What is the role of emphasizing the core value of the brand in marketing planning?

Many experts in the industry mistakenly believe that the core value of a brand in the process of brand planning is the concept of communication, which is similar to the appeal point of advertising. In fact, in terms of its essence, the core value is the value concept. As value, it must be provided and passed on to customers through products and services, including marketing planning and marketing communication. Therefore, the core value should be reflected not only in brand planning and marketing communication, but also in marketing and even the whole enterprise value chain. Brand core value is the functional, emotional and self-expressive benefits that the brand promises to customers. If it is only reflected in brand planning and marketing communication, and the marketing strategies such as product function, packaging and terminal fail to effectively reflect the brand core value or just run counter to it, customers will be at a loss, and the brand core value will not leave a clear mark on their brains or will not trust the brand core value at all.

No BMW will be as solemn and dignified as the appearance of Mercedes-Benz. On the contrary, the shape of each BMW looks very light and full of spirituality. This is why BMW brand managers wisely integrate the brand core values of "fun, chic, passion and vitality" into the industrial design of products. Dunhill Road will only be sold in five-star hotels or shopping malls, because only glittering shops can reflect the core value of Dunhill Road's "classic brand of royal nobility"; When we do the annual brand planning for Feidiao Electric Appliances, we especially emphasize that the film and television advertisements of Feidiao are exquisite in modeling, props and screen colors, and the hairstyles and clothes of characters are fashionable, which makes people unconsciously feel that Feidiao's "Made in China, International Fashion Design" coincides with the core values of Feidiao brand.

Because corporate activities, no matter how dazzling brand planning and marketing communication, are ultimately the process of creating value for customers. Industrial design, manufacturing, packaging, distribution, logistics, after-sales service, brand planning and other activities have become a whole chain of enterprise value activities, and every point in the chain can create value for customers. Therefore, at a deeper level, all the value activities of an enterprise should reflect the core value of the brand.

—— Selected from Weng Xiangdong's monograph Brand Bible, Jiexin Consulting's Local Brand Strategy.