories, directly obtain the individual needs of consumers and establish good and effective customer service.

Misunderstandings in Home Brand Planning

1. Professional people do professional things.

We often see that in Guangdong, many factories are less than 100 meters away from furniture stores, and still choose agents to distribute furniture in the stores. Theoretically speaking, it is correct for factories not to build their own distribution channels, which is in line with the professional division of labor. But the problem is that the barriers to furniture sales are low, "getting the goods means getting the distribution right", the quality of the marriage between agents and factories is low, and the combination of production and marketing can never be upgraded from "the same interest" to "the same strategy". So this popular "agent distribution system" is not a stable and effective distribution channel, but the last link of the supply chain. When the market situation is good, everyone lives in peace. If the market is depressed, this supply chain is in danger of collapse.

2. China furniture has no "brand".

Dealers and even many furniture factories think that China furniture has no "brand". The so-called "brand furniture" has only a slight influence in the industry. In the eyes of customers, there are basically no brands. Dealers have this understanding, which can be regarded as an objective reflection of the present situation of furniture, while the "self-definition" of furniture factory is the embodiment of "short-sightedness" and "impetuousness". Any industry, after full competition and development, will certainly produce a brand recognized by the final consumers, and furniture is no exception. Of course, this may be the brand of the furniture product itself, or the brand of the furniture circulation enterprise, or the two situations may coexist. If our furniture factory lacks the consciousness of creating a brand and undermines the ambition of creating a brand, it will definitely "not be able to do much". It can be predicted that the result of future comparison will either follow the trend to make some "quick money" in the market or become an "OEM" workshop.

If you want to do a good job in product marketing, you must spend money on "packaging"

Inviting celebrity endorsements, inviting professional design companies to design luxury furniture exhibition halls, imitating and making a popular product style, and formulating a set of shopping guide training manuals … seems to have become the formula of product marketing for furniture factories. The elements that make up the formula are mostly patchwork, and rarely form a system, let alone the continuous optimization and improvement of the overall system. When these elements are insufficient in one brand, they will be repackaged with another brand. Therefore, furniture brands emerge one after another, but they are often only "three to five years ahead"

Running the market is to visit the "landlord" and the agent.

At present, the marketing salesmen of furniture enterprises who travel all over the country mainly coordinate the relationship between professional furniture stores in various cities (because such stores are rental markets dominated by booths, which are called "landlords" in the industry) in order to obtain good exhibition positions and understand the operation of local agents; There is also to help agents do a good job in product display and train sales staff in shopping guide skills. The real market subject-end customers, is almost ignored.

5. Innovation is not as good as imitation

China's furniture products lack originality and are basically copied. Guangdong copied from abroad and the mainland copied from Guangdong, resulting in a single furniture product, and the product varieties and styles of various furniture factories are very similar. It has directly caused marketing troubles-agents are always changing, constantly looking for new manufacturers or new substitutes, and customers are constantly complaining. Even in furniture stores that claim to be hundreds of thousands of square meters, it is difficult to see products that really satisfy them.

Brand planning scheme 4 1) preemptive occupation strategy

It refers to finding that there is a valuable (ladder) position in consumers' minds that is unoccupied, and they are the first people to try their best to occupy it.

Strategic premise: consumers have new categories and new functions.

For example, Wang Laoji found that there was a blank spot in the beverage industry, and no brand represented a fire-fighting beverage. So it first proposed, "Drink Wang Laoji if you are afraid of fire." Now Wang Laoji has become the leading brand in the market segment, that is, when Wang Laoji becomes synonymous with herbal tea for removing fire, we can say that this brand occupies this mental resource.

As early as 1992, Colgate found that many toothpaste brands in China market were doing fresh breath, whitening teeth, diminishing inflammation and relieving pain. But none of them focus on "preventing tooth decay", the biggest mental resource of toothpaste category. Based on the experience of American toothpaste market, Colgate knew that with the improvement of living standards, consumers would pay more and more attention to the prevention of tooth decay, so it quickly entered the China market and started a single and concentrated demand for more than ten years: prevention of tooth decay. Today, when we think of toothpaste, we can quickly think of Colgate.

2) Associated with a strong brand/product strategy

It is found that the first position on a ladder has been occupied by a strong brand, so that the brand is associated with the strong brand/product in the ladder, so that consumers can consider themselves as a supplementary choice while giving priority to the strong brand/product.

For example, Qixi found that when American consumers consume drinks, two of the three cans are cola, so it calls itself "non-cola". When people want to drink, the first thing that comes to mind immediately is coke, and then a brand that says "non-coke" leans on coke, that is 7-up. The positioning of "non-cola" makes 7-up the third brand in the beverage industry. In the past, Kingdee software in China developed rapidly through the public relations propaganda of "UFIDA in the North and Kingdee in the South", which is the same method.

Strategic premise: consumers have obvious preferences for certain products.

3) Attack the strong brand/product strategy

If the category (positioning) in consumers' minds represents the potential weakness of the brand, the new brand can break through it, redefine the representative brand as improper choice and replace it by itself.

For example, when Tylenol entered the headache medicine market, aspirin occupied the primary position in the headache medicine market. Therefore, Tylenol's attack on aspirin can lead to micro-bleeding of gastrointestinal capillaries, so it broke through from this point and replaced aspirin to become a leading brand.

Strategic premise: consumers have obvious preferences for certain products, and are very concerned about the benefits provided by new brands, and it is easy to recognize the weaknesses of the original preference brands.

Chapter 5: Preface of Brand Planning Scheme

The competition in the domestic tobacco market is fierce, and the competition among manufacturers is extremely fierce. Brand wars, tobacco culture, public relations, marketing events, public welfare sponsorship and many other activities. It has been put into the market with little effect. Brand building should start with sales volume. When the sales volume goes up, the popularity and loyalty of natural brands will naturally go up. For new products, promotional activities are the easiest way to bring consumers closer, and quickly complete the first attempt → understand the product → repeat purchase → loyalty.

In the process of branding, after investigation, it is proved that the market of wine and Yan 'an is fully developed, and 76% consumers think it is recommended by friends. Consumers who form opinion leaders can establish a good word-of-mouth effect and shorten the incubation period of the market.

This promotion mainly relies on the advantages of XXX enterprise group's sound gold medal network, occupying major restaurants, forming a joint attack of tobacco and alcohol, and completing close contact with consumers.

I. Purpose of the activity:

1, improve the visibility of ×× in ×× city;

2. Improve the consumer's attempt rate;

3. Deeply cultivate channels, win terminals and drive sales;

4, solid management, crack down on competing products, establish a reputation, and lay a solid foundation for the comprehensive development of 20xx promotion activities.

Second, the activity time:

20xx 65438+20xx February 5th to February 5th

Three. Location:

Restaurants in major hotels in XX (retail terminals will not be implemented for the time being)

Fourth, promotion means:

Recommended by the sales promotion lady, joint promotion with Kouzijiao, card replacement.

The implementation of verb (verb's abbreviation) activity;

1, fire borrows oil potential, and wind helps fire;

Make full use of XXX's gold medal marketing network, build XXX's catering terminal, and form a good reputation in the hearts of consumers. The key to occupy the market is to occupy the psychological market of consumers. The marketing miracle of Kouzijiao became a milestone in the history of the industry. It is mentioned that liquor is a cellar except Maotai Wuliangye, which shows the great influence of the cellar. The joint efforts of Kouzijiao and XX in this activity can be said to be suitable for each other, which is the icing on the cake for enhancing the popularity and reputation of XX.

Executive skills:

A, pop reminder at the entrance of the restaurant, etc. Each bottle in the wine cellar will be delivered with a pack of ×× cigarettes; (Trigger demand)

B, the sales promotion lady takes the initiative to remind consumers of the promotion activities of ××; (Interest incentive)

C during the promotion of new products in Yunnan, two empty boxes were exchanged for a pack of cigarettes. (information memory)

2. Happy deck marriage:

Xxx from Yunnan, with her noble and elegant attitude, settled in the ancient city of XXX. Who can marry her? It's simple. Show your passport, accompanied by XXX. According to the research and analysis of the consumer market, people's greed has been accompanied by the whole consumption process, and collecting cards is simple and easy to operate, which often has great communication influence among white-collar workers.

Executive skills:

A, consumers can exchange a pack of XXX cigarettes with peony logo in the middle of three XXX cigarette cases in the restaurant;

B, in addition to buy each bottle of Kouzijiao wine, give a pack of cigarettes as usual;

C. The salesgirl suggested how to exchange XX, and cut it out for consumers to dispel their face doubts.

3. Miss Image Public Relations:

Officially trained hotel salesgirls have far higher skills than career promotion. They bear the great responsibility of product promotion. The mission of the industry makes them know more about consumers, and finally achieve the goal of successful trading through effective communication.

Executive skills:

A. Face-to-face communication between Miss Image and consumers runs through the whole promotion;

B, influence consumers' psychology through product display and product introduction, so as to achieve the best promotion effect;

C, major festivals arrange some promotional activities in supermarkets (shopping malls, supermarkets, large specialty stores, etc.). )

4, cast a net in an all-round way, focusing on training:

The successful implementation of the auxiliary promotion activities of pop and dm in retail terminals outside the hotel will expand the influence of target consumers, promote consumers' and potential consumers' awareness of XX, and lay the foundation for the next terminal penetration.

Executive skills:

A.pop and dm need to actively notify information;

B, pop, DM 65438+February 5, covering the whole xx market, and the sales staff regularly check to ensure the effect of the activity;

C. the pop in the restaurant is concise, eye-catching and easy to identify, and it is the key training base for our target consumers.

Six, crisis control:

1. What should I do if there is a dispute between the consumer and the promoter?

Pre-training of promoters, professional promotion team and strict management system are the keys to maintain the survival of promotion team. If there is any dispute, it will be settled in the lobby, and it will be handled according to the regulations of the promoters, paying consumers double gifts and apologizing in writing.

2. What should consumers do if they take out a large number of cigarette labels to change?

Full redemption. (loyal consumers of this brand)

3. What should consumers do if they only change money and don't eat in the hotel?

Whether you eat it or not, as long as it is not a "fake" cigarette label, you can still change it.

4. What if the promoters deduct the gifts privately?

Print and distribute the gift daily account of promoters, record the names and telephone numbers of consumers, and formulate scientific and reasonable gifts in combination with the shipment volume of wine cellar and the random exchange volume of consumers. The loss of promotional gifts has always been inevitable, but we should try our best to reduce it.

Brand planning scheme 6 I. Brand name: Hhkkll toe cap

Second, the brand slogan: control the general trend and be unique.

Third, brand status: leading high-end business men's shoes

Four. Brand profile:

Hhkkll is a high-end brand of men's shoes based on China's local culture, and a cultural leader integrating comfort and business. Shoe owners have a magnificent world outlook and the spirit of heaven and earth. Relaxation room is permeated with the leadership style of the king, controlling the general trend, forming a school of its own, and unifying the shoes industry with the power of the head.

Shoe owners' customers are mainly men aged 35-55. Most of them are spiritual leaders in organizations, healthy, positive, progressive, wise and open-minded men. They pursue their ideals unremittingly and are full of ambitions for life. With the pursuit of Excellence, toe cap interprets the brand's concept of "controlling the general trend and being unique" and its view on high-quality lifestyle, and better responds to consumers' recognition and demands for quality.

No matter from material selection, color or advanced production technology, shoe owners have strict requirements on product appearance, quality and technology. The products are unique in conception, exquisite in design, steady in style, and pay more attention to the fine selection of materials and workmanship, so as to create senior business men's shoes that match the successful elites of business leaders.

Verb (abbreviation for verb) brand style:

Toe products are unique in conception, exquisite in design, stable in style, and pay more attention to material selection and fine in workmanship to create high-grade business men's shoes.

Six, product series:

Classic business, leisure business, elegant business, gentleman business, comfortable business and other series.

1 Men's Shoes Leisure Business

Choose wine carefully and choose a pair of shoes you like.

Tasting red wine is an elegant and meticulous taste. See color, shake, smell wine, taste, aftertaste, every step is very important.

Only keen sense and spirituality.

Pay the corresponding patience and time

In order to appreciate mystery and leisure, but also to carefully select wine.

Choose a pair of favorite shoes.

2, men's shoes gentleman business

Nanren zhangmen world

Practice the stability of shopping malls with gentlemen.

Use time to precipitate a man's maturity.

Brew the Excellence of leaders with foresight

Nanren zhangmen world

The road to the world is open for you.